The Usuário-Mídia theoretical model and consumption practices applied on the reception studies and digital communication

Abstract

The article seeks, through a theoretical advance applied on the reception studies, to contribute towards understanding the consumption contexts linked to the communication, social practices and the digital communication. To understand the digital media and the uses, we applied the usuário-mídia theorical model, developed by Terra (2011). Terra argues about the usuário-mídia how a meanings producer that does not work without the interaction. The theorical model developed by Terra is consistent with the reception studies. The methodology of this paper sought to prove the criterion of relevance between the proposals. In addition, to prove the usuário-mídia as an active point of the reception, the paper proves that there is a communication's gap between the brands and their audiences that request recognition. The conclusion appoints that the dialogue must to include their real needs, language, the culture and your desires above all.