Revista científica interdisciplinar e interinstitucional de graduação publicada pelo MidiAto - Grupo de Estudos de Linguagem e Práticas Midiáticas da Escola de Comunicações e Artes da Universidade de São Paulo (ECA/USP)
Universidade de São Paulo - Escola de Comunicações e Artes
Xianxia as China's soft power strategy: a study on the series 'Eternal Love'
Since the 1970s, China has been making efforts to project itself into the international system as a world power. In addition to its thriving economy and infrastructure projects on other continents, the country has been gaining visibility through the export of cultural products. Among them, television series of the xianxia genre stand out, present in the catalog of the main streaming platforms. The purpose of this research was to identify the characteristics of the aforementioned genre and, through the analysis of the Amor Eterno series, understand its potential as a soft power resource in China. It is concluded that Amor Eterno has characteristics that allow it to build a good image of China abroad, generating admiration and attraction for the country, as its plot highlights positive aspects of the ancient culture of the Asian country.
Copyright (c) 2023 Aline Santos, Guibson Dantas https://creativecommons.org/licenses/by-nc-sa/4.0
The opening of hospitality and listening zones for migrants in the images of Border (2004) and Purple Sea (2020)
In the emergence of a surviving act, the directors of Purple Sea (2020) and Border (2004) produced documentaries about crossing borders, the first on a shipwreck in the Mediterranean Sea and the second between France and England.In sequences in which the sound becomes diegetic, it is possible to hear the refugees' cries of despair, whether due to the despair of drifting on the high seas or the constant search of countries' border police to interrupt this crossing.This sound of asking for help is accompanied by an ethical demand that cannot be confused with the voice.It is an appeal that conveys precariousness and demands a response.Emmanuel Lévinas' face expresses the welcome and unrestricted openness to the stranger who appears before us.From this proposition, it is possible to understand how the concepts of hospitality, by Marie-José Mondzain, and non-violence, by Judith Butler, can shift our gaze towards listening to this otherness that asks for more than help: it calls for another visibility, legibilityand consideration of precarious lives.
documentary; ethic; refugees; no violence; hospitality.
Copyright (c) 2023 Felipe Borges Silva, Angela Cristina Salgueiro Marques https://creativecommons.org/licenses/by-nc-sa/4.0
A primeira deputada federal negra eleita pelo Paraná: uma análise da campanha de Carol Dartora em 2022
Esse artigo traz os resultados da análise da campanha de Carol Dartora (PT-PR) para o cargo de deputada federal nas eleições de 2022, este conquistado pela candidata. Para basear a análise, foram escolhidos 5 materiais, incluindo um Jingle, materiais audiovisuais e postagens para a rede digital. Utilizando da teoria de representação de arquétipos femininos em candidaturas de mulheres (Panke, 2016), foi possível determinar a predominância do arquétipo da mulher guerreira durante a campanha. O artigo também corrobora este resultado a partir da análise dos códigos icônico, linguístico e sonoro (Eco apud Panke, 1993), bem como pelas provas de persuasão da comunicação (Santos, 2020), identificando elementos que se associam à liderança e à luta.
Copyright (c) 2023 Letícia Vicente Horst, Letícia Cristina Ferro, Miriah Zanão, Luciana Panke https://creativecommons.org/licenses/by-nc-sa/4.0
Resgate de Identidades: expressões da Negritude na Comunicação Política
Levando em consideração a ascensão contínua da premência da identidade negra na comunicação de candidatos pretos e pardos no Brasil, parece natural a necessidade de verificar com olhar atento de que forma exatamente isso ocorre e quais as influências que levaram a este momento histórico particular. Analisando o que compõe esta “negritude” e quais os caminhos percorridos por essa fatia tão relevante da população, tanto no âmbito das mobilizações sociais de rua quanto na presença da política governamental, o artigo se concluiu verificando que os aspectos presentes em campanhas voltadas para o público negro são complexos e multifacetados, bebendo de inúmeras fontes formais e informais, conduzindo de forma importante à maior visibilidade desta identidade reconstituída nos mais diversos segmentos da sociedade civil.
Copyright (c) 2023 Tiago Lima Freire https://creativecommons.org/licenses/by-nc-sa/4.0
Technostalgia and Digital Nostalgia in Contemporary Audiovisual Media: The Cases of Flying Luna Clipper (1987) and Tux and Fanny (2019)
This article seeks to elucidate the notion of digital nostalgia and explore two different ways in which the concept manifests itself in the contemporary world: the rediscovery of digital works from the past in the present and the creation of new works that seek to evoke the past. The perspective of rediscovery is explored by examining the animation Flying Luna Clipper (Ikko Ono, 1987), while the perspective of creation is explored through the series Tux and Fanny (Albert Birney, 2019). Based on methods of film analysis, similarities and distinctions between the two different forms of digital nostalgia represented by the two objects are pointed out, contributing to a greater understanding of digital nostalgia in the context of contemporary audiovisual media.
Copyright (c) 2023 Pedro Azevedo Raia de Siqueira, Talitha Ferraz https://creativecommons.org/licenses/by-nc-sa/4.0
Jennifer’s Body: the horror film industry the representation of women
This article aims to make an analysis about the way in which the horror film industry collaborates in the process of building the image of women and how this can influence the issue of “gender equality”. In order to observe the aforementioned phenomenon, a case study of the film “Jennifer’s Body” is constituted in order to note, through its repercussion in two different periods, the question around the representation of women, as well as the difficulty of inserting feature films in the cinematographic market that deviate from the existing ideology of how to carry out this representation. It is concluded, given the scenario of promoting the Sustainable Development Goals (SDGs) developed by the UN in which one of the points raised is “gender equality”, that this analysis is of paramount social importance.
Copyright (c) 2023 Júlia Loureiro Privatti https://creativecommons.org/licenses/by-nc-sa/4.0
Estratégias discursivas para a comunicação científica: dilemas entre o jargão e a metáfora
This essay seeks to explore the uses of language in science communication, especially in the use of scientific jargon and metaphors in dissemination articles. For this, a bibliographic review was carried out, through the cataloging of articles about discursive strategies for scientific communication. This review aimed to investigate how, in the current context of scientific journalism in Brazil, positions have been established on communication and language strategies to better communicate scientific knowledge.
Copyright (c) 2023 Isabela Tosta Ferreira https://creativecommons.org/licenses/by-nc-sa/4.0
Esta análise de produto cultural/social busca entender a importância do Slam como espaço de amplificação e visibilização das vivências femininas afro-brasileiras. Como objeto de estudo, serão utilizadas as poesias apresentadas por cinco poetas negras na final do Campeonato de Poesia Falada de São Paulo 2022. Partindo do princípio do conceito de escrevivência da Conceição Evaristo, este artigo sustenta a inferência que as poesias destas slammers carregam todas as suas experiências marcadas pelas discriminações de raça, gênero e classe.
Copyright (c) 2023 Laura Ferreira de Abreu, Vinicius Romanini https://creativecommons.org/licenses/by-nc-sa/4.0
EXPLORATORY RESEARCH ON THE LACK OF COMMUNICATIVE ACCESSIBILITY AND THE DEFICIENCIES OF THE MEDIA AND TV JOURNALISM
Esta investigação apresenta uma pesquisa exploratória acadêmica sobre a falta de Acessibilidade Comunicativa e a deficiência presente nas mídias telejornalísticas, com ênfase no jornal da TV Cultura e em relação aos Objetivos do Desenvolvimento Sustentável (ODS) da Agenda 2030, estabelecidos pela Organização das Nações Unidas (ONU) e dos quais o Brasil é signatário. O trabalho surgiu a partir da identificação da ausência de um levantamento dos trabalhos sobre o tema até o presente momento e foi realizado a partir de critérios qualiquantitativos e de Análise de Conteúdo (BARDIN, 2002) dos resultados das buscas. Em um primeiro momento, o artigo contextualiza a problemática do direito à informação de Pessoas com Deficiência (PCDs) e a Acessibilidade Comunicativa no jornalismo. Em seguida, são apresentados os resultados da busca feita em diferentes repositórios científicos, de acordo com palavras-chave relacionadas ao tema e critérios de seleção. Por fim, o artigo traz a lista dos trabalhos selecionados na pesquisa exploratória realizada e as considerações sobre as escolhas e a contribuição da investigação para o campo científico e para futuras pesquisas sobre o tema.
Objetivos do Desenvolvimento Sustentável
Copyright (c) 2023 Micael dos Santos Olegário, Marco Bonito https://creativecommons.org/licenses/by-nc-sa/4.0
Public reactions on Twitter to Sleeping Giants Brazil's strategies to demonetize websites that promote misinformation and hate speech
The article analyzes the responses of users in Twitter to the profile Sleeping Giants Brazil, a movement that denounces advertisers and direct financing platforms of sites that disseminate false or discriminatory content. From the classification of posts between denounces or boycott threats against financers of fake news and hate speech, and posts that explain the demonetization actions, the research builds a typology of public reactions in favor of these campaigns, or with critical comments that question the methods or the goals of demonetization, criticized for being an indirect form of censorship or ideological persecution.
Copyright (c) 2023 Diogo Alegranzi Cavalcante, Ivan Paganotti https://creativecommons.org/licenses/by-nc-sa/4.0
Between experimental cinema and video art: audiovisual developments
This work consists of an analysis of art forms linked to the moving image in the current scenario. The study aims to analyze the process of convergence between experimental cinema and video art, in order to understand the aesthetic and political movements that culminated in this conjuncture. For this, a bibliographic review of influential authors on the subject and a theoretical-critical analysis of artists who produce within this perspective, such as André Parente and Luc Courchesne, were carried out. From the results of the research, it was possible to conclude that the division between experimental cinema and video art is anachronistic, since art is increasingly multimedia and that artists turn their attention to the problems of a computerized society.
Copyright (c) 2023 Carmem Martins Coelho, Susana Dobal https://creativecommons.org/licenses/by-nc-sa/4.0
Noveleiros de Plantão: uma análise dos comentários sobre Novo Mundo e Nos Tempos do Imperador do grupo TV Postagem
Este artigo propõe-se a analisar os comentários acerca das novelas Novo Mundo (2017) e Nos Tempos do Imperador (2021) através do grupo do Facebook TV Postagem. Para isto, fez-se necessário utilizar os métodos de Observação Participante e Netnografia. Os principais resultados obtidos demonstram que, para os comentadores, a telenovela Nos Tempos do Imperador apresentou dois grandes problemas: a má construção de personagens e um roteiro fraco cuja trama parecia ser inverossímil, ao contrário de sua antecessora Novo Mundo.
Copyright (c) 2023 Júlia dos Santos, Regina Lúcia Gomes Souza e Silva https://creativecommons.org/licenses/by-nc-sa/4.0
Acessibilidade comunicativa na mídia local: uma análise sobre o jornalismo de São Borja
Nesta investigação científica, a acessibilidade comunicativa é analisada em relação à mídia local da cidade de São Borja/RS; assim, foram ponderados contextos sociais, tecnológicos e jornalísticos, para entendimentos das faces do problema e problematizações teóricas, onde conceitos como acessibilidade comunicativa e cidadania comunicativa puderam proporcionar o alcance do objetivo proposto. O presente trabalho busca dar visibilidade às questões que envolvem acessibilidade comunicativa e, consequentemente, a promoção de Cidadania às Pessoas com Deficiência Múltipla Sensorial.
Copyright (c) 2023 Juliana Alves Bral, Marco Antonio Bonito https://creativecommons.org/licenses/by-nc-sa/4.0
This paper compares how female aging is portrayed in contemporary films from the United States, France, and the United Kingdom -- Hello, My Name Is Doris (2015), The Young Lovers (2021), and Good Luck to You, Leo Grande (2022), respectively. The cinematic analysis was supported by screenshots of the films and divided into three categories: the Psychological/Emotional Portrait, the Social Portrait, and the Physical and Romantic/Sexual portrait. One of the main conclusions drawn from the analyses was that none of the three selected films managed to completely escape culturally associated preconceptions and/or stigmas about female aging and old age. All three, however, in their own way, attempt to overcome the limitations imposed on the protagonists, be they social, physical, or affective.
Copyright (c) 2023 Isadora Sanches, Elen Geraldes https://creativecommons.org/licenses/by-nc-sa/4.0
Product placement no cinema Blockbuster: Um estudo sobre Capitão América: Guerra Civil (2016)
O product placement é uma técnica utilizada para a promoção de marcas, produtos e serviços como uma estratégia alternativa à saturação midiática tradicional e à baixa adesão de público aos modelos convencionais de reclames. Desse modo, como parte de narrativas de filmes, seriados, novelas e outros, as inserções dessa tática se integram aos enredos, construindo discursos simbióticos de conteúdo promocional e de entretenimento. Este estudo analisou o desenvolvimento da técnica de product placement no filme Capitão América: Guerra Civil (2016), considerando especificidades do mercado blockbuster e novas circularidades para a produção publicitária.
Copyright (c) 2023 Maria Clara Vieira Prates, Gustavo Souza Santos https://creativecommons.org/licenses/by-nc-sa/4.0
Análise semiótica de capas da Vogue estadunidense de 1920 e 2020: 100 anos de ínterim
O presente artigo apresenta a análise semiótica de três capas da revista Vogue estadunidense, considerando também dos cinco códigos do não verbal, a linguagem da aparência e dos artefatos. Duas capas são de edições do mês de setembro de 1920, quando a Vogue tinha tiragem quinzenal, e uma é de setembro de 2020, quando a revista já havia se tornado mensal. As três foram escolhidas em razão do uso de ilustrações ao invés de fotografias e da capacidade de representação do público-alvo do periódico: mulheres de alto poder aquisitivo e interessadas em moda. A vertente semiótica adotada é a Peirceana, na qual se baseia o modelo processual da análise: ponto de vista icônico-qualitativo, indicial- singular e convencional-simbólico. Um paralelo entre as edições, com diferença de cem anos, permite identificar similaridades e diferenças entre os signos não verbais.
Copyright (c) 2023 Cláudia Ribeiro Monteiro Lopes https://creativecommons.org/licenses/by-nc-sa/4.0
Corpo, narcisismo e performance do gênero masculino no Instagram
Este artigo tem o intuito de analisar a influência do Instagram na construção da masculinidade heteronormativa como modelo hegemônico a ser seguido pelos sujeitos. A partir da etnografia virtual, conceito criado por Christine Hine, sete perfis de homens que propagam a cultura fitness no Instagram foram estudados para entender como ocorrem os processos representacionais das performances de gênero e corpo.
Copyright (c) 2023 Lucas Wesley Kelly dos Anjos https://creativecommons.org/licenses/by-nc-sa/4.0
Study of trends in Public Relations: Analysis of Papers focused on Communication, innovation and technologies at Abrapcorp from 2015 to 2020
This article analyzes the results of a scientific study on the papers presented in the working group "Communication, Innovation and Technology" of the Brazilian Association of Researchers in Organizational Communication and Public Relations (Abrapcorp) in the period from 2015 to 2020. The methodological procedures used were: bibliographic research, literature review, mapping, content analysis and classification. Content analysis was selected as a methodological resource to map the themes of the papers presented at the aforementioned working group and highlight the most studied objects, research methods and techniques, as well as scientific advances. We listed five main research trends in innovation within Organizational Communication and Public Relations.
Copyright (c) 2023 Beatriz de Souza Nunes, Jonas da Silva Gomes Junior https://creativecommons.org/licenses/by-nc-sa/4.0
Atenção e publicidade infantil no YouTube: um estudo do conteúdo de Luccas Neto
O objetivo deste artigo é abordar o problema da atenção a partir da análise do conteúdo publicitário presente no canal do YouTube de Luccas Neto. Busca-se investigar como a publicidade se configura dentro de um dos maiores canais brasileiros no segmento infantil. A metodologia adotada é a análise de conteúdo, com recorte temporal de outubro a dezembro de 2019. No universo analisado, formado por 82 vídeos, foi constatado que a publicidade se divide em dois tipos: separada da narrativa e inserida na narrativa, também chamada de product placement. O artigo conclui que, apesar de todas as formas de publicidade infantil serem abusivas, o grande problema está no product placement, que atrai a atenção da criança com recursos visuais, mas dificulta sua identificação como publicidade.
Copyright (c) 2023 Rodolfo Rorato Londero https://creativecommons.org/licenses/by-nc-sa/4.0
The Mirabal Sisters' Resistance to Authoritarianism in the Film In the Time of the Butterflies
The present text intends to carry out an analysis of the filmic representations of the Mirabal sisters' resistance to Rafael Trujillo's regime (1930-1938 and 1942-1952) in the film In the Time of the Butterflies (dir. Mariano Barroso, USA-Mexico, 2001). Due to the historical relevance of the episode for the Dominican Republic and Latin America, the sisters became a symbol of the struggle against authoritarianism and against violence, with their memory remaining alive to the present day. In light of this, it is intended to conduct an analysis of the representations of the dictator and the sisters in the audiovisual work, as well as the act of resistance presented and how, from this, the sisters' stories became a symbol of the struggle against authoritarianism and violence.
Copyright (c) 2023 Raphaella Parizani https://creativecommons.org/licenses/by-nc-sa/4.0
From classic to moderno: Citizen Kane and the modernizations of cinematographic language
This article aims to present a brief study on the modernization of cinematographic language from the film Citizen Kane (1941), made by director Orson Welles. It seeks to analyze how he combines the elements of filmic expression to promote profound changes in relation to the dramaturgical and aesthetic conventions of classic Hollywood cinema, thus laying the foundations for the emergence of modern cinema.
Copyright (c) 2023 Igor Cerqueira Cordeiro https://creativecommons.org/licenses/by-nc-sa/4.0
Consumption is also serial: the figure of the Serial Killer as a media product
This study aims to understand the transformation of the serial killer figure into a media product, taking into consideration content and consumer goods inspired by the following criminals: Ed Kemper, Jack the Ripper, Jeffrey Dahmer, John Wayne Gacy, and Ted Bundy. Subsequently, the Cultural Industry and the influence of Pop Culture throughout the Media Eras approached by Lucia Santaella were analyzed in order to map the evolution of media formats. Through this, it will be possible to define how the figure of the serial killer has become a marketing product, observing its insertion and form of consumption. To achieve these objectives, two methodological procedures were used: a bibliographic study, with the main authors that guide the themes analyzed, and empirical research, using content analysis and its categorization method.
Copyright (c) 2023 Gabriella de Almeida Aragone https://creativecommons.org/licenses/by-nc-sa/4.0
An analysis according to the journalistic ethos
This work examines how audiovisual productions portray the journalist's profession from the American television series The Morning Show. The analysis was divided into five categories: the representation of journalists according to the journalistic Ethos, the clash between journalism and commercial interests evidenced by the fictional broadcaster, understanding of the meaning frames provided by fiction about journalists and the profession, the representation of disparity ethics between TV and print journalists and the machismo portrayed in the series. The article confirms that the series influences the public in the reflection on the current discredit of the profession and corroborates the representation of the ethical and intellectual disparity about journalist characters in the print and television media.
Copyright (c) 2023 CARLOS ROBERTO PRAXEDES SANTOS, Gabrieli Giani Kohler https://creativecommons.org/licenses/by-nc-sa/4.0
Principles of a Transmedia Narrative: in the Production of the Heartstopper series
This article deals with the principles of a transmedia narrative: in the production of the Heartstopper series. As an objective, we will identify as techniques of a transmedia Narrative, having as main focus the production Heartstopper by producer and writer Alice Oseman, considering that the television series is one of the media productions with the highest rate of popularity in current streamings. For this, we will use the principles of a transmedia narrative by JENKINS (2008). In this sense, through a descriptive study, we seek to show the main principles for a production to be considered transdia. The story of the Heartstopper series and young people today like this and the themes of homophobia are several issues in the form of bullying, which are the joy of people of LGBTQ+ homophobia and become a matter of paramount importance today.
Copyright (c) 2023 Ryan Augusto, Beatriz Silva Goes https://creativecommons.org/licenses/by-nc-sa/4.0
O presente artigo pretende analisar a transmidiação na saga Crepúsculo a partir dos princípios da profundidade, coerência, imersão x extração, construção de universo, serialidade, subjetividade e performance. Nesse sentido, busca-se expor como essa história evoluiu em decorrência do público consumidor, pois os fãs foram fundamentais na dispersão do conteúdo da saga nas plataformas predominantes na época, como os blogs, revistas impressas, sites de fanfictions e Youtube. Para tanto, realizou-se um mapeamento bibliográfico tendo como base principal os estudos de Jenkins (2009,2013) a respeito de convergência midiática e produto transmídia. Concluiu-se que a saga Crepúsculo enquadrou-se nos conceitos de produto transmídia principalmente graças à atuação do público consumidor.
Copyright (c) 2022 Maria Beatriz Rodrigues da Silva, Beatriz Silva Goes https://creativecommons.org/licenses/by-nc-sa/4.0
Tool for identification of counterintuitive advertising and your applicability
This paper discusses counterintuitive advertising as an approach to displacing stereotypes. The main goal is to develop a tool based on Design Science Research (LACERDA et al., 2013) to help identify counterintuitive advertising. The conceptualization of terms (BRAGALIA et al., 2017) such as "stereotype" and "beliefs" (PEREIRA, 2002) was necessary to achieve the objective. The research has a qualitative profile, the method of data collection is constituted in a floating way, and the analysis - of the campaign Parada BK of Burger King - occurs according the tool developed by the authors. The results obtained show the efficiency of the tool and classify the advertising - Parada BK - which had the LGBTQIA+ community as it central theme as counterintuitive.
Copyright (c) 2022 David da Silva Ferreira de Sousa, Débora Cristina Tavares https://creativecommons.org/licenses/by-nc-sa/4.0
In Brazil, research on online violence is still recent. When it comes to online violence against women, the literature is even more scarce. Therefore, this work presents itself as a contribution to the understanding of the issue of violence against women in the virtual environment in the country and conceptualizes online violence from the notion of gender violence. It also seeks to present some types of violence in the virtual environment and to analyze an interview with the activist and feminist Lola Aronovich, a victim of violence in virtual environments in recent years. For the construction of this work, the results of the Brazilian Observatory of Violence online were analyzed and authors such as Bailey Poland, Janara Sousa were used, in addition to Brazilian legislation to understand the theme and its contours and unfolding. The interview sought to understand the case of violence that occurred, how it was triggered and the motivations, in addition to the consequences of this violence. As a result, the work shows some online violence that already have legislation on them and shows convergences between the theoretical framework and the notes reached by the interview, affirming male domination and the notion of power and dominant beliefs present on the Internet, which have consequences in the physical world. such as stalking, harassing, threatening and harassing. However, there are ways to protect yourself from these attacks and reporting channels that guarantee the protection of victims.
Copyright (c) 2022 Lucas Sousa do Vale https://creativecommons.org/licenses/by-nc-sa/4.0
This research seeks, through a queer perspective, to examine the normative discourses that appear in virtual debates involving non-monogamous homoparental families. The Facebook page of the Brazilian LGBTQIA+ portal Põe na Roda was chosen, more specifically the publication of the news “Triad manages to record the 3 paternity in the children’s documents”, to employ a Foucauldian discourse analysis in four comments that received the most reactions of users. A balance was identified between conservative and progressive positions in relation to the homosexual triad in the chosen cyberspace, which made it possible to point out normative discourses and explore queer criticism to the search for recognition.
Copyright (c) 2022 Giovane de Melo Scremin https://creativecommons.org/licenses/by-nc-sa/4.0
Buscar formas de produção do conhecimento é uma via de agência para a transformação dos modos do fazer epistemológico e assim traçar horizontes para adiar o fim do mundo, a partir do que corrobora Ailton Krenak. O presente artigo mobiliza o pensamento indígena como central para a consolidação dessa ponte. Abordando duas vias principais: a produção de realizadorus indígenas no campo do audiovisual e de pesquisadorus indígenas dentro do âmbito acadêmico.
Copyright (c) 2022 Steffane Pereira Santos, Gabriel Nunes da Silva https://creativecommons.org/licenses/by-nc-sa/4.0
This paper have the goal to analyse how the excessive and negative exposure of celebrities image could affect them at Social Media field and how the imagetic capital could be recovered in cases of crisis. As a study case, we've choose the involvement of singer Karol Conká in the reality show Big Brother Brasil 21, from TV Globo. Our research concern is mapping how the singer's actions have affected her capital followers on social network Instagram and to understand how her role as olympian celebrity, as Morin (1997) says, was damaged. Our theoretical background was built by ideas from Morin (1997), Foucault (1975), Bauman (2014), Lévy (1999) and Debord (2007).
Copyright (c) 2022 Erton Rocha Gomes Pereira, Marina dos Santos Franco, Hugo Michel Melo Pinto, Ricardo Matos de Araújo Rios https://creativecommons.org/licenses/by-nc-sa/4.0