O audiovisual infantil no Brasil: um estudo das estratégias de marketing de sobrevivência nas plataformas digitais.

Abstract

Society is in an era of rapid information and digital inclusion. These elements are being introduced into people's lives and transforming their consumption habits and the relationship between people and businesses and the digital environment. A new generation of children has been interacting with children's audiovisual productions in the online universe through the most diverse communication channels, which have arisen from the concern to offer a quality product or service, as well as a positive viewer experience. The present work seeks to depict the main strategies used by children's audiovisual productions in the digital environment to survive in the market. For this to be accomplished, some concepts were presented as theoretical references, such as the understanding of a 'network society' explored by Manuel Castell, the relevance of a digital strategic planning described by Felipe Morais and finally, the importance of a healthy relationship between digital productions and consumers through social media. In addition, in compliance with the objectives described in the dissertation, the main strategic elements used by five of the main productions aimed at children with the highest number of views on main internet video platforms were analysed. From this starting point, the present work seeks to understand and provide a theoretical conceptual study applied to the Brazilian context and to understand how children's audiovisual productions manage to develop strategies to survive and keep themselves in the market. Bibliographic research is adopted as a methodology, based on the selection of texts that deal with children's audiovisual content. For this, a thorough research was carried out through books and articles in the area of Communication, Administration, Business and Management.