Ciberpublicidade, gênero e Goffman: hiper-ritualizações no contexto digital

Fernanda Carrera

Resumo


Este trabalho realiza uma análise exploratória da ciberpublicidade sob a égide de Erving Goffman em Gender Advertisements. Pressupunha-se que o ambiente digital, ao permitir a amplitude de vozes reprimidas anteriormente pelos meios de massa; disponibilizar artifícios para o ciberativismo, sobretudo em relação à representatividade; e ainda fazer emergir uma publicidade com “efeito de realidade”, pudesse revelar resultados imagéticos significativamente diferenciados daqueles encontrados por Goffman nos anúncios impressos de revista na década de 70. Percebeu-se, no entanto, uma continuidade expressiva das concepções goffmanianas, revelando a urgência de pesquisas futuras que busquem o mapeamento das hiper-ritualizações de gênero na publicidade contemporânea.


Palavras-chave


Hiper-ritualização; Gênero; Goffman. Ciberpublicidade.

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Referências


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DOI: https://doi.org/10.22409/contracampo.v0i0.27366

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