A transversalidade da comunicação no processo de formação, difusão e investigação das tendências de comportamento e consumo / A transversalidade da comunicação no processo de formação, difusão e investigação das tendências de comportamento e consumo

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

13/09/2011

RESUMO

As a result of the difficulty of understanding a society increasingly complex which reflects multiple consumer behavior (even within the same person, who absorbs the postmodern paradoxes), new research methods are used to interpret the human behavior accurately, to analyze trends and to turn them into guidelines for the brands strategies. Predominantly qualitative and multidisciplinary, the research of trends carries intrinsically the tension of the scientific fields, as well as the Field of Communication, which involves different areas of knowledge and plays a transversal role in formation, dissemination and identification of the sociocultural trends. Through literature review, in-depth interviews and document analysis, it was possible to identify some definitions for trends and to understand how they can be strategically applied by companies in different areas, including communication and marketing actions, to be always relevant in the consumption scenario. In addition, it was possible to confirm the emphasis that communication has in the formation and diffusion process of the trends in the social dynamics. Besides, it was found that one of the main methods used in the identification of new signs of emerging behaviors and values is the content analysis of materials collected by monitoring the media from different areas of contemporary culture, that reinforces the importance of the communication field, which covers cultural practices as advertising, and consequently expresses the spirit of the time and transitional values in society.

ASSUNTO(S)

brands communication comportamento de consumo comunicação consumer behavior marcas tendências trends

ACESSO AO ARTIGO

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