An exploratory point of view about consumption and mediatization of food brands in the lives of some families

Abstract

This article presents considerations that are part of the development of the research Theproduction of meaning in reception of advertising and consumption practices of food inthe city of São Paulo. The aim was to investigate the discursive practices of three familiesfrom Sao Paulo and we try to identify aspects of production of meaning mediatizatedand consumption of brand foods in cultural practices of daily life. From the criticaldiscourse analysis (CDA), we confront the discourses with hegemonic social practicesderived from food consumption of families investigated as a way of understanding theissues in the pattern of consumption brand reception of the phenomenon under study.