Ei, você! Me veja, me ame, me compre! Comunicação, consumo e mobilização de afetos na economia da reputação
This dissertation aims to analyze how Natura, a company considered the most reputable in Brazil for over a decade, mobilizes affect in its institutional communication. By putting together corporate reputation studies and studies in Communication and Consumption, we discuss the cultural context for t...
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| Tipo de recurso: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | Brasil |
| Institución: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repositorio: | Biblioteca Digital de Teses e Dissertações da ESPM |
| Idioma: | portugués |
| OAI Identifier: | oai:tede2.espm.br:tede/862 |
| Acceso en línea: | http://tede2.espm.br/handle/tede/862 |
| Access Level: | acceso abierto |
| Palabra clave: | reputação corporativa; comunicação; consumo; afetos; economia da reputação. corporate reputation; communication; consumption; semiotics of affections; reputation economy. CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
| Sumario: | This dissertation aims to analyze how Natura, a company considered the most reputable in Brazil for over a decade, mobilizes affect in its institutional communication. By putting together corporate reputation studies and studies in Communication and Consumption, we discuss the cultural context for the Reputation Economy, as well as the strategies used to mobilize affect in discourse. The theoretical-methodological framework articulates studies on reputation and the semiotics of affect, considering reputation as the result of a relational process grounded in the materiality of discourse. The corpus consists of Natura's sustainability page and an interview with its CEO. In analyzing the corpus, we identified that the company's discourse is anchored in practices such as showing the generation of shared value; emphasizing relationships of trust and committing to ESG agendas. These elements appear both in the form of narratives about socio-environmental impact and in communication rituals that include truth as a value, the dissemination of collective gains, and the aesthetics of beauty as a language of connection. The research contributes to Communication and Consumption studies by discussing how reputation constitutes a power device that structures the relationship between companies and stakeholders. |
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