2 resultados para love, immanence, becoming

em Repositório Científico do Instituto Politécnico de Lisboa - Portugal


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Este artigo examina a importância que possuem hoje as marcas comerciais junto dos jovens. As suas marcas preferidas, assumem para os indivíduos um forte poder simbólico e uma grande implicação. Mais do que mercadorias comerciais, elas são adoptadas ou rejeitadas pelo universo simbólico que transmitem aos seus públicos, suscitando sentimentos de amor ou ódio. As marcas adoptadas pelos jovens e que estes assumem como preferidas de entre todas as marcas existentes são verdadeiras Love Brands. Com elas estabelecem uma cumplicidade que se traduz em relações psicológica de grande investimento emocional. O segmento da Moda parece possuir entre este grupo um grande poder já que nele investem grande parte das suas preferências. A partir de um inquérito realizado a um conjunto de 219 jovens estudantes de uma instituição de ensino superior público, situada em Lisboa, analisámos as suas preferências e seus factores justificativos no que respeita a marcas comerciais. Acreditamos que explorar as representações imagéticas (relações psicológicas) que estes jovens detêm das suas marcas de eleição é desvendar parte dos seus mapas perceptuais.

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The conquest of the West by the stagecoaches and then by railway, Ford and the automobile civilization, the Moon landing by Apollo 11, Microsoft, Apple, CNN, Google and Facebook have appeared to us as celebratory examples of the willingness and ability of the US to overcome the distance and the absence through so-called modern progress of transportation and communication. Undoubtedly, the imaginary and the instrumental power associated to transports and communication of the last century and a half are identified with the mental images that the world has of the US. A world that has eagerly imported and copy their technology and technological culture. Beyond the illusions, this attempting, which has always been praised to transcende space and eclipse the time to get to places and peole increasingly distant and fast, has always a dark side: the political control of population, commercial advertising, the spread of the rumors, noise and gossip. However, since at least the nineteenth century, the political project incorporated in modern transportation and communication technologies was not shared by some of the most remarkable thinkers in the US not only in that century, but also in the 20th century. This paper begins by rescue Ralph W. Emerson and Henry D. Thoreau legacy regarding to communication. Emerson conceived communication as a give-and-take with no coordination between the two, and does not involve contact with the other. Thoreau, in turn, argued that modern trasnportation and communications inventions are but pretty toys which distract attention from serious things, nothing more than 'improved means to an end that is not perfected.' Secondly, we show that this skeptical view of the techological improvement of transport and communication was proceed in an original way with James W. Carey, a media studies thinker who became known for his criticism of the transmission view of communication.