{"id":5842,"date":"2011-09-01T14:53:52","date_gmt":"2011-09-01T14:53:52","guid":{"rendered":"https:\/\/labcom.ubi.pt\/?p=5842"},"modified":"2022-10-07T15:17:25","modified_gmt":"2022-10-07T15:17:25","slug":"by-joao-carlos-correia-colecao-livros-labcom-ano-da-edicao-2011-isbn-978-989-654-068-5-preco-da-edicao-impressa-e-13-encomendar-download-pdf-1194-kb-sinopse-espelho-de-anos-de-aulas-em-te","status":"publish","type":"post","link":"https:\/\/labcom.ubi.pt\/en\/by-joao-carlos-correia-colecao-livros-labcom-ano-da-edicao-2011-isbn-978-989-654-068-5-preco-da-edicao-impressa-e-13-encomendar-download-pdf-1194-kb-sinopse-espelho-de-anos-de-aulas-em-te\/","title":{"rendered":"PUBLICIDADE E CONSUMA\u00c7\u00c3O NAS SOCIEDADES CONTEMPOR\u00c2NEAS"},"content":{"rendered":"
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J\u00e1 presente na antiguidade cl\u00e1ssica, a publicidade – entendida como qualidade daquilo que \u00e9 p\u00fablico e colectivamente mobilizador – continua a ser um conceito central das sociedades. A reflex\u00e3o que agora se divulga procura avaliar as suas muta\u00e7\u00f5es contempor\u00e2neas a partir do seu projecto dram\u00e1tico-expressivo, e estrutura-se em dois momentos.\u00a0O primeiro tem por refer\u00eancia um entendimento geneal\u00f3gico da categoria de publicidade. S\u00e3o identificados v\u00e1rios modelos hist\u00f3ricos de compreens\u00e3o da publicidade culminando com uma interpreta\u00e7\u00e3o est\u00e9tico-figuracional das pr\u00e1ticas sociais hodiernas.\u00a0O segundo momento, desenvolvendo um dos elementos principais da figurabilidade p\u00fablica, relaciona a publicidade com a l\u00f3gica social do consumo. A abordagem s\u00f3cio-antropol\u00f3gica do consumo retira-lhe o pendor econ\u00f3mico e coloca-o no \u00e2mago das sociabilidades enquanto consuma\u00e7\u00e3o: uma forma comunicativa caracterizada por uma ac\u00e7\u00e3o material que empenha simbolicamente o indiv\u00edduo na reprodu\u00e7\u00e3o do v\u00ednculo social. A consuma\u00e7\u00e3o interpela publicamente o individual a inscrever-se no colectivo funcionando como uma for\u00e7a centr\u00edpeta que fornece ao indiv\u00edduo um modo de reconhecimento da perten\u00e7a.<\/p>\n

Em ambos os momentos – na publicidade figurativa e na consuma\u00e7\u00e3o – estamos perante uma ac\u00e7\u00e3o simb\u00f3lica promotora de integra\u00e7\u00e3o social que reflecte o \u00edmpar dinamismo dos processos sociais contempor\u00e2neos.<\/p>\n

Pre\u00e7o da edi\u00e7\u00e3o impressa:\u00a0<\/span>\u20ac 15<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/article>","protected":false},"excerpt":{"rendered":"

J\u00e1 presente na antiguidade cl\u00e1ssica, a publicidade – entendida como qualidade daquilo que \u00e9 p\u00fablico e colectivamente mobilizador – continua a ser um conceito central…<\/p>","protected":false},"author":2,"featured_media":5843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,10],"tags":[],"class_list":["post-5842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-livro-comunicacao","category-publicacao"],"acf":[],"yoast_head":"\nPUBLICIDADE E CONSUMA\u00c7\u00c3O NAS SOCIEDADES CONTEMPOR\u00c2NEAS - LabCom - Laborat\u00f3rio de Comunica\u00e7\u00e3o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/labcom.ubi.pt\/en\/by-joao-carlos-correia-colecao-livros-labcom-ano-da-edicao-2011-isbn-978-989-654-068-5-preco-da-edicao-impressa-e-13-encomendar-download-pdf-1194-kb-sinopse-espelho-de-anos-de-aulas-em-te\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PUBLICIDADE E CONSUMA\u00c7\u00c3O NAS SOCIEDADES CONTEMPOR\u00c2NEAS - 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