INTERACTION REGIMES IN A NARRATIVE OF THE REPERCUSSION: O Boticário, “the couples”, Malafaia and “me”.
The narratives of the repercussion arise, on the one hand, from the attempts of programming and manipulation of the companies and their publicity, as well as, on the other hand, the logics of adjustment and accident found in the narratives of the consumers. A continuum between the interaction regime...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2018 |
| País: | Brasil |
| Institución: | Universidade Federal do Tocantins (UFT) |
| Repositorio: | Revista Observatório |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.revista.uft.edu.br:article/3822 |
| Acceso en línea: | https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/3822 |
| Access Level: | acceso abierto |
| Palabra clave: | Advertising; Narratives; Interaction Regimes; Participatory Culture; Repercussion. Advertising Publicidad; Narrativas; Regímenes de Interacción; Cultura Participativa; Repercusión. Publicidad Publicidade; Narrativas; Regimes de Interação; Cultura Participativa; Repercussão. Publicidade |
| Sumario: | The narratives of the repercussion arise, on the one hand, from the attempts of programming and manipulation of the companies and their publicity, as well as, on the other hand, the logics of adjustment and accident found in the narratives of the consumers. A continuum between the interaction regimes (LANDOWSKI, 2014), embodied in this article by O Boticário's advertising for Valentine's Day (2015) and the subsequent repercussion of its advertising, which allows us to reflect on the dynamic relationship between brands and their consumers In the context of participatory culture (JENKINS, 2008), where the functional acts of advertising (adhesion and purchase) blend with the appropriations that the "receiver" makes of advertising messages, using them as another constituent element of their fabric social. KEYWORDS: Advertising; Narratives; Interaction Regimes; Participatory Culture; Repercussion. |
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