Comunicação, meio ambiente e shopping center: poder e globalização

• Ano de defesa: 2008
• Autor(a) principal: Zamberlan, Liége
• Orientador(a): Ramos, Roberto José
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: COMUNICAÇÃO SOCIAL; GLOBALIZAÇÃO; ECOLOGIA; MEIO AMBIENTE; SHOPPING CENTERS; COMPLEXIDADE
• Link de acesso: http://hdl.handle.net/10923/2103

The representations of Nature, when evoked by the Means of Communication, look for decoding, in partnership with the several areas of performance, being infiltrated in daily life. The brasilian context, characterized for unbalanced social reality, people are putting out of joint, thought global and capitalist cast where perceive the ecosystem reconstitution, appropriate to daily activities fluency. Such observation is capable of being noticed in this study, structured from the dialogue Ecology / Environment / Shopping Center, trying to observe which way the messages, of ecological and environmental stamp, can be transmitted, in the space delimitation, configured in coexistence centers. Contemplating the Systemic or Organizational System, wel'll have for intance Iguatemi, in Porto Alegre, as all, the object, while its parts are suitable by the 24th and 26th editions, of the campaign "Cover the World in Green", in agreement with advertising cutting, published in printed vehicle, regarding Donna Fashion Iguatemi 2005. Still, integrating the corpus, we detached the first winter version, of the event of Fashion, above, marked, organized with base in the proposal Carbon Free, besides the campaign by Greenpeace, which alerted to the deforestation in the Amazon region. In order to explain the argumentation, favoring the sense production, in the verbal and no-verbal levels, we will count with the Paradigm of the Complexity, by Morin, signing the methodology, and with the Semiology, by Barthes, as methodological technique, in a Semiological Research, under social-political focus. The theoretical base, reveals the Communication, by Morin, through subcategories of Color, by Farina, Studium and Punctum, by Barthes, Name, by Cassirer, and Stereotype, of Barthes. The Power. Myth and Culture categories, by Barthes, and Knowledge, by Morin. also appear. Com base em tais pressupostos teórico-metodológicos, a Tese busca revelar, via Comunicação, de que maneira as mensagens sobre Ecologia e Meio Ambiente podem ser transmitidas no Shopping Iguatemi, de Porto Alegre, no qual se consolidam os diálogos sociais. Through these theorist and methodological purposes, the Thesis search to unveil, by Communication, how Ecology and Environment message can be transmit into commercial center, where consolidate social dialogues.