Humanos virtuais: a transmídia como recurso narrativo na construção e fortalecimento da brand persona

Abstract

This monograph aims to analyze the strategic use of digital characters in the construction of brand discourses, from a transmedia perspective. The research uses authors such as Andrea Semprini (2006), Clotilde Perez (2010) and Henry Jenkins (2009) to articulate concepts such as brand identity, characters and multiplatform narratives. The case study is used as a methodology and three digital characters are analyzed along with some of their communication actions. Those characters are: Nat, from Natura; Lu, from Magazine Luiza; and Mara, from Amaro. Furthermore, the analysis is based on Henry Jenkins conceptions, in particular, the seven principles that were proposed by the author to explain the practice of Transmedia Storytelling, in order to visualize how the multiplatform actions of those three characters occurs. With the results it was possible to conclude that the concepts proposed by Jenkins join the strategies used for the characters Lu, Nat and Mara. Even though the principles are not as evident as present in communication formats more focused on entertainment, transmedia storytelling exists and is being encouraged in brand communication for the retail segment, proposing new developments for the brand's advertising model. Thus, the results demonstrate the importance of monitoring trends and new communication strategies, in order to generate reflections to understand, in an even more comprehensive way, the current advertising.