Media convergence and internet: an extension of strategic communication proposal to agência Propagação and Minuto consciente propaganda

• Grant number: 12/05171-5
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: September 01, 2012
• End date: August 31, 2013
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Lucilene dos Santos Gonzales
• Grantee: Daniele Ferreira Seridório
• Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil

Abstract

This research aims to elaborate a communication plan to "Agência Propagação" focusing on the internet aiming to expand the messages of the propaganda "Minuto Consciente". Supported by the concepts of media convergence, this plan intends to explore the interactivity, expanding, therefore, the scope of "Minuto Consciente" and the image consolidation of "Agência Propagação" on the digital environment, integrating University and community. This way, the main point of this investigation is to formulate a theoretical material about media convergence in order to understand the communicative possibilities available on the internet and, mainly, in social media, aiming to disclose the institutional and social nature of the extension project "Agência Propagação". The research is based on literature - books, specialized magazines, dissertations, or theses presented on Universities, websites - to produce the communication plan and subsequent application. It is, therefore, exploratory and empirical research.(AU)