Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2005 |
| Outros Autores: | |
| Tipo de documento: | Artigo |
| Idioma: | por |
| Título da fonte: | E-Compós |
| Texto Completo: | https://www.e-compos.org.br/e-compos/article/view/47 |
Resumo: | This article has the purpose of approaching the existent interrelation between the international managerial compounds and the public spheres of specific democratic societies. For such, public debate is investigated, in the mediatic scene, regarding the problem of tobacco–spurred by the processing of the Anti-tobacco Law (Law in the 10.167/00)–, attempting to understand those forms in the widest scenery of the discussions of public interest which motivated adaptations and limits to the marketing plans of the company. The quasi interdiction of the process of construction of marks for the law has direct impact in the symbolic mediation between the company and its publics, besides altering the competition profile and performance in the market. We seek to investigate, the way on behalf of which the Souza Cruz company dialogued, with the other social actors, in a private way, in a scenery of great adversities, covering up its practices of discursive elements which allowed legalizing in face of political, ethical demands, and its existence, transcending, on the whole, the strict domain of the economical rationality. |
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Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiáticaDebate públicoEsfera públicaPropagandaTabagismoThis article has the purpose of approaching the existent interrelation between the international managerial compounds and the public spheres of specific democratic societies. For such, public debate is investigated, in the mediatic scene, regarding the problem of tobacco–spurred by the processing of the Anti-tobacco Law (Law in the 10.167/00)–, attempting to understand those forms in the widest scenery of the discussions of public interest which motivated adaptations and limits to the marketing plans of the company. The quasi interdiction of the process of construction of marks for the law has direct impact in the symbolic mediation between the company and its publics, besides altering the competition profile and performance in the market. We seek to investigate, the way on behalf of which the Souza Cruz company dialogued, with the other social actors, in a private way, in a scenery of great adversities, covering up its practices of discursive elements which allowed legalizing in face of political, ethical demands, and its existence, transcending, on the whole, the strict domain of the economical rationality.Este artículo tiene por objeto acercarse a la interrelación existente entre los compuestos directivos internacionales y las esferas públicas de sociedades democráticas específicas. Por este motivo, el debate público se investiga, en la escena mediática, con respecto al problema causado por el tabaco en lo que va a la Ley Anti-tabaco ( Ley 10.167/00) –, intentando entender esas formas en la esfera más amplia de las discusiones de interés público que motivó adaptaciones y límites a los planes del mercadeo de la compañía. La casi interdicción del proceso de construcción de marcas para la ley tiene impacto directo en la mediación simbólica entre la compañía y sus públicos, además de alterar el perfil de la competición y actuación en el mercado. Nosotros buscamos investigar, la manera en que la compañía Souza y Cruzdialogó, con los otros actores sociales, de una manera privada, en un paisaje de grandes adversidades, las que cubre sus prácticas de elementos discursivos que permitieron legalizar ante las demandas políticas, éticas, y su existencia, transcendiendo, en general, el dominio estricto de la racionalidad económica.Este artigo tem como propósito abordar a inter-relação existente entre os complexos empresariais internacionais e as esferas públicas de sociedades democráticas específicas. Para tanto, investigase o debate público, na cena midiática, em torno da problemática do fumo – motivado pela tramitação da Lei Antitabagista (Lei no 10.167/00) – , procurando compreender de que forma o cenário mais amplo das discussões de interesse público motivou adequações e limites aos planos mercadológicos da empresa. A quase interdição do processo de construção de marcas pela lei tem impacto direto na mediação simbólica entre a empresa e seus públicos, além de alterar o perfil de concorrência e atuação no mercado. Busca-se investigar, de modo particular, o modo pelo qual a empresa Souza Cruz dialogou com os demais atores sociais, num cenário de grandes adversidades, revestindo suas práticas de elementos discursivos que lhe permitiam legitimar-se frente a demandas políticas, éticas e morais, que transcendem, em muito, o domínio estrito da racionalidade econômica.ABEC2005-06-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.e-compos.org.br/e-compos/article/view/4710.30962/ec.47E-Compós; Vol. 4 (2005)E-Compós; Vol. 4 (2005)E-Compós; v. 4 (2005)1808-2599reponame:E-Compósinstname:Associação Nacional dos Programas de Pós-Graduação em Comunicaçãoinstacron:ANPPCporhttps://www.e-compos.org.br/e-compos/article/view/47/47Santiago, DanielaMaia, Rousiley C. M.info:eu-repo/semantics/openAccess2019-07-24T05:31:24Zoai:ojs.www.e-compos.org.br:article/47Revistahttps://www.e-compos.org.br/e-compos/PUBhttps://www.e-compos.org.br/e-compos/oairevistaecompos@gmail.com1808-25991808-2599opendoar:2019-07-24T05:31:24E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicaçãofalse |
| dc.title.none.fl_str_mv |
Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática |
| title |
Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática |
| spellingShingle |
Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática Santiago, Daniela Debate público Esfera pública Propaganda Tabagismo |
| title_short |
Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática |
| title_full |
Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática |
| title_fullStr |
Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática |
| title_full_unstemmed |
Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática |
| title_sort |
Entre o Mercado e o Fórum: o debate anti-tabagismo na cena midiática |
| author |
Santiago, Daniela |
| author_facet |
Santiago, Daniela Maia, Rousiley C. M. |
| author_role |
author |
| author2 |
Maia, Rousiley C. M. |
| author2_role |
author |
| dc.contributor.author.fl_str_mv |
Santiago, Daniela Maia, Rousiley C. M. |
| dc.subject.por.fl_str_mv |
Debate público Esfera pública Propaganda Tabagismo |
| topic |
Debate público Esfera pública Propaganda Tabagismo |
| description |
This article has the purpose of approaching the existent interrelation between the international managerial compounds and the public spheres of specific democratic societies. For such, public debate is investigated, in the mediatic scene, regarding the problem of tobacco–spurred by the processing of the Anti-tobacco Law (Law in the 10.167/00)–, attempting to understand those forms in the widest scenery of the discussions of public interest which motivated adaptations and limits to the marketing plans of the company. The quasi interdiction of the process of construction of marks for the law has direct impact in the symbolic mediation between the company and its publics, besides altering the competition profile and performance in the market. We seek to investigate, the way on behalf of which the Souza Cruz company dialogued, with the other social actors, in a private way, in a scenery of great adversities, covering up its practices of discursive elements which allowed legalizing in face of political, ethical demands, and its existence, transcending, on the whole, the strict domain of the economical rationality. |
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2005 |
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2005-06-26 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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article |
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publishedVersion |
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https://www.e-compos.org.br/e-compos/article/view/47 10.30962/ec.47 |
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https://www.e-compos.org.br/e-compos/article/view/47 |
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10.30962/ec.47 |
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por |
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por |
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https://www.e-compos.org.br/e-compos/article/view/47/47 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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ABEC |
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ABEC |
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E-Compós; Vol. 4 (2005) E-Compós; Vol. 4 (2005) E-Compós; v. 4 (2005) 1808-2599 reponame:E-Compós instname:Associação Nacional dos Programas de Pós-Graduação em Comunicação instacron:ANPPC |
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Associação Nacional dos Programas de Pós-Graduação em Comunicação |
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E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicação |
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