O campo publicitario paulistano nos anos 90 : dilemas da mundialização
AUTOR(ES)
Alexandre Krugner Constantino
DATA DE PUBLICAÇÃO
2004
RESUMO
The advertising industry keeps a close relation with the economic and political fields, particularly with the first, for being a specialization arisen in the XX century from the Cultural Industry. In Brazil, the process of consolidation of this industry, which began in the decade of 60, has been marked by the absence of a critical view resulting from the intellectuals nonunderstanding of its real political and cultural significance in the context of the "economic miracle" under the military regime. In the 90s, under the euphoria promoted by the electronic and information revolution and market opening - the so-called globalization - again a certain acriticism has been implemented, now in a different contexto The objective of this dissertation is to evaluation according to Pierre Bourdieu s analytical categories and the contributions of critics of the Cultural Industry, how this "acritical tradition" would now be prolonging as a function of the building up of ideologies that legitimate globalization and of which the advertising industry is certainly one of its more active designers
ASSUNTO(S)
publicidade industria cultural globalização
