Comunicação e cultura : o caso do PROCON-MT : educação para o consumo através de interfaces digitais

Abstract

In the last decades, web spreading and the expansion of information technology and communication connected to the internet caused meaningful changes in fundamental key areas from society, like Education and consumption, that needed to be re-signified. I have watched that the customers increasingly ask for support in social media and digital interfaces, to solve a consumption problem, or in order to decide to buy or not a product/hire a service. In order to understand this scenario, I realized this research that leads to the use of digital interfaces to increase consumption orientation and education. For this, I monitored the education and orientation process to the consumption on the website Procon Estadual de Mato Grosso during 2020. This study has the focus on the investigation if and how the website and the digital interfaces associated with it are being used by the institution to enable them to orient the customers to the consumption, a nowadays phenomenon, in Cyberculture context. With theoretical support based on Communication, Languages and Cyberculture, this research has a qualitative and quantitative approach. Methodology brings a literature review about the theme and virtual ethnography of the cases, allied to the Discourse Analysis in order to verify meaning making. The research points to the lack of knowledge of how to be protagonist to efficient consumption. That also points to the fact that the discourses and legal media predict access and interaction only, and not interactivity, which allows to infer that the consumption needs to count on a more effective communication process.