Between contractual and polemical: value and representativeness in marketing narratives
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | |
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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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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1793890300527116288 |