As novas celebridades contemporâneas e as redes sociais

Abstract

As the society progresses, the concept of celebrity has also developed over the dec ades. Those to whom fame was destined, by inheritance or talent, compete today, side by side, with celebrities who rely on the traditional means of communication and are currently supported by social media in order to win visibility. Throughout this dissertation, we visited the concepts of Celebrity DIY and Influencer to understand how Facebook, Instagram and Youtube, as well as Blogs, have become the key to the success of these figures, that are recognized by the public. To understand the phenomenon, we conducted interviews with communication consultants and Influencers and Youtubers. Further to the bibliographic research and the interviews conducted, we concluded that the use of social media platforms has become essential for brands as a form of adver tising, reaching their target audience and expanding virtually. The influencers have become the new brand ambassadors and the personification of the expression “to have a voice” about something. Through these new celebrities created or contructed through the use of social media, the brands are promoted and seek to reach a greater number of people and a greater fraction of its target.

Date of Award	17 Jan 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Margarida Ferreira Rato Jorge (Supervisor)