Marcas como dispositivo de subjetivação: a influência de narrativas mitológicas na construção do ser e na representação ritual do ato de consumir

Detalhes bibliográficos
Ano de defesa: 2013
Autor(a) principal: Hasse, Raphael Czinczel de Vasconcellos lattes
Orientador(a): Costa, Rogério da
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Pontifícia Universidade Católica de São Paulo
Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
Departamento: Comunicação
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: https://tede2.pucsp.br/handle/handle/4545
Resumo: The main objective of this work is to reveal how brands give meaning to consumption by using mythological narratives in their communication strategy. When they multiply statements in communication, they insinuate thousands of potential universes and become the most impressive creation machine of collective human imaginary. At the same time, in the middle of a contemporary subjectivity crisis, it is also being discussed the human being singularity process. Therefore, this study has the communication targeted for consumption as object, and will analyse how expressions affect the desiring being as a receptor of produced subjectivity; it will identify how brands appropriate mythological aspects of narratives in the communication strategy; and finally, it will investigate the consumption as a ritual that links the reality with the virtual world proposed in advertising communication. Authors such as Guattari and Deleuze are being referenced in order to explain the singularity concept and the contemporary subjectivity crisis we are living in. After linking them with an explanation towards the concept of desire, it will be understood the structure of mythological narratives. By means of Campbell and Eliade it will be seen how symbolic expressions still have the power to bring meaning to day-to-day life. Ultimately, it will be explained how brands use mythological devices to influence people in their daily consumption decisions; how brands take their own products to territorialize their conceptual universe and how they create a ritual mechanism to link reality and potentiality affecting and being affected by human being