Da identidade dos grupos aos perfis programados: uma possível passagem à luz da teoria da comunicação

Abstract

This dissertation has the main objective investigate the recent changes in the orientation market research that makes increasing use of digital databases as a source of information about consumers. The work begins by analyzing the methodologies of market research already established, of qualitative source, from data collection, sample character, such as questionnaires and interviews, focuses on attitudes and behaviors of consumers, and starting from this creates marketing communication strategies for institutions interested in this information. With the emergence of Big Data, the statement changes. In the evolution of this path, we highlight the increasingly important reflections of philosophers (Foucault, Deleuze) and communication theorists (Martin-Barbero, Jenkins) about our role current in society of control. That must mean, for our study, an increasingly centered on search for patterns of behavior by way of digital data. With the influence of new technologies, the digital universe and the arrival of Big Data, the market research proceeds to analyze the data from environments such as businesses databases or activities on social networks, and check what kind of consumption pattern can be identified. With that, they could theoretically build a communication to induce and direct the actions and consumers choices. As a result, the research compares two formats of action utilized by companies as a strategy for reaching possible consumers: the first, as a base, has qualitative tools and an understanding of the social environment and determined segments; the second considers the enormous dimension of existing techniques in the online environment that influence people's behavior.The work reflects on how business communication strategies are utilized by brands in order to involve and generate recognition from its audiences. As a working methodology, we use the following authors: Harold Lasswell, for identifying the influence of research in advertising communication; Jesús Martín-Barbero, one of the first scholars to understand the mediation between individuals and social environments; Philip Kotler and Gilbert A. Churchill, central authors in the understanding of marketing techniques; Michel Foucault, Felix Guattari and Gilles Deleuze to recognize how the look of Big Data articulated in our society of control. The dissertation considers that communication has a decisive role in influencing individuals' choices and constantly searches for the previous path in this process, in order to recognize and emphasize the variables that lead to these choices