A linguagem do branded content nas dinâmicas de comunicação mercadológica

Abstract

This research presents a study about branded content in the contemporary world, seeking to understand the characteristics of this form of marketing communication that blurs the boundaries between information, advertising and entertainment to engage the audience with content and generate emotional bonds between brands and consumers. In order to understand the conditions that led to the development and diffusion of branded content, we accomplish a retrospective of media and technological transformations that contributed to the establishment of sensorial affections, new behaviors and consumption habits, promoting the rearticulation in the ways of using the different media. As a way to deepen the debate, we present academic concepts and visions of professionals about the theme, the importance of storytelling in the practices, as well as a survey of factors that contribute to visualize the emergence of branded content as a new language within the vast set of languages that serve the marketing communication. Through mapping practices in the Brazilian market, launched between 2015 and 2016, the material is analyzed for the extraction of the constituent elements of branded content as a language. From this result, a definition of branded content in the national context is proposed as a way to contribute with future studies on the subject in communication area