Redes sociais online e suas influências na formação de opinião da geração z : o novo papel das relações públicas

Abstract

This research sought to elucidate how social media influences through digital platforms, such as Instagram, in the opinion formation of Generation Z in Brazil and the role of Public Relations (PR) in this context. To this end, a qualitative research was conducted, including a bibliographic survey on the Google Academic platform, in which the sampling was for convenience, as it does not require statistical methods for its realization, and used the following descriptors, in combination and separately: Public Relations; Generation Z; Gen Z; digital natives; Business Communication; organizational communication; social networks; digital platforms, Netflix, Netflix Brazil; and Instagram. A case study of the company Netflix Brasil was also carried out in its interaction on Instagram to identify the characteristics of this phenomenon, following the steps namely: formulation of the study questions; identification of propositions; definition of analysis measures; the logic that relates data to propositions; the criteria for interpreting the results. The results show that there is a great influence of the networks available on the platforms on individuals, as much as they influence the way networks and platforms are used and what content to produce and disseminate. It was found, therefore, that, although networks created on digital platforms such as Instagram can influence habits in Generation Z, this influence does not occur passively, that is, Generation Z also interferes in how publications occur in a dialectical relationship.