Between contractual and polemical: value and representativeness in marketing narratives

Detalhes bibliográficos
Autor(a) principal: Martyniuk, Valdenise Leziér
Data de Publicação: 2018
Outros Autores: Silva, Simone Bueno
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/1468
Resumo: In the contemporary networked media configuration, discourses previously consolidated by authorized voices, which were built by unidirectional relations, change to horizontal dimension, among the proliferation of subjects, which position themselves in the narrative dispute. Ordinary individuals and organized social groups, whose visibility used to be low, have had their competence of enunciation extended. Therefore, it increases the opposite discourses incidence. Facing this risk, important brands get back their authority position in advertisement, adopting the strategy of assuming polemical values in their narratives, as a way to achieve visibility. Some examples of this power structure are analyzed from the sociosemiotics perspective, based on Greimas’ semiotics.
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spelling Between contractual and polemical: value and representativeness in marketing narrativesEntre o contratual e o polêmico: valor e representatividade nas narrativas mercadológicassociosemioticsstrategypolemicsnetworksbrandssociossemióticaestratégiapolêmicaredesmarcasIn the contemporary networked media configuration, discourses previously consolidated by authorized voices, which were built by unidirectional relations, change to horizontal dimension, among the proliferation of subjects, which position themselves in the narrative dispute. Ordinary individuals and organized social groups, whose visibility used to be low, have had their competence of enunciation extended. Therefore, it increases the opposite discourses incidence. Facing this risk, important brands get back their authority position in advertisement, adopting the strategy of assuming polemical values in their narratives, as a way to achieve visibility. Some examples of this power structure are analyzed from the sociosemiotics perspective, based on Greimas’ semiotics.Na configuração midiática contemporânea em rede, discursos antes consolidados por vozes autorizadas que eram construídas a partir de relações unidirecionais são alterados para uma dimensão horizontal, em meio à proliferação de sujeitos que passam a se posicionar na disputa de narrativas.  Indivíduos comuns e grupos sociais organizados, que costumavam desfrutar de baixa visibilidade, têm sua competência de enunciação estendida. Aumenta, assim, a incidência de discursos opostos. Diante desse risco, importantes marcas retomam sua posição de autoridade na publicidade, adotando a estratégia de assumir valores polêmicos em suas narrativas, como modo de atingir a visibilidade. Exemplares desses fenômenos da dinâmica do poder são analisados sob a perspectiva da sociossemiótica, ancorada na teoria semiótica de Greimas.Escola Superior de Propaganda e Marketing2018-08-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/146810.18568/cmc.v14i41.1468Comunicação Mídia e Consumo; Vol. 15 No. 43 (2018): MAIO/AGOSTO; 324-345Comunicação Mídia e Consumo; Vol. 15 Núm. 43 (2018): MAIO/AGOSTO; 324-345Comunicação Mídia e Consumo; v. 15 n. 43 (2018): MAIO/AGOSTO; 324-3451983-707010.18568/cmc.v15i43reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/1468/pdfhttps://revistacmc.espm.br/revistacmc/article/view/1468/pdf_1Copyright (c) 2018 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessMartyniuk, Valdenise LeziérSilva, Simone Bueno2019-04-04T21:56:44Zoai:ojs.revistacmc.espm.br:article/1468Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2019-04-04T21:56:44Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Between contractual and polemical: value and representativeness in marketing narratives
Entre o contratual e o polêmico: valor e representatividade nas narrativas mercadológicas
title Between contractual and polemical: value and representativeness in marketing narratives
spellingShingle Between contractual and polemical: value and representativeness in marketing narratives
Martyniuk, Valdenise Leziér
sociosemiotics
strategy
polemics
networks
brands
sociossemiótica
estratégia
polêmica
redes
marcas
title_short Between contractual and polemical: value and representativeness in marketing narratives
title_full Between contractual and polemical: value and representativeness in marketing narratives
title_fullStr Between contractual and polemical: value and representativeness in marketing narratives
title_full_unstemmed Between contractual and polemical: value and representativeness in marketing narratives
title_sort Between contractual and polemical: value and representativeness in marketing narratives
author Martyniuk, Valdenise Leziér
author_facet Martyniuk, Valdenise Leziér
Silva, Simone Bueno
author_role author
author2 Silva, Simone Bueno
author2_role author
dc.contributor.author.fl_str_mv Martyniuk, Valdenise Leziér
Silva, Simone Bueno
dc.subject.por.fl_str_mv sociosemiotics
strategy
polemics
networks
brands
sociossemiótica
estratégia
polêmica
redes
marcas
topic sociosemiotics
strategy
polemics
networks
brands
sociossemiótica
estratégia
polêmica
redes
marcas
description In the contemporary networked media configuration, discourses previously consolidated by authorized voices, which were built by unidirectional relations, change to horizontal dimension, among the proliferation of subjects, which position themselves in the narrative dispute. Ordinary individuals and organized social groups, whose visibility used to be low, have had their competence of enunciation extended. Therefore, it increases the opposite discourses incidence. Facing this risk, important brands get back their authority position in advertisement, adopting the strategy of assuming polemical values in their narratives, as a way to achieve visibility. Some examples of this power structure are analyzed from the sociosemiotics perspective, based on Greimas’ semiotics.
publishDate 2018
dc.date.none.fl_str_mv 2018-08-27
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/1468
10.18568/cmc.v14i41.1468
url https://revistacmc.espm.br/revistacmc/article/view/1468
identifier_str_mv 10.18568/cmc.v14i41.1468
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1468/pdf
https://revistacmc.espm.br/revistacmc/article/view/1468/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2018 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 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. 15 No. 43 (2018): MAIO/AGOSTO; 324-345
Comunicação Mídia e Consumo; Vol. 15 Núm. 43 (2018): MAIO/AGOSTO; 324-345
Comunicação Mídia e Consumo; v. 15 n. 43 (2018): MAIO/AGOSTO; 324-345
1983-7070
10.18568/cmc.v15i43
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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