Cultura de doação em emergências climáticasda comoção pública nas redes sociais ao desafio da fidelização de doadores

Resumo

This study investigates how large-scale climate emergencies, such as the 2024 floods in Rio Grande do Sul, reveal a pattern of social mobilization shaped by the spectacularization of digital networks. Drawing on the concepts of the society of the spectacle (Debord) and platformization (Poell; Nieborg; Van Dijck), it analyzes how Twitter (X) functions as an arena for the circulation of content that intensifies public emotion and increases donations to civil society organizations. The central problem is to understand why, after the peak of media visibility during the crisis, there is an abrupt decline in public attention and donation flows, compromising the long-term sustainability of the third sector. The hypothesis is that a media logic based on urgency and spectacle shapes the Brazilian culture of giving, favoring immediate responses over the development of long-term donor relationships. The main objective is to understand how this dynamic influences the curve of public attention and donor retention. Specifically, the study seeks to map dominant narratives, analyze their relationship with donation flows, and identify factors related to donor retention and attrition. The research adopts a qualitative approach, combining content analysis of Twitter (X) posts, a review of studies on giving in Brazil, and interviews with representatives of organizations affected by the 2024 floods. The findings indicate that solidarity mobilization is strongly conditioned by the logic of algorithmic visibility. At the communicational level, public attention follows short cycles, with peaks of emotional engagement followed by rapid decline. Narratives centered on urgency and emotional appeal predominate, while content focused on continuity and long-term recovery receives less circulation. The study concludes that spectacularization enhances short-term donation volumes but undermines their sustainability over time. It contributes to understanding the culture of giving as a phenomenon mediated by digital platforms and structured by attention dynamics, highlighting the need for strategies that combine emergency mobilization with the construction of lasting donor relationships.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38828

Temas

Tecnologia

Palavras-chave

Emergências climáticasRedes sociaisCultura de doaçãoSociedade do espetáculoCaptação de recursosClimate emergenciesSocial mediaGiving cultureSociety of the spectacleFundraisingComunicaçãoMudanças climáticasRedes sociais - Aspectos sociaisDoaçõesInundações - Rio Grande do SulDotações