Comunicação mercadológica e apropriações da indústria cultural: Batman e o consumo infantil

Este estudo tem por objetivo analisar o uso do licenciamento do personagem Batman dentro da estratégia de comunicação mercadológica, originada a partir da apropriação do super-herói das histórias em quadrinhos norte-americano de mesmo nome e sua aplicação em itens de consumo voltados ao público infantil (Kids), de 4 a 8 anos, e pré-adolescente (Tweens), de 9 a 13 anos, especificamente. Buscou-se compreender a evolução e popularidade de um super-herói sombrio da cultura de massa, com mais de 70 anos de existência, transformado em marca comercial para produtos infantis, sem qualquer relação aparente com sua caracterização dentro de seu universo simbólico, para um público novo que redescobre o super-herói através de sua divulgação na mídia. O estudo foi desenvolvido através de recuperação bibliográfica dos conceitos abordados, da revisão histórica do personagem, e da pesquisa de campo na forma de entrevistas qualitativas com licenciador e licenciados. Na conclusão, chegou-se às características que indicam as razões da popularidade de Batman, como personagem e marca, bem como os motivos que levam à sua utilização comercial através do licenciamento.(AU)

Intellectual alienation in a fragmented society and universe, as illustrated in the work of Wolfgang Koeppen (1906- )

This text is concerned with the intellectual and social alienation experienced by a twentieth century German writer (1906 - ).·the alienation begins in the context of German society, but this context is later globalised. The thesis first discusses the social and· intellectual origins and the salient features of this alienated stance, before proceeding to a detailed analysis of its recurring symptoms and later intensification in each of the author's main works, chronologically surveyed, supported by reference to minor writings. From the novels of the thirties' showing the burgher-artist conflict, and its symbolic dichotomies, the renunciation of traditional German values, and the ambiguous confrontation with new disruptive socio-political forces, we move to the post-war trilogy (1951-54), with its roots in the German social and political experience of the thirties' onwards. The latter, however, is merely a background for the presentation of a much more comprehensive view of the human condition:- a pessimistic vision of the repetitiveness and incorrigibility of this condition, the possibility of the apocalypse, the bankruptcy and ineffectiveness of European religion and culture, the 'absurd' meaninglessness of history, the intellectual artist's position and role(s) in mass-culture and an abstract, technologised mass-society, the central theme of fragmentation - of the structure of reality, society and personality, the artist's relation to this fragmentation, intensified in the twentieth,century. Style and language are consonant with this world-picture. Many of these features recur in the travel-books (1958-61); diachronic as well as synchronic approaches characterise the presentation of various modes of contemporary society in America, Russia, France and other European countries. Important features of intellectual alienation are:- the changelessness of historical motifs (e.g. tyranny, aggression), the conventions of burgher society, both old and new forms, the qualitative depreciation and standardisation of living, industrialisation and technology in complex, vulnerable and concemtrated urban societies, ambiguities of fragmented pluralism. Reference is made .to other travel-writers.

Stardom in postwar France

The 1950s and 1960s were a key moment in the development of postwar France. The period was one of rapid change, derived from post-World War II economic and social modernization; yet many traditional characteristics were retained. By analyzing the eruption of the new postwar world in the context of a France that was both modern and traditional, we can see how these worlds met and interacted, and how they set the scene for the turbulent 1960s and 70s. The examination of the development of mass culture in post-war France, undertaken in this volume, offers a valuable insight into the shifts that took place. By exploring stardom from the domain of cinema and other fields, represented here by famous figures such as Brigitte Bardot, Johnny Hallyday or Jean-Luc Godard, and less conventionally treated areas of enquiry (politics [de Gaulle], literary [Françoise Sagan], and intellectual culture [Lévi-Strauss]) the reader is provided with a broad understanding of the mechanisms of popularity and success, and their cultural, social, and political roles. The picture that emerges shows that many cultural articulations remained or became identifiably French; in spite of the American mass-culture origins of these social, economic, and cultural transformations.

Matizes de cultura de massa na obra de Caio Fernando Abreu

The Brazilian writer, Caio Fernando Abreu, was strongly influenced by a period of changes in social values and perspectives. When he enters the Brazilian literary scene using a writing style free from form and content, he applies in his works all the affliction of the contemporary values. His work embodies all the spirit of a generation that, despite its anxiety for freedom, was still suffocated by the military dictatorship period. Abreu’s narrative also reveals an author with an extreme ability to shift between the erudite and the popular. In his short stories, he develops a performative language mingled by references that turns his text into a sort of Pop Art iconography. Just like Pop Art paintings, full of Coke images, cigarettes, tooth paste and food cans, Abreu’s literary discourse is painted by many symbolical references to modern consumerism, as well as to movies, music and to pop stars. This trace in the writer’s works exerts a great deal of attractiveness on the contemporary reader. In this work, we attempt to analyze this resource in Abreu’s literature under the concepts of cultural studies; thus, we aim at analyzing the various forms of the mass culture expression inside Abreu’s literature, recognizing his allusions as a stylish resource in his writings and highlighting its relevance in the study of the author work. In order to do so, we are based essentially on the reflections of theoreticians: Lipovetsky (1996) and Adorno (2011) who debate the culture and social formation in contemporaneity.

O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

Other Than a Citizen: Vernacular Poetics in Postwar America

Few symbols of 1950s-1960s America remain as central to our contemporary conception of Cold War culture as the iconic ranch-style suburban home. While the house took center stage in the Nixon/Khrushchev kitchen debates as a symbol of modern efficiency and capitalist values, its popularity depended largely upon its obvious appropriation of vernacular architecture from the 19th century, those California haciendas and Texas dogtrots that dotted the American west. Contractors like William Levitt modernized the historical common houses, hermetically sealing their porous construction, all while using the ranch-style roots of the dwelling to galvanize a myth of an indigenous American culture. At a moment of intense occupational bureaucracy, political uncertainty and atomized social life, the rancher gave a self-identifying white consumer base reason to believe they could master their own plot in the expansive frontier. Only one example of America’s mid-century love affair with commodified vernacular forms, the ranch-style home represents a broad effort on the part of corporate and governmental interest groups to transform the vernacular into a style that expresses a distinctly homogenous vision of American culture. “Other than a Citizen” begins with an anatomy of that transformation, and then turns to the work of four poets who sought to reclaim the vernacular from that process of standardization and use it to countermand the containment-era strategies of Cold War America.

In four chapters, I trace references to common speech and verbal expressivity in the poetry and poetic theory of Charles Olson, Robert Duncan, LeRoi Jones/Amiri Baraka and Gwendolyn Brooks, against the historical backdrop of the Free-Speech Movement and the rise of mass-culture. When poets frame nonliterary speech within the literary page, they encounter the inability of writing to capture the vital ephemerality of verbal expression. Rather than treat this limitation as an impediment, the writers in my study use the poem to dramatize the fugitivity of speech, emphasizing it as a disruptive counterpoint to the technologies of capture. Where critics such as Houston Baker interpret the vernacular strictly in terms of resistance, I take a cue from the poets and argue that the vernacular, rooted etymologically at the intersection of domestic security and enslaved margin, represents a gestalt form, capable at once of establishing centralized power and sparking minor protest. My argument also expands upon Michael North’s exploration of the influence of minstrelsy and regionalism on the development of modernist literary technique in The Dialect of Modernism. As he focuses on writers from the early 20th century, I account for the next generation, whose America was not a culturally inferior collection of immigrants but an imperial power, replete with economic, political and artistic dominance. Instead of settling for an essentially American idiom, the poets in my study saw in the vernacular not phonetic misspellings, slang terminology and fragmented syntax, but the potential to provoke and thereby frame a more ethical mode of social life, straining against the regimentation of citizenship.

My attention to the vernacular argues for an alignment among writers who have been segregated by the assumption that race and aesthetics are mutually exclusive categories. In reading these writers alongside one another, “Other than a Citizen” shows how the avant-garde concepts of projective poetics and composition by field develop out of an interest in black expressivity. Conversely, I trace black radicalism and its emphasis on sociality back to the communalism practiced at the experimental arts college in Black Mountain, North Carolina, where Olson and Duncan taught. In pressing for this connection, my work reveals the racial politics embedded within the speech-based aesthetics of the postwar era, while foregrounding the aesthetic dimension of militant protest.

Not unlike today, the popular rhetoric of the Cold War insists that to be a citizen involves defending one’s status as a rightful member of an exclusionary nation. To be other than a citizen, as the poets in my study make clear, begins with eschewing the false certainty that accompanies categorical nominalization. In promoting a model of mutually dependent participation, these poets lay the groundwork for an alternative model of civic belonging, where volition and reciprocity replace compliance and self-sufficiency. In reading their lines, we become all the more aware of the cracks that run the length of our load-bearing walls.

Tatuagem: cultura de massas e afirmação subjetiva incorporadas

Como afirmar a própria subjetividade e pertenças identitárias num mundo em constante mudança pelo excesso de informação midiática e pela alternância de papéis sociais? Para jovens urbanos, o consumo cultural possibilita utilizar a imagem do próprio corpo como instância de incorporação de valores, símbolos midiáticos e expressão de subjetividade a partir de sua escolha por produtos simbólicos veiculados pela mídia da comunicação de massa e tatuados na pele. Com suporte principal em Hall, Canclíni, Morin e Le Breton, partimos do pressuposto de que não existe realidade sem representação da linguagem; assim, a opção por certos tipos de narradores midiáticos da cultura contemporânea põe em foco o simbolismo sobreposto à pele, que reproduz imagens icônicas de bandas, filmes e desenhos animados ou de quadrinhos. Essas imagens são resíduos de memórias individuais/coletivas ostentadas socialmente e que discursam sobre as relações de consumo dos sujeitos sociais e as novas sensibilidades originadas da convivência tecnologicamente midiatizada

Tatuagem: cultura de massas e afirmação subjetiva incorporadas

Como afirmar a própria subjetividade e pertenças identitárias num mundo em constante mudança pelo excesso de informação midiática e pela alternância de papéis sociais? Para jovens urbanos, o consumo cultural possibilita utilizar a imagem do próprio corpo como instância de incorporação de valores, símbolos midiáticos e expressão de subjetividade a partir de sua escolha por produtos simbólicos veiculados pela mídia da comunicação de massa e tatuados na pele. Com suporte principal em Hall, Canclíni, Morin e Le Breton, partimos do pressuposto de que não existe realidade sem representação da linguagem; assim, a opção por certos tipos de narradores midiáticos da cultura contemporânea põe em foco o simbolismo sobreposto à pele, que reproduz imagens icônicas de bandas, filmes e desenhos animados ou de quadrinhos. Essas imagens são resíduos de memórias individuais/coletivas ostentadas socialmente e que discursam sobre as relações de consumo dos sujeitos sociais e as novas sensibilidades originadas da convivência tecnologicamente midiatizada

Some studies on Cladocera: Moina affinis Birge

Cladocera of Phyllopoda is very common and widely distributed in freshwater and there are more species of Cladocera than Copepoda. In Vietnam also, many kind of species of Cladocera were found by the authors. Since long time, Cladocera is known like one of the best feed for larval stage of fish. This report includes distribution and species of Cladocera in South Vietnam freshwaters; life history of Moina affinis; culture of Moina affinis and the mass culture experimented at the Oceanographic Institute of Nhatrang, Vietnam.

Para uma definição da ‘Chick lit’ portuguesa

O objetivo deste artigo é oferecer uma definição do relativamente recente género literário que é exemplificado pela escrita de autoras como Margarida Rebelo Pinto, Fátima Lopes e Rita Ferro. Trata-se de literatura cujo possível ''par'' anglo-saxónico encontramos na ‘chick lit’ – uma ficção escrita geralmente por mulheres e para mulheres, que se foca na sua vida quotidiana. Pretende-se chegar a esta definição, por um lado, via análise do discurso mediático e académico à volta das obras mais populares e através de inquéritos com leitores e leitoras, por outro lado. Assim, pomos em relevo o jogo que se desenvolve entre a crítica literária, que ocorre publicamente (revistas, programas televisivos, blogues), e a leitura, que se exerce num âmbito privado e individual. Consideramos também como a crítica determina a leitura e em que medida a leitura e interpretação são atos isolados e pessoais. A pesquisa da qual resulta este artigo levou-nos às considerações literárias de índole mais geral, como, por exemplo, quem tem o poder de dizer o que é a literatura? A quem cabe o privilégio de designar o valor duma obra literária?

The Rhythm of our Lives. Aesthetic Perspectives East & West

The leading approach to everyday aesthetics for the past few decades has departed from analytic philosophical grounds, generating some tensions or dichotomies regarding its foundational cornerstones: the ordinary vs. extraordinary character of everyday aesthetic experience, contextual familiarity vs. strangeness, object vs. processual orientation, etc. Although John Dewey has been widely acclaimed as a sort of foundational figure for this burgueoning sub-discipline of aesthetics, maybe not enough emphasis has been laid on his very different pragmatist approach. In this regard, his reliance on Hegelian cum Darwinian premises might allow for a connection with other branches of continental as well as Asian philosophies, from which also some research on everyday aesthetics has been made. It is from this wider ontological framework that the notion of rhythm could be vindicated as a pivotal aspect of the aesthetic dimension of our everyday lives. Dewey deals extensively with it in Art as Experience, conceiving it as a sort of pattern of accomplished experiences, accounting also for his naturalistic approach and art and life continuity thesis. On the other hand, neo-pragmatist exponent Richard Shusterman, among others, has posited links of connection between Pragmatist aesthetics and East-Asian philosophies. Particularly, Dewey’s resonances with Asian philosophies have been studied, with a preeminence on the notions of harmony and rhythm. This paper will depart from the analysis of the notion of rhythm in Dewey’s philosophy, trying to hint at some possible developments of its implications. Particularly, it will expand on some East Asian paralelisms to his philosophy, trying to link them with the notion of rhythm as an epitomizing ground for the conjunction of the extraordinary (art) and the ordinary (life).

Literary reading is a team game: exercices with Carroll and Carle.

This paper will focus on the issue of training future literary reading mediators or promoters. It will propose a practical exercise on playing with intertextuality with the aid of two children literature classics and masterpieces—The Adventures of Alice in Wonderland by Lewis Carroll (1865) and The Very Hungry Caterpillar by Eric Carle (1969). This exercise is not designed to be a pedagogical or didactic tool used with children (that could alternatively be done with the same corpora), but it is designed to focus on issues of literary studies and contemporary culture. The aim of this practical exercise with future reading promoters is to enable graduate students or trainees to be able to recognize that literary reading can be a team game. However, before arriving at the agan stage, where the rules get simplified and attainable by young readers, hard and solitary work of the mediator is required. The rules of this solitary game of preparing the reading of classical texts are not always evident. On the other hand, the reason why literary reading could be (and perhaps should be) defined as a new team game in our contemporary and globalized world derives directly from the fact that we now live in a world where mass culture is definitely installed. We should be pragmatic on evaluating the conditions of communication between people (not only young adults or children) and we should look the way people read the signs on everyday life and consequently behave in contemporary society, and then apply the same rules or procedures to introduce old players such as the classical books in the game. We are talking about adult mediators and native digital readers. In the contemporary democratic social context, cultural producers and consumers are two very important elements (as the book itself) of the literary polissystem. So, teaching literature is more than ever to be aware that the literary reader meaning of a text does not reside only in the text and in its solitary relationship with the quiet and comfortably installed reader. Meaning is produced by the reader in relation both to the text in question and to the complex network of texts invoked in the reading process and plural connections provided by the world of a new media environment.