aula 3(2014 1)
TRANSCRIPT
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Mídia IIaula 03
Thursday, March 13, 2014
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Qual o papelda mídia?
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meio propagador
influência
mensagemrede líquida
diálogo
participação
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conteúdos
informação
entretenimento
inventáriorelacionamento
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Antes de buscarnovas mídiasentenda que
não se trata de novas
formas de serelacionar.
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Mas novasformas de
vivenciar asrelações.
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O novo é aexposição
destas relaçõessem
intermediários.
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O novo é aexposição
destas relaçõesou com
opinadores.
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O papelda mídia é
facilitaro diálogo?
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Thursday, March 13, 2014
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Só existediálogo
com 2 partes interessadas.
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Primeiro vcprecisa
conquistaratenção
num mundo DDA.
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INFORMAÇÃOATENÇÃO
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Menos blablabla
mais ação.
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O papelda mídia éencontrar
o lugar maisadequadopara gerar
experiências.
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O papelda mídia é
facilitara busca
da informação.
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A partir doque interessaas pessoas e
não as marcas.
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mindsets
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MEDIA NEUTRALANTES DAS FERRAMENTAS, ESTABELEÇA O
OBJETIVO
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TENDÊNCIAS:
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TENDÊNCIAS:conheça mas encontre
DIFERENCIAÇÃO
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TENDÊNCIAS:
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estabeleça NOVASrelações entre os
padrões
TENDÊNCIAS:
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REFERÊNCIAS EPESQUISA
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Thursday, March 13, 2014
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KILL EVERYONE
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Referências e Pesquisanão criam o enredo
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USE TECNOLOGIAENTENDA PESSOAS
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PAUL ADAMS
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AJUDENO STORYTELLING
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VISE INOVAÇÃOE NÃO UPGRADE.
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ferramenta
upgrade
tecnologia
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ferramenta
inovação
comportamento
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ASSUMAUM PONTO DE VISTA.
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Zeitgeist
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Zeitgeist“espírito da época”
conjunto de clima intelectual e cultural
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sou supercool
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estou supercool
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ADAPTAÇÃO É
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EVOLUÇÃO.
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Fuck Fish:
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CONHEÇAOS MEIOS MAS
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ENTENDAAS PESSOAS
NO CONTEXTO DELASNÃO NO SEU.
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Geração X, Y, ZWHITE PAPER
MILLENNIALSAND SOCIAL MEDIA
FALL 2010
The Truthabout...
1
YOUTH
Maio 2011
AGOSTO - 2011
YOUTH ATTITUDES
By Laura-Jane Preston, WGSN, 03 November 2010
WGSN highlights some of the key youth attitudes that will affect consumer behavioural trends and brand choices.
Index
The journey and process are as important as the outcome
Creating intrigue with trails of clues
Anonymity and the powerful mystique of the alter ego
Modern-day mythology
As a reaction to our overexposed digital world, information is going back underground and becoming less available
Play with identity and aesthetics
Visual trickery
Secrets and discovery
We see Enigma as the move on from the Dark Magick and Deluxe Noir trends of past seasons
Updated with holographic and metallic surfaces, collage, and playful lenticular imagery
ENIGMA
Holographic eye pendant necklace by Xenarae's Room Y by Iamamiwhoami
World Unite/Lucifer Youth Foundation
©WGSN 2010
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Geração Flux:"A próxima década será definida mais por sua fluidez do que por um paradigma estabelecido. Para ser bem sucedido é necessário um novo enfoque. Alguns irão conseguir. São os membros da Geração Flux, uma designação mais psicográfica do que demográfica. O que define a
GenFlux é sua inclinação a aceitar a instabilidade, tolerar e até gostar de recalibrar carreiras, modelos de negócios e crenças." [Fast Company]
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Geração A
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A novaclassemédia:
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Mulheres:
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Classe C,D e E:
Antropologia:
Hilaine Yaccoub: Formada em ciencias sociais pela UFRJ, pós-graduada em estudos populacionais e pesquisas sociais pelo IBGE e atualmente é mestranda do Programa de pós-graduaçao em antropologia pela UFF. Escreve o diário da classe C, D e E no site Mundo do Marketing e possui um Blog chamdo Teias do Comsumo.
Mudou-se para uma favela no RJ onde faz sua pesquisa de campo.
http://teiasdoconsumo.blogspot.com.br
Thursday, March 13, 2014