Autor(es): Torres, Letícia ; Borges, Gabriela ; Tavares, Mirian
Data: 2023
Origem: Rotura - Revista de Comunicação, Cultura e Artes
Assunto(s): Digital citizenship; Consumption; Digital marketing; Brand; Interaction analysis; Digital citizenship; Consumption; Digital marketing; Brand; Interaction analysis; Digital citizenship; Consumption; Digital marketing; Brand; Interaction analysis; Cidadania digital; Consumo; Marketing digital; Marca; Interação
Consumer Awareness is pointed out by the European Council as a basic competence for digital citizenship. Thus, understanding the new relationships established between consumers and brands in a digital environment is fundamental to critical and creative education in the face of a new social communication setting. The possibilities of interaction, collaboration and engagement offered by the virtual environment reveals a challenging context for both marketers and the development of literacy focused on marketing communication, in which the public is increasingly invited to participate in the construction of advertising messages. This relationship acquires even more complex contours in the alcoholic beverages sector, since it promotes a product that directly affects public health and, for this reason, its persuasive communication is subject to specific restrictions in several countries. This article explores the interaction on internet social media between the public and two Brazilian brands – Cachaça 51 and Catuaba Selvagem – in the period between August 2017 and February 2018. Through the analysis of interaction mechanisms, we seek to discuss: the collaboration of internet users to promote products and how they react to brand messages on responsible consumption. Thus, it is understood that this work also addresses the dimension health and wellness, another key concept for digital citizenship according to the European Council.
A “consciência para o consumo” é apontada pelo Conselho Europeu como uma competência básica para a cidadania digital. Desse modo, compreender os novos relacionamentos estabelecidos entre consumidores e marcas no ambiente digital é fundamental para uma educação crítica e criativa diante do novo cenário da comunicação social. As possibilidades de interação, colaboração e engajamento oferecidas pelo ambiente virtual revela um contexto desafiador tanto para os profissionais de marketing quanto para o desenvolvimento de uma literacia voltada à comunicação mercadológica, em que o público cada vez mais é convidado a participar da construção das mensagens publicitárias. Essa relação adquire contornos ainda mais complexos no setor de bebidas alcóolicas, uma vez que promove um produto que afeta diretamente a saúde pública e, por esse motivo, sua comunicação persuasiva é submetida a restrições específicas nos mais diversos países. Este artigo explora a interação nas redes sociais da internet entre público e duas marcas brasileiras do setor – Cachaça 51 e Catuaba Selvagem – no período de agosto de 2017 e fevereiro de 2018. Através da análise dos mecanismos de interação, busca-se discutir: a colaboração dos internautas para à promoção dos produtos e como reagem às mensagens das marcas sobre o consumo responsável da categoria. Desse modo, entende-se que este trabalho também toca a dimensão “saúde e bem-estar”, outro conceito-chave para a cidadania digital de acordo com o Conselho Europeu.
Consumer Awareness is pointed out by the European Council as a basic competence for digital citizenship. Thus, understanding the new relationships established between consumers and brands in a digital environment is fundamental to critical and creative education in the face of a new social communication setting. The possibilities of interaction, collaboration and engagement offered by the virtual environment reveals a challenging context for both marketers and the development of literacy focused on marketing communication, in which the public is increasingly invited to participate in the construction of advertising messages. This relationship acquires even more complex contours in the alcoholic beverages sector, since it promotes a product that directly affects public health and, for this reason, its persuasive communication is subject to specific restrictions in several countries. This article explores the interaction on internet social media between the public and two Brazilian brands – Cachaça 51 and Catuaba Selvagem – in the period between August 2017 and February 2018. Through the analysis of interaction mechanisms, we seek to discuss: the collaboration of internet users to promote products and how they react to brand messages on responsible consumption. Thus, it is understood that this work also addresses the dimension health and wellness, another key concept for digital citizenship according to the European Council.
Consumer Awareness is pointed out by the European Council as a basic competence for digital citizenship. Thus, understanding the new relationships established between consumers and brands in a digital environment is fundamental to critical and creative education in the face of a new social communication setting. The possibilities of interaction, collaboration and engagement offered by the virtual environment reveals a challenging context for both marketers and the development of literacy focused on marketing communication, in which the public is increasingly invited to participate in the construction of advertising messages. This relationship acquires even more complex contours in the alcoholic beverages sector, since it promotes a product that directly affects public health and, for this reason, its persuasive communication is subject to specific restrictions in several countries. This article explores the interaction on internet social media between the public and two Brazilian brands – Cachaça 51 and Catuaba Selvagem – in the period between August 2017 and February 2018. Through the analysis of interaction mechanisms, we seek to discuss: the collaboration of internet users to promote products and how they react to brand messages on responsible consumption. Thus, it is understood that this work also addresses the dimension health and wellness, another key concept for digital citizenship according to the European Council.
