Do preparo à degustação: uma análise sobre as manifestações online do produto cozinha de vó

Abstract

"Cozinha de Vó" consists in an experimental product which gathers on a website a series of videos in which several families comment special recipes made by their grandmothers. The aim of this work is to analize the effectiveness of the emotional persuasion strategies applied to this project in stimulating the target group to manifest online. Divided into six chapters, the monography discusses the Cultural Studies, focussing the methodological protocol of Johnson (2010); the concepts of identity and representation, basically through the perspective of Goffman (2008); cultural, symbolic and social capitals concepted specially by Bourdieu (apud THOMPSON, 2010); the advertising strategies of emotional persuasion discussed by Guzmán (1979); the social networks mostly through the concepts brought by Recuero (2009); and the analysis of the product's reception in which all of those concepts are combined. Evaluated through four levels in both qualitative and quantitave approaches, the emotional persuasion strategies are regarded to be partly effective to the online manifestation of the target group.