The Inversion of Roles in Digital Advertising: the interlocutor as the main content issuer
Keywords:
Publicidade, público-alvo, Colírios CaprichoAbstract
The present work tries to analyze the role of the target audience in the broadcasting of advertising contents from the program Colírios Capricho, simultaneously broadcast on the YouTube channel and MTV, through the convergence between Internet and television. Thus, we will observe how Advertising appropriates the content conveyed by users of digital media and how such media changed the logic of television advertising. Preliminary analyzes allow us to affirm that public participation is essential for disseminating much of the program's contents in diversified social media, even if it is not for profit.Downloads
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