Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising

Detalhes bibliográficos
Autor(a) principal: Nogueira, Maria Alice de Faria
Data de Publicação: 2016
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/1039
Resumo: This article presents the results of my PhD thesis, which investigated the idea of mobile culture (URRY, 2003) based on its discourses and representations, with special focus on global advertising communication. The hypothesis that consumption of (im)mobility exists when individuals seek objects that support their everyday (im)mobility with a certain stability and less risk was validated, by interpretation of the advertising discourse of global brands disseminated in Brazil at three different moments: June 1982, June 1998 and June 2014, when Brazil participated in the FIFA World Cup in Spain, in France and in Brazil, respectively. The research methodology was based on depth hermeneutics (THOMPSON, 2000) and considered the articulation between text and context in the formal analysis of 40 printed advertisements selected for investigation.
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spelling Consumption of (im)mobilities and discourse: the culture of mobility in brand advertisingConsumo de (i)mobilidades e discurso: a cultura da mobilidade na publicidade das marcasMotilityAdvertising discourseGlobal advertisingDepth hermeneuticsFifa World CupMobilidade em potênciaDiscurso publicitárioPublicidade globalHermenêutica de profundidadeCopa do Mundo FifaThis article presents the results of my PhD thesis, which investigated the idea of mobile culture (URRY, 2003) based on its discourses and representations, with special focus on global advertising communication. The hypothesis that consumption of (im)mobility exists when individuals seek objects that support their everyday (im)mobility with a certain stability and less risk was validated, by interpretation of the advertising discourse of global brands disseminated in Brazil at three different moments: June 1982, June 1998 and June 2014, when Brazil participated in the FIFA World Cup in Spain, in France and in Brazil, respectively. The research methodology was based on depth hermeneutics (THOMPSON, 2000) and considered the articulation between text and context in the formal analysis of 40 printed advertisements selected for investigation.Este artigo tem como objetivo apresentar os resultados da pesquisa de Doutorado da autora que investigou a cultura da mobilidade (URRY, 2003) a partir de seus discursos e suas representações, com especial interesse na comunicação publicitária global. A hipótese de que há um consumo de (i)mobilidade sendo feito quando o indivíduo sai em busca de objetos que suportem sua (i)mobilidade cotidiana com certa estabilidade e menor risco foi validada, a partir da interpretação do discurso publicitário de marcas globais veiculado no Brasil em três momentos distintos: junho de 1982, junho de 1998 e junho de 2014, durante o período da Copa do Mundo FIFA. A metodologia da pesquisa foi baseada na Hermenêutica de Profundidade (THOMPSON, 2000) e utilizou a semiótica pierciana (SANTAELLA, 2005) na análise formal de 40 anúncios impressos.Escola Superior de Propaganda e Marketing2016-04-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionpesquisa históricaapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/103910.18568/cmc.v13i36.1039Comunicação Mídia e Consumo; Vol. 13 No. 36 (2016): Janeiro/Abril; 28-49Comunicação Mídia e Consumo; Vol. 13 Núm. 36 (2016): Janeiro/Abril; 28-49Comunicação Mídia e Consumo; v. 13 n. 36 (2016): Janeiro/Abril; 28-491983-707010.18568/cmc.v13i36reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/1039/pdfhttps://revistacmc.espm.br/revistacmc/article/view/1039/pdf_1Copyright (c) 2016 Comunicação, Mídia e Consumoinfo:eu-repo/semantics/openAccessNogueira, Maria Alice de Faria2018-04-11T19:02:27Zoai:ojs.revistacmc.espm.br:article/1039Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2018-04-11T19:02:27Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising
Consumo de (i)mobilidades e discurso: a cultura da mobilidade na publicidade das marcas
title Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising
spellingShingle Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising
Nogueira, Maria Alice de Faria
Motility
Advertising discourse
Global advertising
Depth hermeneutics
Fifa World Cup
Mobilidade em potência
Discurso publicitário
Publicidade global
Hermenêutica de profundidade
Copa do Mundo Fifa
title_short Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising
title_full Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising
title_fullStr Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising
title_full_unstemmed Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising
title_sort Consumption of (im)mobilities and discourse: the culture of mobility in brand advertising
author Nogueira, Maria Alice de Faria
author_facet Nogueira, Maria Alice de Faria
author_role author
dc.contributor.author.fl_str_mv Nogueira, Maria Alice de Faria
dc.subject.por.fl_str_mv Motility
Advertising discourse
Global advertising
Depth hermeneutics
Fifa World Cup
Mobilidade em potência
Discurso publicitário
Publicidade global
Hermenêutica de profundidade
Copa do Mundo Fifa
topic Motility
Advertising discourse
Global advertising
Depth hermeneutics
Fifa World Cup
Mobilidade em potência
Discurso publicitário
Publicidade global
Hermenêutica de profundidade
Copa do Mundo Fifa
description This article presents the results of my PhD thesis, which investigated the idea of mobile culture (URRY, 2003) based on its discourses and representations, with special focus on global advertising communication. The hypothesis that consumption of (im)mobility exists when individuals seek objects that support their everyday (im)mobility with a certain stability and less risk was validated, by interpretation of the advertising discourse of global brands disseminated in Brazil at three different moments: June 1982, June 1998 and June 2014, when Brazil participated in the FIFA World Cup in Spain, in France and in Brazil, respectively. The research methodology was based on depth hermeneutics (THOMPSON, 2000) and considered the articulation between text and context in the formal analysis of 40 printed advertisements selected for investigation.
publishDate 2016
dc.date.none.fl_str_mv 2016-04-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
pesquisa histórica
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1039
10.18568/cmc.v13i36.1039
url https://revistacmc.espm.br/revistacmc/article/view/1039
identifier_str_mv 10.18568/cmc.v13i36.1039
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1039/pdf
https://revistacmc.espm.br/revistacmc/article/view/1039/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. 36 (2016): Janeiro/Abril; 28-49
Comunicação Mídia e Consumo; Vol. 13 Núm. 36 (2016): Janeiro/Abril; 28-49
Comunicação Mídia e Consumo; v. 13 n. 36 (2016): Janeiro/Abril; 28-49
1983-7070
10.18568/cmc.v13i36
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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