Os discursos da Nike na construção de valores sócio-históricos: análise das manifestações discursivas da marca associadas à Seleção Brasileira de Futebol nas Copas do Mundo FIFA de 1998 a 2018.
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Data
2019-03-28
Autores
Zanquim, Stivi Heverton
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Universidade Estadual Paulista (Unesp)
Resumo
O presente estudo tem como escopo contribuir com as reflexões sobre o universo da comunicação midiática. Em um mundo que se altera constantemente, as marcas se tornaram ponto de referência por meio do qual nos exprimem. Há anos as marcas fazem parte de nossa realidade, influenciando na forma como compreendemos o mundo e nos comportamos junto à sociedade, exercendo sobre nós um fascínio ou uma relação de proximidade. Isto implica dizer que as marcas, de maneira geral, são expressões de contextos e tendências que afirmam e enaltecem identidades e valores específicos de uma sociedade. Tendo como corpus as manifestações discursivas da marca Nike associadas à Seleção Brasileira de Futebol, o presente trabalho visa entender e analisar quais foram os valores sócio-históricos, ideológicos, culturais e simbólicos, bem como, como as estratégias discursivas trabalhadas nas comunicações midiáticas da marca veiculadas nas Copas do Mundo FIFA entre os anos de 1998 e 2018. Ao compreender a formação discursiva e as condições de produção do discurso, além dos mecanismos e as ressonâncias que circundam as mensagens produzidas pelos discursos das marcas, tem-se a possibilidade de agregar conhecimento em relação às conexões discursivas e ao percurso das produções de sentido da marca. Como procedimento metodológico, as análises foram realizadas de forma diacrônica e sincrônica, a partir de um recorte transdisciplinar, à luz dos pressupostos teóricos da Análise do Discurso de linha francesa.
The present study aims to contribute with the reflections on the universe of media communication. In a constantly changing world, brands have become a point of reference through which they express us. For years marks have been part of our reality, influencing how we understand the world and behave with society, exerting on us a fascination or a relationship of closeness. This implies that brands, in general, are expressions of contexts and tendencies that affirm and extol specific identities and values of a society. Having as corpus the discursive manifestations of the Nike brand associated to the Brazilian Football Selection, the present work aims to understand and analyze the socio-historical, ideological, cultural and symbolic values, as well as the discursive strategies worked on the brand's media communications in the FIFA World Cups between 1998 and 2018. Understanding the discursive formation and the conditions of discourse production, besides the mechanisms and resonances that surround the messages produced by the discourses of the brands, one has the possibility of adding knowledge in relation to the discursive connections and the course of the productions of brand sense. As a methodological procedure, the analyzes were performed in a diachronic and synchronic manner, from a transdisciplinary cut, in the light of the theoretical assumptions of the French Speech Analysis
The present study aims to contribute with the reflections on the universe of media communication. In a constantly changing world, brands have become a point of reference through which they express us. For years marks have been part of our reality, influencing how we understand the world and behave with society, exerting on us a fascination or a relationship of closeness. This implies that brands, in general, are expressions of contexts and tendencies that affirm and extol specific identities and values of a society. Having as corpus the discursive manifestations of the Nike brand associated to the Brazilian Football Selection, the present work aims to understand and analyze the socio-historical, ideological, cultural and symbolic values, as well as the discursive strategies worked on the brand's media communications in the FIFA World Cups between 1998 and 2018. Understanding the discursive formation and the conditions of discourse production, besides the mechanisms and resonances that surround the messages produced by the discourses of the brands, one has the possibility of adding knowledge in relation to the discursive connections and the course of the productions of brand sense. As a methodological procedure, the analyzes were performed in a diachronic and synchronic manner, from a transdisciplinary cut, in the light of the theoretical assumptions of the French Speech Analysis
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Palavras-chave
Comunicação, Comunicação Midiática, Publicidade, Produção de sentido, Branding, Communication, Media communication, Advertising, Production of meaning