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Authors
Advisor(s)
Abstract(s)
A sociedade ao longo das décadas tem assistido a várias alterações da vida
quotidiana, principalmente no que diz concerne à evolução das formas de comunicação e da
difusão de informações.
A extensa propagação das Tecnologias de Informação e Comunicação (TIC) ao longo
dos tempos, fez-se acompanhar de novas oportunidades e desafios para a sociedade. Uma
sociedade conectada, acarreta consigo determinadas competências e habilidades no que diz
respeito a dispositivos eletrônicos, que tendem na sua maioria a estar menos presentes entre
as gerações mais idosas, levando a um fosso digital. Contudo, a adesão das gerações mais
velhas às tecnologias, nomeadamente à Internet e principalmente às Redes Sociais, tem
vindo a aumentar.
Com as redes sociais, surgiram também os influenciadores digitais, apesar de ser um
mercado onde a presença de jovens é bastante acentuada, diversos são os seniores que têm
apostado nas plataformas digitais e se têm tornado também influenciadores digitais,
conquistando milhões de seguidores e desenvolvendo parcerias com grandes marcas.
Tendo como interrogação central: ’Qual o perfil de comunicação e ligação que os
influenciadores digitais seniores exercem sobre os seus seguidores?’’, a presente
investigação incide sobre os influenciadores digitais seniores, mais especificamente do sexo
feminino, uma vez que as mulheres têm uma maior presença nas redes sociais. Optando por
uma tipologia qualitativa, do tipo netnográfico, procedeu-se ao estudo e análise dos
conteúdos na plataforma TikTok da amostra selecionada estrategicamente (5 influenciadoras
seniores), sendo esta plataforma escolhida por ser uma das redes sociais mais recentes no
mercado digital e sendo os seniores selecionados por ser um segmento pouco estudado na
área digital, mas com um enorme potencial.
Após a análise ao conteúdo das influenciadoras podemos retirar algumas conclusões,
como o facto de que as influenciadoras com melhores resultados são as que possuem um
conteúdo pessoal; as influenciadoras com conteúdo selecionado possuem um tom de
comunicação neutro, não levando à fala nos seus videos; porém todas possuem uma
comunicação ethos, voltada para persuadir os seguidores através da sua personalidade..
ABSTRACT: Over the decades, society has witnessed several changes in daily life, especially with regard to the evolution of forms of communication and the dissemination of information. The extensive spread of Information and Communication Technologies (ICT) over time has been accompanied by new opportunities and challenges for society. A connected society brings with it certain skills and abilities with regard to electronic devices, which tend to be mostly less present among older generations, leading to a digital divide. However, the adhesion of older generations to technologies, namely the Internet and especially Social Networks, has been increasing. With social networks, digital influencers have also emerged, despite being a market where the presence of young people is quite accentuated, there are several seniors who have invested in digital platforms and have also become digital influencers, gaining millions of followers and developing partnerships with major brands. With the following central question: 'What is the communication and connection profile that senior digital influencers exert on their followers?'', this research focuses on senior digital influencers, more specifically female, since women have a greater presence on social networks. Opting for a qualitative typology, of the netnographic type, we proceeded to the study and analysis of the contents on the TikTok platform of the strategically selected sample (5 senior influencers), this platform being chosen for being one of the most recent social networks in the digital market and the seniors being selected for being a segment little studied in the digital area, but with enormous potential. After analyzing the influencers' content, we can draw some conclusions, such as the fact that the influencers with the best results are those who have personal content; Influencers with selected content have a neutral tone of communication, not leading to speech in their videos; However, all of them have an ethos communication, aimed at persuading followers through their personality.
ABSTRACT: Over the decades, society has witnessed several changes in daily life, especially with regard to the evolution of forms of communication and the dissemination of information. The extensive spread of Information and Communication Technologies (ICT) over time has been accompanied by new opportunities and challenges for society. A connected society brings with it certain skills and abilities with regard to electronic devices, which tend to be mostly less present among older generations, leading to a digital divide. However, the adhesion of older generations to technologies, namely the Internet and especially Social Networks, has been increasing. With social networks, digital influencers have also emerged, despite being a market where the presence of young people is quite accentuated, there are several seniors who have invested in digital platforms and have also become digital influencers, gaining millions of followers and developing partnerships with major brands. With the following central question: 'What is the communication and connection profile that senior digital influencers exert on their followers?'', this research focuses on senior digital influencers, more specifically female, since women have a greater presence on social networks. Opting for a qualitative typology, of the netnographic type, we proceeded to the study and analysis of the contents on the TikTok platform of the strategically selected sample (5 senior influencers), this platform being chosen for being one of the most recent social networks in the digital market and the seniors being selected for being a segment little studied in the digital area, but with enormous potential. After analyzing the influencers' content, we can draw some conclusions, such as the fact that the influencers with the best results are those who have personal content; Influencers with selected content have a neutral tone of communication, not leading to speech in their videos; However, all of them have an ethos communication, aimed at persuading followers through their personality.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Influenciadores digitais seniores Redes sociais TikTok e comunicação Senior digital influencers Social media TikTok and communication
Citation
Costa, L.R.G. (2023). A comunicação e a ligação dos influenciadores digitais seniores com os seus seguidores no TikTok [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17016
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social