Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes

Detalhes bibliográficos
Autor(a) principal: Hansen, Fábio
Data de Publicação: 2016
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
DOI: 10.18568/cmc.v13i37.1133
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/1133
Resumo: The discursive chain of advertising is going through a phase of reconfigurations. The scenario of a profusion of voices, mingled with consumer engagement in productive processes in search of self-representation, transforms the advertising deeds. It is a communicational phenomenon that violates pre-established concepts, among them the notion of authorship applied to advertising. As a guiding perspective – tensioned to the French Discourse Analysis of Pecheutian orientation – has been the focus on cyber-advertisement as a preamble to examine the conditions of production of the advertising narrative. The reflection of the digital interactivity is the strengthening of the authorship in the dimension of the subject-consumer.
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spelling Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processesVozes em aliança e vozes em confronto: a autoria nos domínios discursivos do processo de produção da publicidade contemporâneaAuthorshipAdvertising DiscourseAdvertising CreationSubject-consumerCyber-advertisementAutoriaDiscurso publicitárioCriação publicitáriaSujeito-consumidorCiberpublicidadeThe discursive chain of advertising is going through a phase of reconfigurations. The scenario of a profusion of voices, mingled with consumer engagement in productive processes in search of self-representation, transforms the advertising deeds. It is a communicational phenomenon that violates pre-established concepts, among them the notion of authorship applied to advertising. As a guiding perspective – tensioned to the French Discourse Analysis of Pecheutian orientation – has been the focus on cyber-advertisement as a preamble to examine the conditions of production of the advertising narrative. The reflection of the digital interactivity is the strengthening of the authorship in the dimension of the subject-consumer.A cadeia discursiva da publicidade atravessa uma fase de reconfigurações. O cenário de profusão de vozes, mesclado ao engajamento do consumidor nos processos produtivos em busca de autorrepresentação, transforma o fazer publicitário. É um fenômeno comunicacional que viola concepções previamente estabelecidas, dentre elas a noção de autoria aplicada à publicidade. Como perspectiva norteadora - tensionada à Análise de Discurso francesa, de orientação pecheutiana - tem-se o enfoque na ciberpublicidade como preâmbulo para examinar as condições de produção da narrativa publicitária. O reflexo da interatividade digital é o fortalecimento da autoria na dimensão do sujeito-consumidor.Escola Superior de Propaganda e Marketing2016-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/113310.18568/cmc.v13i37.1133Comunicação Mídia e Consumo; Vol. 13 No. 37 (2016): Maio/Agosto; 54-75Comunicação Mídia e Consumo; Vol. 13 Núm. 37 (2016): Maio/Agosto; 54-75Comunicação Mídia e Consumo; v. 13 n. 37 (2016): Maio/Agosto; 54-751983-707010.18568/cmc.v13i37reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/1133/pdfhttps://revistacmc.espm.br/revistacmc/article/view/1133/pdf_1Copyright (c) 2016 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessHansen, Fábio2018-04-11T19:02:12Zoai:ojs.revistacmc.espm.br:article/1133Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2018-04-11T19:02:12Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
Vozes em aliança e vozes em confronto: a autoria nos domínios discursivos do processo de produção da publicidade contemporânea
title Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
spellingShingle Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
Hansen, Fábio
Authorship
Advertising Discourse
Advertising Creation
Subject-consumer
Cyber-advertisement
Autoria
Discurso publicitário
Criação publicitária
Sujeito-consumidor
Ciberpublicidade
Hansen, Fábio
Authorship
Advertising Discourse
Advertising Creation
Subject-consumer
Cyber-advertisement
Autoria
Discurso publicitário
Criação publicitária
Sujeito-consumidor
Ciberpublicidade
title_short Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
title_full Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
title_fullStr Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
title_full_unstemmed Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
title_sort Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
author Hansen, Fábio
author_facet Hansen, Fábio
Hansen, Fábio
author_role author
dc.contributor.author.fl_str_mv Hansen, Fábio
dc.subject.por.fl_str_mv Authorship
Advertising Discourse
Advertising Creation
Subject-consumer
Cyber-advertisement
Autoria
Discurso publicitário
Criação publicitária
Sujeito-consumidor
Ciberpublicidade
topic Authorship
Advertising Discourse
Advertising Creation
Subject-consumer
Cyber-advertisement
Autoria
Discurso publicitário
Criação publicitária
Sujeito-consumidor
Ciberpublicidade
description The discursive chain of advertising is going through a phase of reconfigurations. The scenario of a profusion of voices, mingled with consumer engagement in productive processes in search of self-representation, transforms the advertising deeds. It is a communicational phenomenon that violates pre-established concepts, among them the notion of authorship applied to advertising. As a guiding perspective – tensioned to the French Discourse Analysis of Pecheutian orientation – has been the focus on cyber-advertisement as a preamble to examine the conditions of production of the advertising narrative. The reflection of the digital interactivity is the strengthening of the authorship in the dimension of the subject-consumer.
publishDate 2016
dc.date.none.fl_str_mv 2016-09-01
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://revistacmc.espm.br/revistacmc/article/view/1133
10.18568/cmc.v13i37.1133
url https://revistacmc.espm.br/revistacmc/article/view/1133
identifier_str_mv 10.18568/cmc.v13i37.1133
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1133/pdf
https://revistacmc.espm.br/revistacmc/article/view/1133/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2016 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Comunicação Mídia e Consumo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
dc.source.none.fl_str_mv Comunicação Mídia e Consumo; Vol. 13 No. 37 (2016): Maio/Agosto; 54-75
Comunicação Mídia e Consumo; Vol. 13 Núm. 37 (2016): Maio/Agosto; 54-75
Comunicação Mídia e Consumo; v. 13 n. 37 (2016): Maio/Agosto; 54-75
1983-7070
10.18568/cmc.v13i37
reponame:Comunicação, Mídia e Consumo (Online)
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Comunicação, Mídia e Consumo (Online)
collection Comunicação, Mídia e Consumo (Online)
repository.name.fl_str_mv Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv thoff@espm.br||revistacmc@espm.br
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dc.identifier.doi.none.fl_str_mv 10.18568/cmc.v13i37.1133

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