Os sites comerciais e a construção do sentido na situação de compra: uma abordagem sociossemiótica

Abstract

The advent of the Internet has been praised around the world as one of the historical phenomena that have consolidated the so called "digital revolution" due to substantial innovations occurred in the ways of communication and by its vocation for the offering differential produc/services as well. Nowadays, innumerable companies are creating interfaces (websites) to mediate its interaction with the clients and attend to the interest the performers involved in the process (buyers, sellers or others). Object that deserves our attention, the purchase mediated by electronic commerce sites involves the effectiveness of commercial transactions that, on its tum, globally includes information, products, services and payments electronically made - via internet - between an organization and its client. The object of the research is to proceed with an analysis of such kind of purchasing situation in the light of the socio-semiotic approach will comprehend the following stages: assessment of the purchasing act in itself; scription of the main procedures used in the configuration of the space/temporal universe of the website; identification of the built simulacrums and of the established contracts. Explicitness of the more recurring strategies of manipulation and the; effects meaning generated in the run of the relationship between the buyer subject 'and the interface that mediates the purchase; and the proposition of one grounding structure to with the fundamental relationships and the process of meaning generation in the of the purchase mediated by the computer. The work is structured in the following way: the chapters I and II look for situate the context where the research was laborated. The chapter III has the occupation to analyze the buying acts to show how e acquisition made throughout a website become distinguished from other kinds of purchase. The chapter IV describes the site called "submarino.com.br", chosen by the fact of its typical representation of researched websites. The chapter V shows the site metamorphosis and lifetime. The chapter VI give us a typology proposition sketch, tarting from the several commercial websites home-pages. Based on these analysis, seventh and last chapter of the research shows considerations about the situation of he online purchase and tries to highlight general principles that can be used as a reference for other studies that deal with similar themes