From the fanzine to the magazine: an analysis of punk rock representations by advertising

• Main Author: Pereira, Cláudia da Silva
• Publication Date: 2016
• Other Authors: Boeschenstein, Lívia Pessanha
• Format: Article
• Language: por; eng
• Source: Comunicação, Mídia e Consumo (Online)
• Download full: https://revistacmc.espm.br/revistacmc/article/view/1055
• topic: Media representations; Advertising; Punk rock; Representações midiáticas; Publicidade; Punk

The objective is to analyze the social representations of punk rock in the media from two icons of this movement: Johnny Rotten (former lead singer of the late 1970’s punk band The Sex Pistols) and João Gordo (former lead singer of the Brazilian hardcore punk band Ratos de Porão). It starts with the premise that the punk rock subculture is likely to be, through advertising, retransmitted to the general audience within “politically correct” standards in comparison to what it is in its ideological essence. To try to understand the concept of “social representations” and also how the process of assigning meanings to certain elements that are “foreigners” to a culture is, a reflection shall be developed from Moscovici’s (2003) theory of social representations, among others authors.