Mediação da informação no instagram: reflexões sobre doramas, fãs e consumo

Abstract

This research aims to analyze if the information mediation performed by doramas profiles on Instagram, affects the fans’ behavior in the consumption of goods derived from Asian culture. As specific objectives the following were outlined: identify whether there is interaction between fans and pages; investigate whether the interests of fans are affected from the consumption of content provided by pages; reflect on what aspects the interests of fans are changed. In the methodological process, the quantitative-qualitative approach was used, being this an exploratory level study. The data were collected through a questionnaire, which went through a pre-test, and were analyzed using the content analysis technique. The results show that for the fans it is relevant to maintain engagement with the content of the profiles, besides considering important the mediation performed by the profiles, because otherwise it would be difficult to maintain an active contact with the community if this mediating action was non-existent. Moreover, it was found that most fans, while consumers of the content mediated by the profiles, transform their habits in several aspects, not only consuming the doramas, but belonging to the culture that is propagated through them. Thus, it is concluded that the information mediation performed by doramas profiles on the social network Instagram, drive fans to consume cultural goods from Asia.