Flávia Zimmerle da Nóbrega Costa

Desvelamento do limiar discursivo de uma marca global em uma cultura local

With the advent of globalization comes a new form of coexistence between societies, the possibility of which has helped to generate a tangle of cross-cultural field and allowed the establishment of universal values in local sites. This context coupled with mass culture promoted brands to produce complex and global cultural symbols. Inspired by Michel Foucault’s archaeological project, we elected a global brand to undergo a photo-ethnographic case study of mundane daily practices. This process project has enabled us to perform the analysis through an ordering, definition and description work, developed within the discursive field, allowing the results to reveal enunciative descriptions guided by brand marketing practices. Descriptions revealed functions and their relations have allowed us to decipher the rules under which they were governed. The analysis revealed the relational threshold between global and local cultures and

Formações discursivas de uma marca global num contexto local: um estudo inspirado no método arqueológico de Michel Foucault

O advento da globalizacao contribui para gerar um emaranhado campo de cruzamentos culturais e, assim, permite o estabelecimento de valores universais em meios locais. Esse contexto, aliado a cultura de massas, promoveu as marcas a simbolos culturais complexos e globais. Nosso objetivo foi buscar a compreensao de como e possivel uma marca transnacional se estabelecer numa cultura local reproduzindo a cultura global. Inspirados no projeto arqueologico de Michel Foucault, construimos um corpus fotografi co de praticas cotidianas de uma marca global. Tal processo se deu por meio de um trabalho de ordenacao, defi nicao e descricao, elaborado no interior do campo discursivo, pautado nas acoes de marketing da marca. A analise nos revelou as formacoes discursivas entre culturas global e local e nos possibilitou desvelar as relacoes existentes nessa teia. Os resultados apontaram alguns caminhos para refl exao, tanto acerca da importância assumida pela marca na cultura quanto da forma assumida pelas sociedades ocidentais contemporâneas.

A Vida Organizada dos Fãs de Harry Potter

A saga Harry Potter se tornou um dos principais produtos da industria do entretenimento da historia, tendo um enorme impacto cultural e sendo emblematico de uma geracao de fas, denominados potterheads. Surgiu em um contexto de globalizacao e de grande desenvolvimento tecnologico, que afetou sobremaneira os modos de sociabilidade. Esse cenario instaurou da cultura da convergencia, resultante da aproximacao entre a cultura, a comunicacao e a convergencia das midias, que estabeleceu uma estreita e inedita rede relacional entre tecnologias, produtores midiaticos e comunidades de fas. Nesse contexto, as praticas dessas comunidades estabelecem verdades, influenciam individuos, moldam relacoes sociais e promovem ativismos, mostrando-se um modo contemporâneo de estar organizado, cuja forma de vida e mantida pelo imbricamento com processos de gestao ordinaria e espacos sociais. O presente trabalho investiga esses processos partindo da seguinte questao de pesquisa: Como os potterheads governam sua vida organizada? A partir de um arquivo documental de praticas dos potterhead coletadas em midias digitais, realizamos uma Analise de Discursos Foucaultiana. A pesquisa revelou uma formacao discursiva indicativa de relacoes de governo dadas a partir do cuidado de si e do outro no interior do regime de um dispositivo, que legitima e ordena a forma como os potterhead se organizam, estabelecendo-se como um solo de subjetivacao desses fas. Nossa contribuicao esta em revelar como, na singularidade de um processo organizativo, a gestao se da por estrategias de governo pautadas numa imbricada relacao entre tecnologias de poder e tecnologias de si.

E SE COLOCAR PIMENTA?: A CONSTRUÇÃO EMPREENDEDORA DA CHILLI BEANS

Increasingly, brands play greater role in companies’ market performance. The most common approach in the theory of brand management is strategic. However, many brands have become successful by adopting an “unconventional” logic, indicating an entrepreneurial brand building, guided mainly by intuition. We identified Chilli Beans as a brand that illustrates this phenomenon. The aim of the study was to identify the practices adopted by the brand’s entrepreneur to make it successful. To investigate it, we adopted narratology as a way to rebuild the brand’s history. Data were collected through narrative interviews and secondary data. The results reveal several aspects adopted in this process, which are comprehended under an entrepreneurial marketing perspective. Thus, the study contributes to the understanding of this phenomenon by drawing attention to some little investigated aspects in the marketing field: an entrepreneurial branding approach.

What if it put pepper?: Chilli Beans' entrepreneurial construction

Increasingly, brands play greater role in companies’ market performance. The most common approach in the theory of brand management is strategic. However, many brands have become successful by adopting an “unconventional” logic, indicating an entrepreneurial brand building, guided mainly by intuition. We identified Chilli Beans as a brand that illustrates this phenomenon. The aim of the study was to identify the practices adopted by the brand’s entrepreneur to make it successful. To investigate it, we adopted narratology as a way to rebuild the brand’s history. Data were collected through narrative interviews and secondary data. The results reveal several aspects adopted in this process, which are comprehended under an entrepreneurial marketing perspective. Thus, the study contributes to the understanding of this phenomenon by drawing attention to some little investigated aspects in the marketing field: an entrepreneurial branding approach.

Si se pone pimienta?: La construcción emprendedora de Chilli Beans

Increasingly, brands play greater role in companies’ market performance. The most common approach in the theory of brand management is strategic. However, many brands have become successful by adopting an “unconventional” logic, indicating an entrepreneurial brand building, guided mainly by intuition. We identified Chilli Beans as a brand that illustrates this phenomenon. The aim of the study was to identify the practices adopted by the brand’s entrepreneur to make it successful. To investigate it, we adopted narratology as a way to rebuild the brand’s history. Data were collected through narrative interviews and secondary data. The results reveal several aspects adopted in this process, which are comprehended under an entrepreneurial marketing perspective. Thus, the study contributes to the understanding of this phenomenon by drawing attention to some little investigated aspects in the marketing field: an entrepreneurial branding approach.