Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da PUC_SP |
Texto Completo: | https://tede2.pucsp.br/handle/handle/23318 |
Resumo: | This research aims to examine the discourses on sustainability adopted by Apple and Samsung brands in building their brand identity, brand values, sustainable values and consumption values. We set out to understand and identify how these brands use communication strategies in their discourses on sustainability. The question to be answered in this investigation is: how do Apple and Samsung brands build these discourses to project product consumption onto consumers? The research corpus comprises the sustainability tabs on the Brazilian institutional websites of these brands between the years 2019 and 2020, and an advertising piece on sustainability from each company, which were made available on their YouTube channels in 2018 and 2019. The theoretical framework used for the corpus analysis was Diana Barros’s discursive semiotics and Andrea Semprini’s semiotic maps, in order to examine discourses and narratives that build brand values, focusing the analysis, in particular, on sustainable and consumption values. Thus, it was possible to examine how the production of meanings on sustainability took place. We also adopted Isleide Fontenelle’s investigations on consumer culture as a theoretical foundation. This research seeks, therefore, to contribute to studies on communication strategies employed by organizations in producing and disseminating the meanings of sustainability |
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Prado, Jose Luiz AidarMelo, Christiane Barbara Odoki2020-11-06T11:13:42Z2020-09-17Melo, Christiane Barbara Odoki. Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores. 2020. 130 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2020.https://tede2.pucsp.br/handle/handle/23318This research aims to examine the discourses on sustainability adopted by Apple and Samsung brands in building their brand identity, brand values, sustainable values and consumption values. We set out to understand and identify how these brands use communication strategies in their discourses on sustainability. The question to be answered in this investigation is: how do Apple and Samsung brands build these discourses to project product consumption onto consumers? The research corpus comprises the sustainability tabs on the Brazilian institutional websites of these brands between the years 2019 and 2020, and an advertising piece on sustainability from each company, which were made available on their YouTube channels in 2018 and 2019. The theoretical framework used for the corpus analysis was Diana Barros’s discursive semiotics and Andrea Semprini’s semiotic maps, in order to examine discourses and narratives that build brand values, focusing the analysis, in particular, on sustainable and consumption values. Thus, it was possible to examine how the production of meanings on sustainability took place. We also adopted Isleide Fontenelle’s investigations on consumer culture as a theoretical foundation. This research seeks, therefore, to contribute to studies on communication strategies employed by organizations in producing and disseminating the meanings of sustainabilityO objetivo desta pesquisa é analisar os discursos sobre sustentabilidade adotados pelas marcas Apple e Samsung para a construção da identidade da marca, valores da marca, valores sustentáveis e valores de consumo. Buscou-se compreender e identificar como essas marcas utilizam as estratégias de comunicação nos discursos sobre sustentabilidade. A questão a ser respondida nesta investigação é: como as marcas Apple e Samsung constroem esses discursos para projetar o consumo de produtos para seus consumidores? O corpus da pesquisa compreende as abas sobre sustentabilidade dos sites institucionais brasileiros dessas marcas entre os anos 2019 e 2020 e um filme publicitário sobre sustentabilidade de cada empresa, que foram veiculados em seus canais no YouTube em 2018 e 2019. O referencial teórico utilizado para as análises do corpus foi a semiótica discursiva de Diana Barros e os mapas semióticos de Andrea Semprini, de modo a examinar discursos e narrativas que constroem os valores da marca, incidindo a análise, em especial, sobre os valores sustentáveis e os valores de consumo. Dessa forma, foi possível examinar como se deu a produção de sentidos sobre a sustentabilidade. Também adotamos como fundamentação teórica as investigações sobre cultura de consumo de Isleide Fontenelle. Esta pesquisa busca, portanto, contribuir com os estudos sobre as estratégias de comunicação empregadas pelas empresas na produção e veiculação dos sentidos de sustentabilidadeCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/52644/Christiane%20Barbara%20Odoki%20Melo.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBrasilFaculdade de Filosofia, Comunicação, Letras e ArtesSustentabilidadeAnálise de discursoMarcasSustainabilityDiscourse analysisBrandsCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAODiscurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valoresApple’s and Samsung’s sustainability discourses: building brands and valueinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTChristiane Barbara Odoki Melo.pdf.txtChristiane Barbara Odoki Melo.pdf.txtExtracted texttext/plain254360https://repositorio.pucsp.br/xmlui/bitstream/handle/23318/4/Christiane%20Barbara%20Odoki%20Melo.pdf.txt275a75e0728f4b3e3b7fcb9b4dfe5cb6MD54LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores |
dc.title.alternative.eng.fl_str_mv |
Apple’s and Samsung’s sustainability discourses: building brands and value |
title |
Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores |
spellingShingle |
Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores Melo, Christiane Barbara Odoki Sustentabilidade Análise de discurso Marcas Sustainability Discourse analysis Brands CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores |
title_full |
Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores |
title_fullStr |
Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores |
title_full_unstemmed |
Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores |
title_sort |
Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores |
author |
Melo, Christiane Barbara Odoki |
author_facet |
Melo, Christiane Barbara Odoki |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Prado, Jose Luiz Aidar |
dc.contributor.author.fl_str_mv |
Melo, Christiane Barbara Odoki |
contributor_str_mv |
Prado, Jose Luiz Aidar |
dc.subject.por.fl_str_mv |
Sustentabilidade Análise de discurso Marcas |
topic |
Sustentabilidade Análise de discurso Marcas Sustainability Discourse analysis Brands CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Sustainability Discourse analysis Brands |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This research aims to examine the discourses on sustainability adopted by Apple and Samsung brands in building their brand identity, brand values, sustainable values and consumption values. We set out to understand and identify how these brands use communication strategies in their discourses on sustainability. The question to be answered in this investigation is: how do Apple and Samsung brands build these discourses to project product consumption onto consumers? The research corpus comprises the sustainability tabs on the Brazilian institutional websites of these brands between the years 2019 and 2020, and an advertising piece on sustainability from each company, which were made available on their YouTube channels in 2018 and 2019. The theoretical framework used for the corpus analysis was Diana Barros’s discursive semiotics and Andrea Semprini’s semiotic maps, in order to examine discourses and narratives that build brand values, focusing the analysis, in particular, on sustainable and consumption values. Thus, it was possible to examine how the production of meanings on sustainability took place. We also adopted Isleide Fontenelle’s investigations on consumer culture as a theoretical foundation. This research seeks, therefore, to contribute to studies on communication strategies employed by organizations in producing and disseminating the meanings of sustainability |
publishDate |
2020 |
dc.date.accessioned.fl_str_mv |
2020-11-06T11:13:42Z |
dc.date.issued.fl_str_mv |
2020-09-17 |
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 |
Melo, Christiane Barbara Odoki. Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores. 2020. 130 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2020. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/23318 |
identifier_str_mv |
Melo, Christiane Barbara Odoki. Discurso de sustentabilidade da Apple e da Samsung: construção das marcas e dos valores. 2020. 130 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2020. |
url |
https://tede2.pucsp.br/handle/handle/23318 |
dc.language.iso.fl_str_mv |
por |
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info:eu-repo/semantics/openAccess |
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Pontifícia Universidade Católica de São Paulo |
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Programa de Estudos Pós-Graduados em Comunicação e Semiótica |
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PUC-SP |
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Brasil |
dc.publisher.department.fl_str_mv |
Faculdade de Filosofia, Comunicação, Letras e Artes |
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Pontifícia Universidade Católica de São Paulo |
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