| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.53 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A história da humanidade é marcada por acontecimentos que foram transformando o mundo
e criando necessidades de adaptação por parte de todos, sejam estas individualmente
consideradas, ou da sociedade em geral. Assim, podemos dizer que palavras como inovação,
evolução, mudança, instantaneidade e conectividade são termos que definem o século XXI.
O que surge então na realidade contemporânea são novas formas de interação, socialização,
aprendizagem e novos conhecimentos, assentes em canais digitas como as redes sociais.
As redes sociais tornaram-se mais do que um meio de entretenimento, possibilitando uma
série de oportunidades. A partilha de experiências, sentimentos e emoções, o
desenvolvimento de novos grupos, a promoção de causas diversas, a comunicação constante
com familiares e amigos, uma aprendizagem facilitada e a transmissão rápida de
conhecimento, a compra de produtos e serviços online, entre muitas outras possibilidades,
são exemplos de oportunidades que há pouco tempo ninguém havia pensado serem
exequíveis nestes canais digitais. Contudo, e apesar deste cenário positivo, existem também
consequências menos positivas desta utilização das redes sociais.
Assim, o presente trabalho assenta num estágio curricular realizado entre setembro de 2019
e março de 2020, na agência de Marketing Digital Smartlinks, e o seu principal objetivo
visou compreender o impacto que as redes sociais têm no quotidiano de diferentes gerações,
analisando mais especificamente as finalidades de utilização das redes sociais, o seu grau de
importância, e as consequências que possam e/ou poderão ter surgido da sua utilização em
diferentes grupos geracionais.
Neste sentido, os resultados obtidos na presente investigação mostram que apesar de hoje
em dia as redes sociais serem um canal de comunicação bastante utilizado por todas as
gerações, aquelas que mais as utilizam e que maior importância lhes dão no seu quotidiano
são a Geração Z (1995-2010) e Geração Y (1980-1994). São também estas as gerações que
desenvolvem comportamentos mais próximos daqueles que são considerados como
consequências negativas da utilização destes canais digitais. Em geral, as conclusões da
investigação, mostrando a complexidade do tema, indicam que atualmente, e em termos
genéricos, não existe um elevado grau de dependência destas plataformas por parte das
diversas gerações.
Mankind’s history is marked by events that have been transforming the world and creating adaptation needs on the part of everyone, whether these be individually considered, or for society in general. Therefore, it can be said that words like innovation, evolution, change, instantaneity and connectivity are terms that define the 21st century. What actually emerges in contemporary reality are new forms of interaction, socialization, learning and new knowledge, that relies on digital channels such as social networks. Social media has become more than just a means of entertainment, offering a series of opportunities. The sharing of experiences, feelings and emotions, the development of new groups, the promotion of various causes, constant communication with family and friends, facilitated learning and knowledge transfer, the purchase of products and services online, among several other possibilities, are examples of opportunities that recently nobody thought would be feasible in these digital channels. Nevertheless, despite this positive scenario, there are also less-positive consequences of this use of social networks. Consequently, the present work is based on a curricular internship carried out between September 2019 and March 2020, at the Digital Marketing agency Smartlinks, and its main objective was to understand the impact social media has on the daily lives of different generations, analyzing more specifically the purposes of using social networks, their degree of importance, and the consequences that may have arisen and/or will possible arise from their usage across different generational groups. In this sense, the results obtained in the present investigation show that although nowadays social networks are a communication channel widely used by all generations, those that use them the most and that give them most importance in their daily lives are Generation Z (1995-2010) and Generation Y (1980-1994). These are also the generations that develop behaviors closer to those that are considered to have negative consequences of the use of these digital channels. In general, the conclusions of the investigation, showing the complexity of the topic, indicate that currently, and in general terms, there is not a high degree of dependence on these platforms by the different generations.
Mankind’s history is marked by events that have been transforming the world and creating adaptation needs on the part of everyone, whether these be individually considered, or for society in general. Therefore, it can be said that words like innovation, evolution, change, instantaneity and connectivity are terms that define the 21st century. What actually emerges in contemporary reality are new forms of interaction, socialization, learning and new knowledge, that relies on digital channels such as social networks. Social media has become more than just a means of entertainment, offering a series of opportunities. The sharing of experiences, feelings and emotions, the development of new groups, the promotion of various causes, constant communication with family and friends, facilitated learning and knowledge transfer, the purchase of products and services online, among several other possibilities, are examples of opportunities that recently nobody thought would be feasible in these digital channels. Nevertheless, despite this positive scenario, there are also less-positive consequences of this use of social networks. Consequently, the present work is based on a curricular internship carried out between September 2019 and March 2020, at the Digital Marketing agency Smartlinks, and its main objective was to understand the impact social media has on the daily lives of different generations, analyzing more specifically the purposes of using social networks, their degree of importance, and the consequences that may have arisen and/or will possible arise from their usage across different generational groups. In this sense, the results obtained in the present investigation show that although nowadays social networks are a communication channel widely used by all generations, those that use them the most and that give them most importance in their daily lives are Generation Z (1995-2010) and Generation Y (1980-1994). These are also the generations that develop behaviors closer to those that are considered to have negative consequences of the use of these digital channels. In general, the conclusions of the investigation, showing the complexity of the topic, indicate that currently, and in general terms, there is not a high degree of dependence on these platforms by the different generations.
Description
Keywords
Redes sociais Gerações Ambiente tecnológico Dependência digital Social networks Generations Technological environment Digital dependence