Cultura universitária brasões e marcas: um estudo visual e suas formas de comunicação

• Ano de defesa: 2013
• Autor(a) principal: Moraes, Mônica Borja Bonilha
• Orientador(a): Rizolli, Marcos
• Banca de defesa: Almeida, Cleverson Pereira de , Cobra, Marcos Henrique Nogueira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Educação, Arte e História da Cultura
• Departamento: Educação, Arte e História
• País: BR
• Palavras-chave em Português: semiótica; universidade; cultura; marca; brasão; interdisciplinaridade
• Palavras-chave em Inglês: semiotics; university; culture; brand; coat of arms; interdisciplinarity
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::COMUNICACAO VISUAL
• Link de acesso: http://dspace.mackenzie.br/handle/10899/24770

This research presents a study of identity through a reflexion towards coats of arms and brands of important higher learning institutions in Europe, North America and Brazil, their stories and cultures using the semiotic theory as the field of science.The methodology used is hybrid because it reconciles a research model that contemplates the biographic review and comprehends an investment in the field of visibility - characteristic of the visual semiotic in its structuring nature - thus prioritizing attention to identity codes that unveil the various symbols present in the coats of arms and brands of the universities, objects of this research. Its interdisciplinary dimension is present in its convergence between the methodology of a visual study and the cultural sphere that frames this look for the universities. Its objective is to accomplish an analysis of large university brands and through a structured study of its many forms of presentation, verify how these institutions establish communication with society through the symbols and in what way they have evidenced their brands throughout the years thus contributing with own their traditions, beliefs and behavior. The significant alterations to the shapes of the coats of arms and brands are highlighted in this research that dialogs with with the period's communication comprehended by the XX and XXI centuries and their distinct subjects. The results show that the brands transmit the regional and institutional culture and are in constant change. Minimal alterations in their visual identities give signs of the university's evolution and the history of their conquests and conflicts. Some brands present a strong tendency to advance to contemporary society's imagery, bringing to the brands languages that incorporate new production technologies and placement of images to accompany the continually updated visual codes while others remains with coats of arms that date back to the XIX century and continue to use the heraldry for the maintenance of institutional values determined since its origins.