Advergames e educação da cultura visual: um estudo sobre a noção de juventude em “Mais Fanta, mais diversão”
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2017-04-26
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Universidade Federal de Goiás
Resumo
This investigation, developed between 2013 and 2016, try to understand the concept of youth and
its media representation taking as theoretical support reflexions of Visual Culture Education. To
perform field work was chosen an artifact that is increasingly present in young's lifes: videogames,
specifically, advergames, electronic games designed to promote brands or productsThe field work
was planned to allow the interaction of the young participants with the advergame "More Fanta,
more fun" and Fanta advertising campaigns in order to examine the understandings builded by the
media around the idea of being young. The group was formed by 14 students, aged between 10 and
16 years. They were studied at a public school placed in a peripheral region of Goiânia.They gave
opinions about the narratives and characters of the games, as well as about technology,
consumption and the notion of youth. The topics discussed at meetings with the group are also the
body of this investigation, divided into five chapters. The first chapter presents the reader to the
concepts of game and advergame. The second discusses principles that underlie the relationship
between games and education. The methodology is described and detailed in the third chapter
including fieldwork and a netnography on the virtual space of the games. The concept of youth is
addressed and discussed in chapter four. The fifth and final chapter consists of the analysis of the
lines of young research staff. It is worth mentioning that the conclusion is an arrangement that took
into account the characteristics of the Group of participants, but especially the various changes
imposed to the initial planning of the research by changing its course.
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TAVARES, J. F. Advergames e educação da cultura visual: um estudo sobre a noção de juventude em “Mais Fanta, mais diversão”. 2017. 248 f. Tese (Doutorado em Arte e Cultura Visual) - Universidade Federal de Goiás, Goiânia, 2017.