Para além de um hobby: estratégias comunicacionais de uma editora de blog de moda em mídias digitais

Abstract

By reason of sharing content facilitated by new technologies, it becomes increasingly attractive to those who write in online platforms, it becomes increasingly attractive the professionalization of the productions performed in blogs. Therefore, fashion is unleashed as an inspirational source for the user who is accessing routinely this information. To attract this reader, it is necessary to dare in the strategies to communicate the blog's proposal, so the publishers disclose your postings in differents digital social media, adapting the format to each platform. With this kind of circle of posts, where content flow in the different media, become interesting and enable feedback between interacting and blogs editors. Therefore, this study's problematic is investigating how happen the communication strategies used by blog's publishers on digital ambience. The goal is to understand how the editors of fashion blogs is appropriated of communication strategies from the blogs, Facebook and Instagram, to convey their experiences in digital social medias, through images, videos and texts related to the fashion. For this, it is necessary to understand how is made the use of digital media in the fashion world, what communication strategies are used by the publisher Thássia Naves. The methodological approach consists of the case study methodology (Yin, 2011), about the "Blog Thássia" and the analysis performed through a Covert Observation and not Participatory (Johnson, 2010) to understand how happen the communication strategies used by blog's publishers on digital ambience. In the analysis, beyond the presentation of a brief history of Thássia Naves, and it is reported the specification of the strategies found in the period and the conclusions that were reached through the same. These findings correspond to the objectives of the research, coming to an understanding of how digital social media are used by the publisher and bringing points of reflection to think of more interactive strategies that interacting with the users and also we were able to identify communication strategies of Thássia Naves successfully.