Eu-marca: as tecnologias do imaginário e as marcas emocionais nas construções identitárias

• Autor(a) principal: Nora, Liessa Comparim Dalla
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da UFG
• dARK ID: ark:/38995/00130000025j0
• Texto Completo: http://repositorio.bc.ufg.br/tede/handle/tede/6128
• topic: Marcas emocionais; Identidade; Tecnologias do imaginário; Virtualidade; Pós-modernidade; Sociedade de consumidores; Emotional brands; Identity; Technologies of the imaginary; Virtuality; Postmodernity; Consumerist society; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This dissertation analyzes the phenomenon of emotional brands, built and managed by the Emotional Branding (GOBÉ, 2002; ROBERTS, 2005), from the perspective of its participation in culture and in its role as main identity references in a postmodern cultural context characterized by a global semantic discursive network (BAUMAN, 2001; LIPOVETSKY; SERROY, 2011) guided by the consumerist (BAUMAN, 2007; LIPOVETSKY, 2007; CAMPBELL, 2006) and narcissistic (ibid; LASCH, 1970) behavior emphasized in the virtualization of the real (BAUDRILLARD, 1991). As a result of a long historical process, these brands deepened their symbolic nature to the point of becoming Simulacra of individuals (simulacrum-goods) and the key postmodern technologies of the imaginary (SILVA, 2006), or devices for the creation and dispersion of imaginaries. By this nature, they offer consumerist imaginaries and discourses, strategically cut out as persona via anthropomorphization, to be absorbed by the selfs of subject-commodities (BAUMAN, 2007) in the existential market of consumers society (ibid.), which calls for the constant renewal of identities and subjectivities under idealized forms created through the incorporation of discourses and symbols found in goods. Since they're major representatives of this category, we believe that emotional brands can provide these identity kits like no other in this postmodern society where consumption and identity renewal must be permanent and the contact with the otherness and the real is, however, discouraged. These brands offer, as virtual entities, idealized identity references and, as technologies of the imaginary, ideal ambiences for experiencing them, since, at the same time that they supply with symbolic content and affection the empty public and intimate spaces, they sustain the existential bubble that the individuals, the postmodern Narcisus, grow around themselves. This research seeks to describe them as technologies capable of significantly influencing in this context of social breakdown and consumerism, the identities and subjectivities, highlighting the importance of studies on this topic.