Online publicity: an interactive communication?

• Grant number: 13/17558-4
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: November 01, 2013
• End date: October 31, 2014
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Lucilene dos Santos Gonzales
• Grantee: Andréa Martins
• Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil

Abstract

This research aims to present the concept of interactivity, passing through the field of communication, sociology, marketing, computer science, sociology to understand this phenomenon in the digital media, especially in the different forms of online advertising that assumes that there is interactivity and more quantity and quality of information to the public. It is, therefore, an exploratory research, literature, observation, analytical and monographic.