A promoção da educação financeira na ambiência digital: estudo de caso a partir do canal "Me Poupe!", no YouTube

Abstract

This research investigates how the digital influencer Nathalia Arcuri, through the YouTube channel “Me Poupe!”, disseminates the theme of personal finance and contributes to fostering the culture of Financial Education in the virtual ecosystem, without limiting itself to it. To do so, it analyzes the video entitled “MÉTODO N.A PRA QUEM GANHA POUCO DINHEIRO! Planejamento financeiro FÁCIL!” while observing the influencer's performance in front of the channel. It is an empirical research, of basic nature, with an exploratory purpose, qualitative approach, and makes combined use of elements of content analysis, thematic and enunciation types, and textual analysis. The theoretical discussion is based on the intertwining between Financial Education, Audiovisual Communication in finance, and Digital Influencers. Among the objectives achieved are: signaling the communicative strategies used by the influencer to share information about finance and encourage the adoption of healthy financial behaviors by the audience; identifying themes and ideas related to financial practices circulating in the analyzed video; and discussing the potential of digital and audiovisual communication to foster the culture of Financial Education. It concludes that the influencer Nathalia Arcuri, at the helm of the channel “Me Poupe!”, disseminates a worldview anchored in the centrality of notions, dynamics, and perceptions linked to the financial universe; opts for informality in the use of verbal language; didacticism and relaxation in communicating with the audience; and creativity in dealing with the subjects in circulation. It emphasizes that the analyzed video emerges as an effective instrument in promoting Financial Education.