Media Competence, advertising and pandemic

a study of brand communication on Brazilian TV

Authors

  • Letícia Torres Americano Federal University of Juiz de Fora
  • Luma Perobeli Federal University of Juiz de Fora
  • Gustavo Furtuoso Federal University of Juiz de Fora

DOI:

https://doi.org/10.4000/cp.12344

Keywords:

advertising, pandemic, media competence, consumer awareness, media literacy

Abstract

Consumption, as a phenomenon of contemporary culture, is promoted by advertising, disseminating brands message in people's daily lives. In the COVID-19 context, a global disease that forced a change of habits for a long period in Brazil, this article highlights the relationship amongst consumption, advertising, and pandemic. It aims to analyze brands communication during commercial breaks of the newscasts Fantástico and Jornal da Band in the pandemic initial period. Under the prism of media competence (Ferrés & Piscitelli, 2015) this analysis is guided by the understanding of the following dimensions: Aesthetics, Language, and Ideology.

Downloads

Download data is not yet available.

Author Biographies

  • Letícia Torres Americano, Federal University of Juiz de Fora

    Holds a PhD in Communication, Culture, and Art from the University of Algarve (UAlg), Portugal. She earned a Master’s degree in Communication and Culture from the Federal University of Rio de Janeiro (UFRJ) and a Bachelor’s degree in Social Communication, with a major in Journalism, from the Federal University of Juiz de Fora (UFJF), Brazil. She is an Assistant Professor at the Faculty of Communication of UFJF and an Associate Researcher in UFJF’s Graduate Program in Communication, serving as vice-leader of the research group Communication, Art, and Media Literacy. She is also part of the coordination team of UFJF’s Observatory of Audiovisual Quality and a member of Alfamed – the Euro-American Interuniversity Network for Research on Media Competence for Citizenship.

  • Luma Perobeli, Federal University of Juiz de Fora

    Undergraduate student in Journalism at the Federal University of Juiz de Fora (UFJF), Brazil. Scholarship holder at the Observatory of Audiovisual Quality, where she carries out research, teaching, and outreach activities in the projects Consumption, Advertising, and Media Literacy and Audiovisual Media Competence: Shaping the Gaze. Member of the UFJF research group Communication, Art, and Media Literacy.

  • Gustavo Furtuoso, Federal University of Juiz de Fora

    Undergraduate student in Journalism at the Federal University of Juiz de Fora (UFJF), Brazil. Member of the Observatory of Audiovisual Quality, where he carries out research, teaching, and outreach activities in the projects Consumption, Advertising, and Media Literacy and Audiovisual Media Competence: Shaping the Gaze. Member of the UFJF research group Communication, Art, and Media Literacy. Scholarship holder in the extension project in interface with research Digital Citizenship and Fake News, at UFJF.

References

Bauman, Z. (2008). Vida para consumo: A transformação de pessoas em mercadoria. Jorge Zahar.

Borges, G. (2014). Qualidade na TV pública portuguesa. Análise dos programas do canal 2. Ed. UFJF.

Burrowes, P. & Rett, L. (2016). Obs. – Observatório de Publicidade Expandida: uma proposta de leitura crítica da publicidade. Comum, Facha, 17(39), 342-355. https://bit.ly/3dSAIBB

Ferrés, J. & Piscitelli, A. (2015) Competência midiática: proposta articulada de dimensões e indicadores. Lumina, 9(1), 1-16. https://bit.ly/3bLtkoL

Fidalgo, A. (2010). Da Retórica às Indústrias da Persuasão. In H. Ribeiro (ed.), Rhetoric and Argumentation in the Beginning of the XXIst Century (pp. 231-246). Coimbra University Press.

Jenkins, H. (2009). Cultura da convergência. Aleph.

Kotler, P., Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: do tradicional ao digital. Sextante.

Livingstone, S. (2004). Media Literacy and the Challenge of New Information and Communication Technologies. The Communication Review, 7(1), 3-14.

DOI : 10.1080/10714420490280152

Lopes, P. (2015). Avaliação de competências de literacia mediática: Instrumentos de recolha de informação e opções teórico-metodológicas. Revista Media & Jornalismo, 15(27), 44-69. http://dx.doi.org/10.14195/2183-5462_27_2

DOI : 10.14195/2183-5462_27_2

Machado, M., Burrowes, P. & Ret, L. (2020). Proposta de um Modelo de Literacia para as Novas Enunciações Publicitárias. Revista Interamericana de Comunicação Midiática, 19(40), 124-143. https://periodicos.ufsm.br/animus/article/view/40462/pdf

Martins, J. (2008). Redação Publicitária: teoria e prática. Atlas.

Richardson, J. & Milovidou, E. (2017). Digital Citizenship: multi-stakeholder consultation report, v. 2. Council of Europe.

Sant’anna, A., Rocha Júnior, I. & Garcia, L. (2016). Propaganda: Teoria, Técnica e Prática. Cengage Learning.

Semprini, A. (2010). A Marca Pós-Moderna: poder e fragilidade da marca na sociedade contemporânea. Estação das Letras e Cores.

Tavares, M. & Martins, T. (2020). Literacia mediática e publicidade: proposta de uma metodologia para análise de conteúdos publicitários audiovisuais. Tríade: Revista De Comunicação, Cultura E Mídia, 8(19), 192-220. https://doi.org/10.22484/2318-5694.2020v8n19p192-220

DOI : 10.22484/2318-5694.2020v8n19p192-220

Torres, L. (2019). A Construção Colaborativa da Comunicação das Marcas nas Redes Sociais: engajamento, interação e literacia dos media. [Tese de Doutorado em Comunicação, Universidade do Algarve].

Downloads

Published

2021-06-30

Issue

Vol. 16 No. 30 (2021): Number with Special Issue

Section

THEMATIC DOSSIER: Advertising in times of pandemic: new challenges and approache

License

Copyright (c) 2021 Direitos do Autor (c) 2021

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Os conteúdos da Comunicação Pública estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.

How to Cite

Media Competence, advertising and pandemic: a study of brand communication on Brazilian TV. (2021). Comunicação Pública, 16(30). https://doi.org/10.4000/cp.12344