O uso de personas na comunicação: uma análise do trabalho de Luciano Potter

Abstract

This study aims to investigate the use of persona as a strategic tool in communication, focusing on broadcaster Luciano Potter and his work across various media platforms such as radio, podcasts, and social networks. The analysis seeks to understand how Potter adapts his persona to effectively interact with the audiences of each medium, exploring how he adjusts his communication in diverse contexts to connect with different audiences. The concept of persona, primarily based on the studies of Carl Gustav Jung (2000) and Erving Goffman (1985), is discussed to understand how the communicator's identity is shaped and transformed according to the different contexts in which he performs. These authors were instrumental in explaining how personas not only reflect individual aspects but are also shaped by the environment and target audience's demands. The research adopts Content Analysis methodology, applied to the study of four productions by Luciano Potter, enabling a detailed understanding of how he employs personas in distinct contexts. The study proposes a reflection on the role of constructing and adapting personas in contemporary communication practices, considering the importance of flexibility and diverse approaches to captivate and retain public attention in a highly fragmented and dynamic media landscape.