| Grant number: | 11/15999-8 |
| Support type: | Scholarships in Brazil - Master |
| Effective date (Start): | March 01, 2012 |
| Effective date (End): | August 31, 2013 |
| Field of knowledge: | Applied Social Sciences - Communications |
| Principal researcher: | Maria Teresa Miceli Kerbauy |
| Grantee: | Tatiana de Carvalho Duarte |
| Home Institution: | Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil |
Abstract The time in which we live, characterized by the scientific-technical and informational process, is distinguished by the depth of past interaction between science and technology in order to extend the reach of capitalism. The new technologies of communication and information (NCIT's), demonstrated in the context of Web 2.0, shows that Brazil currently faces the following paradox: while the advent of new forms of interaction and promotion, the country continues to show high levels of digital exclusion and few policies. This is explained by the immediate cultural, socioeconomic and age diversity, the history of the population in relation to the difficult access management policies and the poor digital literacy. In this context social networks are emerging as major promoters of interaction and entertainment online. These factors directly influence the absorption of the content of communication, which becomes subject to this context by digitalization and communication networks (computer-mediated or not) in the capture, transmission and distribution of information. This research proposes, through literature review, documentary, analysis of social networks and through questionnaires, analyze the brand campaign of HALL`s XS in the city of Bora - SP. So we aim to get a read on how to use Facebook as a basis for effective digital inclusion and to demonstrate how social networks may be mediating this process of digital literacy around the varied identities of the Brazilian population. | |