Marca-país como entidade semiótica
A construção simbólica da Marca Brasil
Bibliographic Data
| ID | 5786525 |
|---|---|
| Authors | Maria Cecília Andreucci Cury (corresponding author) |
| Year | 2015 |
| Publication date | 2015-04-10 |
| Open Access | Yes |
| Type | THESIS |
| Publisher | Universidade de São Paulo. Agência de Bibliotecas e Coleções Digitais (PUBLISHER) |
| DOI | 10.11606/t.27.2015.tde-29062015-150037 |
| OpenAlex | W1861522310 |
| Language | ES |
| References cited | 5 |
The symbolic complexity of a country is related to different socio-cultural aspects that imbricate, influence, leverage and parameterize each other.This thesis presents the research results of the "Brand Brazil" image, from 2013 to 2014, supported by studies of the social theory of the media, cultural identity, symbolic consumption, Peirce's semiotics and discourse analysis (AD).The notion of country in general, once associated with an accepted geographical location, can shelter an inextricability of meanings.Many important abstract concepts are also closely linked to it, such as State, homeland, sovereignty and nationality.On the other hand, the "brand", as here understood, envisions Brazil as an enunciative instance, a symbolic and emotional connection established between its materiality (tangible and discursive) and its interlocutors.It is from its manifestations, the interface system between a brand and its audience, that a meaning is created in the audience.This includes all its touch points and the whole sphere of advertising and journalistic communication.The identity of a nation is rooted in the narratives of history (also a communicational act), literature, media consumption, and advertising, which have been increasingly permeated by the globalized flows, in material and symbolic senses.Therefore, the Brand Brazil is present in the memory and is anchored in the set of feelings and knowledge of each person regarding Brazil.As the environment marches increasingly into a hyper-triplecontext -hyper-connection, hyper-convergence and hypermodernity -the media plays an inevitably key role in the process of the meanings and stereotyped conception of countries.The 2014 World Cup and the political situation of Brazil during this period have advanced its international media visibility and the recognition process of Brand Brazil overseas.Understanding that the news and the various mediums of advertising contribute to the legitimacy of the nation's identity and self-image, this research tracked, cataloged and categorized more than 400 references to the country in the international press -The Economist (United Kingdom), Der Spiegel (Germany), Time (U.S.A), La Noticia de La Semana (Argentina), The Huffington Post (U.S.A, digital) -attempting to understand the meaning of these references and to interpret their impact on the Brazilian national brand.At the same time, the symbolic potential of Brand Brazil was studied, and was assessed in contrast to the press discourses.From this analysis, we could perceive the clearly pessimistic direction of international news media discourses, as set by the Brazilian news media agenda, in contrast to the advertising media's symbolic jingoism, both admitted national stereotypes.In addition, we sought to identify the domestic perception before such events and the State's efforts to enhance the country's brand.A quantitative nationwide survey, representative interviews of the population aged 16 or older, indicated that while hosting the 2014 World Cup polarized the opinions of Brazilians, hosting of the 2016 Olympic Games, in contrast, seems to have created a much broader social consent
Aesthetics · Art · Dialectic · Epistemology · Feeling · Literature · Materiality · Media studies · Narrative · Semiotics · Sociology · The Symbolic · Advertising and Communication Studies · Corporate Identity and Reputation · Cultural, Media, and Literary Studies · Philosophy · Psychology · Social Psychology
| Highly cited | No |
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