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Abstract(s)
A visibilidade que o YouTube tem vindo a ganhar originou a criação de uma nova profissão: os youtubers. O teor do vídeo é comumente associado a temas em que se sentem à vontade e que vão ao encontro dos gostos pessoais. Desta forma, existem vários tipos de influenciadores digitais no YouTube. A presente dissertação explora e foca-se nos influenciadores digitais de tecnologia na plataforma referida. O enquadramento teórico é constituído pela definição e o contexto de emergência da Internet, pela Web 2.0, pelo YouTube, tendo em conta a sua definição e características. Interliga-se com Marketing e Publicidade nos social media através das técnicas de Marketing de Influência, Marketing Relacional e de Marketing de Conteúdo bem como a Publicidade Colaborativa. Incide também na emergência dos influenciadores digitais, na construção de celebridade mediática no digital, no Self-Branding, no Papel dos Influenciadores como Líderes de Opinião e, por fim, nos Influenciadores Digitais de Tecnologia. Nesta dissertação pretende-se perceber “De que forma é que os influenciadores de tecnologia portugueses se manifestam no YouTube?”. Para o efeito foi usada uma metodologia de carácter misto, através da técnica de análise de conteúdo. Desta forma, foi possível compreender as técnicas discursivas e visuais utilizadas pelos influenciadores digitais de modo a envolver a audiência, como se destacam e como abordam os produtos e as marcas.
A análise indicou que os influenciadores digitais de tecnologia escolhem locais domésticos como o escritório ou o quarto, acompanhado de uma decoração maioritariamente branca, com alguns tons de azul e verde e vários aparelhos tecnológicos. Os vídeos não têm uma edição muito vincada e a câmara está estática para gravar uma espécie de conversa habitual com um amigo atrás da secretária. Esses vídeos são essencialmente reviews, unboxings e vlogs. A partir dos mesmos, envolvem-se com o público-alvo mostrando-se como apaixonados pela tecnologia e com outros gostos partilhados para além da mesma. Através das técnicas dos seus discursos, ganham a confiança da audiência, tornando-se percecionados como amigos ou conselheiros, que permitem também enriquecer os conhecimentos da audiência sobre tecnologia, através de um discurso explicativo, com ausência de pressões ou apelos diretos à compra do produto, como muitas vezes ocorre nas lojas físicas.
From the visibility that YouTube has been gaining, a new career grew: Youtubers. The content of the video is usually associated with subjects that you feel confortable with and meet your personal interests. Therefore, there are various types of digital influencers on YouTube. This dissertation explores and focuses on digital technology influencers on the platform mentioned above. The theoretical framework consists on the definition and emergence of the Internet context, by Web 2.0, YouTube, according to its definition and features. Relates with Marketing and Advertising on social networks through the techniques of Influence Marketing, Relational Marketing and Content Marketing as well as Collaborative Advertising. It also focuses on the arising of digital influencers, the construction of media celebrity in the digital world, Self-Branding, the Role of Influencers as Opinion Leaders and finally, Digital Influencers of Technology. This dissertation aim to understand “How do Portuguese technology influencers manifest themselves on YouTube?”. For this purpose, we applied a mixed methodology, using a content analysis technique. Thus, it was possible to understand the discursive and visual techniques used by digital influencers to conquer the audience, how they stand out and approach products and brands. An analysis showed that digital technology influencers choose home divisions, such as an office or a bedroom, with mostly white decor, some shades of blue and green and several technological devices. The videos are barely edited and it is usually used a static camera to record a kind of conversation with a friend behind the desk. These videos are essentially reviews, unboxings and vlogs. From this point on, they get involved with their target audience showing themselves as passionates about technology and other similar topics. Through the techniques on their speeches, they gain the confidence of their audience, introducing themselves as friends or mentors, which also allows them to increase the audience's knowledge about technology, by an explanatory speech, without pressure to acquire the product, as often happens in physical stores.
From the visibility that YouTube has been gaining, a new career grew: Youtubers. The content of the video is usually associated with subjects that you feel confortable with and meet your personal interests. Therefore, there are various types of digital influencers on YouTube. This dissertation explores and focuses on digital technology influencers on the platform mentioned above. The theoretical framework consists on the definition and emergence of the Internet context, by Web 2.0, YouTube, according to its definition and features. Relates with Marketing and Advertising on social networks through the techniques of Influence Marketing, Relational Marketing and Content Marketing as well as Collaborative Advertising. It also focuses on the arising of digital influencers, the construction of media celebrity in the digital world, Self-Branding, the Role of Influencers as Opinion Leaders and finally, Digital Influencers of Technology. This dissertation aim to understand “How do Portuguese technology influencers manifest themselves on YouTube?”. For this purpose, we applied a mixed methodology, using a content analysis technique. Thus, it was possible to understand the discursive and visual techniques used by digital influencers to conquer the audience, how they stand out and approach products and brands. An analysis showed that digital technology influencers choose home divisions, such as an office or a bedroom, with mostly white decor, some shades of blue and green and several technological devices. The videos are barely edited and it is usually used a static camera to record a kind of conversation with a friend behind the desk. These videos are essentially reviews, unboxings and vlogs. From this point on, they get involved with their target audience showing themselves as passionates about technology and other similar topics. Through the techniques on their speeches, they gain the confidence of their audience, introducing themselves as friends or mentors, which also allows them to increase the audience's knowledge about technology, by an explanatory speech, without pressure to acquire the product, as often happens in physical stores.
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Keywords
Internet Tecnologia Influenciadores digitais Youtube Tecnology Digital influencers