Thesis by Thais Sardá
Masters thesis — This study aims to understand the identity management of subjects in two social ... more Masters thesis — This study aims to understand the identity management of subjects in two social network sites simultaneously, Facebook and LinkedIn. In a context in which personal and professional interactions happen also online, this work discussed motivations and strategies for social representation in these spaces. Therefore, this thesis carried out a theoretical review of concepts related to social network sites, social representation, performance, identity management and visibility. The study used research techniques as non-participant observation, content analysis and depth interviews to identify strategies of the subjects when they present themselves to their networks and also how site's affordances are visible on these behaviors. Therefore, posts and profiles of 10 Information Technology professionals on Facebook and LinkedIn on two typical months were analyzed. To enlarge the discussion on the theme and present the results from this group, it is stated that identity management on social network sites results into strategies during the use of networks, like creating profiles on different social network sites; looking for a self-presentation strategy for each site; choosing different photos; mantaining a distinct posture at each site; form different networks; establishing self-censorship on posted content; mincing words before publishing a post; assuming what the audience will think about the posts; exposing personal life in different ways; understanding the sites as exhibition spaces; keeping an expectation about interactions in the posts; tracking time on social networks; updating — or not — the profiles; consciously dealing with the identity multiplicities; and justifying their stance by the purposes of the sites. [Original in Portuguese]
MBA in People Management final monograph — This work aims to comprehend the selection process in ... more MBA in People Management final monograph — This work aims to comprehend the selection process in the RBS Group. So, first is important to understand the organizational culture of the company and, from it, their strategies and objectives. With this defined corporate vision, it is possible to establish the professional profile required to take the company to excellence. In the RBS Group case, a restructuring of values in 2011/2012 led the company to a new era in terms of people management with the program "Our Way of Being and Doing". With significant changes in area Human Resources, the organization changed the selection process, inspired by models of Harvard and Google. Even in the implementation phase, the methodology won the support of leaders, according to a research conducted on the Zero Hora newspaper, one of the main cells of the RBS Group. Finally, this work presents suggestions to improve the recruitment and selection process, especially in hiring journalists. [Original in Portuguese]
Criminal Science specialization monograph — The principles of guaranties proposed by Luigi Ferraj... more Criminal Science specialization monograph — The principles of guaranties proposed by Luigi Ferrajoli form a utopian comparative model for the existing criminal systems, in respect to the basic guaranties of crime defendants. In turn, the action of the press in some cases is discussed because of the sensationalism of news articles that favor pay-judgments from the people. According to Ferrajoli axioms, it is possible to identify discord points between the guaranties doctrine and the media coverage of violent facts. This work proposes a model of Media of Guaranties composed by five principles of a coverage that gives endorsement to the men basic rights and prevents previous public conviction. Proceeding, the model is used to analyze news articles from three Brazilian magazines (CartaCapital, IstoÉ and Veja), after the death of Isabella Nardoni, in March 29th, 2008. With the results, a comparison between the magazines is carried through, indicating how was de respect of the guaranties during that coverage and validating the created model. [Original in Portuguese]
Bachelors final monograph — This monograph analyzes the space for opinions of readers on Zero Hor... more Bachelors final monograph — This monograph analyzes the space for opinions of readers on Zero Hora and Diário Gaúcho newspapers during the election coverage in 2006. In addition to its opinions expressed directly, identifying your name, also it is considered the participation of the reader through election polls. For this purpose, the concepts involved are clarified during the literature review. Subsequently, the presence of the reader undergoes to quantitative and qualitative analysis. According to the results, a comparison is made between the spaces dedicated to readers in both newspapers, compared to the same number of pages and the pages about political and electoral issues. Also for comparison purposes, the key editors in the election coverage of the two newspapers were interviewed. [Original in Portuguese]
Papers by Thais Sardá
Lumina, Dec 1, 2015
This paper aims to verify the possible entanglements between the language used by the website Buz... more This paper aims to verify the possible entanglements between the language used by the website BuzzFeed and journalism, taking as object of study the publications of the newspaper Zero Hora in its Facebook fanpage. First, we identified how BuzzFeed formats its posts, then, we point associations between journalism and entertainment. Thus we speak of a journalism guided by metrics (where issues such as audience ratings and repercussion give us clues to what content will be more highlighted by vehicles), pointing to the case of Zero Hora. Finally, we conducted a survey from a systematic observation of the publications in the fanpage of the newspaper on Facebook (between 05th and September 11th, 2014), investigating the interactions generated by those contents.
Internet provides social networking sites, ecommerce, email and instant messaging services, and s... more Internet provides social networking sites, ecommerce, email and instant messaging services, and search engines, among others, turning everyday tasks easier (Van Dijck, 2013), but also allowing these services collecting data about user’s online behaviour “for the purposes of care or control” (Lyon, 2009, p. 3). Nowadays, gathering data is the centre of surveillance practices encouraged by states and corporations (Dinev, Hart & Mullen, 2008), making this powerful network of information the main risk to privacy (Gray, 2003). In this scenario, anonymous communication is essential for resistance against censorship (Dingledine, Mathewson & Syverson, 2004), also an opportunity for online freedom (Bergman, 2001), and a way of counterbalance the technology impact in the right to privacy (Floridi, 2014). When looking for an alternative to this surveillance, the user can find Deep Web (Bergman, 2001) and Tor Network (Bartlett, 2014; Loesing, 2009) as options for private browsing (Sui, Caverlee & Rudesill, 2015). However, these systems based on anonymity can have opposing reasons for appropriation (Bartlett, 2014; Jaeger, 2015): political resistance and criminality, for instance. Besides, technology is responsible for important myths about our time (Mosco, 2004), once different interpretations and uses of a product reflect in the technology social and cultural construction (Natale & Balbi, 2014). The aim of this research, therefore, is to discuss Deep Web and Tor Network perceptions – considering (1) Tor Network users and (2) non-specialized users – and media representations – seeing (3) UK higher circulation daily newspapers. For that, this work selected a set of methods including: content analysis; conceptual history; discourse-historical approach; and ethnography, with a combination of participant and non-participant observation, and semi-structured interviews.
Media, Culture & Society, 2019
Whenever we navigate the Web, we leave a trace through our IP address, which can in turn be used ... more Whenever we navigate the Web, we leave a trace through our IP address, which can in turn be used to establish our identity – for instance, by cross-checking it with a user’s Internet subscription. By using software such as VPN and Tor, however, it might be possible to avoid leaving such traces. A lively debate among policymakers, security professionals, hacker communities, and human rights associations has recently ensued regarding the question if such anonymity is acceptable and in which form. This article introduces the Crosscurrent special section dedicated to this topic by providing a brief overview of this debate and by pointing to the necessity of considering online anonymity from multiple, interrelated perspectives. By taking into account both technical and social dimensions, we argue that online anonymity should not be conceptualized in absolute terms but as an inherently fluid and transitional condition that characterizes any kind of social interaction online.
Third World Quarterly, 2018
This article examines how Brazil was perceived internationally during the 2014 World Cup (2014WC)... more This article examines how Brazil was perceived internationally during the 2014 World Cup (2014WC), for which one of Brazil's perceived objectives was to enhance its international image to play a more significant role on the world stage. Nine media outlets' coverage of the 2014WC was analysed using the website Alexa. These outlets published 699 articles about diverse themes relating to Brazilian society. The outlets studied considered the event a success overall and emphasised Brazil's natural beauty, but raised concerns about social problems such as inequality. We conclude that the 2014WC updated but did not fundamentally alter Brazil's international image.
Media, Culture and Society, 2019
Whenever we navigate the Web, we leave a trace through our IP address, which can in turn be used ... more Whenever we navigate the Web, we leave a trace through our IP address, which can in turn be used to establish our identity – for instance, by cross-checking it with a user’s Internet subscription. By using software such as VPN and Tor, however, it might be possible to avoid leaving such traces. A lively debate among policymakers, security professionals, hacker communities, and human rights associations has recently ensued regarding the question if such anonymity is acceptable and in which form. This article introduces the Crosscurrent special section dedicated to this topic by providing a brief overview of this debate and by pointing to the necessity of considering online anonymity from multiple, interrelated perspectives. By taking into account both technical and social dimensions, we argue that online anonymity should not be conceptualized in absolute terms but as an inherently fluid and transitional condition that characterizes any kind of social interaction online.
This paper aims to verify the possible entanglements between the language used by the website Buz... more This paper aims to verify the possible entanglements between the language used by the website BuzzFeed and journalism, taking as object of study the publications of the newspaper Zero Hora in its Facebook fanpage. First, we identified how BuzzFeed formats its posts, then, we point associations between journalism and entertainment. Thus we speak of a journalism guided by metrics (where issues such as audience ratings and repercussion give us clues to what content will be more highlighted by vehicles), pointing to the case of Zero Hora. Finally, we conducted a survey from a systematic observation of the publications in the fanpage of the newspaper on Facebook (between 05th and September 11th, 2014), investigating the interactions generated by those contents.
Lumina, Dec 2015
This paper aims to verify the possible entanglements between the language used by the website Buz... more This paper aims to verify the possible entanglements between the language used by the website BuzzFeed and journalism, taking as object of study the publications of the newspaper Zero Hora in its Facebook fanpage. First, we identified how BuzzFeed formats its posts, then, we point associations between journalism and entertainment. Thus we speak of a journalism guided by metrics (where issues such as audience ratings and repercussion give us clues to what content will be more highlighted by vehicles), pointing to the case of Zero Hora. Finally, we conducted a survey from a systematic observation of the publications in the fanpage of the newspaper on Facebook (between 05th and September 11th, 2014), investigating the interactions generated by those contents.
Designa 2015
This paper aims to understand how social networking sites affordances lead the identity managemen... more This paper aims to understand how social networking sites affordances lead the identity management on Facebook and LinkedIn simultaneously. In a context in which the personal and professional interactions also occur online, there are motivations and strategies for social presentation in these spaces. So, this work presents a theoretical review of concepts such as social networking sites, affordances, social presentation and identity management. In addition, it also reveals affordances from Facebook and LinkedIn to stimulate performance of users. In the case study, it was used research techniques such as non-participant observation, content analysis and in-depth interviews in order to identify strategies of self-presentation and how the affordances of the sites encourage these behaviours. Besides, this research analyse posts and profiles of 10 Information Technology (IT) professional on Facebook and LinkedIn, for a period of two typical months. From this data collection, identity management on social networking sites is recognizable in at least 15 conscious strategies, guided by sites affordances: creating profiles on social networking sites; seeking a self-presentation strategy for each site; choosing a picture for each site; maintaining a different position in each site; forming distinct networks; establish self-censorship about posted contents; mincing words before publishing a post; assuming what the audience will think about the posts; exposing about personal life or not; understanding sites as exhibition spaces; keeping an expectation about the interactions in the posts; tracking time on social networks; updating or not the profiles; consciously dealing with the identity multiplicities; and justifying their stance by the aims of the sites.
8th National Symposium of the Brazilian Association of Researchers in Cyberculture
This work aims to verify the possible entanglements between the language used by the BuzzFeed and... more This work aims to verify the possible entanglements between the language used by the BuzzFeed and journalism, with the object of newspaper Zero Hora publications on your fan page on Facebook. Initially, this study identified the BuzzFeed format on posts and then it pointed out associations between journalism and entertainment. Thus, we speak of a journalism guided by metrics (where issues such as hearing and repercussion give clues to what content will be more highlighted by vehicles), pointing to the case of Zero Hora. Finally, we conducted a survey from the systematic observation of publications on the fan page of the newspaper on Facebook (between September 5 to 11, 2014, investigating the interactions generated by these contents. [Original in Portuguese]
37th Brazilian Congress of Communication Sciences
This article seeks to understand, through an content analysis, three elements that compose the so... more This article seeks to understand, through an content analysis, three elements that compose the social presentation in Erving Goffman: behavior, impression and coherence. Thus, it presents a review of concepts from authors such as Edward Said, Clifford Geertz, Serge Moscovici and Denise Jodelet. This study also shows a brief definition of social networking sites and mediated by computer interaction, based on studies of Manuel Castells, Alex Primo and Raquel Recuero. Finally, it analyzes the initial steps in building a profile on LinkedIn to identify aspects of the fronts construction in this particular environment. [Original in Portuguese]
Conference Presentations by Thais Sardá
Internet provides social networking sites, ecommerce, email and instant messaging services, and s... more Internet provides social networking sites, ecommerce, email and instant messaging services, and search engines, among others, turning everyday tasks easier (Van Dijck, 2013), but also allowing these services collecting data about user’s online behaviour “for the purposes of care or control” (Lyon, 2009, p. 3). Nowadays, gathering data is the centre of surveillance practices encouraged by states and corporations (Dinev, Hart & Mullen, 2008), making this powerful network of information the main risk to privacy (Gray, 2003). In this scenario, anonymous communication is essential for resistance against censorship (Dingledine, Mathewson & Syverson, 2004), also an opportunity for online freedom (Bergman, 2001), and a way of counterbalance the technology impact in the right to privacy (Floridi, 2014). When looking for an alternative to this surveillance, the user can find Deep Web (Bergman, 2001) and Tor Network (Bartlett, 2014; Loesing, 2009) as options for private browsing (Sui, Caverlee & Rudesill, 2015). However, these systems based on anonymity can have opposing reasons for appropriation (Bartlett, 2014; Jaeger, 2015): political resistance and criminality, for instance. Besides, technology is responsible for important myths about our time (Mosco, 2004), once different interpretations and uses of a product reflect in the technology social and cultural construction (Natale & Balbi, 2014). The aim of this research, therefore, is to discuss Deep Web and Tor Network perceptions – considering (1) Tor Network users and (2) non-specialized users – and media representations – seeing (3) UK higher circulation daily newspapers. For that, this work selected a set of methods including: content analysis; conceptual history; discourse-historical approach; and ethnography, with a combination of participant and non-participant observation, and semi-structured interviews.
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Thesis by Thais Sardá
Papers by Thais Sardá
Conference Presentations by Thais Sardá