Detalhes bibliográficos
| Ano de defesa: |
2020 |
| Autor(a) principal: |
Melo, Christiane Barbara Odoki |
| Orientador(a): |
Prado, José Luiz Aidar |
| 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: |
Faculdade de Filosofia, Comunicação, Letras e Artes
|
| 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: |
https://tede2.pucsp.br/handle/handle/23318
|
Resumo: |
This research aims to examine the discourses on sustainability adopted by Apple and Samsung brands in building their brand identity, brand values, sustainable values and consumption values. We set out to understand and identify how these brands use communication strategies in their discourses on sustainability. The question to be answered in this investigation is: how do Apple and Samsung brands build these discourses to project product consumption onto consumers? The research corpus comprises the sustainability tabs on the Brazilian institutional websites of these brands between the years 2019 and 2020, and an advertising piece on sustainability from each company, which were made available on their YouTube channels in 2018 and 2019. The theoretical framework used for the corpus analysis was Diana Barros’s discursive semiotics and Andrea Semprini’s semiotic maps, in order to examine discourses and narratives that build brand values, focusing the analysis, in particular, on sustainable and consumption values. Thus, it was possible to examine how the production of meanings on sustainability took place. We also adopted Isleide Fontenelle’s investigations on consumer culture as a theoretical foundation. This research seeks, therefore, to contribute to studies on communication strategies employed by organizations in producing and disseminating the meanings of sustainability |
