Banca de QUALIFICAÇÃO: DANYELLE ALVES DA PAIXÃO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : DANYELLE ALVES DA PAIXÃO
DATE: 12/04/2022
LOCAL: Via Videoconferência Google Meet (Pandemia Covid19)
TITLE:

"If you don't have to give up anything, you're not an ally: Consumption and activism in the speeches of communication consultancy Think Eva and Indique Uma Preta

KEY WORDS:

Consumption; Activism; brands; Speech; Communication;

PAGES: 98
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

In the second decade of the 21st century, we could observe changes in brand positioning. They are innovating, seeking to reach new audience profiles, often aligned with the agendas of social movements, especially feminist movements. In order to maintain their positioning, which goes beyond advertisements, including internal communication, some brands seek the help of consultancies, such as Think Eva and Indique Uma Preta, which works with a focus on the female audience and is strategically based on the guidelines of social movements, such as feminisms. That said, this research seeks to understand the relationships between consumption, advertising and activism, questioning how the market, through consultancies such as these, appropriates the discourses of the causes of social movements to leverage business and position brands. For this, we will use the following methodologies for data collection: Netnography, based on Kozinets (2014) and for data analysis, discourse analysis (ORLANDI, 2020). The work also draws on discussions by Dardot and Laval (2016) and Maria Eduarda Rocha (2010) on neoliberal rationality, Izabela Domingues and Ana Paula de Miranda (2018) on consumption activism, among others. The possible results indicate that, in a neoliberal context, the guidelines of feminist movements are appropriated by the market, suffering consequences such as depoliticization and emptying of meaning.

BANKING MEMBERS:
Interna - 3227594 - CRISTINA TEIXEIRA VIEIRA DE MELO
Presidente - 2312853 - IZABELA DOMINGUES DA SILVA
Externa ao Programa - 2133092 - SORAYA MARIA BERNARDINO BARRETO JANUARIO
Externo à Instituição - VANDER CASAQUI - UMSP