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Publication
A comunicação dos ícones de apps: uma abordagem sígnica da imagem da marca nos dispositivos móveis
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| 2.13 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A comunicação, em suas vertentes, encontra no sentido visual significados e perceções
tão abrangentes que, se não forem considerados os fenômenos dos signos, pouco haveria
de informar. Considerando-se o contexto tecnológico informacional protagonizado por
dispositivos móveis como smartphones e tablets, a comunicação visual expande os
horizontes se sua atuação para o plano das telas que, por sua vez, permite o acesso às
ferramentas de software consideradas ubíquas num mundo conectado à internet. Sendo
os aplicativos o ponto central de toda a experiência de mobilidade tecnológica na Internet
of Things, buscou-se analisar seus signos identificadores, nomes e logótipos ou
imagótipos, e classificar, com base nos estudos da semiótica peirceana, os signos
encontrados nos ícones deste aplicativos, como fenômenos de primeiridade, secundidade
e terceiridade. De forma complementar, a comunicação dos ícones permite uma análise a
partir da identidade e da imagem das marcas das instituições que comercializam estes
aplicativos. Com o objetivo de estabelecer tendências sígnicas entre os ícones dos dez
aplicativos mais baixados no mundo, utilizou-se pesquisa descritiva e bibliográfica
através de abordagens metodológicas fenomenológicas e estruturalistas, fundamentandose
os conceitos referentes às dimensões da atividade institucional na esteira de Norberto
Chaves, definições sobre marcas, tecnologias móveis, e a semiótica de Charles Peirce.
Dessa forma, a análise global dos resultados permitiu a identificação de tendências
voltadas ao aspeto descritivo e simbólico dos nomes, a predominância dos imagótipos e
de quatro classes de signos, associadas aos ícones dos aplicativos mais populares do
mundo, além da sólida relação entre a identidade e a imagem de suas marcas, pautadas na
subjetividade do vínculo emocional entre emissor e recetor.
Communication, in its aspects, finds in the visual sense meanings and percetions so comprehensive that, if one does not consider the phenomena of the signs, it would scarcely inform. Considering the informational technological context carried out by mobile devices such as smartphones and tablets, visual communication expands the horizons if their action to the screen plane, which in turn, allow access to software tools considered ubiquitous in an internet-connected world. As applications are at the center of the entire technological mobility experience on the Internet of Things, we sought to analyze their identifying signs, names and logos or imagery, and to classify, based on Peircean semiotic studies, the signs found in the icons of this applications, as phenomena of firstness, secondness and thirdness. In a complementary way, the communication of the icons allows an analysis based on the identity and the image of the brands of the institutions that commercialize these applications. With the aim of establishing established trends among the icons of the ten most downloaded applications in the world, descriptive and bibliographic research was used through phenomenological and structural methodological approaches, based on the concepts related to the dimensions of institutional activity in the wake of Norberto Chaves, definitions on brands, mobile technologies, and the semiotics of Charles Peirce. Thus, the global analysis of the results allowed the identification of trends related to the descriptive and symbolic aspect of the names, the predominance of the imagery and four classes of signs, associated to the icons of the most popular applications in the world, besides the solid relation between the identity and the image of their brands, based on the subjectivity of the emotional bond between sender and receiver.
Communication, in its aspects, finds in the visual sense meanings and percetions so comprehensive that, if one does not consider the phenomena of the signs, it would scarcely inform. Considering the informational technological context carried out by mobile devices such as smartphones and tablets, visual communication expands the horizons if their action to the screen plane, which in turn, allow access to software tools considered ubiquitous in an internet-connected world. As applications are at the center of the entire technological mobility experience on the Internet of Things, we sought to analyze their identifying signs, names and logos or imagery, and to classify, based on Peircean semiotic studies, the signs found in the icons of this applications, as phenomena of firstness, secondness and thirdness. In a complementary way, the communication of the icons allows an analysis based on the identity and the image of the brands of the institutions that commercialize these applications. With the aim of establishing established trends among the icons of the ten most downloaded applications in the world, descriptive and bibliographic research was used through phenomenological and structural methodological approaches, based on the concepts related to the dimensions of institutional activity in the wake of Norberto Chaves, definitions on brands, mobile technologies, and the semiotics of Charles Peirce. Thus, the global analysis of the results allowed the identification of trends related to the descriptive and symbolic aspect of the names, the predominance of the imagery and four classes of signs, associated to the icons of the most popular applications in the world, besides the solid relation between the identity and the image of their brands, based on the subjectivity of the emotional bond between sender and receiver.
Description
Keywords
Ícones de aplicativos Identidade da marca Imagem da marca Semiótica Application icons Brand identity Brand image Semiotics