Confinement narratives

Spain had been one of the worst affected countries during the first wave of the coronavirus pandemic, and by mid-March it had enforced one of the strictest lockdowns in Europe. As ethnographers, we have to deal with the unexpected (Canals, 2020) and cultural narratives embedded in widely broadcast a...

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Detalles Bibliográficos
Autor: Grau Rebollo, Jorge|||0000-0003-2709-8696
Tipo de recurso: artículo
Fecha de publicación:2021
País:España
Institución:Universitat Autònoma de Barcelona
Repositorio:Dipòsit Digital de Documents de la UAB
Idioma:inglés
OAI Identifier:oai:ddd.uab.cat:243603
Acceso en línea:https://ddd.uab.cat/record/243603
https://dx.doi.org/urn:doi:10.5565/rev/periferia.822
Access Level:acceso abierto
Palabra clave:Advertising
Confinement
Coronavirus
Cultural narratives
Publicidad
Confinamiento
Narrativas culturales
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spelling Confinement narrativesTV advertising during the coronavirus outbreak in SpainGrau Rebollo, Jorge|||0000-0003-2709-8696AdvertisingConfinementCoronavirusCultural narrativesPublicidadConfinamientoNarrativas culturalesSpain had been one of the worst affected countries during the first wave of the coronavirus pandemic, and by mid-March it had enforced one of the strictest lockdowns in Europe. As ethnographers, we have to deal with the unexpected (Canals, 2020) and cultural narratives embedded in widely broadcast audiovisual productions can be a key source for analysing social discourses and prevalent images during exceptional periods. Of these productions, TV advertising can be extremely valuable, with its intentional micro-stories of everyday life that condense self-contained, meaningful audiovisual tales into less than 60 seconds. I examine here cultural narratives on the quarantine and subsequent de-escalation process in Spain by analysing a sample of 32 spots from 17 different brands and institutions in two different rounds of advertising. Among the recurrent tropes, a consistent storyline on a new sense of communitas is forged by emphasising resilience and continuity as cornerstones for a more robust concept of togetherness based on the idea of mutuality of sharing - drawing upon Sahlins' "mutuality of being" (2013). 22021-01-0120212021-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/243603https://dx.doi.org/urn:doi:10.5565/rev/periferia.822reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:2436032026-06-06T12:50:31Z
dc.title.none.fl_str_mv Confinement narratives
TV advertising during the coronavirus outbreak in Spain
title Confinement narratives
spellingShingle Confinement narratives
Grau Rebollo, Jorge|||0000-0003-2709-8696
Advertising
Confinement
Coronavirus
Cultural narratives
Publicidad
Confinamiento
Narrativas culturales
title_short Confinement narratives
title_full Confinement narratives
title_fullStr Confinement narratives
title_full_unstemmed Confinement narratives
title_sort Confinement narratives
dc.creator.none.fl_str_mv Grau Rebollo, Jorge|||0000-0003-2709-8696
author Grau Rebollo, Jorge|||0000-0003-2709-8696
author_facet Grau Rebollo, Jorge|||0000-0003-2709-8696
author_role author
dc.subject.none.fl_str_mv Advertising
Confinement
Coronavirus
Cultural narratives
Publicidad
Confinamiento
Narrativas culturales
topic Advertising
Confinement
Coronavirus
Cultural narratives
Publicidad
Confinamiento
Narrativas culturales
description Spain had been one of the worst affected countries during the first wave of the coronavirus pandemic, and by mid-March it had enforced one of the strictest lockdowns in Europe. As ethnographers, we have to deal with the unexpected (Canals, 2020) and cultural narratives embedded in widely broadcast audiovisual productions can be a key source for analysing social discourses and prevalent images during exceptional periods. Of these productions, TV advertising can be extremely valuable, with its intentional micro-stories of everyday life that condense self-contained, meaningful audiovisual tales into less than 60 seconds. I examine here cultural narratives on the quarantine and subsequent de-escalation process in Spain by analysing a sample of 32 spots from 17 different brands and institutions in two different rounds of advertising. Among the recurrent tropes, a consistent storyline on a new sense of communitas is forged by emphasising resilience and continuity as cornerstones for a more robust concept of togetherness based on the idea of mutuality of sharing - drawing upon Sahlins' "mutuality of being" (2013).
publishDate 2021
dc.date.none.fl_str_mv 2
2021-01-01
2021
2021-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
VoR
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dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://ddd.uab.cat/record/243603
https://dx.doi.org/urn:doi:10.5565/rev/periferia.822
url https://ddd.uab.cat/record/243603
https://dx.doi.org/urn:doi:10.5565/rev/periferia.822
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
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dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
reponame_str Dipòsit Digital de Documents de la UAB
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