Documentales de marca: ¿herramienta publicitaria o activismo genuino?

Autores/as

DOI:

https://doi.org/10.11606/issn.1984-5057.v18e244073

Palabras clave:

activismo de marca, entretenimiento de marca, documentales de marca, sostenibilidad, activertising

Resumen

El artículo analiza la ambigüedad de los documentales de marca, que combinan pretensiones documentales con posicionamiento mercadológico. Se investiga en qué medida este formato puede entenderse como activismo genuino y no solo como publicidad. El estudio de caso es Shitthropocene (Patagonia, 2024). Los objetivos son identificar los ejes discursivos sobre consumo y sostenibilidad y evaluar el producto como activismo, publicidad o una forma híbrida. La investigación adopta un enfoque cualitativo, interpretativista y crítico. Se emplean el análisis temático y los Estudios Críticos del Discurso multimodales. Se examinan la narración, el humor, los recursos visuales y la autorrepresentación de la marca. Los resultados identifican cinco temas centrales: sobreconsumo, agencia del consumidor, antidescartabilidad, paradoja marca/capitalismo ético y responsabilidad corporativa. Estos temas se organizan en diferentes capas narrativas. Se concluye que el documental articula crítica social y persuasión de marca, caracterizándose como activertising.

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Biografía del autor/a

  • Sara Rego, University of Minho

    Ph.D. in Communication Sciences, with a specialization in Sustainability, from the University of Minho, where she is a researcher at the Communication and Society Research Centre (CECS). Founder and host of the We Need to Act podcast and the managing director of Be True, an agency dedicated to sustainability communication.

  • Alexandra Leandro, Polytechnic Institute of Coimbra

    Since 2002, has been a member of the faculty of the Polytechnic of Coimbra (School of Higher Education) as a professor and researcher of Communication Sciences. Teaches curricular units of Marketing, Advertising and Public Relations.

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Publicado

2026-02-27

Número

v. 18 (2026)

Sección

ARTÍCULOS

Licencia

Derechos de autor 2026 Sara Rego, Alexandra Leandro

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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.

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Cómo citar

REGO, Sara; LEANDRO, Alexandra. Documentales de marca: ¿herramienta publicitaria o activismo genuino?. Signos do Consumo, [S. l.], v. 18, p. e244073, 2026. DOI: 10.11606/issn.1984-5057.v18e244073. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/244073. Acesso em: 29 oct. 2026.