Publicidade Digital e Adblocking em Portugal – Apropriar ou Não Apropriar, eis a questão

Tiago Lima Quintanilha, Miguel Paisana, Gustavo Cardoso, Pedro Caldeira Pais

Resumo


As dinâmicas de funcionamento do sector dos media contemporâneos estão, na era digital, cada vez mais susceptíveis a novas tensões. Da parte da estrutura financeira e dos modelos de negócio, poucos fenómenos serão tão relevantes de investigar quanto a utilização de software de adblocking, em consistente subida. Este artigo aborda a questão em duas vertentes: a) uma revisão teórica com enfoque na literatura mais recente e ainda escassa e b) testar a relevância desses contributos no caso português com base num estudo exploratório a uma amostra não probabilística. A relevância desta abordagem prende-se com a necessidade de compreender um fenómeno que tem em Portugal, à semelhança do resto do mundo, um forte impacto quer nos modelos de negócio das empresas de media quer na relação com os conteúdos informativos, por parte dos utilizadores de Internet. A revisão teórica e análise de dados demonstram a relevância do tema bem como a crescente tensão entre empresas, conteúdos e utilizadores no contexto dos recursos tecnológicos cada vez mais comuns e fáceis de operar nos ecossistemas digitais. O aumento dos índices de literacia crítica digital coincide com a tomada de consciência dos indivíduos face a conceitos como identidade, privacidade e relevância de conteúdos.


Palavras-chave


adblockers; {adblocking em Portugal; motivos de apropriação de adblockers; literacias digitais; desafios para os media

Texto Completo:

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