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Resumo(s)
O TikTok, enquanto plataforma digital recente e popular entre a Geração Z, tem
um grande poder de autopromoção. Foram muitos os jovens que mundialmente, e de uma
forma inesperada, ascenderam à fama através da plataforma tornando-se microcelebridades,
fenómeno que também ocorreu em Portugal. Através desta investigação, pretende-se
compreender em que medida é o TikTok uma ferramenta eficiente para fins de self-branding
e autopromoção para os influenciadores portugueses na plataforma. As estratégias utilizadas
pelas microcelebridades, assim como as tipologias de conteúdos produzidos, e ainda as
vantagens e desvantagens resultantes das especificidades do TikTok foram estudadas. Para
tal, recorreu-se a entrevistas semiestruturadas a microcelebridades portuguesas do TikTok
(18-24 anos) pertencentes à Geração Z. Os resultados obtidos comprovam a eficiência do
TikTok no que respeita à profissionalização de uma carreira no mundo digital, resultante da
interface do TikTok, do conteúdo produzido que se revela humorístico, e ainda, da forte
comunidade construída através da plataforma.
TikTok, as a recent and popular digital platform among Gen Z, has great selfpromotion power. Many young people worldwide, and in an unexpected way, rose to fame through the platform, becoming microcelebrities, a phenomenon that also occurred in Portugal. Through this research, it is intended to understand to what extent TikTok is an efficient tool for self-branding and self-promotion purposes for portuguese influencers on the platform. The strategies used by microcelebrities, as well as the typologies of content produced and the advantages and disadvantages resulting from the specificities of TikTok, will be studied. To this end, semi-structured interviews were used with Portuguese microcelebrities from Portuguese TikTok (18-24 years old) belonging to Generation Z. The results obtained prove the efficiency of TikTok in terms of professionalizing a career in the digital world, resulting from the interface of TikTok, the content produced which is humorous and typical, and also, the strong community that is built through the platform.
TikTok, as a recent and popular digital platform among Gen Z, has great selfpromotion power. Many young people worldwide, and in an unexpected way, rose to fame through the platform, becoming microcelebrities, a phenomenon that also occurred in Portugal. Through this research, it is intended to understand to what extent TikTok is an efficient tool for self-branding and self-promotion purposes for portuguese influencers on the platform. The strategies used by microcelebrities, as well as the typologies of content produced and the advantages and disadvantages resulting from the specificities of TikTok, will be studied. To this end, semi-structured interviews were used with Portuguese microcelebrities from Portuguese TikTok (18-24 years old) belonging to Generation Z. The results obtained prove the efficiency of TikTok in terms of professionalizing a career in the digital world, resulting from the interface of TikTok, the content produced which is humorous and typical, and also, the strong community that is built through the platform.
Descrição
Palavras-chave
TikTok Geração Z Plataformas de media sociais Self-branding Shortvideo apps Comunidades Fama Microcelebridades Autopromoção Generation Z Social media platforms Self-branding Short-video apps Communities Fame Microcelebrity Self-promotion