Abre la felicidad – El discurso de la Coca-Cola en el caso “Ratón en la botella”: Consumo, cotidiano y sujeto
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 contempor...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2014 |
| País: | Brasil |
| Institución: | Universidade de São Paulo (USP) |
| Repositorio: | Signos do Consumo |
| Idioma: | portugués |
| OAI Identifier: | oai:revistas.usp.br:article/105704 |
| Acceso en línea: | https://www.revistas.usp.br/signosdoconsumo/article/view/105704 |
| Access Level: | acceso abierto |
| Palabra clave: | consumo comunicação discurso Coca-Cola comunicación consumption communication discourse |
| Sumario: | 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. |
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