Detalhes bibliográficos
| Ano de defesa: |
2010 |
| Autor(a) principal: |
Abrão, Maria Amélia Paiva
 |
| Orientador(a): |
Baccega, Maria Aparecida |
| Banca de defesa: |
Tondato, Márcia Perencin,
Mungioli, Maria Cristina |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado em Comunicação e Práticas de Consumo
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/538
|
Resumo: |
Contemporary society, often called consumer society, is characterized by constant and permanent transformations, accelerated by technology´s advancement. The relationship among communication/reception/consumption/identity, characteristic of our era, manifests itself in society as a whole. It is in this context that this research is inserted, having as object of study the soap operas Duas Caras broadcasted by Rede Globo network (Brazil), and A Outra, broadcasted by TVI (Portugal), both broadcasted in prime time. The product placement and the modality of receptor (consumer) that can be inferred from these soap operas are going to be evaluated and confronted, using qualitative research, with subject receptors of different socioeconomic levels. We considered that the symbolic and material aspects of the product are intrinsically connected: every product has a significance that is socially attributed and a concrete side the object per se stante does not have a value while it is not utilized by society. This research aims to understand the process of construction of present significance in soap operas from the view point of the material/symbolic products conjunction. |
