Lojas online de camisetas estampadas: interação e sentido

• Ano de defesa: 2015
• Autor(a) principal: Oliveira, Jorge Godoy de
• Orientador(a): Oliveira, Ana Claudia Mei Alves de
• 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: Camisetas estampadas; Marcas; Threadless e Chico Rei; Regimes de interação e de sentido.; Identidade e pertencimento; Semiótica discursiva; Semiótica plástica e visual
• Palavras-chave em Inglês: Printed T-shirts; Brands; Threadless and Chico Rei; Regimes of interaction and sense; Identity and belonging; Discursive semiotics; Plastic and visual semiotics
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4708

Printed T-shirt is analyzed in this research as main garment of the subject s clothing composition. Among many brands in fashion market, the US online shop of printed Tshirts Threadless distinguishes itself by its online community, which promotes participation of graphic artists, communication field professionals and general users in several stages of its printed T-shirts production. This process starts by creation of new designs which are submitted to community s polls, goes on by election of designs that most identify with it and results in production and shopping availability of most voted designs. Approved artists are rewarded financially and symbolically by community. Approved designs carry most often pop and popular cultural themes. In Brazil, the online shop of printed T-shirts Chico Rei bets on an own creation team that also products printed T-shirts with the already shown themes, plus it invests on its Country s regional culture as differential mark of its creations. The research corpus is composed by these two shops and analyzed by the period of twelve months. This research s main objective is to inspect how a printed T-shirt becomes a garment that constitutes identities of personal/individual and/or of belonging groups, and how online interactions turned available by both shops intensify their relations with the user. It was verified that signification and meaning construction of a T-shirt design, whether elected by interaction of a potential user inside a community (Threadless) or by a set curatorship with sanction power (Chico Rei) potencialize this T-shirt to act as an actant in interaction with another actant (the one that wears it). There is then a subjectal interaction that unleashes a to feel both concerning the self as concerning the other, able to make the subject to rearrange himself to his everyday life, to put himself in the world with a visuality that holds identity possibilities of belonging to a group, of social prestige and of discoveries of the very subject. The theoretical framework used is discursive semiotics developed by A. J. Greimas and expanded on its narrative and discursive unfoldings by Eric Landowski, and on its plastic and sensible unfoldings by J.-M. Floch and A. C. de Oliveira. Through analysis regarding interaction regimes of the brands in their online shops and of their digital communication it was possible to realize how interaction inside a community builds and supports shared tastes among its members