Influenciadores digitais de tecnologia no Youtube

Abstract

From the visibility that YouTube has been gaining, a new career grew: Youtubers. The content of the video is usually associated with subjects that you feel confortable with and meet your personal interests. Therefore, there are various types of digital influencers on YouTube. This dissertation explores and focuses on digital technology influencers on the platform mentioned above. The theoretical framework consists on the definition and emergence of the Internet context, by Web 2.0, YouTube, according to its definition and features. Relates with Marketing and Advertising on social networks through the techniques of Influence Marketing, Relational Marketing and Content Marketing as well as Collaborative Advertising. It also focuses on the arising of digital influencers, the construction of media celebrity in the digital world, Self-Branding, the Role of Influencers as Opinion Leaders and finally, Digital Influencers of Technology. This dissertation aim to understand “How do Portuguese technology influencers manifest themselves on YouTube?”. For this purpose, we applied a mixed methodology, using a content analysis technique. Thus, it was possible to understand the discursive and visual techniques used by digital influencers to conquer the audience, how they stand out and approach products and brands. An analysis showed that digital technology influencers choose home divisions, such as an office or a bedroom, with mostly white decor, some shades of blue and green and several technological devices. The videos are barely edited and it is usually used a static camera to record a kind of conversation with a friend behind the desk. These videos are essentially reviews, unboxings and vlogs. From this point on, they get involved with their target audience showing themselves as passionates about technology and other similar topics. Through the techniques on their speeches, they gain the confidence of their audience, introducing themselves as friends or mentors, which also allows them to increase the audience's knowledge about technology, by an explanatory speech, without pressure to acquire the product, as often happens in physical stores.

Date of Award	18 Feb 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)