Relationships between consumers and branding on social networks: issues of interaction and meaning

Detalhes bibliográficos
Autor(a) principal: Gomes, Fernanda Fontanetti
Data de Publicação: 2021
Outros Autores: Bueno, Alexandre Marcelo
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista dObra[s]
Texto Completo: https://dobras.emnuvens.com.br/dobras/article/view/1295
Resumo: The discourses built by contemporary fashion brands transmit more andmore values that constitute especially important traits in the creation of their identity.These values, added to the fashion product itself, are decisive for enunciates to feel impelledto search for the objects of value and to opt for a brand in detriment to the other forsharing the same set of values conveyed by enunciates in their advertising and marketingpractices. Currently, the senses are built in a sociocultural space permeated by a diversityof digital media that dialogue among themselves and make the speed of communicationincreasingly more comprehensive and effective. This ease of integration and interactionmodifies the social conditions of apprehension and production of meaning, strengtheningthe bonds between enunciate and enunciate. The corpus of this research consists of theactions and advertising campaigns run by the enunciator Riachuelo in the period between2017 and 2018, when the repositioning of the brand took place, as well as posts by consumersshowing their pieces and, consequently, the adoption of the proposed lifestyle.The present work seeks to investigate how the interaction between the brand Riachueloand its consumers occurs. For this, it is based on the discursive semiotics of Algirdas. J.Greimas and collaborators, especially Eric Landowski’s interaction and sense regimes. Itwas observed that the advertising campaigns proposed by the enunciator The Riachueloare simulated by various consumers, who can thus feel part of the universe of values andlifestyles created by the brand.
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spelling Relationships between consumers and branding on social networks: issues of interaction and meaningRelações entre consumidores e marca nas redes sociais: questões de interação e de sentidoFashionSociosemioticsInteraction regimesSimulacrumModaSociossemióticaRegimes de interaçãoSimulacro.The discourses built by contemporary fashion brands transmit more andmore values that constitute especially important traits in the creation of their identity.These values, added to the fashion product itself, are decisive for enunciates to feel impelledto search for the objects of value and to opt for a brand in detriment to the other forsharing the same set of values conveyed by enunciates in their advertising and marketingpractices. Currently, the senses are built in a sociocultural space permeated by a diversityof digital media that dialogue among themselves and make the speed of communicationincreasingly more comprehensive and effective. This ease of integration and interactionmodifies the social conditions of apprehension and production of meaning, strengtheningthe bonds between enunciate and enunciate. The corpus of this research consists of theactions and advertising campaigns run by the enunciator Riachuelo in the period between2017 and 2018, when the repositioning of the brand took place, as well as posts by consumersshowing their pieces and, consequently, the adoption of the proposed lifestyle.The present work seeks to investigate how the interaction between the brand Riachueloand its consumers occurs. For this, it is based on the discursive semiotics of Algirdas. J.Greimas and collaborators, especially Eric Landowski’s interaction and sense regimes. Itwas observed that the advertising campaigns proposed by the enunciator The Riachueloare simulated by various consumers, who can thus feel part of the universe of values andlifestyles created by the brand.Os discursos construídos pelas marcas de moda contemporâneas transmitemcada vez mais valores que constituem traços de caráter importantíssimos na criação dasua identidade. Essas características, agregadas ao próprio produto de moda, são decisivospara que os enunciatários sintam-se impelidos a buscar os objetos de valor e optar por umamarca em detrimento da outra por partilhar do mesmo conjunto axiológico veiculado pelosenunciadores em suas práticas publicitárias e mercadológicas. Atualmente, os sentidos seedificam em um espaço sociocultural permeado por uma diversidade de mídias digitais quedialogam entre si e que tornam a velocidade da comunicação cada vez mais abrangente eeficaz. Essa facilidade de integração e interação modifica as condições sociais de apreensãoe de produção de sentido, estreitando os vínculos entre enunciador e enunciatário. O corpusdesta pesquisa consiste nas ações e campanhas publicitárias veiculadas pelo destinador--Ricahuelo no período entre 2017 e 2018, quando ocorrera o reposicionamento da marca,assim como postagens de consumidores que mostraram suas peças e, consequentemente,a adoção do estilo de vida proposto. O presente trabalho busca investigar como ocorre ainteração entre a marca Riachuelo e seus consumidores. Para isso, fundamenta-se na semióticadiscursiva de Algirdas. J. Greimas e colaboradores, em especial os regimes de interaçãoe sentido de Eric Landowski. Observou-se que as campanhas publicitárias propostaspelo destinador-Ricahuelo são simuladas pelos diversos consumidores que, assim, podemse sentir parte do universo de valores e estilos de vida criado pela marca.Associação Brasileira de Estudos e Pesquisas em Moda - Abepem2021-04-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://dobras.emnuvens.com.br/dobras/article/view/129510.26563/dobras.i31.1295dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; n. 31 (2021); 207-2362358-00031982-0313reponame:Revista dObra[s]instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)instacron:ABEPEMporhttps://dobras.emnuvens.com.br/dobras/article/view/1295/677Gomes, Fernanda FontanettiBueno, Alexandre Marceloinfo:eu-repo/semantics/openAccess2021-04-23T17:00:14Zoai:ojs.dobras.emnuvens.com.br:article/1295Revistahttps://dobras.emnuvens.com.br/dobras/indexONGhttps://dobras.emnuvens.com.br/dobras/oaidobras.abepem@gmail.com2358-00031982-0313opendoar:2023-01-12T16:05:44.703329Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)true
dc.title.none.fl_str_mv Relationships between consumers and branding on social networks: issues of interaction and meaning
Relações entre consumidores e marca nas redes sociais: questões de interação e de sentido
title Relationships between consumers and branding on social networks: issues of interaction and meaning
spellingShingle Relationships between consumers and branding on social networks: issues of interaction and meaning
Gomes, Fernanda Fontanetti
Fashion
Sociosemiotics
Interaction regimes
Simulacrum
Moda
Sociossemiótica
Regimes de interação
Simulacro.
title_short Relationships between consumers and branding on social networks: issues of interaction and meaning
title_full Relationships between consumers and branding on social networks: issues of interaction and meaning
title_fullStr Relationships between consumers and branding on social networks: issues of interaction and meaning
title_full_unstemmed Relationships between consumers and branding on social networks: issues of interaction and meaning
title_sort Relationships between consumers and branding on social networks: issues of interaction and meaning
author Gomes, Fernanda Fontanetti
author_facet Gomes, Fernanda Fontanetti
Bueno, Alexandre Marcelo
author_role author
author2 Bueno, Alexandre Marcelo
author2_role author
dc.contributor.author.fl_str_mv Gomes, Fernanda Fontanetti
Bueno, Alexandre Marcelo
dc.subject.por.fl_str_mv Fashion
Sociosemiotics
Interaction regimes
Simulacrum
Moda
Sociossemiótica
Regimes de interação
Simulacro.
topic Fashion
Sociosemiotics
Interaction regimes
Simulacrum
Moda
Sociossemiótica
Regimes de interação
Simulacro.
description The discourses built by contemporary fashion brands transmit more andmore values that constitute especially important traits in the creation of their identity.These values, added to the fashion product itself, are decisive for enunciates to feel impelledto search for the objects of value and to opt for a brand in detriment to the other forsharing the same set of values conveyed by enunciates in their advertising and marketingpractices. Currently, the senses are built in a sociocultural space permeated by a diversityof digital media that dialogue among themselves and make the speed of communicationincreasingly more comprehensive and effective. This ease of integration and interactionmodifies the social conditions of apprehension and production of meaning, strengtheningthe bonds between enunciate and enunciate. The corpus of this research consists of theactions and advertising campaigns run by the enunciator Riachuelo in the period between2017 and 2018, when the repositioning of the brand took place, as well as posts by consumersshowing their pieces and, consequently, the adoption of the proposed lifestyle.The present work seeks to investigate how the interaction between the brand Riachueloand its consumers occurs. For this, it is based on the discursive semiotics of Algirdas. J.Greimas and collaborators, especially Eric Landowski’s interaction and sense regimes. Itwas observed that the advertising campaigns proposed by the enunciator The Riachueloare simulated by various consumers, who can thus feel part of the universe of values andlifestyles created by the brand.
publishDate 2021
dc.date.none.fl_str_mv 2021-04-14
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/1295
10.26563/dobras.i31.1295
url https://dobras.emnuvens.com.br/dobras/article/view/1295
identifier_str_mv 10.26563/dobras.i31.1295
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/1295/677
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
dc.source.none.fl_str_mv dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; n. 31 (2021); 207-236
2358-0003
1982-0313
reponame:Revista dObra[s]
instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron:ABEPEM
instname_str Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron_str ABEPEM
institution ABEPEM
reponame_str Revista dObra[s]
collection Revista dObra[s]
repository.name.fl_str_mv Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
repository.mail.fl_str_mv dobras.abepem@gmail.com
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