Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Laís
Data de Publicação: 2020
Outros Autores: Hemais, Marcus Wilcox
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/82425
Resumo: This study aims to analyze, from a decolonial perspective, imperialist historical processes that made possible the incorporation of the Eurocentric self-regulation model adopted in the creation of the Brazilian Advertising Self-Regulation System, SBAP. Ahistorical research was carried out, based on the critical perspective, using secondary data to analyze this specific case. The analysis shows that the incorporation of foreign elements into the Brazilian system occurred mainly through three factors: the creation and internationalization of a model of advertising self-regulation through ethnocentric and imperial processes; the formation of Brazilian advertising sector according to international standards, especially US standards; and the influence of international models and organizations in relation to SBAP authors. In addition to the discussion focused on the power of companies over consumers, this critical view is expected to generate more knowledge about the relations between the Global North and the Global South and how imperial control materializes in consumerism. Colonial and ethnocentric historical processes limit ways of thinking distinct from the neoliberal logic of consumer protection through free markets, thus helping to maintain Eurocentric dominance over knowledge.
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spelling Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspectiveInfluencias eurocéntricas en el Sistema Brasileño de Autorregulación Publicitaria: investigación histórica desde una perspectiva decolonialInfluências eurocêntricas no Sistema Brasileiro de Autorregulamentação Publicitária: pesquisa histórica sob uma perspectiva decolonialConsumerismAdvertisingSelf-regulationDecolonialismConsumerismoPublicidadAutorregulaciónDecolonialismoConsumerismoPublicidadeAutorregulamentaçãoDecolonialismoThis study aims to analyze, from a decolonial perspective, imperialist historical processes that made possible the incorporation of the Eurocentric self-regulation model adopted in the creation of the Brazilian Advertising Self-Regulation System, SBAP. Ahistorical research was carried out, based on the critical perspective, using secondary data to analyze this specific case. The analysis shows that the incorporation of foreign elements into the Brazilian system occurred mainly through three factors: the creation and internationalization of a model of advertising self-regulation through ethnocentric and imperial processes; the formation of Brazilian advertising sector according to international standards, especially US standards; and the influence of international models and organizations in relation to SBAP authors. In addition to the discussion focused on the power of companies over consumers, this critical view is expected to generate more knowledge about the relations between the Global North and the Global South and how imperial control materializes in consumerism. Colonial and ethnocentric historical processes limit ways of thinking distinct from the neoliberal logic of consumer protection through free markets, thus helping to maintain Eurocentric dominance over knowledge.Este estudio tiene como objetivo analizar, desde una perspectiva decolonial, los procesos históricos imperialistas que hicieron posible la incorporación del modelo de autorregulación eurocéntrico en la creación del Sistema Brasileño de Autorregulación Publicitaria, SBAP. Para ello, se llevó a cabo una investigación histórica, basada en la perspectiva crítica en cuestión, utilizando datos secundarios para analizar este caso específico. El análisis muestra que la incorporación de elementos extranjeros al sistema brasileño se produjo principalmente a través de tres factores: la creación e internacionalización de un modelo de autorregulación publicitaria a través de procesos etnocéntricos e imperiales; la formación del sector publicitario brasileño de acuerdo con los estándares internacionales, especialmente los estadounidenses; y la influencia de modelos y organizaciones internacionales con relación a los autores del SBAP. Más que una discusión centrada en el poder de las empresas sobre los consumidores, se espera que esta visión crítica genere más conocimiento sobre las relaciones entre el Norte Global y el Sur Global y sobre cómo se materializa el control imperial en el consumerismo. Los procesos históricos coloniales y etnocéntricos limitan las formas de pensar distintas de la lógica neoliberal de la protección del consumidor a través de los mercados libres, lo que ayuda a mantener el dominio eurocéntrico sobre el conocimiento.Este estudo tem por objetivo analisar, com base na perspectiva decolonial, processos históricos imperialistas que possibilitaram a incorporação de um modelo eurocêntrico de autorregulamentação na criação do Sistema Brasileiro de Autorregulamentação Publicitária, o SBAP. Para isso, foi realizada uma pesquisa histórica, calcada na óptica crítica em questão, utilizando dados secundários para analisar esse caso específico. A análise mostra que a incorporação de elementos estrangeiros ao sistema brasileiro ocorreu por meio, sobretudo, de três fatores: criação e internacionalização de modelo de autorregulamentação publicitária por meio de processos etnocêntricos e imperiais, formação do setor publicitário brasileiro de acordo com padrões internacionais, em especial estadunidenses, e influência de modelos e organizações internacionais em relação aos autores do SBAP. Mais do que uma discussão focada no poder de empresas sobre consumidores, espera-se que essa visão crítica gere mais conhecimento sobre as relações entre o Norte e o Sul globais, bem como de que maneira o controle imperial se materializa em consumerismo. Processos históricos coloniais e etnocêntricos limitam formas de pensar distintas à lógica neoliberal de defesa do consumidor por meio de livres mercados, ajudando, assim, a manter o domínio eurocêntrico sobre o conhecimento.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2020-11-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8242510.1590/1679-395120200024Cadernos EBAPE.BR; Vol. 18 No. Special (2020); 794-806Cadernos EBAPE.BR; Vol. 18 Núm. Especial (2020); 794-806Cadernos EBAPE.BR; v. 18 n. Especial (2020); 794-8061679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/82425/78442https://periodicos.fgv.br/cadernosebape/article/view/82425/78444Copyright (c) 2020 Cadernos EBAPE.BRinfo:eu-repo/semantics/openAccessRodrigues, LaísHemais, Marcus Wilcox2023-02-23T18:58:17Zoai:ojs.periodicos.fgv.br:article/82425Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:16.206433Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective
Influencias eurocéntricas en el Sistema Brasileño de Autorregulación Publicitaria: investigación histórica desde una perspectiva decolonial
Influências eurocêntricas no Sistema Brasileiro de Autorregulamentação Publicitária: pesquisa histórica sob uma perspectiva decolonial
title Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective
spellingShingle Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective
Rodrigues, Laís
Consumerism
Advertising
Self-regulation
Decolonialism
Consumerismo
Publicidad
Autorregulación
Decolonialismo
Consumerismo
Publicidade
Autorregulamentação
Decolonialismo
title_short Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective
title_full Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective
title_fullStr Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective
title_full_unstemmed Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective
title_sort Eurocentric influences on the Brazilian Advertising Self-Regulation System: historical research from a decolonial perspective
author Rodrigues, Laís
author_facet Rodrigues, Laís
Hemais, Marcus Wilcox
author_role author
author2 Hemais, Marcus Wilcox
author2_role author
dc.contributor.author.fl_str_mv Rodrigues, Laís
Hemais, Marcus Wilcox
dc.subject.por.fl_str_mv Consumerism
Advertising
Self-regulation
Decolonialism
Consumerismo
Publicidad
Autorregulación
Decolonialismo
Consumerismo
Publicidade
Autorregulamentação
Decolonialismo
topic Consumerism
Advertising
Self-regulation
Decolonialism
Consumerismo
Publicidad
Autorregulación
Decolonialismo
Consumerismo
Publicidade
Autorregulamentação
Decolonialismo
description This study aims to analyze, from a decolonial perspective, imperialist historical processes that made possible the incorporation of the Eurocentric self-regulation model adopted in the creation of the Brazilian Advertising Self-Regulation System, SBAP. Ahistorical research was carried out, based on the critical perspective, using secondary data to analyze this specific case. The analysis shows that the incorporation of foreign elements into the Brazilian system occurred mainly through three factors: the creation and internationalization of a model of advertising self-regulation through ethnocentric and imperial processes; the formation of Brazilian advertising sector according to international standards, especially US standards; and the influence of international models and organizations in relation to SBAP authors. In addition to the discussion focused on the power of companies over consumers, this critical view is expected to generate more knowledge about the relations between the Global North and the Global South and how imperial control materializes in consumerism. Colonial and ethnocentric historical processes limit ways of thinking distinct from the neoliberal logic of consumer protection through free markets, thus helping to maintain Eurocentric dominance over knowledge.
publishDate 2020
dc.date.none.fl_str_mv 2020-11-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/82425
10.1590/1679-395120200024
url https://periodicos.fgv.br/cadernosebape/article/view/82425
identifier_str_mv 10.1590/1679-395120200024
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/82425/78442
https://periodicos.fgv.br/cadernosebape/article/view/82425/78444
dc.rights.driver.fl_str_mv Copyright (c) 2020 Cadernos EBAPE.BR
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Cadernos EBAPE.BR
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 18 No. Special (2020); 794-806
Cadernos EBAPE.BR; Vol. 18 Núm. Especial (2020); 794-806
Cadernos EBAPE.BR; v. 18 n. Especial (2020); 794-806
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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