Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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Carrascoza, João AnzanelloHoff, Tania Marcia CezarCasadei, Eliza BachegaSouza, Luciana Coutinho Pagliarini deOliveira, Paulo Roberto Nassar de335.322.508-02http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4232335D4&tokenCaptchar=03AGdBq27TBYeCaUkEGcJlCIdV6KUNUIs6ibrcXjLIc78pHHggFVIOCnf2XYtlBPZ3pekvxCahVkPha7oex0JIYlwiC5WT1GPyhEkBc0Pm6B4Hc6IWWZIZa2aUDzb5IZbnGpk3xIWWx_gPvKpiyoLj-OK2oyEIM1Dp84sOsbt04vrsSYBoiEnoPXMoy0Fp3bt31j_AfNheP6f8UkF4PGQt0nWUgKOCuyIDvu7VwcgWv7xd1aUOYTGlgZaK41o8TAVt8RtiUJwyjR3ufrBsjG3szQ1nlesN_ULGLnwvyFaeCDHlLxKIoPt_JNHPwogDiwNOUolnqCmzvAf1pAEMRb8rMtx423SGYVw8c0KKPyvmmhJectYBy0c6qIMSVOHQxgZdUNx6ZEPc0GMs5W7U2BDDMhvzyyfTHqw_-2yFxjlcvG-NldGIICQsXsDZtoaO2Q42yOEoMQjxz_efysclZDyfaxOqskL8wmj_HgFerreira, Carolina Fabris2022-06-21T14:47:22Z2022-03-29Ferreira, Carolina Fabris. Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021. 2022. [189 f]. Tese (Programa de Doutorado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/621This 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.Esta tese parte do contexto das mudanças do capitalismo, apresentadas por autores como Sennett (2006) e Harvey (1992), no qual o empreendedor é destacado na sociedade atual. Considerada uma forma significativa da comunicação social moderna, a publicidade é o objeto central deste estudo que, através de autores como Willians (2000) e Rocha (2010), a utiliza como maneira de compreendermos nossa sociedade e suas mudanças culturais. Um expoente nesse sentido foi a pandemia de Covid-19, na qual a comunicação passou a destacar o termo “herói” em diferentes contextos. Em específico, é a relação do herói com o empreendedorismo que motiva o objetivo geral deste estudo, que é analisar como o pequeno empreendedor aparece como herói na publicidade brasileira a partir das estratégias narrativas e suas relações com o contexto do capitalismo contemporâneo. Para isso, se vale da teria da Jornada do Herói, segundo autores como Campbell (2007) e Vogler (2015), e da análise de conteúdo, conforme Bardin (2004), de um corpus de anúncios selecionados da revista Pequenas Empresas & Grandes Negócios das décadas de 1990, 2000, 2010 e 2020. Em um primeiro momento, 102 peças são analisadas através do software Iramuteq e, depois, 15 delas aprofundadas via um protocolo de análise com enfoque nas estratégias narrativas, na apresentação do empreendedor como herói e o anunciante como mentor. Os resultados demonstram que existem quatro estratégias narrativas centrais que predominam na publicidade brasileira nesse período, aqui entendida como comunicação voltada ao consumo de produtos e serviços, bem como de estilos de vida, sensações e visões de mundo. A estratégia narrativa publicitária 1 explora a responsabilização, o indivíduo e traz ênfase no digital. A estratégia narrativa 2 investe na figura do empreendedor como um negócio simples e pequeno, mas que depende de trabalho duro e contínuo para ir longe. Na estratégia narrativa 3, o enfoque está no crescimento e mudança constante, sempre inovando, transformando e pensando grande. Já a estratégia narrativa 4 predomina no período pós-pandemia e argumenta como juntos (anunciante e empreendedor) podem criar e colaborar para algo maior e único. Todas apresentam relação com o contexto econômico, político e social do Brasil. Especialmente na década de 2010, na qual houve o grande auge para o empreendedorismo, com maiores funções atribuídas, com destaque no discurso político e nas políticas públicas elaboradas. É nesse período que seu papel se consolida não apenas como gerador de empregos, mas como gerador de renda, inclusão e inovação. Uma jornada na publicidade brasileira que culmina no período de início da pandemia e estreita, ainda mais, a conexão do discurso do empreendedor — através da realização pessoal e responsabilidade individual — com o discurso do herói — que se sacrifica, abre mão das próprias necessidades em favor dos outros. Relação importante, em especial, para convocá-los a redefinir o futuro incerto ocasionado pela crise da pandemia.Submitted by Débora Silva (deborasilva@espm.br) on 2022-06-21T13:29:14Z No. of bitstreams: 1 Carolina_Fabris_Ferreira.pdf: 3126122 bytes, checksum: fd0b1f09951d5d010ab30e915b5dc933 (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2022-06-21T14:46:57Z (GMT) No. of bitstreams: 1 Carolina_Fabris_Ferreira.pdf: 3126122 bytes, checksum: fd0b1f09951d5d010ab30e915b5dc933 (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2022-06-21T14:47:09Z (GMT) No. of bitstreams: 1 Carolina_Fabris_Ferreira.pdf: 3126122 bytes, checksum: fd0b1f09951d5d010ab30e915b5dc933 (MD5)Made available in DSpace on 2022-06-21T14:47:22Z (GMT). No. of bitstreams: 1 Carolina_Fabris_Ferreira.pdf: 3126122 bytes, checksum: fd0b1f09951d5d010ab30e915b5dc933 (MD5) Previous issue date: 2022-03-29application/pdfhttp://tede2.espm.br/retrieve/2168/Carolina_Fabris_Ferreira.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Doutorado em Comunicação e Práticas de ConsumoESPMBrasilESPM::Pós-Graduação Stricto Sensucomunicação; publicidade; consumo midiático; empreendedorismo; heróicommunication; advertising; media consumption; entrepreneurship; heroCIENCIAS SOCIAIS APLICADAS::COMUNICACAOTempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021Time for heroes. Advertising narrative strategies aimed at small entrepreneur from 1990 to 2021info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesis-1937750628528865106500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILCarolina_Fabris_Ferreira.pdf.jpgCarolina_Fabris_Ferreira.pdf.jpgimage/jpeg3573http://tede2.espm.br:8080/tede/bitstream/tede/621/4/Carolina_Fabris_Ferreira.pdf.jpg77b88522c2667d2cb8b54acbe74a8088MD54TEXTCarolina_Fabris_Ferreira.pdf.txtCarolina_Fabris_Ferreira.pdf.txttext/plain365251http://tede2.espm.br:8080/tede/bitstream/tede/621/3/Carolina_Fabris_Ferreira.pdf.txt53a05b1905d9195d4c67bd805c6ad545MD53ORIGINALCarolina_Fabris_Ferreira.pdfCarolina_Fabris_Ferreira.pdfapplication/pdf3126122http://tede2.espm.br:8080/tede/bitstream/tede/621/2/Carolina_Fabris_Ferreira.pdffd0b1f09951d5d010ab30e915b5dc933MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/621/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/6212024-03-12 11:10:23.945oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2024-03-12T14:10:23Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021 |
dc.title.alternative.eng.fl_str_mv |
Time for heroes. Advertising narrative strategies aimed at small entrepreneur from 1990 to 2021 |
title |
Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021 |
spellingShingle |
Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021 Ferreira, Carolina Fabris comunicação; publicidade; consumo midiático; empreendedorismo; herói communication; advertising; media consumption; entrepreneurship; hero CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021 |
title_full |
Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021 |
title_fullStr |
Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021 |
title_full_unstemmed |
Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021 |
title_sort |
Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021 |
author |
Ferreira, Carolina Fabris |
author_facet |
Ferreira, Carolina Fabris |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Carrascoza, João Anzanello |
dc.contributor.referee1.fl_str_mv |
Hoff, Tania Marcia Cezar |
dc.contributor.referee2.fl_str_mv |
Casadei, Eliza Bachega |
dc.contributor.referee3.fl_str_mv |
Souza, Luciana Coutinho Pagliarini de |
dc.contributor.referee4.fl_str_mv |
Oliveira, Paulo Roberto Nassar de |
dc.contributor.authorID.fl_str_mv |
335.322.508-02 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4232335D4&tokenCaptchar=03AGdBq27TBYeCaUkEGcJlCIdV6KUNUIs6ibrcXjLIc78pHHggFVIOCnf2XYtlBPZ3pekvxCahVkPha7oex0JIYlwiC5WT1GPyhEkBc0Pm6B4Hc6IWWZIZa2aUDzb5IZbnGpk3xIWWx_gPvKpiyoLj-OK2oyEIM1Dp84sOsbt04vrsSYBoiEnoPXMoy0Fp3bt31j_AfNheP6f8UkF4PGQt0nWUgKOCuyIDvu7VwcgWv7xd1aUOYTGlgZaK41o8TAVt8RtiUJwyjR3ufrBsjG3szQ1nlesN_ULGLnwvyFaeCDHlLxKIoPt_JNHPwogDiwNOUolnqCmzvAf1pAEMRb8rMtx423SGYVw8c0KKPyvmmhJectYBy0c6qIMSVOHQxgZdUNx6ZEPc0GMs5W7U2BDDMhvzyyfTHqw_-2yFxjlcvG-NldGIICQsXsDZtoaO2Q42yOEoMQjxz_efysclZDyfaxOqskL8wmj_Hg |
dc.contributor.author.fl_str_mv |
Ferreira, Carolina Fabris |
contributor_str_mv |
Carrascoza, João Anzanello Hoff, Tania Marcia Cezar Casadei, Eliza Bachega Souza, Luciana Coutinho Pagliarini de Oliveira, Paulo Roberto Nassar de |
dc.subject.por.fl_str_mv |
comunicação; publicidade; consumo midiático; empreendedorismo; herói |
topic |
comunicação; publicidade; consumo midiático; empreendedorismo; herói communication; advertising; media consumption; entrepreneurship; hero CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
communication; advertising; media consumption; entrepreneurship; hero |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
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. |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-06-21T14:47:22Z |
dc.date.issued.fl_str_mv |
2022-03-29 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Ferreira, Carolina Fabris. Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021. 2022. [189 f]. Tese (Programa de Doutorado 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/621 |
identifier_str_mv |
Ferreira, Carolina Fabris. Tempo de herói: estratégias narrativas publicitárias direcionadas ao pequeno empreendedor de 1990 a 2021. 2022. [189 f]. Tese (Programa de Doutorado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
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http://tede2.espm.br/handle/tede/621 |
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