From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.

Detalhes bibliográficos
Autor(a) principal: Patriota, Karla Regina Macena Pereira
Data de Publicação: 2023
Tipo de documento: Artigo
Idioma: por
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/2853
Resumo: Grounded on the maussian thought that social interactions are crossed by the circulation of symbolic values, people and objects, an essential dynamic for the construction and maintenance of social bonds, this article focuses on advertising and marketing arguments related to products developed, promoted and comercialized by Arca Center of Igreja Universal do Reino de Deus. In addition to problematizing aspects linked to the notion of gifting, the conclusions indicate the fact that, by adquiring, consuming and displaying such products in the communities where they operate within the Universal Church, consumers are raised to "exemplary" status, through the counter-gifting that implies the recognition of their exemplary position. Thus, such individuals embody the ideal established in the arguments and promises conveyed by the products, fufilling the role of reflections of this exemplarity.
id ESPM-3_b9489072c96bf0be28b0a20e6b891872
oai_identifier_str oai:ojs.revistacmc.espm.br:article/2853
network_acronym_str ESPM-3
network_name_str Comunicação, Mídia e Consumo (Online)
repository_id_str
spelling From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.Para além do testemunho, o exemplo: A contra dádiva do consumo na IURDConsumptionGiftingExemplarityConsumoDádivaExemplaridadeGrounded on the maussian thought that social interactions are crossed by the circulation of symbolic values, people and objects, an essential dynamic for the construction and maintenance of social bonds, this article focuses on advertising and marketing arguments related to products developed, promoted and comercialized by Arca Center of Igreja Universal do Reino de Deus. In addition to problematizing aspects linked to the notion of gifting, the conclusions indicate the fact that, by adquiring, consuming and displaying such products in the communities where they operate within the Universal Church, consumers are raised to "exemplary" status, through the counter-gifting that implies the recognition of their exemplary position. Thus, such individuals embody the ideal established in the arguments and promises conveyed by the products, fufilling the role of reflections of this exemplarity.Fundamentado no pensamento maussiano de que as interações sociais são atravessadas pela circulação de valores simbólicos, pessoas e objetos, dinâmica essencial para a construção e manutenção dos vínculos sociais, este artigo tem como objeto argumentos publicitários e mercadológicos relacionados a produtos desenvolvidos, promovidos e comercializados pela Arca Center da Igreja Universal do Reino de Deus. Além de problematizar aspectos ligados à dádiva, as conclusões apontam para o fato de que, ao adquirir, consumir e exibir tais produtos nas comunidades em que atuam dentro da Igreja, os consumidores são alçados à condição de "exemplos", por meio da contra dádiva que implica no reconhecimento de sua posição exemplar. Assim, encarnam o ideal estabelecido nos argumentos e promessas veiculados pelos produtos, cumprindo o papel de reflexos dessa exemplaridade.Escola Superior de Propaganda e Marketing2023-12-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/285310.18568/cmc.v20i59.2853Comunicação Mídia e Consumo; Vol. 20 No. 59 (2023): SET/DEZComunicação Mídia e Consumo; Vol. 20 Núm. 59 (2023): SET/DEZComunicação Mídia e Consumo; v. 20 n. 59 (2023): SET/DEZ1983-707010.18568/cmc.v20i59reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporhttps://revistacmc.espm.br/revistacmc/article/view/2853/1272Copyright (c) 2023 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessPatriota, Karla Regina Macena Pereira2024-02-12T13:33:40Zoai:ojs.revistacmc.espm.br:article/2853Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2024-02-12T13:33:40Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.
Para além do testemunho, o exemplo: A contra dádiva do consumo na IURD
title From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.
spellingShingle From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.
Patriota, Karla Regina Macena Pereira
Consumption
Gifting
Exemplarity
Consumo
Dádiva
Exemplaridade
title_short From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.
title_full From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.
title_fullStr From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.
title_full_unstemmed From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.
title_sort From beyond the testimony, the example: The counter-gifting of consumption at the UCKG.
author Patriota, Karla Regina Macena Pereira
author_facet Patriota, Karla Regina Macena Pereira
author_role author
dc.contributor.author.fl_str_mv Patriota, Karla Regina Macena Pereira
dc.subject.por.fl_str_mv Consumption
Gifting
Exemplarity
Consumo
Dádiva
Exemplaridade
topic Consumption
Gifting
Exemplarity
Consumo
Dádiva
Exemplaridade
description Grounded on the maussian thought that social interactions are crossed by the circulation of symbolic values, people and objects, an essential dynamic for the construction and maintenance of social bonds, this article focuses on advertising and marketing arguments related to products developed, promoted and comercialized by Arca Center of Igreja Universal do Reino de Deus. In addition to problematizing aspects linked to the notion of gifting, the conclusions indicate the fact that, by adquiring, consuming and displaying such products in the communities where they operate within the Universal Church, consumers are raised to "exemplary" status, through the counter-gifting that implies the recognition of their exemplary position. Thus, such individuals embody the ideal established in the arguments and promises conveyed by the products, fufilling the role of reflections of this exemplarity.
publishDate 2023
dc.date.none.fl_str_mv 2023-12-29
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/2853
10.18568/cmc.v20i59.2853
url https://revistacmc.espm.br/revistacmc/article/view/2853
identifier_str_mv 10.18568/cmc.v20i59.2853
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/2853/1272
dc.rights.driver.fl_str_mv Copyright (c) 2023 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Comunicação Mídia e Consumo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 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. 20 No. 59 (2023): SET/DEZ
Comunicação Mídia e Consumo; Vol. 20 Núm. 59 (2023): SET/DEZ
Comunicação Mídia e Consumo; v. 20 n. 59 (2023): SET/DEZ
1983-7070
10.18568/cmc.v20i59
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
_version_ 1793890301040918528

Registros relacionados