Banca de DEFESA: ELISANDRA AMÂNCIO FERREIRA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ELISANDRA AMÂNCIO FERREIRA
DATE: 31/08/2026
TIME: 18:30
LOCAL: Virtual
TITLE:

MARTHA GABRIEL: BOOK LAUNCH STRATEGIES IN A PANDEMIC WORLD (2020–2022) — knowledge dissemination and the potential for informal learning in the digital age

KEY WORDS:

book launch; knowledge dissemination; informal learning; multimodality; digital culture.

PAGES: 55
BIG AREA: Lingüística, Letras e Artes
AREA: Letras
SUMMARY:

This dissertation analyzes digital strategies associated with the launch of four books by Martha Gabriel during the COVID-19 pandemic, from 2020 to 2022, in order to understand how platforms, languages, and technological resources configured knowledge-dissemination processes and offered possibilities for informal learning. This qualitative, documentary, and interpretivist study examines public materials related to Marketing na Era Digital (2020), Você, eu e os robôs (2021), Trends — MKT na Era Digital (2022), and Inteligência Artificial — do zero ao metaverso (2022), including livestream records, promotional pieces, press kits, audio autographs, QR codes, NFTs, and digital events. The analytical protocol combines six categories: multimodality, interaction, knowledge dissemination, possibilities for informal learning, digital experience, and discursive strategies. The analysis identifies a progressive integration between the books’ contents and their modes of circulation: synchronous broadcasts, hypertextual extensions, and immersive experiences multiplied access points to the topics and invited navigation, interpretation, and participation practices characteristic of digital culture. The documents support the identification of conditions and invitations for informal learning; however, they do not demonstrate actual learning, retention, audience appropriation, or a causal relationship with commercial performance, since no reception study was conducted. The study contributes to understanding book launches as multimodal communication practices and as possible non-formal spaces for knowledge circulation, while delimiting indicators for future reader-centered research.

COMMITTEE MEMBERS:
Externo à Instituição - MAURICIO TEIXEIRA MENDES
Interna - PAULA RENATA MELO MOREIRA
Externo à Instituição - RENATO DE OLIVEIRA DERING
Presidente - VICENTE AGUIMAR PARREIRAS