Vine and audiovisual dialogue in participatory culture
Keywords:
vídeo online, redes sociais, cultura participativa, publicidade, VineAbstract
In today's media environment, the audience has tools not only to consume but to produce and distribute content. In a market where the boundaries between entertainment and publicity become less and less clear, audiovisual content and the communities formed around it become relevant themes of study. Dominated by YouTube in the first decade of the millennium, the online video market has been expanding in terms of mobile technology, and applications for fast video production and consumption, such as Vine, which stands out for its social and collaborative character. The purpose of this paper is to examine Vine's potential in advertising - not that traditionally interruptive and unilateral, but rather an advertising that entertains, engages and invites to participate. For this, the case of the Airbnb Hollywood and Vines campaign will be analyzed.Downloads
References
AIRBNB. About us. Website. Disponível em: https://www. airbnb.com/about/about-us. Acesso em: 21/03/2014.
ARAUJO, A. Made In Brazil. Revista da ESPM, v. 19, n. 4, jul./ago. 2012, p. 64-69.
BURGESS, J; GREEN, J. YouTube e a Revolução Digital. São Paulo: Aleph, 2009.
BROWN, D. Viner, A Documentary Film. Trailer do filme, 2014. Disponível em: http://thevinerdocumentary.com. Acesso em: 24/07/2014.
DAVIES, R. Digital intimacies: aesthetic and affective strategies in the production and use of online video. In: GRAINGE, P. (Ed.), Ephemeral Media, London: BFI, 2011, p. 214-227.
DOVEY, J. Time slice: web drama and the attention economy. In:
GRAINGE, P. (Ed.), Ephemeral Media, London: BFI, 2011, p. 138-155.
DENT, J; BAKER, Y. Vine Stories: How an App
Changed Our Lives. Kindle Edition, 2014.
DOUGHERTY, T. Video Artist Creates Dreamy Worlds Using Vine. Creator’s Project Blog. 02/06/2014. Disponível em: http://thecreatorsproject.vice.com/ blog/video-artist-creates-dreamy-worlds-using-vine. Acesso em: 17/06/2014.
EDITORIA BUSINESS INSIDER. The Rise Of Social Video. Business Insider, 17/06/2013. Disponível em: http://www.businessinsider. com/the-rise-of-social-video-2013-6. Acesso em: 11/02/2014.
GESENHUES, A. Vine Grows To 40 Million Registered Users. Marketig Land, 20/08/2013. Disponível em: http://marketingland.com/vinehits-40-million-registered-users-56481. Acesso em: 19/03/2014.
GRAINGE, P (Ed.). Ephemeral Media, London: BFI, 2011.
GREENFIELD, R. These Tribeca Film Festival Vines Are Six Seconds Of Pure Art. Fast Company, 15/04/2014. Disponível em: http://www.fastcompany.com/3029174/ these-tribeca-film-festival-vines-are-six-seconds-of-pure-art. Acesso em: 04/05/2014.
GUTELLE, S. The Rise of Vine and the Fragmentation of Online Video. Tube Filter, 23/12/2013. Disponível em: http://www.tubefilter.com/2013/12/23/2013-online-video-vine. Acesso em: 18/06/2014.
HANDLEY, A. When Content Marketing Looks A Lot Like Art. Ann Handley Online, 18/09/2013. Disponível em: http://www.annhandley.com/2013/09/18/airbnb-when-content-marketing-looks-a-lot-like-art. Acesso em: 17/12/2013.
JENKINS, H. Cultura da Convergência. São Paulo: Aleph, 2008.
___________. Confronting the Challenges of Participatory Culture: Media Education for the 21st Century. Boston, MA: MIT Press, 2009.
JENKINS, H; FORD, S; GREEN, J. Spreadable Media: Creating Value and Meaning in a Networked Culture. New York: New York University Press, 2013.
JOHNSON, S. Tudo que é ruim é bom para você. Rio de Janeiro: Zahar, 2012.
JOHNSTON, N. Rise of short video & nascent social media’s value to your brand. Medium, 20/06/2013. Disponível em: https://medium.com/tech-talk/56aa1c368300. Acesso em: 04/03/2014.
LAFLOUFA, J. É oficial: tuítes com fotos e vídeos têm mesmo maior taxa de RTs. Brainstorm 9, 12/03/2014. Disponível em: http://www.brainstorm9.com.br/46308/social-media/e-oficial-tuites-com-fotos-evideos-tem-mesmo-maior-taxa-de-rts. Acesso em: 22/03/2014.
LAHEY, M. Blips On the Radar. In Media Res, 08/11/2013. Disponível em: http://mediacommons.futureofthebook.org/imr/2013/11/08/blipsradar-vine-and-consumer-attention. Acesso em: 17/04/2014.
LAKE, C. Pre-roll video ads: is it any wonder why we hate them? E-Consultancy, 22/08/2013. Disponível em: https://econsultancy.com/blog/63277-pre-rollvideo-ads-is-it-any-wonder-why-we-hate-them. Acesso em: 17/04/2014.
LORBER, A. Where Are Teens Hanging Out in 2014? Forbes, 09/01/2014. Disponível em: http://www.forbes.com/sites/gyro/2014/01/09/forbes-where-areteens-hanging-out-in-2014-hint-its-not-facebook/. Acesso em: 30/01/2014.
MARTIN, A. J. Why Vine is perfect for brands to reach teens. Silicon Valley Business Journal, 11/04/2013. Disponível em: http://www.bizjournals.com/sanjose/news/2013/04/11/vine-social-media-ads-teens.html. Acesso em: 02/05/2014.
MONELLO, M. Bewitching Buyers: Storytelling in a Hyperconnected World. Omma, Outono 2011, p. 20-23.
MORATA, F. Entrevista por email concedida a Sheron Neves, 17/01/2014.
MURDOCH, R; TUMA, Y; VERNOCCHI, M. O futuro da TV em um click. Accenture, Mar. 2013. Disponível em: http://www.accenture.com/br-pt/outlook/Pages/outlook-journal-2013-eyes-have-it-whocontrols-future-of-television-media.aspx. Acesso em: 02/05/2014.
POPPER, Ben. Six seconds of horror. TheVerge, 19/02/2013. Disponível em: http://www.theverge.com/2013/2/19/4002426/vineadam-goldberg-micro-movies. Acesso em: 10/02/2014.
PUGACHEVSKY, J. Multi-talented viner Peter Heacock shares tips on thinking outside the box. Tribeca Film, set. 2013. Disponível em: http://tribecafilm.com/stories/interview-multi-talented-viner-peter-heacockshares-tips-on-thinking-outside-the-box. Acesso em: 09/12/2013.
PURCELL, K. Online Video 2013. Pew Internet Project, 10/10/2013. Disponível em: http://www.pewinternet.org/files/old-media//Files/Reports/2013/PIP_Online%20Video%202013.pdf. Acesso em: 11/05/2014.
RECUERO, R. Diga-me com quem falas e dir-te-ei quem és: a conversação mediada pelo computador e as redes sociais na internet. Revista FAMECOS, n. 38. Porto Alegre: PUCRS, abr. 2009, p. 118-128.
____________. A conversação como apropriação na comunicação mediada pelo computador. In: BUITONI, D.; CHIACHIRI, R. (Org.). Comunicação, Cultura de Rede e Jornalismo. São Paulo: Almedina, 2012, p. 259-274 [versão rascunho/draft]. Disponível em: http://www.raquelrecuero.com/artigos.html. Acesso em: 08/12/2013.
RECUERO, R; ZAGO, G. A Economia do Retweet: Redes, Difusão de Informações e Capital Social no Twitter. Contracampo, v. 24. Niterói: UFF, jul. 2012, p. 19-43.
ROBERTS, K. Lovemarks. Nova York: PowerHouse, 2005.
ROSE, F. The Art of Immersion. New York: W. W. Norton, 2011.
SEYMOUR, C. The Growing Impact of Social Media on Video. E-Content, 12/05/2014. Disponível em: http://www.econtentmag.com/Articles/News/News-Feature/The-Growing-Impact-of-Social-Media-on-Video-96730.htm. Acesso em: 13/06/2014.
SIBILIA, P. O Show do Eu: A Intimidade Como Espetáculo. Rio de Janeiro: Nova Fronteira, 2008.
SMITH, P. Vine Is Creating A New Breed Of Internet Superstars. BuzzFeed, 07/01/2014. Disponível em: http://www.buzzfeed.com/patricksmith/vine-is-creating-a-new-breed-of-internet-superstar. Acesso em:SOUSA, G. Entrevista por email concedida a Sheron Neves, 17/01/2014.
STAMPLER, L. Six-Second Stars: Vine Is Thriving and Creating New Web Celebrities. Time, 14/10/2013, p. 13.
SULLIVAN, D. Instagram Shares Easily Beat Vine On Twitter, Unless You’re Talking About Influencers. Marketing Land, 28/06/2013. Disponível em: http://marketingland.com/topsy-instagram-vine-shares-50179. Acesso em: 17/07/2013.
TOMALIN, E. 6 Vine Predictions for 2014. Unruly Media, 24/01/2014. Disponível em: http://www.unrulymedia.com/article/24-01-2014/6-Vine-Predictions-For-2014/1390555653. Acesso em: 19/03/2014.
TRIPODI, J. Coca-Cola Marketing Shifts from Impressions to Expressions, Harvard Business Review, 27/04/2011. Disponível em: http://blogs.hbr.org/2011/04/coca-colas-marketing-shift-fro/. Acesso em: 09/04/2012.
WORTHAM, J. Six Seconds of Loopy Creativity. The New York Times, 03/05/2014. Disponível em: http://bits.blogs.nytimes.com/2014/05/03/sixseconds-of-loopy-creativity-and-millions-of-fans/. Acesso em: 16/06/2014.
ZOZZOLI, J. C. A Marca Diante das Novas Práticas Midiáticas. Pensamento e Realidade, n. XIII, v. 25. São Paulo: PUCSP, 2010, p. 11-30.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish in this journal agree to the following terms:
a. Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution License that allows sharing of the work with acknowledgment of authorship and initial publication in this journal.
b. Authors are authorized to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (eg, to publish in an institutional repository or as a book chapter), with acknowledgment of authorship and initial publication in this journal.
