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Previous issue date: 2012-05-31 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / In The paradoxical happiness , Gilles Lipovetsky elects five major
paradigmatic models that command the pleasure and happiness in our
societies. Starting with the paradigmatic models of penia (where it is
emphasized the existential dissatisfaction supplied by the consumption
and where advertising has a special place, bombarding consumers and
creating consumer needs, in addition to selling a lifestyle rather than the
products themselves), and narcissus (model constructed on the basis of
self-exaltation and abdication of the social and political) intends to examine
the relationship between the consumption exercised by young people and the
advertising displayed on social networking sites, focusing on the social media
Facebook, observing the virtual fan pages of the following brands: Coca-Cola;
Pepsi; BlackBerry, Nokia, Riachuelo and C&A and their relationships with their
consumers / Em A felicidade paradoxal , Gilles Lipovetsky elege cinco grandes modelos
paradigm?ticos que comandam a inteligibilidade do prazer e da felicidade em
nossas sociedades. A partir dos modelos paradigm?ticos pen?a (onde ?
ressaltada a insatisfa??o existencial suprida pelo consumo e onde a
publicidade ocupa um lugar especial, bombardeando os consumidores e
criando necessidades de consumo, al?m de vender um estilo de vida e n?o
mais os produtos em si), e narciso (modelo constru?do na base da
exalta??o do eu e abdica??o do social e pol?tico) pretende-se analisar a
rela??o existente entre o consumo exercido pelos jovens e a publicidade
exibida nas redes sociais na internet, com foco na m?dia social Facebook,
observando as p?ginas virtuais das seguintes marcas: Coca-Cola; Pepsi;
BlackBerry, Nokia, Riachuelo e C&A e suas rela??es com seus consumidores
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/13656 |
| Date | 31 May 2012 |
| Creators | Xavier, Leonardo Henrique Sousa |
| Contributors | CPF:59670886449, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4703941Y0, Takeuti, Norma Missae, CPF:37318314815, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4781949U5, Rocha Neto, Manoel Pereira da, CPF:5658492415, http://lattes.cnpq.br/8133980836563371, Dantas, Alexsandro Galeno Ara?jo |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Ci?ncias Sociais, UFRN, BR, Desenvolvimento Regional; Cultura e Representa??es |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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