Detalhes bibliográficos
| Ano de defesa: |
2011 |
| Autor(a) principal: |
Mazzilli, Paola
 |
| Orientador(a): |
Castro, Gisela Grangeiro da Silva
|
| Banca de defesa: |
Tondato, Marcia Perencin
,
Tucherman, Ieda
|
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Associação Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa em Comunicação e Práticas de Consumo da ESPM
|
| Departamento: |
Comunicação
|
| País: |
BR
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://tede2.espm.br/handle/tede/104
|
Resumo: |
This work addresses the subjective constructions of the media and consumption culture, attempting particularly to understand how maternal representations would be acquiring new meanings and, even, undergoing a process of capitalization in the contemporary scenario. We initially discuss the fictionalization of life and relate it to hyper-visualization practices and the spectacularization of motherhood. We next investigate an exacerbation of this phenomenon, namely, the consumption of reborn babies or hyper-real baby-puppets. At this stage, we argue how fantasies and idealizations related to maternity are appropriated by material culture. In the end, we study the commercialization of reborn babies, searching for the logics and strategies within the marketing of these objects, as well as the implicit process of capitalization of motherhood involved in it. All through this work, we have avoided judgments and propositions of evaluative nature. From the methodological viewpoint, we have adopted an interdisciplinary perspective which includes bibliographic and field research. |
