Porque Sim não é resposta! utilitarian pleasure vs. creative pleasure

• Autor(a) principal: Matte, Ana Cristina Fricke
• Data de Publicação: 2008
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: CASA: Cadernos de Semiótica Aplicada
• Texto Completo: https://periodicos.fclar.unesp.br/casa/article/view/572
• topic: children; utilitarian pleasure; creative pleasure; song; criança; prazer utilitário; prazer criativo; canção

The analysis of products for children can give us clues to the adult concept or image of childhood, just because of its receiver: the infantile publico Two different points of view of this concept-image emerged in this analysis. The first one satisfies the necessities of the Cultural Industry and the prerogatives of the conservative side of society, carrying an image of a passive child. Passivity is the key to the ideal consumer, that one who smoothly answers the appeal by easy entertainment, direct targets, characterizing this product as a utilitarian pleasure. The second satisfies the yearning of the less conservative classes to an interactive culture that, by principIe, asks a concept-image of an active and capable child: it's a creative pleasure. This paper semioticaly analyzes a song of the second kind to show why we can classify this song in this way and what this classification means.