Narrativas culturales: la celebridad deportiva como referente heroico de nuestro tiempo: la marca deportiva Nike y su cuenta de Instagram
Advertising discourses are conceived as processes of production of meaning and symbolic significance that establish socially and culturally. The objectives of our study are based on interpreting the latent mythical foundations that are present in the discursive representation evoked by the Nike corp...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universidad de Alcalá (UAH) |
| Repositorio: | e_Buah Biblioteca Digital Universidad de Alcalá |
| Idioma: | español |
| OAI Identifier: | oai:dnet:ebuahbibliot::bc9d5c20cee06fb1b550d419e6aafaed |
| Acceso en línea: | http://hdl.handle.net/10017/68996 https://dx.doi.org/10.37467/revvisual.v9.3673 |
| Access Level: | acceso abierto |
| Palabra clave: | Discourse Brand Celebrity Hero Imaginaries Sport Discurso Marca Celebridad Héroe Imaginarios Deporte Filología Philology |
| Sumario: | Advertising discourses are conceived as processes of production of meaning and symbolic significance that establish socially and culturally. The objectives of our study are based on interpreting the latent mythical foundations that are present in the discursive representation evoked by the Nike corporation. The methodology used is based on Norman Fairclough's critical discourse analysis and the multimodal discourse analysis approach. The conclusions corroborate that the sports celebrity acts as a cultural artifact that instrumentalizes the imaginary of the brand based on the social realities of our time. |
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