Wearable Technologies: comunicação e consumo no contexto de possíveis reconfigurações humano-tecnológicas

• Ano de defesa: 2017
• Autor(a) principal: Mastrocola, Vicente Martin
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Carrascoza, João Luis Anzanello, Hoff, Tânia Márcia Cesar, Donati, Luisa Angélica Paraguai, Fragoso, Suely Dadalti
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Doutorado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; wearable technology; cibercultura; hibridização; humano/não- humano; tecnologia
• Palavras-chave em Inglês: communication and consumption; wearable technology; cyberculture; human / non-human; hybridization; technology
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/278

In view of the centrality of relationships between communication, consumption and technology in contemporaneity, the present research project examines certain digital devices which potentially hybridize to the human body and lie in the wearable technology category. More specifically, we discuss new types of human/non-human intertwining articulated by this category, understood from a sociocultural point of view. When dealing with wearable technologies, we discuss how the orchestration of various socio-technical objects is reconfiguring daily life and generating new possibilities to think the materiality of communications and the rhetorics of consumption. This study does not attain to a specific device. We seek to think, in a broader fashion, different examples of integration between humans and non-humans, considering, among other aspects, how this type of technology can serve strategically to enhance relationships between brand/companies and their consumers. Methodologically, this thesis activates various research procedures, such as empirical research of qualitative approach, interviews with key informants from companies related to the technological area of Brazil (Movimento Makers, PontoMobi, Nike, ESPM, GFK International etc), technology/media/communications researchers from foreign universities (Bratislava Pan-European University, Budapest Faculty of Engineering e Klagenfurt AlpenAdria-Universität), interviews with distinct users of wearable devices and bibliographic research, the latter supported by representative authors of the field of communication, consumption, media and technology, such as Alex Primo, André Lemos, Bernard Stiegler, Bruno Latour, Danah Boyd, Gilbert Simondon, Luisa Paraguai, Roberta Sassatelli, Suely Fragoso, Tommaso Venturini, among others. The methodology emphasizes the Cartography of Controversies, a model which derives from the Actor-Network Theory, initially proposed by Bruno Latour. In this doctoral thesis, we seek to identify different connections between communication, consumption and technological aspects.