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This paper has the objective of finding a viable theoretical foundation for Enterprise Information Management (EIM) in World 2.0. The framework of the “Archive-as-Is” is an organization-oriented archival theory. The framework is a declarative model for understanding the archive “as is”, how it has been designed, constructed, processed, manipulated, and managed, and how it has “grown” to be the archive that the organization that generated it, wanted it to be. From the moment of their creation, archives are distortions of reality, only presenting biased images of the past due to the way organizations (and the people) “behave”. Contextualizing (by archivists) will be crucial to “correct” that distortion as much as is possible. The challenge in World 2.0 is to ensure that the organizational archive can be used as a “trusted” resource and be managed in such a way that an organization can survive the challenges of World 2.0. The theoretical framework of the “Archive-as-Is” may be the model that could be used to realize just that.--Spanish:Este trabajo tiene como objetivo encontrar una base teórica viable para la gestión de la información empresarial (EIM) en un Mundo 2.0. El entorno “Archive-as-Is” es una teoría archivística dirigida a la organización. Es un modelo para entender el archivo "tal cual", cómo se diseñó, construyó, procesó, manipuló y administró, y cómo "creció" para constituir el archivo que la organización que lo generó quería que fuera. Desde el momento de su creación, los archivos son distorsiones de la realidad, solo presentan imágenes sesgadas del pasado debido a la forma en que las organizaciones (y las personas) se "comportan". La contextualización (de los archiveros) será crucial para "corregir" la distorsión. El desafío es garantizar que el archivo se pueda utilizar como un recurso “confiable” y se administre de tal manera que una organización pueda sobrevivir a los desafíos de Mundo 2.0. El marco de actuación del "Archive-as-Is" podría utilizarse para conseguirlo.
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New social actors have emerged with the social media. Among them, we highlightedthe digital influencers, people who have millions of online followers, andinduce them in favor or against products and brands to be consumed. Therefore,we aimed to analyze this endorsement process carried out by digital influencers intheir online profiles, having as research field the fitness market that encouragespeople to evaluate and work tirelessly in their bodies. We used the Semiotic ImageAnalysis to investigate the postings of three Brazilian digital fitness influencersand identified four categories that configure the post format: body exposure, bodyextension, interaction between influencer and brand/product, and interaction betweeninfluencer and followers. By means of these categories, we identified thatthese influencers act as brand avatars, creating an intense link with these products,exposing their bodies in advertisements and extending the meanings of theirgood shape to endorsed goods and services.
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