Estratégias de visibilidade para o ambiente digital: análise dos conteúdos audiovisuais da empresa Rafael Ferreira

Abstract

Digital public relations often appropriate the characteristics of the media, seeking to promote, through their narratives, visibility. The intense and strategic use of content propagation aims to transform users into consumers of their products. Based on this statement, the analysis has as problematic the question: how is the visibility strategy in practice through audiovisual content? The justification of the work is through the importance and lack of research that demonstrate, more real, how the media and its practices interfere in the maintenance of a visibility of the brand. Thus we chose the videos of the company Rafael Ferreira Fotografia, because we believe that the company has characteristics that denote a quality with regard to the production of digital content in addition to articulating daily all the theoretical approaches presented here. To compose the object of the analysis we chose four nuggets and four strategic videos, published, respectively between the weeks of the day 28/10 to 01/11 and 04/11 to 10/11, and both have the appeal of sale through the symbolic creation of meanings attributed to their brand. Our general objective is to analyze digital visibility strategies from the audiovisual perspective. As specific we seek to present digital public relations as an important articulator of symbolic exchanges between brand and consumer, identify the possibilities and ways of communicating and suggesting for future public relations professionals new ways of thinking about acting in digital media. And our methodology consists of the description steps of a frame composed of four topics and analysis of categories applied to audiovisuals. The work is developed in four chapters, the two of which were first able to present the theoretical framework, the third presents our research object and the fourth is responsible for presenting the analysis of the company's videos.