Eu-marca: as tecnologias do imaginário e as marcas emocionais nas construções identitárias
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2016-06-30
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Universidade Federal de Goiás
Resumo
This dissertation analyzes the phenomenon of emotional brands, built and managed by
the Emotional Branding (GOBÉ, 2002; ROBERTS, 2005), from the perspective of its
participation in culture and in its role as main identity references in a postmodern cultural
context characterized by a global semantic discursive network (BAUMAN,
2001; LIPOVETSKY; SERROY, 2011) guided by the consumerist (BAUMAN, 2007;
LIPOVETSKY, 2007; CAMPBELL, 2006) and narcissistic (ibid; LASCH,
1970) behavior emphasized in the virtualization of the real (BAUDRILLARD, 1991). As
a result of a long historical process, these brands deepened their symbolic nature to the
point of becoming Simulacra of individuals (simulacrum-goods) and the key postmodern
technologies of the imaginary (SILVA, 2006), or devices for the creation and dispersion
of imaginaries. By this nature, they offer consumerist imaginaries and discourses,
strategically cut out as persona via anthropomorphization, to be absorbed by the selfs of
subject-commodities (BAUMAN, 2007) in the existential market of consumers society
(ibid.), which calls for the constant renewal of identities and subjectivities under idealized
forms created through the incorporation of discourses and symbols found in goods. Since
they're major representatives of this category, we believe that emotional brands can
provide these identity kits like no other in this postmodern society where consumption
and identity renewal must be permanent and the contact with the otherness and the real is,
however, discouraged. These brands offer, as virtual entities, idealized identity references
and, as technologies of the imaginary, ideal ambiences for experiencing them, since, at
the same time that they supply with symbolic content and affection the empty public and
intimate spaces, they sustain the existential bubble that the individuals, the postmodern
Narcisus, grow around themselves. This research seeks to describe them as technologies
capable of significantly influencing in this context of social breakdown and consumerism,
the identities and subjectivities, highlighting the importance of studies on this topic.
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Citação
DALLA NORA, Liessa Comparim. Eu-marca: as tecnologias do imaginário e as marcas emocionais nas construções identitárias. 2016. 171 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2016.