Communication and the transformation of consumer culture

• Autor(a) principal: Santos, Tarcyanie Cajueiro
• Data de Publicação: 2012
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista FAMECOS: Mídia cultura e tecnologia
• Texto Completo: https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/11349
• topic: Culture consumer; communication; subjectivity; Consumer culture; Cultura del Consumo; Comunicación; Subjetividad; Cultura del Consumo; Cultura do consumo; comunicação; subjetividade; Cultura do Consumo

This essay is part of the research “Communication, consumption and new subjectivities: a study of media practices in society”, financed by FAPESP. It focuses on the communication society and consumer culture, which is spreading on the societies in the late twentieth century and the beginning of the century. We are seeking to understand the changes that have occurred in this societies and how it reverberates on contemporary subjectivities. For that we’ve focused on advertising and marketing. From the view of the advertising, there is a change of values where the “branding” aims to create a good image of the company. Marketing instead establish an emotional connection with consumers, aiming intangible satisfactions that produce sensoryreactions.