UNDERSTANDING DESIGN ACROSS PLATFORMS

THE CASE OF CONSUMPTION OF FASHION IN SHOPPE

Authors

DOI:

https://doi.org/10.18568/cmc.v21i62.2872

Keywords:

commercialization platform, design values, consumption

Abstract

This paper aims to analyse the Shoppe trading platform, based on its structure and consumer comments. A case study was carried out in two parts: I) Analysis of the platform's macro universe, focused on identifying and discussing Shoppe's platform characteristics, articulating with the functions of Design; and II) Microuniverse analysis, focused on just one of the advertisements, where 248 comments were collected with a focus on identifying the design values ​​present in such texts. The first stage of the study revealed the characteristic of datatification and platform as being more likely to influence the perception of the functions of Design. The second study showed that consumers adhere to comments based on pragmatic values, highlighting material attributes and user-product interaction.

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Author Biographies

Ítalo José de Medeiros Dantas, Feevale University

PhD student in Cultural Processes and Expression at Feevale University; Master in Design from the Federal University of Campina Grande (2021); Specialist in Communication, Semiotics and Visual Languages ​​from Universidade Braz Cubas (2021); and, graduated in Fashion Design from the Federal Institute of Education, Science and Technology of Rio Grande do Norte (2019). Currently, he is also a Bachelor's student in Statistics at Centro Universitário IBMR. He was a substitute professor in the area of ​​management processes and quality control in the clothing industry at the Federal Institute of Education, Science and Technology of Rio Grande do Norte - Campus Caicó between 2022 and 2023. His dissertation was selected for exhibition at the 35th Museu da Casa Brasileira Design Award, in the category of unpublished written works. Multidisciplinary researcher with academic and professional interests in different areas, with emphasis on Design, Fashion and Statistics, working mainly on the following topics: visual communication; artifact morphology; empirical studies; market research, focusing on consumption; statistical inference; and, exploratory data analysis.

Glauber Soares Júnior, Feevale University

PhD candidate in Cultural Processes and Expression (Feevale University); Master in Home Economics (Federal University of Viçosa); Graduated in Fashion Design (IF Sudeste MG, Muriaé).

Sandra Portella Montardo, Feevale University

PhD in Social Communication from the Pontifical Catholic University of Rio Grande do Sul (2004). She did a Doctoral Internship at Université René Descartes, Paris V, Sorbonne, in Paris (2003-2004). She is currently a professor and researcher at Feevale University in the Graduate Program in Cultural Processes and Expression and in the Professional Master's in Creative Industry. She was executive secretary of the Board of the Brazilian Association of Researchers in Cyberculture (ABCiber), Management 2011-2013. Acts as Coordinator of the WG Communication and Cyberculture of the National Association of Graduate Programs in Communication (Compós). She was Coordinator of the GP Communication and Digital Culture at the Brazilian Society of Communication Sciences (Intercom) (2016-2017). She is leader of the Digital Communication, Culture and Consumption Research Group (c3dig). She is a CNPq Productivity Scholar - Level 2. Holds experience in the field of Digital Communication and online socialization, working mainly on the following topics: digital communication, digital platforms, digital inclusion and language and memory in digital media.

Marcelo Curth, Feevale University

He holds a doctorate in Business Administration from the University of Vale do Rio dos Sinos (UNISINOS), a Master's in Business Administration from the Catholic University of Rio Grande do Sul (PUC-RS), a Post-Graduate Degree in Business Administration and Marketing from Gama Filho University, a Post-Graduate in Education from Faculdade (SENAC-RS) and postgraduate in Mentoring Teacher Education (University of Tampere - Finland) and graduation in Sports Sciences from Universidade Luterana do Brasil (ULBRA). He is a professor at the PPG in Cultural Processes and Manifestations at Feevale University, acting as a researcher on the subject of Marketing: Identity and Culture. Professor at undergraduate and graduate levels of disciplines on Strategic Marketing, Relationship Marketing, Consumer Behavior, Management and Entrepreneurship in Health and Sports. Course coordinator at postgraduate level (Lato Sensu) in Sports Management and Exercise Training and Prescription. Coordinator of innovation projects in the area of ​​Health with development agencies. Manager of sports and extension programs and projects. Thematic coordinator of the Sports Marketing and Business Modeling and Entrepreneurship GTTs of the Brazilian Association of Sports Management (ABRAGESP). Acting as partner owner of consulting, advisory and training companies, carrying out consulting on marketing strategies in micro and small companies.

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Published

2024-12-26

How to Cite

Dantas, Ítalo J. de M., Soares Júnior, G., Montardo, S. P., & Curth, M. (2024). UNDERSTANDING DESIGN ACROSS PLATFORMS: THE CASE OF CONSUMPTION OF FASHION IN SHOPPE. Comunicação Mídia E Consumo, 21(62). https://doi.org/10.18568/cmc.v21i62.2872

Issue

Vol. 21 No. 62 (2024): SET/DEZ

Section

Artigos

License

Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.