Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"

Detalhes bibliográficos
Autor(a) principal: Evangelista Cunha, Simone
Data de Publicação: 2017
Outros Autores: Polivanov, Beatriz
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/1451
Resumo: The paper discusses negotiations of value related to the appropriation of a Brazilian funk song by the fast food brand MacDonald’s in its campaign entitled #Novinhos Cheddar. By means of the analysis of comments posted on the video page “The #NovinhosCheddar are at McDonald’s. Again!” on YouTube, we problematize relationships between consumption, identity (personal and brand related) and value disputes in digital culture, understanding that these three spheres operate together. We conclude that a major part of the public has demonstrated its approval of the campaign, emphasizing that the strategy of approaching popular / peripheral cultural expressions can be profitable. However, we highlight that this approach does not take place without tensions, since several elements that reinforce the connection between funk and the periphery were summarily erased in the multinational’s campaign.
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spelling Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"Funk e McDonald’s: disputas simbólicas e negociações de valor na campanha publicitária Novinhos CheddarFunkPeripheral musical genresCommunication and consumptionIdentityYouTubeFunkGêneros musicais periféricosComunicação e consumoIdentidadeYouTubeThe paper discusses negotiations of value related to the appropriation of a Brazilian funk song by the fast food brand MacDonald’s in its campaign entitled #Novinhos Cheddar. By means of the analysis of comments posted on the video page “The #NovinhosCheddar are at McDonald’s. Again!” on YouTube, we problematize relationships between consumption, identity (personal and brand related) and value disputes in digital culture, understanding that these three spheres operate together. We conclude that a major part of the public has demonstrated its approval of the campaign, emphasizing that the strategy of approaching popular / peripheral cultural expressions can be profitable. However, we highlight that this approach does not take place without tensions, since several elements that reinforce the connection between funk and the periphery were summarily erased in the multinational’s campaign.O artigo investiga negociações de valor relacionadas à apropriação de uma música do gênero musical funk pela marca de fast food McDonald’s em sua campanha intitulada #Novinhos Cheddar. Através de análise de comentários postados na página do vídeo “Os #NovinhosCheddar estão no McDonald’s. De novo!” no YouTube, problematizamos relações entre consumo, identidade (pessoal e de marca) e disputas de valor na cultura digital, entendendo que essas três esferas operam de forma conjunta. Concluímos que grande parte do público demonstrou ter aprovado a campanha, ressaltando que a estratégia de aproximação com expressões culturais populares/periféricas pode ser profícua. Entretanto, destacamos que essa aproximação não se dá de forma isenta, uma vez que diversos elementos que reforçam a conexão entre funk e periferia foram sumariamente apagados na campanha da multinacional. Escola Superior de Propaganda e Marketing2017-12-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/145110.18568/cmc.v14i41.1451Comunicação Mídia e Consumo; Vol. 14 No. 41 (2017): SETEMBRO/DEZEMBRO; 102-125Comunicação Mídia e Consumo; Vol. 14 Núm. 41 (2017): SETEMBRO/DEZEMBRO; 102-125Comunicação Mídia e Consumo; v. 14 n. 41 (2017): SETEMBRO/DEZEMBRO; 102-1251983-7070reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/1451/pdfhttps://revistacmc.espm.br/revistacmc/article/view/1451/pdf_1Copyright (c) 2017 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessEvangelista Cunha, SimonePolivanov, Beatriz2018-04-19T18:52:19Zoai:ojs.revistacmc.espm.br:article/1451Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2018-04-19T18:52:19Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"
Funk e McDonald’s: disputas simbólicas e negociações de valor na campanha publicitária Novinhos Cheddar
title Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"
spellingShingle Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"
Evangelista Cunha, Simone
Funk
Peripheral musical genres
Communication and consumption
Identity
YouTube
Funk
Gêneros musicais periféricos
Comunicação e consumo
Identidade
YouTube
title_short Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"
title_full Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"
title_fullStr Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"
title_full_unstemmed Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"
title_sort Funk and McDonald’s: symbolic disputes and value negotiation in the advertising campaign “Novinhos Cheddar"
author Evangelista Cunha, Simone
author_facet Evangelista Cunha, Simone
Polivanov, Beatriz
author_role author
author2 Polivanov, Beatriz
author2_role author
dc.contributor.author.fl_str_mv Evangelista Cunha, Simone
Polivanov, Beatriz
dc.subject.por.fl_str_mv Funk
Peripheral musical genres
Communication and consumption
Identity
YouTube
Funk
Gêneros musicais periféricos
Comunicação e consumo
Identidade
YouTube
topic Funk
Peripheral musical genres
Communication and consumption
Identity
YouTube
Funk
Gêneros musicais periféricos
Comunicação e consumo
Identidade
YouTube
description The paper discusses negotiations of value related to the appropriation of a Brazilian funk song by the fast food brand MacDonald’s in its campaign entitled #Novinhos Cheddar. By means of the analysis of comments posted on the video page “The #NovinhosCheddar are at McDonald’s. Again!” on YouTube, we problematize relationships between consumption, identity (personal and brand related) and value disputes in digital culture, understanding that these three spheres operate together. We conclude that a major part of the public has demonstrated its approval of the campaign, emphasizing that the strategy of approaching popular / peripheral cultural expressions can be profitable. However, we highlight that this approach does not take place without tensions, since several elements that reinforce the connection between funk and the periphery were summarily erased in the multinational’s campaign.
publishDate 2017
dc.date.none.fl_str_mv 2017-12-15
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/1451
10.18568/cmc.v14i41.1451
url https://revistacmc.espm.br/revistacmc/article/view/1451
identifier_str_mv 10.18568/cmc.v14i41.1451
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1451/pdf
https://revistacmc.espm.br/revistacmc/article/view/1451/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2017 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 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. 14 No. 41 (2017): SETEMBRO/DEZEMBRO; 102-125
Comunicação Mídia e Consumo; Vol. 14 Núm. 41 (2017): SETEMBRO/DEZEMBRO; 102-125
Comunicação Mídia e Consumo; v. 14 n. 41 (2017): SETEMBRO/DEZEMBRO; 102-125
1983-7070
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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