Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica
| Ano de defesa: | 2015 |
|---|---|
| Autor(a) principal: |
Porto, Detley Moreira
 |
| Orientador(a): |
Iasbeck, Luiz Carlos Assis
|
| Banca de defesa: | |
| Tipo de documento: | Dissertação |
| Tipo de acesso: | Acesso aberto |
| Idioma: | por |
| Instituição de defesa: |
Universidade Cat??lica de Bras??lia
|
| Programa de Pós-Graduação: |
Programa Strictu Sensu em Comunica????o
|
| Departamento: |
Escola de Educa????o, Tecnologia e Comunica????o
|
| País: |
Brasil
|
| Palavras-chave em Português: | |
| Área do conhecimento CNPq: | |
| Link de acesso: | https://bdtd.ucb.br:8443/jspui/handle/tede/1946 |
Resumo: | This dissertation investigates the influence of Advertising Campaigns of Vestibular three higher education institutions private of Bras??lia (Catholic University of Bras??lia UCB, University Center ??? UNIEURO and College Projection), on Facebook, as well as with the media society and massive, which accesses social networks today. In addition, other institutions are also referenced, in particular the forms of interaction of their advertising campaigns to the public that will take entrance exams in order to see how this type of hype exerts its effects on academic audience. To study the influence of advertising campaigns is the need to check which factors contribute to the choice of a Higher Education Institution (HEI), by students. The evolution of information technology has caused great impact and changing the mode of communication of the human being, which the field of higher education is also impacted, as educational organizations have to follow the changes in the market, however adapt to them while competitive strategy. It can be concluded that the vestibular advertising campaigns posted on the social network Facebook of the surveyed HEI, not present compelling content to the perception of the relevant public, representing little interactivity and almost no engagement features that could establish a relationship of dialogue advocated by semiotic theory Peirce. |
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Iasbeck, Luiz Carlos Assishttp://lattes.cnpq.br/6106366803299900http://lattes.cnpq.br/9559395790747537Porto, Detley Moreira2016-07-08T18:26:38Z2015-09-30PORTO, Detley Moreira; IASBECK, Luiz Carlos Assis. Campanhas de vestibular no facebook: uma abordagem mercadol??gica e semi??tica. 2015. 99f. Disserta????o (Mestrado) - Universidade Cat??lica de Bras??lia, 2015.https://bdtd.ucb.br:8443/jspui/handle/tede/1946This dissertation investigates the influence of Advertising Campaigns of Vestibular three higher education institutions private of Bras??lia (Catholic University of Bras??lia UCB, University Center ??? UNIEURO and College Projection), on Facebook, as well as with the media society and massive, which accesses social networks today. In addition, other institutions are also referenced, in particular the forms of interaction of their advertising campaigns to the public that will take entrance exams in order to see how this type of hype exerts its effects on academic audience. To study the influence of advertising campaigns is the need to check which factors contribute to the choice of a Higher Education Institution (HEI), by students. The evolution of information technology has caused great impact and changing the mode of communication of the human being, which the field of higher education is also impacted, as educational organizations have to follow the changes in the market, however adapt to them while competitive strategy. It can be concluded that the vestibular advertising campaigns posted on the social network Facebook of the surveyed HEI, not present compelling content to the perception of the relevant public, representing little interactivity and almost no engagement features that could establish a relationship of dialogue advocated by semiotic theory Peirce.Esta disserta????o investiga a representatividade das campanhas publicit??rias de vestibular de tr??s Institui????es de Ensino Superior Privadas de Bras??lia (Universidade Cat??lica de Bras??lia ??? UCB, Centro Universit??rio Euro-Americano ??? UNIEURO e Faculdade Proje????o), no Facebook, assim como na sociedade mediatizada e massiva que acessa as redes sociais, na atualidade. Outras institui????es tamb??m s??o referenciadas, em especial, no engajamento de suas campanhas publicit??rias para com o p??blico que ir?? prestar vestibular, a fim de se constatar como esse tipo de publicidade exerce alguma representatividade com o p??blico acad??mico. Estudar o potencial de constru????o da linguagem das campanhas publicit??rias passa pela necessidade de verificar quais fatores contribuem para a escolha de uma Institui????o de Ensino Superior ??? IES pelos alunos. A evolu????o das tecnologias da informa????o vem causando grande impacto na comunica????o do ser humano, inclusive no campo da educa????o superior, visto que as organiza????es de ensino precisam acompanhar as transforma????es exigidas pelo mercado, adaptar-se a elas enquanto estrat??gia competitiva. Pode-se concluir que as campanhas publicit??rias de vestibular, divulgadas na rede social Facebook das IES pesquisadas, n??o apresentam linguagem adequada e conte??do atrativo ?? percep????o do p??blicoalvo, apresentando pouca import??ncia, baixa interatividade e baixo engajamento, caracter??sticas fundamentais no processo dial??gico preconizado pela teoria semi??tica de Peirce.Submitted by Kelson (kelson@ucb.br) on 2016-07-08T18:26:38Z No. of bitstreams: 1 DetleyMoreiraPortoDissertacao2015.pdf: 1480530 bytes, checksum: 42e5976b863ebace5c6bb76274b4baa3 (MD5)Made available in DSpace on 2016-07-08T18:26:38Z (GMT). No. of bitstreams: 1 DetleyMoreiraPortoDissertacao2015.pdf: 1480530 bytes, checksum: 42e5976b863ebace5c6bb76274b4baa3 (MD5) Previous issue date: 2015-09-30application/pdfhttps://bdtd.ucb.br:8443/jspui/retrieve/3922/DetleyMoreiraPortoDissertacao2015.pdf.jpgporUniversidade Cat??lica de Bras??liaPrograma Strictu Sensu em Comunica????oUCBBrasilEscola de Educa????o, Tecnologia e Comunica????oPORTO, Detley Moreira; IASBECK, Luiz Carlos Assis. Campanhas de vestibular no facebook: uma abordagem mercadol??gica e semi??tica. 2015. 99f. Disserta????o (Mestrado) - Universidade Cat??lica de Bras??lia, 2015.-16703194519697345145005006002543899442388046202-4056021055502874573Comunica????o nas organiza????esSemi??ticaFacebook (Rede social on-line)Institui????es de Ensino SuperiorRedes sociaisCIENCIAS SOCIAIS APLICADAS::COMUNICACAOCampanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??ticainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UCBinstname:Universidade Católica de Brasíliainstacron:UCBTHUMBNAILDetleyMoreiraPortoDissertacao2015.pdf.jpgDetleyMoreiraPortoDissertacao2015.pdf.jpgimage/jpeg5107https://bdtd.ucb.br:8443/jspui/bitstream/tede/1946/3/DetleyMoreiraPortoDissertacao2015.pdf.jpg9f26b9d17a3ab0398a5896a42e906827MD53ORIGINALDetleyMoreiraPortoDissertacao2015.pdfDetleyMoreiraPortoDissertacao2015.pdfapplication/pdf1480530https://bdtd.ucb.br:8443/jspui/bitstream/tede/1946/2/DetleyMoreiraPortoDissertacao2015.pdf42e5976b863ebace5c6bb76274b4baa3MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-845https://bdtd.ucb.br:8443/jspui/bitstream/tede/1946/1/license.txtff1c94058c739aec47921d7bc4e1029dMD51tede/1946oai:bdtd.ucb.br:tede/19462017-04-05 11:50:49.816Biblioteca Digital de Disserta????es da Universidade Cat??lica de Bras??lia - UCBsdi@ucb.brUHJvZ3JhbWEgZGUgUD8/cy1HcmFkdWE/Pz8/byBlbSBDb211bmljYT8/Pz9v |
| dc.title.por.fl_str_mv |
Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica |
| title |
Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica |
| spellingShingle |
Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica Porto, Detley Moreira Comunica????o nas organiza????es Semi??tica Facebook (Rede social on-line) Institui????es de Ensino Superior Redes sociais CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
| title_short |
Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica |
| title_full |
Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica |
| title_fullStr |
Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica |
| title_full_unstemmed |
Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica |
| title_sort |
Campanhas de vestibular no Facebook: uma abordagem mercadol??gica e semi??tica |
| author |
Porto, Detley Moreira |
| author_facet |
Porto, Detley Moreira |
| author_role |
author |
| dc.contributor.advisor1.fl_str_mv |
Iasbeck, Luiz Carlos Assis |
| dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/6106366803299900 |
| dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/9559395790747537 |
| dc.contributor.author.fl_str_mv |
Porto, Detley Moreira |
| contributor_str_mv |
Iasbeck, Luiz Carlos Assis |
| dc.subject.por.fl_str_mv |
Comunica????o nas organiza????es Semi??tica Facebook (Rede social on-line) Institui????es de Ensino Superior Redes sociais |
| topic |
Comunica????o nas organiza????es Semi??tica Facebook (Rede social on-line) Institui????es de Ensino Superior Redes sociais CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
| dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
| dc.description.abstract.por.fl_txt_mv |
This dissertation investigates the influence of Advertising Campaigns of Vestibular three higher education institutions private of Bras??lia (Catholic University of Bras??lia UCB, University Center ??? UNIEURO and College Projection), on Facebook, as well as with the media society and massive, which accesses social networks today. In addition, other institutions are also referenced, in particular the forms of interaction of their advertising campaigns to the public that will take entrance exams in order to see how this type of hype exerts its effects on academic audience. To study the influence of advertising campaigns is the need to check which factors contribute to the choice of a Higher Education Institution (HEI), by students. The evolution of information technology has caused great impact and changing the mode of communication of the human being, which the field of higher education is also impacted, as educational organizations have to follow the changes in the market, however adapt to them while competitive strategy. It can be concluded that the vestibular advertising campaigns posted on the social network Facebook of the surveyed HEI, not present compelling content to the perception of the relevant public, representing little interactivity and almost no engagement features that could establish a relationship of dialogue advocated by semiotic theory Peirce. Esta disserta????o investiga a representatividade das campanhas publicit??rias de vestibular de tr??s Institui????es de Ensino Superior Privadas de Bras??lia (Universidade Cat??lica de Bras??lia ??? UCB, Centro Universit??rio Euro-Americano ??? UNIEURO e Faculdade Proje????o), no Facebook, assim como na sociedade mediatizada e massiva que acessa as redes sociais, na atualidade. Outras institui????es tamb??m s??o referenciadas, em especial, no engajamento de suas campanhas publicit??rias para com o p??blico que ir?? prestar vestibular, a fim de se constatar como esse tipo de publicidade exerce alguma representatividade com o p??blico acad??mico. Estudar o potencial de constru????o da linguagem das campanhas publicit??rias passa pela necessidade de verificar quais fatores contribuem para a escolha de uma Institui????o de Ensino Superior ??? IES pelos alunos. A evolu????o das tecnologias da informa????o vem causando grande impacto na comunica????o do ser humano, inclusive no campo da educa????o superior, visto que as organiza????es de ensino precisam acompanhar as transforma????es exigidas pelo mercado, adaptar-se a elas enquanto estrat??gia competitiva. Pode-se concluir que as campanhas publicit??rias de vestibular, divulgadas na rede social Facebook das IES pesquisadas, n??o apresentam linguagem adequada e conte??do atrativo ?? percep????o do p??blicoalvo, apresentando pouca import??ncia, baixa interatividade e baixo engajamento, caracter??sticas fundamentais no processo dial??gico preconizado pela teoria semi??tica de Peirce. |
| description |
This dissertation investigates the influence of Advertising Campaigns of Vestibular three higher education institutions private of Bras??lia (Catholic University of Bras??lia UCB, University Center ??? UNIEURO and College Projection), on Facebook, as well as with the media society and massive, which accesses social networks today. In addition, other institutions are also referenced, in particular the forms of interaction of their advertising campaigns to the public that will take entrance exams in order to see how this type of hype exerts its effects on academic audience. To study the influence of advertising campaigns is the need to check which factors contribute to the choice of a Higher Education Institution (HEI), by students. The evolution of information technology has caused great impact and changing the mode of communication of the human being, which the field of higher education is also impacted, as educational organizations have to follow the changes in the market, however adapt to them while competitive strategy. It can be concluded that the vestibular advertising campaigns posted on the social network Facebook of the surveyed HEI, not present compelling content to the perception of the relevant public, representing little interactivity and almost no engagement features that could establish a relationship of dialogue advocated by semiotic theory Peirce. |
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2015 |
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2015-09-30 |
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PORTO, Detley Moreira; IASBECK, Luiz Carlos Assis. Campanhas de vestibular no facebook: uma abordagem mercadol??gica e semi??tica. 2015. 99f. Disserta????o (Mestrado) - Universidade Cat??lica de Bras??lia, 2015. |
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https://bdtd.ucb.br:8443/jspui/handle/tede/1946 |
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PORTO, Detley Moreira; IASBECK, Luiz Carlos Assis. Campanhas de vestibular no facebook: uma abordagem mercadol??gica e semi??tica. 2015. 99f. Disserta????o (Mestrado) - Universidade Cat??lica de Bras??lia, 2015. |
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PORTO, Detley Moreira; IASBECK, Luiz Carlos Assis. Campanhas de vestibular no facebook: uma abordagem mercadol??gica e semi??tica. 2015. 99f. Disserta????o (Mestrado) - Universidade Cat??lica de Bras??lia, 2015. |
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