Open hapiness – The discourse of the Coca-Cola in the case “Rat in the boottle”: Consumption, everyday and subject
DOI:
https://doi.org/10.11606/issn.1984-5057.v6i2p237-254Keywords:
consumption, communication, discourse, Coca-ColaAbstract
Considering the consumer society as a presenteeism, ephemeral and elusive one, the present study aims to understand the discourse of Coca-Cola facing a charge pressed by a consumer in 2013. In order to accomplish that, we present considerations that characterize the logic of consumption in contemporary society, which can determine the daily life of individuals. Through the organizational discourse analysis, we problematize the case "rat in the bottle" pointing out some of the challenges that consumer relations impose on brands, showing certain unpreparedness regarding new collective demands.Downloads
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Published
2014-12-09
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ARTICLES
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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
How to Cite
Open hapiness – The discourse of the Coca-Cola in the case “Rat in the boottle”: Consumption, everyday and subject. Signos do Consumo, [S. l.], v. 6, n. 2, p. 237–254, 2014. DOI: 10.11606/issn.1984-5057.v6i2p237-254. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/105704.. Acesso em: 30 jun. 2024.