“Vou ficar em um airbnb”: marcas da midiatização da hospitalidade em estratégias comunicacionais da plataforma

Abstract

This dissertation explores the mediatization of hospitality through a mediatized case study of the Airbnb platform, used by travelers and hosts on a global scale. The study analyzes the communication strategies developed by the Airbnb platform highlighting how it establishes dialogues and mediates business relationships in a circuit of accommodation offers. Grounded in the theoretical frameworks of mediatization, circulation, and interactional matrices, the research draws on the works of Eliseo Verón (2009, 2013), Pedro Gilberto Gomes (2017), Stig Hjarvard (2013), among others.Methodologically, the study adopts a multi-level approach, combining the author's dual perspective as both a user and researcher. Through a detailed analysis of Airbnb's interface, language, iconography, and logical and algorithmic processes, the mediatized case study aims to reveal how the platform creates a highly complex interactive environment that promotes trust and a sense of community among its users.The findings align with the transformative impacts of other digital platforms on traditional market segments, demonstrating how Airbnb's operational and communicational logics are operationalized in this social and economic context. This work contributes to a broader understanding of mediatization in contemporary society, particularly in how digital platforms influence cultural and communicational practices.