Copywriting e meios de comunicação social: o desafio da globalização
Resumo
O século XXI e a globalização para a qual o mundo foi arrastado, criou uma sociedade que não pode existir sem redes sociais, e que através dela é confrontada com uma série de complexidades, incluindo a publicidade como um elemento vital para a transferência de valor e produtos. Com o avanço da tecnologia e os meios de acesso a diferentes produtos, as redes sociais ocupam um lugar importante no posicionamento dos objectos de consumo. O artigo procura reflectir sobre o desafio da globalização na profissão de redactor e como as redes sociais têm ajudado a maximizar a complexidade do século XXI. Para o efeito, foi realizada uma análise bibliográfica de fontes especializadas sobre o assunto, enfatizando principalmente o uso da língua inglesa como agente transmissor de cultura e ideologias exógenas, o escândalo do capitalismo de vigilância que irrompe na privacidade dos utilizadores da Internet, e finalmente o fenómeno das redes sociais. Conclui-se que a profissão de publicitário não é apenas uma questão técnica e criativa a favor de uma marca, mas engloba também uma responsabilidade ética perante os abusos cometidos por empresas que recolhem dados sem consentimento, implica um papel importante na preservação dos valores culturais e deve ser tida em conta com maior atenção.
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