Extensão do self no ambiente virtual: proposta de estrutura conceitual

Sheila Farias Alves Garcia; Gabriela de Melo Marchi; Bruna Ferreira Jungles

doi:10.5585/remark.v19i2.17772

Autores/as

Sheila Farias Alves Garcia Universidade Estadual Paulista (UNESP)
Gabriela de Melo Marchi Universidade Estadual Paulista (UNESP)
Bruna Ferreira Jungles Universidade Estadual Paulista (UNESP)

DOI:

https://doi.org/10.5585/remark.v19i2.17772

Palabras clave:

Identidade, Eu Estendido Digital, Estrutura Conceitual, Consumo de Vinho, Vivino

Resumen

Objetivo: No presente estudo, buscou-se entender como os consumidores expressam experiências de consumo no ambiente virtual e como essas postagens se relacionam com a extensão do “self”.

Método: Partiu-se da observação das “self-presentations” que afloraram das postagens dos usuários no aplicativo “Vivino” (comunidade para apreciadores de vinho), complementados por entrevistas qualitativas. Utilizou-se a análise de conteúdo para as observações e a hermenêutica para as entrevistas.

Originalidade/Relevância: Explorar os aspectos simbólicos do consumo do vinho, usando abordagem qualitativa, baseada em observação não participativa do aplicativo Vivino, uma comunidade virtual colaborativa para apreciadores de vinho, para compreender a extensão do “self” refletida no ambiente digital.

Resultados: Entre os motivos que explicam a participação do consumidor em comunidades de consumo, destaca-se o fascínio que o compartilhamento exerce sobre os indivíduos, levando-os a desenvolver a necessidade de participar do “espetáculo”, a fim de dar significado à sua existência, em uma sociedade totalmente mediada por imagens.

Contribuições teóricas/metodológicas: A fim de representar os principais achados desta investigação empírica, elaborou-se uma estrutura conceitual do processo de formação do “extended self” no ambiente digital.

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Biografía del autor/a

Sheila Farias Alves Garcia, Universidade Estadual Paulista (UNESP)

Atualmente é Pra. Dra.(RIDP) da Universidade Estadual Paulista Júlio de Mesquita Filho (UNESP), Campus Jaboticabal. Docente permanete do Programa de Pós-Graduação em Administração. Tem experiência na área de Administração, com ênfase em Marketing, Comunicação, Vendas, Negociação e Internacionalização.

Gabriela de Melo Marchi, Universidade Estadual Paulista (UNESP)

Administradora formada pela Universidade Estadual Paulista Júlio de Mesquita Filho (UNESP), Campus Jaboticabal. Micro empresária e pesquisadora.

Bruna Ferreira Jungles, Universidade Estadual Paulista (UNESP)

Administradora formada pela Universidade Estadual Paulista Júlio de mesquita Filho (UNESP), cAMPUS jABOTICABAL. Mestranda em Administração (FCAV/Unesp). Consultora na KND Consultoria e Treinamento.

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