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Previous issue date: 2014-03-26 === The present dissertation investigates new models of production and diffusion of fashion information in digital media. For that, the September issue of American Vogue and the social network Instagram, represented by Vogue Magazine s account and by fashion bloggers accounts Tuula Vintage, Chiara Ferragni and Th?ssia Naves, are objects of investigation. The categorization method holds the analysis in order to establish matches between the contents related in Vogue and Instagram accounts posts, pointing in which aspects they are similar and in which aspects they are distinct. The theoretical point of view take into account the concepts of participatory culture and affective economy suggested by Jenkins (2011), and the variability principle thought by Manovich (2002). The main objective leads to understand how the mainstream information flows in the network when the steps of production and diffusion of these contents are challenged by the participation of users. === O presente estudo visa investigar os novos modelos de produzir e divulgar informa??o de moda a partir das m?dias digitais. Para tal, a revista Vogue americana, de setembro de 2013, e a rede social Instagram, representada pela conta Vogue Magazine e pelas contas das blogueiras de moda Tuula Vintage, Chiara Ferragni e Th?ssia Naves, s?o objetos da investiga??o. A an?lise utiliza o m?todo da categoriza??o, a fim de estabelecer correspond?ncias entre os conte?dos veiculados pela Vogue e as postagens das contas na rede social Instagram, apontando em quais aspectos se assemelham e em quais se diferem. Como aporte te?rico, s?o utilizados os conceitos de cultura participativa e economia afetiva, sugeridos por Jenkins (2011), e o princ?pio da variabilidade, problematizado por Manovich (2002). O objetivo geral debru?a-se na tentativa de compreender como a informa??o veiculada pela m?dia tradicional propaga-se na rede, no momento em que as etapas de produ??o e difus?o desses conte?dos passam a ser interpeladas pela participa??o dos usu?rios.
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