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Consumption and citizenship media construction: identities and representations in fictional television discourses - mediations between daily life, ideology and culture

Grant number: 12/20850-6
Support Opportunities:Regular Research Grants
Duration: February 01, 2013 - January 31, 2015
Field of knowledge:Applied Social Sciences - Communications - Theory of Communication
Principal Investigator:Marcia Perencin Tondato
Grantee:Marcia Perencin Tondato
Host Institution: Escola Superior de Propaganda e Marketing (ESPM). São Paulo , SP, Brazil
Associated researchers:Maria Aparecida Baccega


This research starts out from the perspective of consumption as constitution of identities in the context of the complex society, in which current conceptualizations do not respond to the universality and the particularism, the pluralism and the individualism circulating in the public and private spaces. A society in which universal rights and duties are not enough, as had never been, to fulfill of necessities and demands of a common social existence, in which the minorities (ethnic, generational, sexual) start to claim differentiated rights, aiming to equality. The objective is to deepen theoretical and methodological thoughts on the intersection among communication, consumption and citizenship, questioning discourses on consumerism, citizenship insertion, social responsibility, conscious consumption, from the point of view of identities represented by stereotypes, as "ways of facilitation", but also, and perhaps mainly, as strategies of mobilization the individuals on behalf of the maintenance of the hegemonic perspectives. Also, to check as this intersection is presented in media narratives, in special in the serial television fiction. From the point of view of audience (reception) studies, understanding the signification and re-signification processes inherent to the contemporaneity, to value the potential openings, the breaches for different and divergent readings, in discourses mediated by daily life and culture. It is also important to emphasize the concern about methodological construction to analyze phenomenon related to the chosen theme, in the perspective that it is through the epistemological and methodical questioning that we progress in the knowledge of communication field. (AU)

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