Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Manancial - Repositório Digital da UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/25650 |
Resumo: | With this research we intend to follow the diachronic and evolutionary movement of teaching publicity and advertising, understanding how teaching changes (or remains unmodified) over the years, whether it adapts to the transformations of the advertising system and how it works. For this reason, the changes in the advertising system and the teaching of advertising are the theme of this research. As a starting point, the research problem of this investigation materializes in the following question: how is the diachronic process of teaching advertising developed in view of the reconfigurations of the advertising system? Through this question, we guide our process of exploring the changing movements of education with the intention of considering it part of the advertising system and not using the logic of dichotomous thinking between academia and the market. The general objective of the research is to map the reconfigurations of the advertising system that impact the training of advertising professionals. We use the intention of mapping according to the way we think about research, through our methodological choice: cartography. With an understanding of science not built on the rigidity of models and methods, we perceive this methodology as a path, a path that seeks to build a map that never ends. The research also relies on other methodological resources, such as documentary research and in-depth interviews with professors, students and advertising professional’s alumni and graduates from two universities, one public and the other private. In addition, we formulate some specific objectives, which are: Understand the teaching of advertising as a complex unit of the advertising system; To recognize the reconfigurations of the advertising system; Understand how pedagogical practices are developed with a focus on advertising; We sew these objectives into the concept of complex thinking, through Edgar Morin (2015), when materializing the logic of knowing without fragmenting, of a thought that is not linear and that contemplates the multidimensionality and the complex. Expanding the structure, we have two other axes of research: the advertising system, a term originally coined by Trindade (2017), but which we strongly associate with the complexity of this research, which refers to the entire ecosystem and the practices of the profession, contemplating the academic environment and the marketing; and teaching, bringing the specificities of the training of publicists and publicists, mainly through Marques Filho (2018) and Hansen, Correa and Petermann (2020). As a result of this investigation, we mapped the reconfigurations of the advertising system and analyzed how these transformations impact the formation of publicists and advertisers, through systemic parameters and aspects of complexity. |
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Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformaçãoWhat is woven together: teaching as a complex unit of the transforming advertising systemPublicidadeSistema publicitárioEnsino de publicidadeComplexidadeAdvertisingAdvertising systemAdvertising teachingComplexityCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOWith this research we intend to follow the diachronic and evolutionary movement of teaching publicity and advertising, understanding how teaching changes (or remains unmodified) over the years, whether it adapts to the transformations of the advertising system and how it works. For this reason, the changes in the advertising system and the teaching of advertising are the theme of this research. As a starting point, the research problem of this investigation materializes in the following question: how is the diachronic process of teaching advertising developed in view of the reconfigurations of the advertising system? Through this question, we guide our process of exploring the changing movements of education with the intention of considering it part of the advertising system and not using the logic of dichotomous thinking between academia and the market. The general objective of the research is to map the reconfigurations of the advertising system that impact the training of advertising professionals. We use the intention of mapping according to the way we think about research, through our methodological choice: cartography. With an understanding of science not built on the rigidity of models and methods, we perceive this methodology as a path, a path that seeks to build a map that never ends. The research also relies on other methodological resources, such as documentary research and in-depth interviews with professors, students and advertising professional’s alumni and graduates from two universities, one public and the other private. In addition, we formulate some specific objectives, which are: Understand the teaching of advertising as a complex unit of the advertising system; To recognize the reconfigurations of the advertising system; Understand how pedagogical practices are developed with a focus on advertising; We sew these objectives into the concept of complex thinking, through Edgar Morin (2015), when materializing the logic of knowing without fragmenting, of a thought that is not linear and that contemplates the multidimensionality and the complex. Expanding the structure, we have two other axes of research: the advertising system, a term originally coined by Trindade (2017), but which we strongly associate with the complexity of this research, which refers to the entire ecosystem and the practices of the profession, contemplating the academic environment and the marketing; and teaching, bringing the specificities of the training of publicists and publicists, mainly through Marques Filho (2018) and Hansen, Correa and Petermann (2020). As a result of this investigation, we mapped the reconfigurations of the advertising system and analyzed how these transformations impact the formation of publicists and advertisers, through systemic parameters and aspects of complexity.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESCom essa pesquisa temos a intenção de acompanhar o movimento diacrônico e evolutivo do ensino de publicidade, entendendo como o ensino se modifica (ou permanece estanque) ao longo dos anos, se ele se adapta às transformações do sistema publicitário e, de que forma acontece. Por isso, as transformações no sistema publicitário e o ensino de publicidade configuram-se o tema dessa pesquisa. Como ponto de partida, o problema de pesquisa dessa investigação materializa-se na seguinte questão: como se desenvolve o processo diacrônico do ensino de publicidade, tendo em vista as reconfigurações do sistema publicitário? Por meio dessa pergunta, guiamos nosso processo de explorar os movimentos de mudança do ensino com a pretensão de considerá-lo parte do sistema publicitário e não munir a lógica de pensamento dicotômica entre academia e mercado. A pesquisa tem como objetivo geral: mapear as reconfigurações do sistema publicitário que impactam na formação dos profissionais de publicidade. Nos utilizamos da intenção de mapear, de acordo com a forma como pensamos a pesquisa, por meio de nossa escolha metodológica: a cartografia. Com um entendimento de ciência não construída sobre a rigidez de modelos e métodos, percebemos essa metodologia como um trilhar, um caminho que busca construir um mapa que nunca se finda. A pesquisa também conta com outros recursos metodológicos, como: a pesquisa documental e entrevistas em profundidade com docentes, discentes e profissionais da publicidade egressos e egressas de duas universidades, uma pública e outra privada. Ademais, formulamos alguns objetivos específicos, que são: Compreender o ensino de publicidade como unidade complexa do sistema publicitário; reconhecer as reconfigurações do sistema publicitário; compreender como são desenvolvidas as práticas pedagógicas com foco em publicidade. Costuramos estes objetivos ao conceito de pensamento complexo, por meio de Edgar Morin (2015), ao materializar a lógica de conhecer sem fragmentar, de um pensamento que não é linear e que contempla a multidimensionalidade e o complexo. Ampliando a estrutura, temos outros dois eixos da pesquisa: o sistema publicitário, termo inicialmente cunhado por Trindade (2017), mas, que associamos intensamente à complexidade nessa pesquisa, que se refere a todo o ecossistema e as práticas da profissão, contemplando o ambiente acadêmico e o mercadológico; e o ensino, trazendo as especificidades da formação dos publicitários e publicitárias, principalmente, através de Marques Filho (2018) e Hansen, Correa e Petermann (2020). Como resultados dessa investigação, mapeamos as reconfigurações do sistema publicitário e analisamos como essas transformações impactam à formação de publicitários e publicitárias, por meio dos parâmetros sistêmicos e de aspectos da complexidade.Universidade Federal de Santa MariaBrasilComunicaçãoUFSMPrograma de Pós-Graduação em ComunicaçãoCentro de Ciências Sociais e HumanasPetermann, Julianahttp://lattes.cnpq.br/9049669566284488Hansen, FábioCorrea, Rodrigo StéfaniCezar, Lara Timm2022-07-26T13:01:33Z2022-07-26T13:01:33Z2021-05-03info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://repositorio.ufsm.br/handle/1/25650porAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSM2022-07-26T13:01:34Zoai:repositorio.ufsm.br:1/25650Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2022-07-26T13:01:34Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.none.fl_str_mv |
Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação What is woven together: teaching as a complex unit of the transforming advertising system |
title |
Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação |
spellingShingle |
Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação Cezar, Lara Timm Publicidade Sistema publicitário Ensino de publicidade Complexidade Advertising Advertising system Advertising teaching Complexity CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação |
title_full |
Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação |
title_fullStr |
Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação |
title_full_unstemmed |
Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação |
title_sort |
Aquilo que é tecido em conjunto: o ensino como unidade complexa do sistema publicitário em transformação |
author |
Cezar, Lara Timm |
author_facet |
Cezar, Lara Timm |
author_role |
author |
dc.contributor.none.fl_str_mv |
Petermann, Juliana http://lattes.cnpq.br/9049669566284488 Hansen, Fábio Correa, Rodrigo Stéfani |
dc.contributor.author.fl_str_mv |
Cezar, Lara Timm |
dc.subject.por.fl_str_mv |
Publicidade Sistema publicitário Ensino de publicidade Complexidade Advertising Advertising system Advertising teaching Complexity CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
topic |
Publicidade Sistema publicitário Ensino de publicidade Complexidade Advertising Advertising system Advertising teaching Complexity CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
With this research we intend to follow the diachronic and evolutionary movement of teaching publicity and advertising, understanding how teaching changes (or remains unmodified) over the years, whether it adapts to the transformations of the advertising system and how it works. For this reason, the changes in the advertising system and the teaching of advertising are the theme of this research. As a starting point, the research problem of this investigation materializes in the following question: how is the diachronic process of teaching advertising developed in view of the reconfigurations of the advertising system? Through this question, we guide our process of exploring the changing movements of education with the intention of considering it part of the advertising system and not using the logic of dichotomous thinking between academia and the market. The general objective of the research is to map the reconfigurations of the advertising system that impact the training of advertising professionals. We use the intention of mapping according to the way we think about research, through our methodological choice: cartography. With an understanding of science not built on the rigidity of models and methods, we perceive this methodology as a path, a path that seeks to build a map that never ends. The research also relies on other methodological resources, such as documentary research and in-depth interviews with professors, students and advertising professional’s alumni and graduates from two universities, one public and the other private. In addition, we formulate some specific objectives, which are: Understand the teaching of advertising as a complex unit of the advertising system; To recognize the reconfigurations of the advertising system; Understand how pedagogical practices are developed with a focus on advertising; We sew these objectives into the concept of complex thinking, through Edgar Morin (2015), when materializing the logic of knowing without fragmenting, of a thought that is not linear and that contemplates the multidimensionality and the complex. Expanding the structure, we have two other axes of research: the advertising system, a term originally coined by Trindade (2017), but which we strongly associate with the complexity of this research, which refers to the entire ecosystem and the practices of the profession, contemplating the academic environment and the marketing; and teaching, bringing the specificities of the training of publicists and publicists, mainly through Marques Filho (2018) and Hansen, Correa and Petermann (2020). As a result of this investigation, we mapped the reconfigurations of the advertising system and analyzed how these transformations impact the formation of publicists and advertisers, through systemic parameters and aspects of complexity. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-05-03 2022-07-26T13:01:33Z 2022-07-26T13:01:33Z |
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.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/25650 |
url |
http://repositorio.ufsm.br/handle/1/25650 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Brasil Comunicação UFSM Programa de Pós-Graduação em Comunicação Centro de Ciências Sociais e Humanas |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Brasil Comunicação UFSM Programa de Pós-Graduação em Comunicação Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
reponame:Manancial - Repositório Digital da UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
instname_str |
Universidade Federal de Santa Maria (UFSM) |
instacron_str |
UFSM |
institution |
UFSM |
reponame_str |
Manancial - Repositório Digital da UFSM |
collection |
Manancial - Repositório Digital da UFSM |
repository.name.fl_str_mv |
Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM) |
repository.mail.fl_str_mv |
atendimento.sib@ufsm.br||tedebc@gmail.com |
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1805922129000005632 |