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Advisor(s)
Abstract(s)
Paralelamente ao progresso da sociedade, também o conceito de celebridade tem
vindo a evoluir ao longo das décadas. Aqueles a quem a fama estava destinada, por herança
ou talento, competem hoje, lado a lado, com celebridades que se apoiam nos meios de
comunicação tradicional e se suportam, atualmente, nos social media, para vencer.
Ao longo desta dissertação, visitamos os conceitos de Celebridade DIY e de Influencer
para compreender como o Facebook, o Instagram e o Youtube, bem como os Blogues,
se tornaram a chave para o sucesso destas figuras que se afirmam publicamente.
Realizámos entrevistas a consultores de comunicação e a Influencers e Youtubers para
compreender o fenómeno.
No seguimento da pesquisa bibliográfica e das entrevistas realizadas, concluímos que
o recurso a plataformas de social media se tornou fundamental para as marcas como forma
de publicidade, de atingirem o seu público-alvo e de se expandirem virtualmente. Os
influencers tornaram-se os novos embaixadores das marcas e a personificação da expressão
“passa a palavra”, sendo através destas novas celebridades criadas ou desenvolvidas com
recurso às redes sociais que as marcas se promovem e procuram atingir um maior número
de pessoas e uma maior fração do seu público-alvo.
As the society progresses, the concept of celebrity has also developed over the decades. Those to whom fame was destined, by inheritance or talent, compete today, side by side, with celebrities who rely on the traditional means of communication and are currently supported by social media in order to win visibility. Throughout this dissertation, we visited the concepts of Celebrity DIY and Influencer to understand how Facebook, Instagram and Youtube, as well as Blogs, have become the key to the success of these figures, that are recognized by the public. To understand the phenomenon, we conducted interviews with communication consultants and Influencers and Youtubers. Further to the bibliographic research and the interviews conducted, we concluded that the use of social media platforms has become essential for brands as a form of advertising, reaching their target audience and expanding virtually. The influencers have become the new brand ambassadors and the personification of the expression “to have a voice” about something. Through these new celebrities created or contructed through the use of social media, the brands are promoted and seek to reach a greater number of people and a greater fraction of its target.
As the society progresses, the concept of celebrity has also developed over the decades. Those to whom fame was destined, by inheritance or talent, compete today, side by side, with celebrities who rely on the traditional means of communication and are currently supported by social media in order to win visibility. Throughout this dissertation, we visited the concepts of Celebrity DIY and Influencer to understand how Facebook, Instagram and Youtube, as well as Blogs, have become the key to the success of these figures, that are recognized by the public. To understand the phenomenon, we conducted interviews with communication consultants and Influencers and Youtubers. Further to the bibliographic research and the interviews conducted, we concluded that the use of social media platforms has become essential for brands as a form of advertising, reaching their target audience and expanding virtually. The influencers have become the new brand ambassadors and the personification of the expression “to have a voice” about something. Through these new celebrities created or contructed through the use of social media, the brands are promoted and seek to reach a greater number of people and a greater fraction of its target.
Description
Keywords
Celebridades Celebridades DIY Influencers Redes sociais Celebrities Celebrities DIY Influencers Social media