O carpe diem da sociedade de consumo contemporânea: uma análise a partir da Campanha 4G da Vivo

• Ano de defesa: 2018
• Autor(a) principal: Menezes, Fabrícia Vilarinho de
• Orientador(a): Gomes, Suely Henrique de Aquino
• Banca de defesa: Gomes, Suely Henrique de Aquino, Jordão, Janaína Vieira de Paula, Fernandes, Ana Rita Vidica, Chaveiro, Eguimar Felício
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Goiás
• Programa de Pós-Graduação: Programa de Pós-graduação em Comunicação (FIC)
• Departamento: Faculdade de Informação e Comunicação - FIC (RG)
• País: Brasil
• Palavras-chave em Português: Carpe diem; Sociedade de consumo; Hipermodernidade; Publicidade; Vivo; Comunicação; Cultura
• Palavras-chave em Inglês: Consumer society; Hypermodernity; Advertising; Comunication; Culture
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://repositorio.bc.ufg.br/tede/handle/tede/8873

The research analyzes how the senses of carpe diem are inserted in a message when the materiality of latin expression, writing or speech, is not present. It is considered that, although the term does not occur explicitly in the current media, its senses can be present because they were constructed ideologically over the years. Coined by the poet Horace in the first century b. C, the carpe diem principle exhorts us to live the today because of the brevity of life. In this way, the two guiding elements of the research are chosen in the search for the updated senses of carpe diem, both related to temporality: ephemerality of life and enjoyment of the present. The meanings of the Horace’s precept can be perceived in various media, serving, over the years, for different purposes. In contemporary society, denominated of Hypermodernity by the philosopher Gilles Lipovetsky, it is perceived that the Horace’s themes are mediated by the consumption. It is possible to analyze the theme by illustrating its use through publicity videos with the aid of Discourse Analysis, especially from the perspective of Brazilian researcher Eni P. Orlandi, with contributions by authors Rosalind Gill, Dominique Maingueneau. The publicity film images are discussed together with the text, according to the concepts of Gillian Rose. Thus, using mainly the example of Campaign 4G of the Vivo company of telephony, it which have the presence of the guiding axes of the Horace’s theme (brevity and enjoyment) in the slogan and images, this analyses looks to understand how the principle of carpe diem, which dates back to antiquity, is updated in contemporary times by the consumer society and how this can be perceived in Vivo's message. Inserted in the context of the consumer society, the carpe diem is determined by consumerism, immediacy and speed of time as a value. In this sense, the contemporary carpe diem is defined by a paradoxical temporality established by a valuation of the present time, which at the same time deals with the future and the past, balancing between ephemerality and duration.