Comunicação e Consumo da Marca Global: transformações estratégicas contemporâneas no território simbólico de McDonald´s

• Autor(a) principal: Riegel, Viviane
• 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/225
• topic: comunicação; consumo; espacialidade; marca global; trabalho; McDonald´s; communication, consumption, spatiality, global brand, work, McDonald's; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The study is part of global brands in the communications field in the action of these actors, as enunciators messaging increasingly present in contemporary society. The texts and images of these brands make up the scenario of large cities around the world, talking with our daily lives. The communication flows are trademarks of their stores in a privileged area of ​​consumption, because they build in their environment to strategically define the scenes in his speech. In discussing this subject, the object of this study are the communication processes of the McDonald's brand in their stores around the world, analyzed as organized speeches from its spatiality, which has been transformed in recent years. We study the representation of the production process as well as the proposition of consumption of meaning expressed by the global culture in their stores, in order to understand the socio-cultural dimension of the McDonald's brand. The proposed use built in this environment is the result of work organization and communication stimuli directed to consumers. Thus, the discursive strategies of the brand are analyzed by the aesthetic dimension of their territory within regimes of visibility of the process of production and consumption. The methodology used to analyze the space consumption of McDonald's is privileged discourse analysis of the French line, applied in the categories of spatiality, temporality and subjectivity, to study the ethos of the brand, as the personality traits of the actor statement in this new proposal for consumption. From this study, we examine how changes in how the brand staged its proposed use in its stores to strengthen its imaginary global fast food, which is flexible by negotiation with antagonistic discourses, like the slow food, or with local elements, requiring adjustment of the American network.