Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci
Autor(a) principal: | |
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Data de Publicação: | 2023 |
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/671 |
Resumo: | This research proposes an analysis of memory, temporality, and consumption relations existentin Italian luxury fashion brand Gucci’s collections communication. The research question guiding the investigation is “how does Gucci articulate memories and different temporalities in the presentation of its main collections from 2020 and 2021?”, and from there, its main objective is to understand how temporal and memory relations are established in Gucci's consumption, based on the communication videos of its main collections from those years. The specific objectives are to understand fashion as a cultural text in the semiosphere and the role played by Gucci in the context of contemporary consumption; to map Gucci's current communication strategies and identify the different cultural texts interwoven in there; to analyze how memory and constructions of the future are articulated in the construction of Gucci's communication from 2020 and 2021. The methodology consists of bibliographic and documentary research, with semiotic analysis based on the semiotics of culture, analyzing as corpus the communication videos of the collections The Ritual, Epilogue, Ouverture Of Something That Never Ended, Aria and Love Parade. The work presents the concepts of semiosphere and cultural texts, explosion and unpredictability, consumer culture and the fashion system, as well as conceptualizations of memory and temporality, including notions of retrofuturism, nostalgia, mnemonic imagination, places of memory, horizon of expectation, and space of experience. Fashion is recognized as a cultural text in the semiosphere, which is associated with other semiospheres in its dynamics of signification. Gucci, in structuring its communication strategy from 2020 and 2021, also associates itself with different semiospheres, so that memory and temporality act as a structuring pillar of these relations. In the communication of its main collections, the brand uses memory and temporality as fundamental elements for its narratives, proposing futures that escape the natural chronology of facts. |
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Nunes, Mônica Rebecca FerrariHoff, Tânia Márcia CezarSant’Anna, Mara Rúbia68.600.435-39https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8931839Y4&tokenCaptchar=03AAYGu2RNv1p352uVxkh2O-7qgfdT1cu1SKyL5xSECFVILTVTjCj1EdfNxKvXuVxWs46dFKz20A-ldNVkbr7UhE0iNVkL4Umb06XdB8eyOq_iAFGP6MIrqu7j5cVh6IoWRW-5Qu8dG3-fObk2bMBAi3zIw7QseuuMxCuS1LsMPF0biWoLWHRcybmbQmrY4Yn3yHbwOba5pzCQZKT7bmiiNYLQ6Y-j1Gag0QBoeK3jDSVsksHvPJPvpGBqgHcqnugMIf8Ev1lReSOhU50WfRPqWFbHCWCcEU7hh8Q8wkfOw9O3rPTT0DjzNhUd2AvLB-MXNGJbU9aARYwaidbw5jpJVmVcpa_IbaB-tVNno-QJr4oI39N4F1hKjkaoW3DsHwVQ9nhTyZKMGAvTgbUNZT_xOujxiAguz9XxXh2h1daL4tiEyrM9qVysdTiacMdFzjUY7eXSPM2TG791dc6kLy9l9SYtz-Tn_r2gLkWNSZaK7c2RI7C9Rvlsl2HTb8cRG-BAfSBNavO6p1A1ntkCs1Ii6f8-8qu7fYMwKUEZN48U3GzagPJl-Z-oO_WXhnrGThbuT7N4LMW9fvm2Moura, Luísa Costa Campos de2023-06-30T20:22:11Z2023-03-29Moura, Luísa Costa Campos de. Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci. 2023. [202 f.]. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/671This research proposes an analysis of memory, temporality, and consumption relations existentin Italian luxury fashion brand Gucci’s collections communication. The research question guiding the investigation is “how does Gucci articulate memories and different temporalities in the presentation of its main collections from 2020 and 2021?”, and from there, its main objective is to understand how temporal and memory relations are established in Gucci's consumption, based on the communication videos of its main collections from those years. The specific objectives are to understand fashion as a cultural text in the semiosphere and the role played by Gucci in the context of contemporary consumption; to map Gucci's current communication strategies and identify the different cultural texts interwoven in there; to analyze how memory and constructions of the future are articulated in the construction of Gucci's communication from 2020 and 2021. The methodology consists of bibliographic and documentary research, with semiotic analysis based on the semiotics of culture, analyzing as corpus the communication videos of the collections The Ritual, Epilogue, Ouverture Of Something That Never Ended, Aria and Love Parade. The work presents the concepts of semiosphere and cultural texts, explosion and unpredictability, consumer culture and the fashion system, as well as conceptualizations of memory and temporality, including notions of retrofuturism, nostalgia, mnemonic imagination, places of memory, horizon of expectation, and space of experience. Fashion is recognized as a cultural text in the semiosphere, which is associated with other semiospheres in its dynamics of signification. Gucci, in structuring its communication strategy from 2020 and 2021, also associates itself with different semiospheres, so that memory and temporality act as a structuring pillar of these relations. In the communication of its main collections, the brand uses memory and temporality as fundamental elements for its narratives, proposing futures that escape the natural chronology of facts.Esta pesquisa propõe uma análise das relações entre memória, temporalidades e consumo existentes na comunicação de coleções da marca italiana de moda de luxo Gucci. A questão problema que norteia a investigação é “como a Gucci articula memórias e diferentes temporalidades na apresentação de suas coleções principais dos anos de 2020 e 2021?”, e a partir disso tem como objetivo principal entender como se instituem as relações temporais e de memória no consumo da Gucci, a partir dos vídeos de comunicação de suas coleções principais desses anos. Os objetivos específicos são compreender a moda como texto cultural na semiosfera e o papel ocupado pela Gucci no contexto de consumo contemporâneo; mapear as atuais estratégias de comunicação da Gucci e identificar os diferentes textos culturais aí entremeados; analisar como memória e construções de futuro são articuladas na construção da comunicação da Gucci nos anos de 2020 e 2021. A metodologia consiste nas pesquisas bibliográfica e documental, com a análise semiótica com base na semiótica da cultura, analisando como corpus os vídeos de comunicação das coleções The Ritual, Epilogue, Ouverture Of Something That Never Ended, Aria e Love Parade. No trabalho, são apresentados os conceitos de semiosfera e textos culturais, explosão e imprevisibilidade, cultura do consumo e sistema da moda, além da conceituação acerca de memória e temporalidades, que inclui as noções de retrofuturismo, nostalgia, imaginação mnemônica, lugar de memória, horizonte de expectativa e espaço de experiência. Reconhecemos a moda como um texto cultural na semiosfera, que se associa a outras semiosferas em sua dinâmica de significação. A Gucci, ao estruturar sua estratégia comunicacional dos anos de 2020 e 2021, também se associa a diferentes semiosferas, de forma que a memória e as temporalidades atuam como pilar estruturante dessas relações. Na comunicação de suas coleções principais, a marca se utiliza da memória e das temporalidades como elementos fundamentais para suas narrativas, propondo futuros que fogem à cronologia natural dos fatos.Submitted by Débora Silva (deborasilva@espm.br) on 2023-06-30T20:01:08Z No. of bitstreams: 1 Luísa Costa Campos de Moura.pdf: 14224471 bytes, checksum: c6c0778ad4327d70d5e8a9f117ea2ade (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-06-30T20:19:55Z (GMT) No. of bitstreams: 1 Luísa Costa Campos de Moura.pdf: 14224471 bytes, checksum: c6c0778ad4327d70d5e8a9f117ea2ade (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-06-30T20:20:59Z (GMT) No. of bitstreams: 1 Luísa Costa Campos de Moura.pdf: 14224471 bytes, checksum: c6c0778ad4327d70d5e8a9f117ea2ade (MD5)Made available in DSpace on 2023-06-30T20:22:11Z (GMT). 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dc.title.por.fl_str_mv |
Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci |
dc.title.alternative.eng.fl_str_mv |
The future in the past: memory and consumption relations in Gucci’ collections communication |
title |
Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci |
spellingShingle |
Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci Moura, Luísa Costa Campos de comunicação e práticas do consumo; semiótica da cultura; memória; moda; Gucci communications and consumption practices; semiotics of culture; memory; fashion; Gucci CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci |
title_full |
Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci |
title_fullStr |
Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci |
title_full_unstemmed |
Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci |
title_sort |
Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci |
author |
Moura, Luísa Costa Campos de |
author_facet |
Moura, Luísa Costa Campos de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Nunes, Mônica Rebecca Ferrari |
dc.contributor.referee1.fl_str_mv |
Hoff, Tânia Márcia Cezar |
dc.contributor.referee2.fl_str_mv |
Sant’Anna, Mara Rúbia |
dc.contributor.authorID.fl_str_mv |
68.600.435-39 |
dc.contributor.authorLattes.fl_str_mv |
https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8931839Y4&tokenCaptchar=03AAYGu2RNv1p352uVxkh2O-7qgfdT1cu1SKyL5xSECFVILTVTjCj1EdfNxKvXuVxWs46dFKz20A-ldNVkbr7UhE0iNVkL4Umb06XdB8eyOq_iAFGP6MIrqu7j5cVh6IoWRW-5Qu8dG3-fObk2bMBAi3zIw7QseuuMxCuS1LsMPF0biWoLWHRcybmbQmrY4Yn3yHbwOba5pzCQZKT7bmiiNYLQ6Y-j1Gag0QBoeK3jDSVsksHvPJPvpGBqgHcqnugMIf8Ev1lReSOhU50WfRPqWFbHCWCcEU7hh8Q8wkfOw9O3rPTT0DjzNhUd2AvLB-MXNGJbU9aARYwaidbw5jpJVmVcpa_IbaB-tVNno-QJr4oI39N4F1hKjkaoW3DsHwVQ9nhTyZKMGAvTgbUNZT_xOujxiAguz9XxXh2h1daL4tiEyrM9qVysdTiacMdFzjUY7eXSPM2TG791dc6kLy9l9SYtz-Tn_r2gLkWNSZaK7c2RI7C9Rvlsl2HTb8cRG-BAfSBNavO6p1A1ntkCs1Ii6f8-8qu7fYMwKUEZN48U3GzagPJl-Z-oO_WXhnrGThbuT7N4LMW9fvm2 |
dc.contributor.author.fl_str_mv |
Moura, Luísa Costa Campos de |
contributor_str_mv |
Nunes, Mônica Rebecca Ferrari Hoff, Tânia Márcia Cezar Sant’Anna, Mara Rúbia |
dc.subject.por.fl_str_mv |
comunicação e práticas do consumo; semiótica da cultura; memória; moda; Gucci |
topic |
comunicação e práticas do consumo; semiótica da cultura; memória; moda; Gucci communications and consumption practices; semiotics of culture; memory; fashion; Gucci CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
communications and consumption practices; semiotics of culture; memory; fashion; Gucci |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This research proposes an analysis of memory, temporality, and consumption relations existentin Italian luxury fashion brand Gucci’s collections communication. The research question guiding the investigation is “how does Gucci articulate memories and different temporalities in the presentation of its main collections from 2020 and 2021?”, and from there, its main objective is to understand how temporal and memory relations are established in Gucci's consumption, based on the communication videos of its main collections from those years. The specific objectives are to understand fashion as a cultural text in the semiosphere and the role played by Gucci in the context of contemporary consumption; to map Gucci's current communication strategies and identify the different cultural texts interwoven in there; to analyze how memory and constructions of the future are articulated in the construction of Gucci's communication from 2020 and 2021. The methodology consists of bibliographic and documentary research, with semiotic analysis based on the semiotics of culture, analyzing as corpus the communication videos of the collections The Ritual, Epilogue, Ouverture Of Something That Never Ended, Aria and Love Parade. The work presents the concepts of semiosphere and cultural texts, explosion and unpredictability, consumer culture and the fashion system, as well as conceptualizations of memory and temporality, including notions of retrofuturism, nostalgia, mnemonic imagination, places of memory, horizon of expectation, and space of experience. Fashion is recognized as a cultural text in the semiosphere, which is associated with other semiospheres in its dynamics of signification. Gucci, in structuring its communication strategy from 2020 and 2021, also associates itself with different semiospheres, so that memory and temporality act as a structuring pillar of these relations. In the communication of its main collections, the brand uses memory and temporality as fundamental elements for its narratives, proposing futures that escape the natural chronology of facts. |
publishDate |
2023 |
dc.date.accessioned.fl_str_mv |
2023-06-30T20:22:11Z |
dc.date.issued.fl_str_mv |
2023-03-29 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Moura, Luísa Costa Campos de. Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci. 2023. [202 f.]. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/671 |
identifier_str_mv |
Moura, Luísa Costa Campos de. Futuro no pretérito: relações entre memória e consumo na comunicação de coleções da Gucci. 2023. [202 f.]. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/671 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.program.fl_str_mv |
1478719854366591830 |
dc.relation.confidence.fl_str_mv |
500 500 600 |
dc.relation.department.fl_str_mv |
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dc.relation.cnpq.fl_str_mv |
-4056021055502874573 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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 |
dc.publisher.program.fl_str_mv |
Programa de Mestrado em Comunicação e Práticas de Consumo |
dc.publisher.initials.fl_str_mv |
ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.source.none.fl_str_mv |
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Biblioteca Digital de Teses e Dissertações da ESPM |
bitstream.url.fl_str_mv |
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bitstream.checksum.fl_str_mv |
2de0154c8610abcab641c9f51bcd4a38 bd1b3746a5e3216b7b2edea5d342b82f c6c0778ad4327d70d5e8a9f117ea2ade 652c58b294e08ded719d10bdbc42f8ce |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
acervodigital@espm.br||hribeiro@espm.br |
_version_ |
1809112866763046912 |