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Estratégias de publicidade em projetos de Design Social: Estudo de caso da Associação Locals
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| 1.67 MB | Adobe PDF |
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Abstract(s)
Recentemente tem-se observado uma mudança cultural na sociedade. Os atores sociais preocupam-se, cada vez mais, com causas sociais, como a desigualdade e a sustentabilidade. Esta mudança verifica-se também dentro do design, onde cada vez mais é reforçada a ideia que o design tem de ser sustentável e que deve ajudar a combater os sistemas de hiperconsumismo. Esta prática denomina-se design social e costuma estar assente em técnicas de design participativo. Contudo, apesar dos vários estudos feitos sobre design social nos últimos dez anos, existe escassez empírica sobre se existem estratégias de publicidade utilizadas nos projetos de design social. Esta dissertação pretende analisar se estratégias de publicidade são usadas em projetos de design social e quais os motivos para a sua utilização ou não. Para tal, realizámos um estudo de caso sobre a associação locals, que utiliza técnicas de design social e design participativo para desenvolver projetos em bairros de intervenção prioritária. De seguida, procedemos a entrevistas a membros da associação e à análise temática destas entrevistas. Os resultados demonstram que em projetos de design social a utilização de técnicas de publicidade pode ser importante para expandir os horizontes e influência da associação e dos projetos. O presente estudo, contribui para a preencher a lacuna na literatura esclarecendo a relação entre estratégias de publicidade e design social na locals.
Recently, a cultural shift has been observed in society. Social actors are increasingly concerned with social causes, such as inequality and sustainability. This shift is also evident in the field of design, where the notion that design must be sustainable and should help combat hyper-consumption systems is gaining more traction. This practice is referred to a social design and is often based on participatory design techniques. However, despite the numerous studies conducted on social design over the past decade, there is a lack of empirical data on whether advertising strategies are employed in social design projects. This dissertation aims to analyze whether advertising strategies are used in social design projects and to explore the reasons for their use or non-use. To this end, we conducted a case study on the association "Locals," which employs social design and participatory design techniques to develop projects in priority intervention neighborhoods. Subsequently, we conducted interviews with members of the association and performed a thematic analysis of these interviews. The results demonstrate that, in social design projects, the use of advertising techniques can be important in expanding the reach and influence of both the association and its projects. This study contributes to filling the gap in the literature by clarifying the relationship between advertising strategies and social design at Locals.
Recently, a cultural shift has been observed in society. Social actors are increasingly concerned with social causes, such as inequality and sustainability. This shift is also evident in the field of design, where the notion that design must be sustainable and should help combat hyper-consumption systems is gaining more traction. This practice is referred to a social design and is often based on participatory design techniques. However, despite the numerous studies conducted on social design over the past decade, there is a lack of empirical data on whether advertising strategies are employed in social design projects. This dissertation aims to analyze whether advertising strategies are used in social design projects and to explore the reasons for their use or non-use. To this end, we conducted a case study on the association "Locals," which employs social design and participatory design techniques to develop projects in priority intervention neighborhoods. Subsequently, we conducted interviews with members of the association and performed a thematic analysis of these interviews. The results demonstrate that, in social design projects, the use of advertising techniques can be important in expanding the reach and influence of both the association and its projects. This study contributes to filling the gap in the literature by clarifying the relationship between advertising strategies and social design at Locals.
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Keywords
Publicidade Design Social Análise temática Estudo de caso