Crédito rápido, fácil e sem burocracia: um estudo sobre os usos de cartões de crédito por jovens universitários

• Autor(a) principal: Fernandes, Viviane Marinho
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UERJ
• Texto Completo: http://www.bdtd.uerj.br/handle/1/8925
• topic: Communication; Publicity; Payment cards; Money; Economy practices; Comunicação; Cartões de pagamento; Dinheiro; Práticas econômicas; Pagamento; Estudantes Universitários Atitudes; Publicidade; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::TEORIA DA COMUNICACAO

The research draws your attention towards the social and cultural meaning of means of payment. In order to do so, two different domains are studied: the domain of the advertising - produced by the payment technology companies - and the practical domain, which is lived by young college students. Comparing and matching the discursive strategies used for presenting credit cards with the ordinary uses of these financial tools has become the main study issue. The first part of the study regards the meanings of the means of payment (especially credit cards) made by professionals such as: marketing professionals, communication planners, composers, and art directs being them responsible for the release of these financial tools. The second studied issue focuses on the ordinary uses of the means of payment made by college students, especially the significance given to these financial tools by their users. When comparing these two worlds, the difficulties to talk about the money, the cash and credit card arise. The methods of payment must be referred to in plural, their definitions and roles are distinct and they vary according to those who use them.