A reconfiguração das práticas publicitárias no contexto das mídias digitais.

Abstract

As a consequence of media and sociocultural changes, in addition to constant technological and communication innovations, a new dynamic has been established in advertising in times of cyberculture. It is a scenario which also involves changes in the scope of consumption, brand value and consumer behavior. In this instant connections age, generations are going through the process of learning a new form of interactivity, participation and sharing. Especially in digital media, these aspects have been changing the way to advertise, leading to a reconfiguration in its practices.Thus, emerged the need to understand the current directions of advertising practice while communication phenomenon, considering that advertising spending has grown significantly in this ambience. Furthermore, increased interest in researching the new formats, trials that are reflections of such advertising, as contemporary practices do not fit the traditional patterns. It was adopted, then, as an object of study five ads inserted into a typology created to fulfill three advertising practices in digital media, which map the new forms of narratives, strategies, interactions and relationships that were not previously displayed they are: reality increased co-production/co-creation or co-authored and protagonization ad. Considering the reasons for authors that allow dialogue with the theme, as Covaleski (2010, 2011), Di Felice (2008), Kotler (2010), Lipovetsky (2007), Perez (2004) and Semprini (2006), aimed to, in general terms, investigate how advertising has reconfigured in digital media. The methodology used in the first stage was an exploratory research, followed by an explanatory, of qualitative nature. With this, samples were chosen by convenience, and the representation which they have for each of the categories identified. From the analysis of the five selected cases, it was concluded, among other things, that the empowerment of consumers, made possible by bidirectional networks, has led advertising to a actually immersive participation, either as marketing strategy of the advertisers or by the initiative of consumers, who act as enjoyers, also interacting in the production instance of advertising campaigns.