O comportamento musical e digital dos jovens e a influência na formação profissional em Publicidade e Propaganda

This article investigates the musical and digital behavior of young university students and its influence on their professional development in Advertising. The research identified the profile of incoming students in the Advertising program at the University of Araraquara (UNIARA) to understand their characteristics and behaviors. A quantitative, exploratory, descriptive, and census methodology was used, administering a structured questionnaire to first-year students, 18 years of age or older, in October 2024. The timing of the research—with incoming students—is justified by the understanding that this is an important phase, full of meaning and permeated by discoveries and challenges. The results revealed that musical tastes are diverse, with a predominance of Pop, Sertanejo, Rap, and Trap, and that Matuê, Anitta, and Luísa Sonza are the most listened to artists. The survey also indicated that Podpah, PodDelas, Flow Podcast, and Inteligência Ltda are the preferred podcasts, with the interview format predominating. The conclusion is that young people's intense immersion in digital culture, evidenced by their consumption of music and podcasts, is crucial for developing essential skills for future professionals in advertising and publicity. Understanding these digital habits allows educational institutions to adjust their pedagogical projects, aligning them more closely with market demands and a participatory culture, preparing students for a dynamic and innovative professional environment.