Fundação Armando Alvares Penteado
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International Office - FAAP

Digital and Social Media in Brazilian Advertising - 36 hours - 2 American credits

Professor in Charge: Karina Bousso


This course examines the variety of theories related to the language and the diversity of the Digital Media. Concepts related to social media and the way it is implemented in Brazil will be explored. Thus, we shall discuss the manners in which we can apply some concepts of hypermedia, when concerning the field of advertising.


To analyze the dynamic of social media communication, as well as their users. Identify the characteristics and differentials of digital media. Detect the different ways in which brands have applied digital media in Brazilian advertising.


- Expository classes with the support of multimedia (presentations, videos, internet)

Course Program

Course Presentation
The study of Social Media and the understanding of its engines
The Characteristics of Social Media
Activity: presentation of class project: Create a Content Channel via Instagram platform.

The use of social media on Brazilian advertising.
The Consumption of Information
Orientation / Assessment of published content of the week

The concepts of Hypermedia
Orientation / Assessment of published content of the week

Social Networks
The Networked Culture
Orientation / Assessment of published content of the week

Final presentation and analytical results of the channel


School of Economics and International Relations of
Fundação Armando Alvares Penteado - FAAP, SP, Brazil
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Ph.D. in Education, Art and History of Culture from Universidade Presbiteriana Mackenzie, São Paulo (2014).

Master in Textiles Design for Fashion - Central Saint Martins School of Art and Design, London (1990). Graduated in Visual Communication at Fundação Mineira de Arte Aleijadinho (1986). She is currently assistant professor at the Armando Álvares Penteado Foundation and professor at the Centro Universitário Belas Artes in São Paulo. Her area of research and experience is interdisciplinarity between contemporary fashion, art, and design. She was co-curator, together with Adélia Borges, of the exhibition “Streamlined Design: Metaphor of the Future”, exhibited at the Museu da Casa Brasileira, São Paulo, from April to June 2018. She’s the author of the book "The paths of the fashion system: dialogues with art and its disguises” (ed. Liberars, 2017).