The meanings of lives in the contexto od the pandemic: from escapismo and philanthropy to identity logics: Les sens des vies dans le contexte de la pandémie : de l'évasion et de la philanthropie aux logiques identitaires
The context of the Covid-19 pandemic had impacts in different areas, including the media scene, advertising and consumption. At this triple junction are the so-called lives – understood and delimited here as live transmissions of musical content via digital platforms. This article aims to shed light...
| Autores: | , , , |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | Brasil |
| Institución: | Pontifícia Universidade Católica de São Paulo (PUC-SP) |
| Repositorio: | Galáxia (São Paulo) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/55576 |
| Acceso en línea: | https://revistas.pucsp.br/index.php/galaxia/article/view/55576 |
| Access Level: | acceso abierto |
| Palabra clave: | live pandemic advertising consumption brands pandemia publicidade consumo marcas en vivo publicidad |
| Sumario: | The context of the Covid-19 pandemic had impacts in different areas, including the media scene, advertising and consumption. At this triple junction are the so-called lives – understood and delimited here as live transmissions of musical content via digital platforms. This article aims to shed light on this new phenomenon, seeking to understand it in its complexity, not only from a conceptual point of view, but also in terms of categorizations applied in conjunction with brands. From an interdisciplinary bibliographic review and anthroposemiotic analysis of 36 musical lives produced and transmitted in Brazil, we found emotional (escapist and empathic), energetic (philanthropic and interactive) and logical (identity and community) lives, projecting different media and advertising environments for the brands. |
|---|