Direitos de image, o uso de memes nas redes sociais e a sua apropriação enquanto ferramenta de marketing digital pelas indústrias criativas

Abstract

In this study, we intend to explore the growing influence of social mediaas mass communication platforms, highlighting the proliferation of memes as a common practice of sharing images from third parties to communicate messages, often involving humor and mockery. In addition to the phenomenon as digital entertainment, the texthighlights the strategic use of memes by companies and brands in digital marketing campaigns, aiming to attract the public's attention and establish a connection through humor. The practice of using memes for commercial purposes raises ethical questions about the appropriation of third-party images and the possible violation of the copyright and image rights of those involved. The reflective analysis, as well as the examples brought in this study, aim to contribute to the understanding of this phenomenon and its consequences and impacts on the creative industries.