Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço

• Ano de defesa: 2010
• Autor(a) principal: Marquesi, Alexandre Cavalcanti
• Orientador(a): Trivinho, Eugênio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Cibercultura; Desejo de compra e posse; Paradoxo comportamental; Desvio de percurso; Ciberespaco; Computadores e civilizacao; Consumo (Economia) > Aspectos sociais; Multimidia interativa
• Palavras-chave em Inglês: Cyberculture; Cyberspace; Desire to buy; Behavioral paradox; Route deviation
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5321

The main objective of this research project is to examine the real reasons for the behavioral paradox of people in cyberspace, i.e., the complete change in their original attitudes and objectives after accessing the Internet. This work presents a sociocultural map of the factors involved in the seduction of the desire to buy on the Internet, seeking to understand what actually causes the aforementioned paradox to occur in the context of the social appropriation of interactive media. In practical terms, therefore, the research problem is as follows: Why does a person enter cyberspace with the intention of carrying out a given task, but upon becoming immersed in this environment, end up performing other activities and even prioritizing them, thereby using up the time required to perform his originally planned tasks? Are the reasons for this discrepancy of objectives simply psychological and this behavior seasonal? Is it merely a question of suspended or disordered self-control reduced to the sphere of individuality? Or is the process involving, as it does, a breakaway from the intended path , a significant deviation , a deeper one and of a collective nature, presenting signs of an anthropological and philosophical problem that encompasses relationships with time, space, worldly objects (immaterial) and with other people experienced differently in cyberspace during the sojourn into the Internet? The main hypothesis of this research refers to the latter alternative. The methodology adopted here consists of bibliographical and empirical research aimed at scrutinizing the main reasons that make this paradox a daily reality of cyberspace journeyers in today s consumer society. This study focuses on cybercultural environments, which, in this dissertation, are understood as techno-symbolic manifestations of the glocal phenomenon, i.e., neither global nor local, but belonging to an approach of third magnitude that cannot be reduced to its constituents elements. From the epistemological standpoint of this research, there is another important hypothesis: the unwanted or unexpected activities to which a person is subject, voluntarily or involuntarily, when immersed in cyberspace take place in the interactive glocal context. The theoretical body of reference for this research encompasses postmodern and contemporary authors such as Baudrillard, Harvey, Morin, Foucault, Trivinho and Virilio, and is based on the perspectives of sociodromology, poststructuralism, postmodernism, post-Marxism and the current critique of communication and mediatic civilization. The fulfillment of the study objectives evidently presupposes an understanding of the cultural nature of human attitudes, the socio-technological aspects of cyberculture and their impact on the lives of individuals in this context. The development of this dissertation based on theoretical and methodological principles ensures its place in the field of communication