The contribution of cultural studies to the understanding of contemporary consumer
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Data de Publicação: | 2011 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Latin American Journal of Business Management |
Texto Completo: | https://www.lajbm.com.br/index.php/journal/article/view/13 |
Resumo: | The evolution of the communication theories formulated in the 20th century are historical and conceptual related with the techniques and strategies used by the marketing communication. Have emphasis, among the communication theories, the cultural studies, which, principally on the decades of 60 and 70, rendered a paradigm modification on the ways of understanding the consumer. He let to be understood as a passive being, directly influenced and manipulated by the media, to be a social actor inserted in a cultural environment where exists a bilateral relation between them. The referential shift is showed also in the marketing orientation, which lets of being focused in sales and starts to focus on the consumer. |
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The contribution of cultural studies to the understanding of contemporary consumerA contribuição dos estudos culturais para a compreensão do consumidor contemporâneoCultural Studiesconsumerculturemediaestudos culturaisconsumidorculturameios de comunicaçãoThe evolution of the communication theories formulated in the 20th century are historical and conceptual related with the techniques and strategies used by the marketing communication. Have emphasis, among the communication theories, the cultural studies, which, principally on the decades of 60 and 70, rendered a paradigm modification on the ways of understanding the consumer. He let to be understood as a passive being, directly influenced and manipulated by the media, to be a social actor inserted in a cultural environment where exists a bilateral relation between them. The referential shift is showed also in the marketing orientation, which lets of being focused in sales and starts to focus on the consumer.A evolução das teorias da comunicação elaboradas no século XX possui correspodência histórica e conceitual com as técnicas e estratégias utilizadas pela comunicação mercadológica. Destacam-se, entre as teorias da comunicação, os estudos culurais, que, principalmente nas décadas de 60 e 70, representaram uma mudança paradigmática na forma de compreender o consumidor. Este deixa de ser visto como um ser passivo e diretamente influenciado e manipulado pelas mídias para ser um ator social, inserido em um ambiente cultural e que mantém uma relação bilateral com ele. A mudança de referencial é refletida na própria orientação do marketing, que deixa de ser focado para as vendas para direcionar-se ao consumidor.edUNITAU2011-07-17info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://www.lajbm.com.br/index.php/journal/article/view/13Latin American Journal of Business Management; Vol. 2 No. 1 (2011)Latin American Journal of Business Management; Vol. 2 Núm. 1 (2011)Latin American Journal of Business Management; v. 2 n. 1 (2011)2178-4833reponame:Latin American Journal of Business Managementinstname:Universidade de Taubaté (UNITAU)instacron:UNITAUporhttps://www.lajbm.com.br/index.php/journal/article/view/13/21Carniello, Monica FranchiSantos, Moacir José dosinfo:eu-repo/semantics/openAccess2011-07-17T23:43:03Zoai:ojs2.lajbm.com.br:article/13Revistahttps://www.lajbm.com.br/index.php/journal/indexPUBhttp://www.lajbm.net/index.php/journal/oaimarcela.moraes@unitau.com.br||editor@lajbm.net2178-48332178-4833opendoar:2011-07-17T23:43:03Latin American Journal of Business Management - Universidade de Taubaté (UNITAU)false |
dc.title.none.fl_str_mv |
The contribution of cultural studies to the understanding of contemporary consumer A contribuição dos estudos culturais para a compreensão do consumidor contemporâneo |
title |
The contribution of cultural studies to the understanding of contemporary consumer |
spellingShingle |
The contribution of cultural studies to the understanding of contemporary consumer Carniello, Monica Franchi Cultural Studies consumer culture media estudos culturais consumidor cultura meios de comunicação |
title_short |
The contribution of cultural studies to the understanding of contemporary consumer |
title_full |
The contribution of cultural studies to the understanding of contemporary consumer |
title_fullStr |
The contribution of cultural studies to the understanding of contemporary consumer |
title_full_unstemmed |
The contribution of cultural studies to the understanding of contemporary consumer |
title_sort |
The contribution of cultural studies to the understanding of contemporary consumer |
author |
Carniello, Monica Franchi |
author_facet |
Carniello, Monica Franchi Santos, Moacir José dos |
author_role |
author |
author2 |
Santos, Moacir José dos |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Carniello, Monica Franchi Santos, Moacir José dos |
dc.subject.por.fl_str_mv |
Cultural Studies consumer culture media estudos culturais consumidor cultura meios de comunicação |
topic |
Cultural Studies consumer culture media estudos culturais consumidor cultura meios de comunicação |
description |
The evolution of the communication theories formulated in the 20th century are historical and conceptual related with the techniques and strategies used by the marketing communication. Have emphasis, among the communication theories, the cultural studies, which, principally on the decades of 60 and 70, rendered a paradigm modification on the ways of understanding the consumer. He let to be understood as a passive being, directly influenced and manipulated by the media, to be a social actor inserted in a cultural environment where exists a bilateral relation between them. The referential shift is showed also in the marketing orientation, which lets of being focused in sales and starts to focus on the consumer. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-07-17 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.lajbm.com.br/index.php/journal/article/view/13 |
url |
https://www.lajbm.com.br/index.php/journal/article/view/13 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.lajbm.com.br/index.php/journal/article/view/13/21 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
edUNITAU |
publisher.none.fl_str_mv |
edUNITAU |
dc.source.none.fl_str_mv |
Latin American Journal of Business Management; Vol. 2 No. 1 (2011) Latin American Journal of Business Management; Vol. 2 Núm. 1 (2011) Latin American Journal of Business Management; v. 2 n. 1 (2011) 2178-4833 reponame:Latin American Journal of Business Management instname:Universidade de Taubaté (UNITAU) instacron:UNITAU |
instname_str |
Universidade de Taubaté (UNITAU) |
instacron_str |
UNITAU |
institution |
UNITAU |
reponame_str |
Latin American Journal of Business Management |
collection |
Latin American Journal of Business Management |
repository.name.fl_str_mv |
Latin American Journal of Business Management - Universidade de Taubaté (UNITAU) |
repository.mail.fl_str_mv |
marcela.moraes@unitau.com.br||editor@lajbm.net |
_version_ |
1809281663261212672 |