The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12166 |
Resumo: | This paper offers a reflection on the discourse of Vivos telephone company in the advertising campaign #UsarBemPegaBem, that appeals the public for a conscious use of the internet in mobile phones and other electronic devices. Although it makes for an apparent contradiction, the fact that a company that obtains profits from mobile internet would advocate for the moderate use of the service, we aim to submerge in the factors that could represent the possible grounding of this discourse, such as the modern solitude in cyberculture, the superficiality of representations in cyberspace and other probable causalities. Furthermore, we briefly point out the matter of Corporate Social Responsibility and its influence in the organizational discourse. Taking into consideration the declarative ethos in the terms proposed by Maingueneau, we suggest an analysis of the corporations institutional videos, in order to identify the tone alteration and to investigate about the image achieved by Vivo with the use of filmic pieces and advertising formulas produced under the #PegaBem signature. |
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The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo CompanyA solidão na cibercultura e o discurso do consumo consciente: um estudo da campanha “#usarbempegabem” da vivoLoneliness in Cyber Culture; Cyberspace; Organizational Discourse; Discursive Ethos.Solidão na cibercultura; Ciberespaço; Discurso organizacional; Ethos discursivoThis paper offers a reflection on the discourse of Vivos telephone company in the advertising campaign #UsarBemPegaBem, that appeals the public for a conscious use of the internet in mobile phones and other electronic devices. Although it makes for an apparent contradiction, the fact that a company that obtains profits from mobile internet would advocate for the moderate use of the service, we aim to submerge in the factors that could represent the possible grounding of this discourse, such as the modern solitude in cyberculture, the superficiality of representations in cyberspace and other probable causalities. Furthermore, we briefly point out the matter of Corporate Social Responsibility and its influence in the organizational discourse. Taking into consideration the declarative ethos in the terms proposed by Maingueneau, we suggest an analysis of the corporations institutional videos, in order to identify the tone alteration and to investigate about the image achieved by Vivo with the use of filmic pieces and advertising formulas produced under the #PegaBem signature.O artigo se prope a refletir sobre o discurso da empresa de telefonia Vivo na campanha publicitria #UsarBemPegaBem, que faz um apelo ao pblico a favor do uso consciente da internet em celulares e demais aparelhos eletrnicos. Embora configure uma aparente contradio o fato de que uma companhia que obtm seus lucros atravs da internet mvel advogue o seu uso moderado, buscamos imergir nos fatores que representariam a possvel fundamentao desse discurso, como a hodierna solido na cibercultura, a superficialidade das representaes no ciberespao e outras provveis causalidades. Ademais, pincelamos brevemente a questo da Responsabilidade Social Empresarial e sua influncia no discurso organizacional. Levando em conta o ethos enunciativo nos termos propostos por Maingueneau, propusemos uma anlise dos vdeos institucionais da empresa, a fim de identificar a mudana no tom e indagar sobre a imagem enfim alcanada pela Vivo atravs das peas flmicas e frmulas propagandsticas produzidas sob a rubrica #PegaBem.Universidade Nove de Julho - Uninove2017-03-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1216610.5585/remark.v16i1.3311ReMark - Revista Brasileira de Marketing; v. 16, n. 1 (2017): Janeiro - Março; 55-672177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12166/5811Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessMorato, Rafael dos SantosArcoverde, Mariana Torreao BritoLeal, Maria Virgínia2019-02-19T17:39:16Zoai:https://periodicos.uninove.br:article/12166Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:39:16REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company A solidão na cibercultura e o discurso do consumo consciente: um estudo da campanha “#usarbempegabem” da vivo |
title |
The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company |
spellingShingle |
The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company Morato, Rafael dos Santos Loneliness in Cyber Culture; Cyberspace; Organizational Discourse; Discursive Ethos. Solidão na cibercultura; Ciberespaço; Discurso organizacional; Ethos discursivo |
title_short |
The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company |
title_full |
The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company |
title_fullStr |
The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company |
title_full_unstemmed |
The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company |
title_sort |
The Loneliness in Ciber Culture and the Conscious Consumption Speech: A Study of the Campaign “#Usarbempegabem” by Vivo Company |
author |
Morato, Rafael dos Santos |
author_facet |
Morato, Rafael dos Santos Arcoverde, Mariana Torreao Brito Leal, Maria Virgínia |
author_role |
author |
author2 |
Arcoverde, Mariana Torreao Brito Leal, Maria Virgínia |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Morato, Rafael dos Santos Arcoverde, Mariana Torreao Brito Leal, Maria Virgínia |
dc.subject.por.fl_str_mv |
Loneliness in Cyber Culture; Cyberspace; Organizational Discourse; Discursive Ethos. Solidão na cibercultura; Ciberespaço; Discurso organizacional; Ethos discursivo |
topic |
Loneliness in Cyber Culture; Cyberspace; Organizational Discourse; Discursive Ethos. Solidão na cibercultura; Ciberespaço; Discurso organizacional; Ethos discursivo |
description |
This paper offers a reflection on the discourse of Vivos telephone company in the advertising campaign #UsarBemPegaBem, that appeals the public for a conscious use of the internet in mobile phones and other electronic devices. Although it makes for an apparent contradiction, the fact that a company that obtains profits from mobile internet would advocate for the moderate use of the service, we aim to submerge in the factors that could represent the possible grounding of this discourse, such as the modern solitude in cyberculture, the superficiality of representations in cyberspace and other probable causalities. Furthermore, we briefly point out the matter of Corporate Social Responsibility and its influence in the organizational discourse. Taking into consideration the declarative ethos in the terms proposed by Maingueneau, we suggest an analysis of the corporations institutional videos, in order to identify the tone alteration and to investigate about the image achieved by Vivo with the use of filmic pieces and advertising formulas produced under the #PegaBem signature. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-03-31 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12166 10.5585/remark.v16i1.3311 |
url |
https://periodicos.uninove.br/remark/article/view/12166 |
identifier_str_mv |
10.5585/remark.v16i1.3311 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12166/5811 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 16, n. 1 (2017): Janeiro - Março; 55-67 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138641946083328 |