A publicidade no contexto pós-moderno: produção e consumo de fluxos discursivos da marca Seda

• Autor(a) principal: Mader, Renato Vercesi
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/93
• topic: publicidade; convergência; era digital; fluxo discursivo; seda shampoo; advertising, convergence, digital age; flow of discourse; silk shampoo; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The objective of this research is to develop a theoretical approach that allows us to understand the praxis advertising by post-modern context, analyzing the strategies of production and consumption in a contemporary media practices. We begin by conceptualizing the field of communication, structuring their normative and functional dimensions (Wolton), providing modern and communication, and therefore also advertising. From the structural features of the modern period, we studied the way in which its discontinuities and institutional dimensions shape the social context of post-modern (Giddens) and structure the media scene in which the culture industry has developed, in which advertising is a founders of the genre. Throughout modern advertising becomes hegemonic discourse genre as a mediator of social relations of production and consumption. Their production strategies are developed from the media and technological context of the period, and the bias of the media culture (Kellner), we can then understand how suffering changes from the change seen in the context of postmodern media, depending on the progress of digital media. In this context we analyze how the environment alters the conditions of the narrative function of the transverse mass media, establishing different discursive flows. For it is this environment of media convergence that communication becomes multimodal, supported by the means of production, consumption and distribution characteristic of the digital age (Castells). It is through the digital medium, we observe the structure of a single mode of mass communication, allowing multiple flows in different directions of production and consumption. From the way individual mass communication, advertising establishes new relationships of meaning among diverse media and postmodern social fluidity. Thus, we believe that the advertising genre is amended by midium, resulting in a condition of discursive co-shared utterance, through which, advertiser and consumer simultaneously build a dialogical discourse, full of enticing possibilities. In the process of doing advertising, we focus on ways and strategies of discourse production in perspective rhizomatic (CARRASCOZA) as possible to maintain the mediations social, political and economic caracteríticas advertising. By interpolation of contemporary advertising, establishing the criteria and conditions for selection and analysis of a corpus, composed for the campaign to relaunch the brand Silk Shampoo in Brazil. So we approach the notion of advertising flow (PIEDRAS), establishing a direct relationship with the cultural phenomena, social and technological conditions that give the individual communication mass flow set to operate in the mass media, generating a strategy of production and consumption flows of advertising discourse, in fact structured in a postmodern social context.