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Popularizing Egyptian Nationalism: Colloquial Culture and Media Capitalism, 1870-1919Fahmy, Ziad Adel January 2007 (has links)
In Egypt, during the late nineteenth-early twentieth century, older, fragmented, and more localized forms of identity were rapidly replaced with new alternative concepts of community, which for the first time, had the capacity to collectively encompass the majority of Egyptians. The existing historiography however, places Egyptian nationalism exclusively within the realm of elite politics. Thus, this dissertation seeks to investigate the agency of ordinary Egyptians in constructing and negotiating national identity. The principal reason why the Egyptian urban masses are not well represented in the literature is the almost complete neglect of colloquial Egyptian sources. Indeed, I would contend that writing a history of modern Egypt without taking into account colloquial Egyptian sources is, by default, a top-down history and will at best provide only a partial understanding of Egyptian society.This study has several simultaneous objectives. The first is to highlight and feature the role and importance of previously neglected colloquial Egyptian sources--be they oral or textual--in examining modern Egyptian history. This, I argue, is crucial to any attempt at capturing the voice of "ordinary" Egyptians. The second objective is to document the influence of a developing colloquial Egyptian mass culture as a vehicle and forum through which, among other things, "hidden transcripts" of resistance and critiques of colonial and elite authority took place. And lastly, through the lens of colloquial mass culture, this study traces the development of collective Egyptian identity, and the strengthening of Egyptian national communality from the 1870s to the 1919 Revolution.
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Capitalismo mediático e marketing: uma análise crítica sobre o uso das redes sociais nas ações e práticas de marketingSilva, Érico de Paula 06 October 2017 (has links)
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Previous issue date: 2017-10-06 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The present research deals with social network websites as products derived from the
mediatic capitalism. It was identified a historical alignment in the logic and principles
between: capitalism, communication networks and social networks. A paradox was identified
in these sites, where spectralised subjects simultaneously constitute and are captured through
a power strategy which transforms information into demographic data - public (consumer)
profiles. These sites are understood here as the ultimate device of media visibility in the
context of cyber-cultural media capitalism. The focus is on in-depth study of Facebook’s
products and services offered to corporate capital for Marketing actions. Finally, how capital
has appropriated this media environment, turning it into a kind of big data of Marketing. From
this perspective, the following questions are raised: (1) what is the function and social
significance of these social network websites in the context of media capitalism in its
cyberculture stage? (2) is it possible to state that the appropriative practices of communication
tools in this media environment are configured as a means of capture? We work with the
following hypotheses: (1) these cyber-cultural products popularly known as social networks
are typical products of media capitalism and are historically aligned with the logic and
principles of communication networks and capitalism; (2) such websites could be understood
as technological capture devices, which translate circulating information (individual and / or
collective) into demographic data, capable of segmenting, recombining and organizing people
into groups and such groups in "target audiences" for Marketing actions. The aim is to
provide a critical analysis of the role of these online environments in the corporate capital and
an understanding of their sociocultural significance in the current phase of capitalism. The
research uses the concepts and definitions about media capitalism (Perry Anderson, Frederic
Jameson and David Harvey); about social networks (Danah Boyd, Nicole Ellyson, Daniel
Parrochia, Silvia Portugal); in the perspective of the critical epistemology of cyberculture
(Eugênio Trivinho); and biopower / control society (Michel Foucault, Gilles Deleuze and
Giorgio Agamben, Antônio Negri, Michael Hardt,); and the theoretical foundation related to
marketing techniques, practices, discourses and actions (Phillip Kotler, Peter Drucker).
Therefore, the idea is to contribute to the critical studies on Marketing actions and practices
projected through the appropriation of the new communication technologies in the
environment of media visibility / A presente pesquisa versa sobre os sites de redes sociais como produto próprio do capitalismo
mediático cibercultural utilizado como recurso comunicacional em ações de marketing de
empresas na comunicação com seu público-alvo. O propósito principal do trabalho foi o de
refletir sobre a função desses ambientes online para o capital, bem como o de compreender a
sua significação sociocultural na fase atual da civilização mediática. A investigação
identificou um alinhamento histórico entre capitalismo, meios de comunicação e marketing
que pode ser observado na constituição desses sites de redes sociais; e constatou um paradoxo
ali existente, a saber: sujeitos espectralizados são, simultaneamente, constituídos e capturados
através de estratégia de poder que transformam informações em dados demográficos / perfis
de público (consumidores). Na pesquisa, esses sites foram compreendidos como os mais
novos dispositivos de visibilidade mediática no contexto do capitalismo contemporâneo. A
análise de corpus recaiu sobre o Facebook, alguns fatos da história e evolução da empresa,
assim como seus produtos e serviços oferecidos aos seus públicos. Nessa perspectiva, foram
levantadas as seguintes questões: (1) qual a função e a significação dessas redes sociais no
contexto do capitalismo mediático cibercultural?; (2) é possível afirmar que as práticas
apropriativas desses sites fazem com que os mesmos se configurem como dispositivos de
captura do capitalismo mediático cibercultural? A pesquisa considerou as seguintes hipóteses,
então confirmadas: (1) esses produtos ciberculturais, conhecidos popularmente como redes
sociais, são característicos do capitalismo mediático e atendem a todas as demandas, assim
como à lógica e os princípios do capitalismo mediático, da cibercultura e do marketing; (2)
esses sites podem, de fato, ser compreendidos como dispositivos tecnológicos de captura, que
traduzem informações circulantes (individuais e/ou coletivas) em dados demográficos,
capazes de organizar, recombinar e segmentá-los e assim criarem públicos-alvo para novos
produtos e ações de marketing. Recorreu-se, para consumar os objetivos da pesquisa à
conceituações e esquemas teóricos relacionados ao capitalismo mediático (com base em Perry
Anderson, Fredric Jameson e David Harvey), às técnicas, práticas, discursos e ações de
marketing (Robert Bartels, Phillip Kotler e Peter Drucker), às redes sociais (Danah Boyd,
Nicole Ellyson, Daniel Parrochia e Silvia Portugal), à epistemologia crítica da cibercultura
(Eugênio Trivinho) e ao biopoder e à sociedade de controle (Michel Foucault, Gilles Deleuze,
Giorgio Agamben, Antônio Negri e Michael Hardt). Espera-se, assim, contribuir para os
estudos críticos sobre ações e práticas de marketing que se projetam socialmente mediante
apropriação de tecnologias de comunicação em ambientes de visibilidade mediática
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