Banca de DEFESA: DANYELLE ALVES DA PAIXÃO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : DANYELLE ALVES DA PAIXÃO
DATE: 01/03/2023
TIME: 14:00
LOCAL: Videoconferência Via Google Meet
TITLE:

IF YOU DONT HAVE TO GIVE UP ANYTHING, YOU ARE NOT ALLY: discursive analysis of communication consultancies Think Eva and Indique Uma Preta

KEY WORDS:

activism consumption; discourse; communication;Think Eva; Indique Uma Preta

PAGES: 172
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 social movement agendas, especially feminist movements. In order to maintain their positions, which go beyond advertisements, including internal communication, some brands seek consulting services, such as Think Eva and Indique Uma Preta, which works with a focus on the female audience and has as its strategic base the guidelines social movements such as feminisms. That said, this work proposes to understand the relationships between consumption, advertising and activism, questioning how the market, through consultancies like these, appropriates the discourses of the causes of social movements to leverage business and position brands. For this, we used the following methodologies for data collection: Netnography, based on Kozinets (2014) and for data analysis, French Line Discourse Analysis (ORLANDI, 2020). The work is also based on the discussions of Dardot and Laval (2016) and Maria Eduarda Rocha (2010) on neoliberal rationality, Izabela Domingues and Ana Paula de Miranda (2018)
on activism consumption, Barreto Januário (2021) with market feminism between others. With this investigation, we understand that communication is seen as an instrument in which ideas and thoughts are naturalized, thus resulting in the creation of a possible new world (LAZZARATO, 2006), mainly through the consumption of activism (DOMINGUES; MIRANDA, 2018) . In this process, feminist agendas become a marketing tool, consistent with what market feminism proposes (BARRETO JANUÁRIO, 2021) which, mediated by neoliberal ideas, encourage subjects to conform to palliative measures, resulting in depoliticization and emptying meaning of feminist guidelines.

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