Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis

Detalhes bibliográficos
Autor(a) principal: Silva Barbosa, Marcio Ricardo
Data de Publicação: 2016
Outros Autores: Cardoso Filho, Jorge Luiz Cunha
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/980
Resumo: The reputation of Sporting goods brand Adidas allowed its incorporation into the symbolic universe of different urban subcultures around the world. The hip-hop culture and its adherents also inserted in this context and linked Adidas, in a peculiar way, to their repertoire of identity symbols. The main objective of this paper is to analyze the performance of the North American rap group Run DMC and Adidas, as well as their communication strategies in the construction and appropriation of cultural values through the symbolic interpretation of gestures and behavior of the artists using the brand on their video clips. Thus, it intends to discuss the contributions of the group and their video clips to turn a German brand in one of the symbols of pageantry and consumption of a culture originated from american black communities.
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spelling Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysisAs mediações das performances: aproximações entre Adidas e Run DMC a partir do estudo de videoclipesPerformanceVideo clipMap of mediationsPerformanceVideoclipeMapa das mediaçõesThe reputation of Sporting goods brand Adidas allowed its incorporation into the symbolic universe of different urban subcultures around the world. The hip-hop culture and its adherents also inserted in this context and linked Adidas, in a peculiar way, to their repertoire of identity symbols. The main objective of this paper is to analyze the performance of the North American rap group Run DMC and Adidas, as well as their communication strategies in the construction and appropriation of cultural values through the symbolic interpretation of gestures and behavior of the artists using the brand on their video clips. Thus, it intends to discuss the contributions of the group and their video clips to turn a German brand in one of the symbols of pageantry and consumption of a culture originated from american black communities.A reputação da marca de produtos esportivos Adidas permitiu sua incorporação ao universo simbólico de diversas subculturas urbanas ao redor do mundo. A cultura hip-hop e seus adeptos, também, se inseriram nesse contexto e vincularam, de forma bastante peculiar, a Adidas ao seu repertório de símbolos identitários. Com isto, o principal objetivo deste artigo é analisar as performances do grupo de rap norte-americano Run DMC e da Adidas, bem como as suas estratégias comunicacionais na construção e apropriação de valores culturais através da interpretação simbólica das gestualidades e figurino dos artistas que utilizam a marca em seus videoclipes. Deste modo, pretende-se discutir as contribuições do grupo e de seus videoclipes na transformação da marca alemã em um dos símbolos de ostentação e consumo de uma cultura originária de comunidades negras americanas.Escola Superior de Propaganda e Marketing2016-04-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionrevisão de literatura; análise midiáticaapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/98010.18568/cmc.v13i36.980Comunicação Mídia e Consumo; Vol. 13 No. 36 (2016): Janeiro/Abril; 50-72Comunicação Mídia e Consumo; Vol. 13 Núm. 36 (2016): Janeiro/Abril; 50-72Comunicação Mídia e Consumo; v. 13 n. 36 (2016): Janeiro/Abril; 50-721983-707010.18568/cmc.v13i36reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/980/pdfhttps://revistacmc.espm.br/revistacmc/article/view/980/pdf_1Copyright (c) 2016 Comunicação, Mídia e Consumoinfo:eu-repo/semantics/openAccessSilva Barbosa, Marcio RicardoCardoso Filho, Jorge Luiz Cunha2018-04-11T19:02:27Zoai:ojs.revistacmc.espm.br:article/980Revistahttps://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 Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis
As mediações das performances: aproximações entre Adidas e Run DMC a partir do estudo de videoclipes
title Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis
spellingShingle Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis
Silva Barbosa, Marcio Ricardo
Performance
Video clip
Map of mediations
Performance
Videoclipe
Mapa das mediações
title_short Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis
title_full Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis
title_fullStr Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis
title_full_unstemmed Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis
title_sort Performance’s mediations: relatioships between Adidas and Run DMC through videoclips analysis
author Silva Barbosa, Marcio Ricardo
author_facet Silva Barbosa, Marcio Ricardo
Cardoso Filho, Jorge Luiz Cunha
author_role author
author2 Cardoso Filho, Jorge Luiz Cunha
author2_role author
dc.contributor.author.fl_str_mv Silva Barbosa, Marcio Ricardo
Cardoso Filho, Jorge Luiz Cunha
dc.subject.por.fl_str_mv Performance
Video clip
Map of mediations
Performance
Videoclipe
Mapa das mediações
topic Performance
Video clip
Map of mediations
Performance
Videoclipe
Mapa das mediações
description The reputation of Sporting goods brand Adidas allowed its incorporation into the symbolic universe of different urban subcultures around the world. The hip-hop culture and its adherents also inserted in this context and linked Adidas, in a peculiar way, to their repertoire of identity symbols. The main objective of this paper is to analyze the performance of the North American rap group Run DMC and Adidas, as well as their communication strategies in the construction and appropriation of cultural values through the symbolic interpretation of gestures and behavior of the artists using the brand on their video clips. Thus, it intends to discuss the contributions of the group and their video clips to turn a German brand in one of the symbols of pageantry and consumption of a culture originated from american black communities.
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
revisão de literatura; análise midiática
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/980
10.18568/cmc.v13i36.980
url https://revistacmc.espm.br/revistacmc/article/view/980
identifier_str_mv 10.18568/cmc.v13i36.980
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/980/pdf
https://revistacmc.espm.br/revistacmc/article/view/980/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; 50-72
Comunicação Mídia e Consumo; Vol. 13 Núm. 36 (2016): Janeiro/Abril; 50-72
Comunicação Mídia e Consumo; v. 13 n. 36 (2016): Janeiro/Abril; 50-72
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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