| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 591.78 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A extensa disseminação das Tecnologias de Informação e Comunicação (TIC) a que temos assistido fez-se acompanhar de novas oportunidades e desafios. Uma sociedade conectada em rede e mediada por ecrãs acarreta a posse de competências específicas no que diz respeito a dispositivos eletrónicos que tendem, na sua maioria, a estarem menos presentes entre as gerações mais idosas. Contudo, a adesão das gerações mais velhas às TIC, nomeadamente à Internet e aos social media, tem vindo a aumentar e a dar lugar ao surgimento de influenciadores digitais seniores, conquistando milhões de seguidores e desenvolvendo parcerias com grandes marcas. Partindo de uma metodologia qualitativa netnográfica, a presente investigação pretende estudar o perfil dos influenciadores digitais seniores e apurar de que forma comunicam com os seus seguidores na plataforma TikTok. Para o efeito, procedeu-se ao estudo dos perfis e conteúdos de uma amostra de cinco influenciadores seniores. Os principais resultados mostram que os influenciadores que geram uma maior ligação com os seus seguidores são os que optam por um tipo de comunicação pessoal e intimista e manifestam um discurso positivo, calmo e amável, transmitindo serenidade e criando laços de empatia e afeto com os seus fãs. Ao criarem e compartilharem conteúdo, desconstroem o estereótipo em torno da velhice e apresentam-na prenhe de possibilidades que lhes permitem ser ativos, sem o medo do futuro.
ABSTRACT: The widespread dissemination of Information and Communication Technologies (ICT) that we have witnessed has brought about new opportunities and challenges. A networked society mediated by screens entails the possession of specific skills regarding electronic devices, which tend, for the most part, to be less prevalent among older generations. However, the adoption of ICT by older generations, namely of the Internet and social media, has been increasing, giving rise to the emergence of senior digital influencers who garner millions of followers and develop partnerships with major brands. Employing a qualitative netnographic methodology, the present research aims to study the profile of senior digital influencers and ascertain how they communicate with their followers on the TikTok platform. To this end, the profiles and content of a sample of five senior influencers were studied. The main findings reveal that influencers who establish a stronger connection with their followers are those who choose a personal and intimate communication style, express a positive, calm, and kind discourse, conveying serenity and fostering bonds of empathy and affection with their fans. By creating and sharing content, they dismantle the stereotype surrounding old age and present it as pregnant with possibilities that enable them to be active without fear of the future.
ABSTRACT: The widespread dissemination of Information and Communication Technologies (ICT) that we have witnessed has brought about new opportunities and challenges. A networked society mediated by screens entails the possession of specific skills regarding electronic devices, which tend, for the most part, to be less prevalent among older generations. However, the adoption of ICT by older generations, namely of the Internet and social media, has been increasing, giving rise to the emergence of senior digital influencers who garner millions of followers and develop partnerships with major brands. Employing a qualitative netnographic methodology, the present research aims to study the profile of senior digital influencers and ascertain how they communicate with their followers on the TikTok platform. To this end, the profiles and content of a sample of five senior influencers were studied. The main findings reveal that influencers who establish a stronger connection with their followers are those who choose a personal and intimate communication style, express a positive, calm, and kind discourse, conveying serenity and fostering bonds of empathy and affection with their fans. By creating and sharing content, they dismantle the stereotype surrounding old age and present it as pregnant with possibilities that enable them to be active without fear of the future.
Description
Keywords
Influenciadores Digitais Seniores Comunicação digital Social media TikTok Senior Digital Influencers Digital communication
Citation
Costa, L. & Miranda, S. (2024). Influenciadores digitais seniores no Tik Tok: Perfis e estratégias de comunicação. Comunicação Pública, 19(36). https://doi.org/10.34629/cpublica817
Publisher
Escola Superior de Comunicação Social