THE NEW ERA OF COMMUNICATION: advertising in the context of social media

Abstract

The digital development caused the Brazilian advertising market to undergo intense transformations and led professionals and agencies to work to reinvent themselves, every day, in the search for the best alternatives and opportunities in the current media scene. The general objective of this article is to contextualize how advertising is inserted in the context of digital social media. The specific objectives were as follows: to reflect on the logics and practices that characterize advertising and advertising in the context of digital media and to emphasize the impacts of this communication on the current ecosystem.