Abertura da Caixa-Preta da interação no ambiente do Facebook do Catraca Livre: um estudo sob a perspectiva da Teoria Ator- Rede

Abstract

The research aims to grasp how the interaction occurs within the advertorials posts published by Catraca Livre on its Facebook fan page. The research is justified by journalism’s growing need to make an efficient usage of the social networks platforms’ features that make interaction easier, in the specific case, Facebook’s conversational functions. It is also relevant since online communications plataforms once those are today’s news main source for Brazilians. The way a journalistic vehicle displays and manages its sponsored articles is relevant topic, since it can influence on a positive or negative reach of those materials towards the public. It also aims to contribuite for the studies of Actor-Network Theory (ANT), which very closely resembles complex and ecosystem thinking, concepts worked by PPGCCOM. The methodological approach can be classified as exploratory, and case’s study made by documents analysis, mainly guided by ANT’s concepts and analytical techniques which enabled the mapping, description and ultimately, the comprehension of the controversy within the black box that is the interaction happening in Catraca’s Livre fan page. The application of a descriptive matrix in the collected posts and its later graphing optimized a clean viewing of how the interaction’s phenomenon presents itself. Results revealed that, even when facing negative comments and questions, Catraca Livre shows that it does not take advantage of Facebook’s unique interaction features to establish an effective bond with its readers. It came also clear that the public rarely identifies the disclosed content as advertorials. The study highlights the importance of a greater involvement by the journalistic vehicle in the interaction process, which takes place in the social networks platforms especially when dealing with sponsored articles. These results can also serve as the basis for a future research further deepening the ethical question of not identified advertorials by the public and their organic impact.