O uso dos memes como estratégia de comunicação digital: uma análise sobre o case Netflix

Abstract

By observing the current technological and communicational context, it's possible to see the need for innovation and constant creation of strategies on the part of brands that seek to stand out and arouse the attention of the public. Among the strategies used, the meme stands out, which has proven to be a promising resource for digital communication, due to its humorous nature. From this perspective, we sought to understand, through communication, how information is transmitted through memes, and to understand how this strategy contributes to the construction of interactions between brands and the public. In addition, an analysis of the contribution of the public relations professional as a manager of communication in social networks was carried out. Through the bibliographic review and the content analysis technique, which took place through the analysis of Shrek memes published by Netflix, it was possible to identify that humorous memes are a strategic tool in building interactions with audiences, and the brands that use them, becoming a favorable resource for digital communication. [resumo fornecido pelo autor]