Comments on YouTube about dissonant commercials

Authors

  • Regina Rossetti PPGCom/USCS
  • Anderson Marcusso USCS

DOI:

https://doi.org/10.4013/fem.2014.163.06

Abstract

The digital environment welcomes people from YouTube global territories and plural cultures generating interesting contemporary communicative practices about movies of all kinds. This study turns to the commercials “dissonance” in relation to traditional television advertising. The goal is to classify the events surrounding these films that received millions of views and thousands of comments. We use Katie Paine’s (2011) categorical research about the types of conversations in which people engage, divided into 27 different categories. Among the interesting results, we have seen that the most watched video does not receive the highest amount of comments and YouTube users do not use the site as a space for dialogue interaction between them. In addition, users resignify films in entertainment, since the main interest is focused on making jokes or irony in relation to humor failures that advertisers have committed.

Keywords: communication and innovation, YouTube, advertising, social media.

Author Biographies

Regina Rossetti, PPGCom/USCS

Doutora em Filosofia com pós-doutorado pela USP e professora da PPGCOM da USCS - Universidade Municipal de São Caetano do Sul

Anderson Marcusso, USCS

Mestre em Comunicação pela USCS - Universidade Municipal de São Caetano do Sul e professor de graduação na FMU-FIAM-FAAM de São Paulo - SP

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Published

2014-09-23

Issue

Vol. 16 No. 3 (2014): September/December

Section

Articles

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