Cosumption, identity and publicity: a relationship to be (re)thought

Authors

  • Diana Gualberto de Macedo Escola Superior de Propaganda e Marketing de São Paulo (ESPM).

DOI:

https://doi.org/10.11606/issn.2316-9125.v15i3p101-109

Keywords:

consumption, identity, national identity, media, advertising.

Abstract

The critique, through the Skol beer advertising, with the film Argentinos do samba, discuss the theme of identity construction, specifically the national identity, relating the discussion about advertising, with the process of consumption. It is demonstrated how the consumption is essential to the production process, engine of the society dynamic. The advertising, inserted in media culture, gives speed to the process of consumption, which means, the good is produced and the advertising’s role is to publicize it to be consumed, associating its functionality (use value) to its symbolic values (exchange value). And so, the advertising
makes possible, by images and discourses, the circulation of identity behaviors, associated with lifestyles.

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Author Biography

  • Diana Gualberto de Macedo, Escola Superior de Propaganda e Marketing de São Paulo (ESPM).
    Pesquisadora. Mestra em Comunicação e Práticas de Consumo pela Escola Superior de Propaganda e Marketing de São Paulo (ESPM).

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Published

2010-12-30

Issue

Vol. 15 No. 3 (2010): Banda Larga e TV digital no Brasil

Section

Review

License

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How to Cite

Macedo, D. G. de. (2010). Cosumption, identity and publicity: a relationship to be (re)thought. Comunicação & Educação, 15(3), 101-109. https://doi.org/10.11606/issn.2316-9125.v15i3p101-109