Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021

• Autor(a) principal: Ferreira, Carolina Fabris
• Data de Publicação: 2022
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/621
• topic: comunicação; publicidade; consumo midiático; empreendedorismo; herói; communication; advertising; media consumption; entrepreneurship; hero; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This present thesis has its origins in the context of the changes in capitalism, presented by authors such as Sennett (2006) and Harvey (1992), which brought to light the entrepreneur as a subject whose characteristics are valued and exalted in today's society. Considered to be a significant form of modern social communication, advertising is the central object of this study which, through authors such as Williams (2000) and Rocha (2010), uses it as a way to understand our society and its cultural changes. An exponent in this sense was the Covid-19 pandemic, in which communication began to highlight the term “hero” in different contexts. Specifically, this connection motivates the general objective of this study, which is to analyze how the small entrepreneur appears as a hero in Brazilian advertising based on narrative strategies and their relationships with the political, economic and capitalism context. For this, it uses the theory of the Hero's Journey, according to authors such as Campbell (2007) and Vogler (2015), and the content analysis, according to Bardin (2004), of a corpus of selected advertisements from the magazine Pequenas Empresas & Grandes Negócios from the 1990s, 2000s, 2010s and 2020s. At first, 102 pieces are analyzed using the Iramuteq software and, then, 15 of them were more deeply analyzed through a protocol focusing on narrative strategies, hero representation and representation of the mentor. The results demonstrate that there are four central narrative strategies that predominate in Brazilian advertising in this period, understood here as communication focused on the consumption of products and services, as well as lifestyles, sensations and worldviews. Narrative strategy 1 focuses on accountability, the individual and emphasizes the digital. Narrative strategy 2 explores the entrepreneur as a simple and small business, but one that depends on hard and continuous work to succeed. In narrative strategy 3, the focus is on constant growth and change, always innovating, transforming and thinking big. Narrative strategy 4 predominates in the post-pandemic period and explores how together they (advertiser and entrepreneur) can create and collaborate for something bigger and unique. All four are related to the economic, political and social context of Brazil. Especially in the 2010s, when there was a great boom in entrepreneurship, with greater roles assigned, with emphasis on political discourse and public policies developed. It is during this period that its role is consolidated not only as a generator of jobs, but also as a generator of income, inclusion and innovation. A journey in Brazilian advertising that culminates in the beginning of the pandemic and narrows, even more, the connection of the entrepreneur's speech - through personal fulfillment and individual responsibility - with the speech of the hero - who sacrifices himself, gives up his own needs in favor of others. An important relationship, in particular, to summoning them to redefine the uncertain future caused by the pandemic crisis.