Saber e sabor: a recepção da Tastemade Brasil no facebook

Abstract

The present work aims to map which image the consumer public possesses of the Tastemade Brasil brand, in order to answer the following problem question: what is the perception of the consumers of Tastemade Brasil contents in relation to the brand ?. As a theoretical basis, this research appropriates concepts involving gastronomy, cooking programs, social networks, positioning and audience. This is a qualitative and exploratory research, in the field of reception, that is, a work focused on the audience analysis of Tastemade and that uses bibliographical and documental research. Finally, the methodology used in this research is the netnography, to analyze the behavior of the public in the digital environment. The corpus of research analysis consists of audience comments posted on Facebook fan page of Tastemade and semi-structured interview with followers of the brand on Facebook. The observation and the interview conducted with consumers of brand content aims to answer the questionproblem of the research. As a result, we can indicate that the image of the brand is positive, and that in, some ways, has a lot to do with the positioning declared by the brand in its digital platforms.