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Master's Dissertation
DOI
10.11606/D.27.2005.tde-26092005-113353
Document
Author
Full name
Martin Jayo
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2005
Supervisor
Committee
Melly, Mylene (President)
Correa, Elizabeth Nicolau Saad
Diniz, Eduardo Henrique
Title in Portuguese
"O uso do potencial expressivo da nova mídia pelos bancos de varejo: estudo de três casos"
Keywords in Portuguese
arquitetura da informação
narrativa
nova mídia
usabilidade
varejo bancário
Abstract in Portuguese
O advento das tecnologias digitais e a difusão da "world wide web" (www) expandiram as atividades de comunicação pública em direção a um amplo leque de novos agentes publicadores, muito além do setor midiático tradicional. Nesse contexto, embora exista uma literatura numerosa e recente de estudos diagnosticando o uso dos recursos da nova mídia pelo setor midiático tradicional, tais estudos ainda inexistem para os novos agentes publicadores recém-surgidos, entre os quais o setor bancário brasileiro ocupa uma posição de destaque proporcionada por sua vocação, historicamente demonstrada, para o uso de tecnologia. Dessa forma, a dissertação se propõe a estudar como os bancos no Brasil – e em especial os que operam no mercado de varejo – se desempenham enquanto agentes publicadores de conteúdos na nova mídia.
Title in English
"The use of the expressive power of new media by retail banks: a study of three cases"
Keywords in English
information architecture
narrative
new media
retail banking
usability
Abstract in English
The advent of digital technologies and the diffusion of the world wide web (www) have expanded the boundaries of massive communication activities towards a wide range of new players, much beyond the traditional media sector. Within this context, despite the existence of a recent, prolific literature diagnosing the use of new media resources by the traditional media sector, such analyses have not been developed yet for the range of newly appeared players, among which the Brazilian banking sector occupies a position of prominence due to its historically demonstrated technological vocation. Therefore, the dissertation is focused on studying how the banking institutions in Brazil, and especially those operating in the retail banking segment, perform their tasks as new media publishers.
 
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dissertacao.pdf (3.46 Mbytes)
Publishing Date
2006-02-10
 
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