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The role of interactivity in the transformation of sociability.

Grant number: 12/12015-0
Support type:Scholarships in Brazil - Master
Effective date (Start): December 01, 2012
Effective date (End): October 31, 2014
Field of knowledge:Applied Social Sciences - Communications - Theory of Communication
Principal researcher:Maria Lucia Santaella Braga
Grantee:Anyzaura Vieira Voltolini
Home Institution: Faculdade de Filosofia, Comunicação, Letras e Artes. Pontifícia Universidade Católica de São Paulo (PUC-SP). São Paulo , SP, Brazil


Technological advances enabled by digital media have brought as new magna the introduction of interactivity in contemporary communicative process. Instrumental in verbal conversation, the interactivity had disappeared from the other media, reappearing now in commun ication network with unusual characteristics. From the depth because the multiple aspects of the issue of interactivity in digital media, this project proposes to study the transformations that interactivity is bringing to the socialization processes. The theoretical analysis undertaken by Muniz Sodré (2010) and Alex Primo (2007) introduces a new communication< /span> concept which has its basis in the interaction, when the new technological resources greatly affect the behavior of interacting, an issue that will be addressed through discussions about virtualization of the daily ethos of Pierre Lévy, besides his consideration of hipercorpo, migration and deterritorialization. In light of these and other theoretical interest of this research it is to discuss the current processes of reflexivity of communication, ie, those capable of providing an interactive relationship, circular, reciprocal and instantaneous with a constant redefinition of traditional concepts and principles of the relationship between emission and reception. Interactivity has become a major focus on developing communicative informational, bringing new habits, customs and values, breaking boundaries and driving the transformation of sociability. This is the hypothesis that will be used. The methodology will collate the theoretical concepts with the observation of interactive behavior that takes place on blogs and social networks.

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