Awakening for material culture: media representations of coffee and chocolate in advertising

Detalhes bibliográficos
Autor(a) principal: Pereira, Cláudia da Silva
Data de Publicação: 2017
Tipo de documento: Artigo
Idioma: por
Título da fonte: E-Compós
Texto Completo: https://www.e-compos.org.br/e-compos/article/view/1286
Resumo: The aim of the article is to discuss, in light of anthropological theories, especially those addressed to consumption analysis and to material culture as social phenomenon, the representations of some “things” in their relationships to values and practices of western contemporary culture – in this case, coffee and chocolate, in their media representations in Advertising. Therefore, this work is based on authors as Marshall Sahlins (2003) and Daniel Miller (1987), among others. From what was here analyzed assumptions are reinforced that “things” and “people” constitute parts of the same cultural ontology linked by logics which are beyond practical reason.
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spelling Awakening for material culture: media representations of coffee and chocolate in advertisingDespertar a la cultura material: representaciones del café y del chocolat en la publicidadDespertando para a cultura material: representações midiáticas do café e do chocolate na publicidadeCultura material. Representações midiáticas. Publicidade.The aim of the article is to discuss, in light of anthropological theories, especially those addressed to consumption analysis and to material culture as social phenomenon, the representations of some “things” in their relationships to values and practices of western contemporary culture – in this case, coffee and chocolate, in their media representations in Advertising. Therefore, this work is based on authors as Marshall Sahlins (2003) and Daniel Miller (1987), among others. From what was here analyzed assumptions are reinforced that “things” and “people” constitute parts of the same cultural ontology linked by logics which are beyond practical reason.El objetivo de este artículo es discutir, a la luz de las teorías antropológicas, especialmente los que se dedican al análisis del consumo y la cultura material como fenómenos sociales, representaciones de ciertas “cosas” en sus relaciones con los valores y prácticas de la cultura occidental contemporánea - aquí, el café y chocolate en sus representaciones de los medios de publicidad. Por lo tanto, este trabajo se sostiene en autores como Marshall Sahlins (2003) y Daniel Miller (1987), entre otros. De lo que se ha discutido aquí, los supuestos que refuerzan “cosas” y “personas” son parte de la misma ontología culturales, unidos por lógicas que están más allá de la razón práctica.O objetivo do artigo é discutir, à luz das teorias antropológicas, especialmente daquelas dedicadas à análise do consumo e da cultura material como fenômenos sociais, as representações de determinadas “coisas” em suas relações com valores e práticas da cultura ocidental contemporânea – aqui, o café e o chocolate, em suas representações midiáticas na Publicidade. Para tanto, este trabalho sustenta-se em autores como Marshall Sahlins (2003) e Daniel Miller (1987), entre outros. A partir do que foi aqui analisado, reforçam-se as premissas de que “coisas” e “pessoas” constituem partes de uma mesma ontologia cultural, ligadas por lógicas que estão para além da razão prática.ABEC2017-05-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.e-compos.org.br/e-compos/article/view/128610.30962/ec.1286E-Compós; Vol. 20 No. 1 (2017)E-Compós; Vol. 20 Núm. 1 (2017)E-Compós; v. 20 n. 1 (2017)1808-2599reponame:E-Compósinstname:Associação Nacional dos Programas de Pós-Graduação em Comunicaçãoinstacron:ANPPCporhttps://www.e-compos.org.br/e-compos/article/view/1286/924Pereira, Cláudia da Silvainfo:eu-repo/semantics/openAccess2023-11-06T20:04:21Zoai:ojs.www.e-compos.org.br:article/1286Revistahttps://www.e-compos.org.br/e-compos/PUBhttps://www.e-compos.org.br/e-compos/oairevistaecompos@gmail.com1808-25991808-2599opendoar:2023-11-06T20:04:21E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicaçãofalse
dc.title.none.fl_str_mv Awakening for material culture: media representations of coffee and chocolate in advertising
Despertar a la cultura material: representaciones del café y del chocolat en la publicidad
Despertando para a cultura material: representações midiáticas do café e do chocolate na publicidade
title Awakening for material culture: media representations of coffee and chocolate in advertising
spellingShingle Awakening for material culture: media representations of coffee and chocolate in advertising
Pereira, Cláudia da Silva
Cultura material. Representações midiáticas. Publicidade.
title_short Awakening for material culture: media representations of coffee and chocolate in advertising
title_full Awakening for material culture: media representations of coffee and chocolate in advertising
title_fullStr Awakening for material culture: media representations of coffee and chocolate in advertising
title_full_unstemmed Awakening for material culture: media representations of coffee and chocolate in advertising
title_sort Awakening for material culture: media representations of coffee and chocolate in advertising
author Pereira, Cláudia da Silva
author_facet Pereira, Cláudia da Silva
author_role author
dc.contributor.author.fl_str_mv Pereira, Cláudia da Silva
dc.subject.por.fl_str_mv Cultura material. Representações midiáticas. Publicidade.
topic Cultura material. Representações midiáticas. Publicidade.
description The aim of the article is to discuss, in light of anthropological theories, especially those addressed to consumption analysis and to material culture as social phenomenon, the representations of some “things” in their relationships to values and practices of western contemporary culture – in this case, coffee and chocolate, in their media representations in Advertising. Therefore, this work is based on authors as Marshall Sahlins (2003) and Daniel Miller (1987), among others. From what was here analyzed assumptions are reinforced that “things” and “people” constitute parts of the same cultural ontology linked by logics which are beyond practical reason.
publishDate 2017
dc.date.none.fl_str_mv 2017-05-18
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://www.e-compos.org.br/e-compos/article/view/1286
10.30962/ec.1286
url https://www.e-compos.org.br/e-compos/article/view/1286
identifier_str_mv 10.30962/ec.1286
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.e-compos.org.br/e-compos/article/view/1286/924
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 ABEC
publisher.none.fl_str_mv ABEC
dc.source.none.fl_str_mv E-Compós; Vol. 20 No. 1 (2017)
E-Compós; Vol. 20 Núm. 1 (2017)
E-Compós; v. 20 n. 1 (2017)
1808-2599
reponame:E-Compós
instname:Associação Nacional dos Programas de Pós-Graduação em Comunicação
instacron:ANPPC
instname_str Associação Nacional dos Programas de Pós-Graduação em Comunicação
instacron_str ANPPC
institution ANPPC
reponame_str E-Compós
collection E-Compós
repository.name.fl_str_mv E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicação
repository.mail.fl_str_mv revistaecompos@gmail.com
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