1. Instagramable food: an analysis of Kalena Cafeteria food advertising coffee on instagram from the perspective of communication ecosystems
- Author
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Lima, La??sa Maida Pinto, https://orcid.org/0000-0002-3299-3006, Abbud, Maria Em??lia de Oliveira Pereira, Rodrigues, Renan Albuquerque, and Salgado, Andr?? Wilson Archer Pinto
- Subjects
Ecossistemas Comunicacionais ,Fotografia na publicidade ,Engajamento ,Publiciza????o ,COMUNICA????O [CI??NCIAS SOCIAIS APLICADAS] ,Redes sociais on-line ,Comida Instagram??vel ,Instagramismo - Abstract
Submitted by La??sa Lima (maidalaisa@gmail.com) on 2020-09-24T03:15:29Z No. of bitstreams: 4 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) ATA DE DEFESA - LAISALIMA.pdf: 347389 bytes, checksum: 770919115d30d35cd445f6e1319902de (MD5) CARTA DE ENCAMINHAMENTO - LAISALIMA.pdf: 77770 bytes, checksum: fcee53c2e53c630c657d8f1438eef111 (MD5) DISSERTA????O - LAISALIMA.pdf: 4024870 bytes, checksum: 1eac9dd3f56521cfd89475e410cc8c45 (MD5) Approved for entry into archive by PPGCCOM Ci??ncias da Comunica????o (ppgccom@ufam.edu.br) on 2020-09-27T23:54:55Z (GMT) No. of bitstreams: 4 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) ATA DE DEFESA - LAISALIMA.pdf: 347389 bytes, checksum: 770919115d30d35cd445f6e1319902de (MD5) CARTA DE ENCAMINHAMENTO - LAISALIMA.pdf: 77770 bytes, checksum: fcee53c2e53c630c657d8f1438eef111 (MD5) DISSERTA????O - LAISALIMA.pdf: 4024870 bytes, checksum: 1eac9dd3f56521cfd89475e410cc8c45 (MD5) Rejected by Divis??o de Documenta????o/BC Biblioteca Central (ddbc@ufam.edu.br), reason: No campo Orientadora, da ficha catalogr??fica, suprimir a express??o "Dra." on 2020-09-28T14:23:36Z (GMT) Submitted by La??sa Lima (maidalaisa@gmail.com) on 2020-10-01T03:37:15Z No. of bitstreams: 4 ATA DE DEFESA - LAISALIMA.pdf: 347389 bytes, checksum: 770919115d30d35cd445f6e1319902de (MD5) CARTA DE ENCAMINHAMENTO - LAISALIMA.pdf: 77770 bytes, checksum: fcee53c2e53c630c657d8f1438eef111 (MD5) DISSERTA????O - LAISALIMA.pdf: 4025461 bytes, checksum: ad192c3ea7ef129588ef4c25d809e3d1 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Approved for entry into archive by PPGCCOM Ci??ncias da Comunica????o (ppgccom@ufam.edu.br) on 2020-11-25T02:49:56Z (GMT) No. of bitstreams: 4 ATA DE DEFESA - LAISALIMA.pdf: 347389 bytes, checksum: 770919115d30d35cd445f6e1319902de (MD5) CARTA DE ENCAMINHAMENTO - LAISALIMA.pdf: 77770 bytes, checksum: fcee53c2e53c630c657d8f1438eef111 (MD5) DISSERTA????O - LAISALIMA.pdf: 4025461 bytes, checksum: ad192c3ea7ef129588ef4c25d809e3d1 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Approved for entry into archive by Divis??o de Documenta????o/BC Biblioteca Central (ddbc@ufam.edu.br) on 2020-11-25T19:34:37Z (GMT) No. of bitstreams: 4 ATA DE DEFESA - LAISALIMA.pdf: 347389 bytes, checksum: 770919115d30d35cd445f6e1319902de (MD5) CARTA DE ENCAMINHAMENTO - LAISALIMA.pdf: 77770 bytes, checksum: fcee53c2e53c630c657d8f1438eef111 (MD5) DISSERTA????O - LAISALIMA.pdf: 4025461 bytes, checksum: ad192c3ea7ef129588ef4c25d809e3d1 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Made available in DSpace on 2020-11-25T19:34:37Z (GMT). No. of bitstreams: 4 ATA DE DEFESA - LAISALIMA.pdf: 347389 bytes, checksum: 770919115d30d35cd445f6e1319902de (MD5) CARTA DE ENCAMINHAMENTO - LAISALIMA.pdf: 77770 bytes, checksum: fcee53c2e53c630c657d8f1438eef111 (MD5) DISSERTA????O - LAISALIMA.pdf: 4025461 bytes, checksum: ad192c3ea7ef129588ef4c25d809e3d1 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2020-07-03 This dissertation investigates the phenomenon of instagramable foods and seeks to understand how they are used as a communication strategy to attract consumers and generate engagement on Instagram. The main objective is to analyze, from the perspective of communicational ecosystems, the advertising of food at the Kalena Caf?? on Instagram; the specific objectives aim to understand the process of transforming advertising practices, thereby categorizing the contents of images and captions of publications which are considered instagramable foods on the page. We measure the amount of comments and likes generated, examining the dialogues established in the comments and, finally, we investigate the levels of engagement resulting from the brand. The research qualifies a Case Study of a quantitative and qualitative nature in which it uses a netnographic approach to analyze the one hundred and twenty-nine (129) images of instagramable foods published on the @kalenacafe profile in the period between April and October 2018. From communicational ecosystemic vision that involves the phenomenon of instagramable foods and makes it possible to understand the advertising strategies as interconnected systemic communicational objects by harboring in their communicative strategies the incorporation of consumers no longer passively, but as co-producers and articulators of the persuasive message. The results showed that the cafeteria's communicative strategy based on the advertising of the merchandise sold through images of foods with visually instagramable aesthetics, persuasive captions illustrated why consumers actively participated in the merchandise advertising process by including other followers through the interconnections established in the comments within the practice of engagement. The research pointed out that the new collaborative strategy between the brand and the followers resulted in a positive percentage of 41,37% of engagement between likes and monthly comments for the community, and that the new advertising communication strategies on social networks are not only related to the formats and languages demanded by the new technologies, but in the importance of incorporating the consumer as a co-producer, articulator and key interlocutor for the effectiveness of communication strategies. A presente disserta????o investiga acerca do fen??meno das comidas instagram??veis e busca compreender de que forma elas s??o utilizadas como estrat??gia comunicacional para atrair consumidores e gerar engajamento no Instagram. O principal objetivo ?? analisar, sob a perspectiva dos ecossistemas comunicacionais, a publicidade de alimentos da cafeteria Kalena Caf?? no Instagram; os objetivos espec??ficos visam compreender o processo de transforma????o das pr??ticas publicit??rias. Mediante isto, categorizamos os conte??dos das imagens e legendas das publica????es, as quais s??o consideradas comidas instagram??veis na p??gina. Mensuramos a quantidade de coment??rios e likes gerados, examinando os di??logos estabelecidos nos coment??rios e, por fim, investigamos os n??veis de engajamento resultantes ?? marca. A pesquisa qualifica um Estudo de Caso de natureza quantitativa e qualitativa, o qual utiliza abordagem netnogr??fica para a an??lise das cento e vinte e nove (129) imagens de comidas instagram??veis publicadas no perfil @kalenacafe no per??odo entre abril e outubro de 2018. A vis??o ecossist??mica comunicacional envolve o fen??meno das comidas instagram??veis e possibilita entender as estrat??gias de publiciza????o como objetos comunicacionais sist??micos interconectados ao abrigar, em suas estrat??gias comunicativas, a incorpora????o dos consumidores n??o mais de forma passiva, mas como coprodutores e articuladores da mensagem persuasiva. A estrat??gia comunicativa da cafeteria, baseada na publiciza????o da mercadoria comercializada por meio de imagens de comidas com est??tica visualmente instagram??veis e legendas persuasivas, ilustrou porque consumidores participaram ativamente do processo de publiciza????o da mercadoria, ao incluir outros seguidores atrav??s das interconex??es estabelecidas nos coment??rios dentro da pr??tica do engajamento. A pesquisa apontou que a nova estrat??gia colaborativa entre a marca e os seguidores resultaram positivamente em um percentual m??dio de 41,37% de engajamento entre likes e coment??rios mensais para a comunidade e que as novas estrat??gias de comunica????o publicit??rias nas redes sociais n??o est??o relacionadas somente aos formatos e linguagens demandadas pelas novas tecnologias, mas ?? import??ncia da incorpora????o do consumidor como coprodutor, articulador e interlocutor fundamental para a efetiva????o das estrat??gias comunicacionais.
- Published
- 2020