Opinião pública nas mídias sociais: o embate entre Greenpeace e Nestlé
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Data
2010
Autores
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Federal de Goiás
Resumo
This present study aims to examine the notions of public and social media from
current examples. It tries to reflect on the damages that negative marks can
suffer through the Internet. This project seeks to answer these following
questions: How do cases of public opinion occur through social media? Can the
clash between Nestlé vs. Greenpeace be configured as a contemporary case of
public opinion? Understanding these issues is essential to understanding the
practice of public relations today. The subject of study is the clash between
Nestlé and Greenpeace started in March 2010 through an Internet video. The
research methodology is based on the mapping of this struggle through social
networks and through an online survey with new media users to examine public
perceptions about organizational information disseminated through the network.
The text is divided into three chapters: the first one aims to address the public in
the mass media communication and to understand how individuals behave in
groups and alone under the influence of the environment and social
interactions; the second chapter seeks to understand the new forms of
relationship created by digital technologies that enable new tools for Public
Relations and the interference of this new phase in company or individual’s
public opinion and public image; and the last chapter shows the mapping of the
battle between Greenpeace and Nestlé and how the techniques of guerrilla
marketing and viral advertising used by NGOs hit a company with market
tradition, and also presents the research conducted over the Internet on public
perceptions regarding the formation of public opinion in social media. This
mapping allows us to translate and identify the presence of contemporary
concepts like "cyberspace", "social networking", "social capital", and
"interactivity."
Descrição
Palavras-chave
Relações públicas, Opinião pública, Imagem pública, Mídias sociais, Internet, Public relations, Public opinion, Public image, Social media
Citação
LOPES, Michele Araújo. Opinião pública nas mídias sociais: o embate entre Greenpeace e Nestlé. 2010. 83 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2010.