O fenômeno comunicacional AIRBNB: uma investigação das imagens e do imaginário constituído da e-hospitalidade

Resumo (EN)

This research analyzes the communicational processes of the shared industry with clipping for Airbnb, an online services company that calls itself as a movement. The objective of the study is to investigate the processes related to the images of hospitality and e-hospitality dialoguing with the theory of image and imaginary. In this sense, it´s been analyzed how the image of experience in hospitality constituted in the virtual, from the media strategy of the brand, is perceived as a phenomenon of the concrete and corporal experience. In addition, it is had hoped to understand how the imaginary, around the gift, has been triggered from the appropriation of cultural elements that go back to the roots of the hospitality in the archaic. Present in the narratives and speeches of the users of the system, the virtual image, seems to contribute to the hypothesis that the images of the hospitality, promoted in network, constitute and update the cultural imaginary by creating the confidence and the rescue of the idea of warmth and friendship found in the symbolism of the original exchanges. This image inflame the feeling of solidarity and reciprocity that establish the e-hospitality - a place where virtual and concrete merge. In order to understand that these images, that want to become tangible, seem to be the central pillar of the success of the sharing industry in face of its global presence and its economic relevance. Organized in two stages, the analysis method of content involved: exploratory bibliographic investigation and selection of Airbnb communication pieces and the manifestation of its users and suppliers posted in the system. In this context, we observed the platform, the publicity films, the host announcements, and the guest comments. To deepen the field of hospitality we use the authors Camargo, Montandon and Lashley. On the theory of the image and imaginary was applied the reflection of authors, as: Baitello Jr., Eliade, Kamper e Silva.