O luxo na era do like: Comunicação do luxo no YouTube

Authors

  • Ana Rita Queiroz ISCSP

DOI:

https://doi.org/10.15847/obsOBS14220201528

Keywords:

Luxo, Marcas de Luxo, Youtube, Métodos Mistos

Abstract

Este artigo tem como principal objetivo compreender como os termos “luxo” e “luxury” se manifestam na plataforma YouTube, a fim de contribuir para um domínio de saber ainda pouco aprofundado em Portugal, e ainda pretende explorar ferramentas metodológicas contemporâneas e inovadoras para a sua concretização. Foi realizada uma análise aos dados extraídos através da ferramenta Youtube Data Tools, complementada por uma entrevista semiestruturada a uma especialista de luxo. Através deste estudo foram identificadas seis comunidades no Youtube que nos possibilitou a compreensão de como os utilizadores estão a categorizar a palavra luxo nesta plataforma. Associadas aos termos “luxo” e “luxury” foram identificadas as seguintes comunidades: Carros de Luxo, Compras de luxo, Imobiliário de Luxo, Lifestyle / Vidas de luxo, Luxo sustentável e Rentabilização do luxo. Para obter estas comunidades foi usado uma plataforma de análise, designada por Gephi, que identifica as comunidades de utilizadores, tendo por base o seu grau de interação. Com uma maior representatividade vemos a comunidade designada por “luxo sustentável”, em que os utilizadores do YouTube associam vídeos com conteúdos relacionados com a reciclagem de objetos e do faça você mesmo – expressão em inglês Do It Yourself (DIY).

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Published

2020-06-02

How to Cite

Queiroz, A. R. (2020). O luxo na era do like: Comunicação do luxo no YouTube. Observatorio (OBS*), 14(2). https://doi.org/10.15847/obsOBS14220201528

Issue

Vol. 14 No. 2 (2020)

Section

Articles

License

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