Ei, você! Me veja, me ame, me compre! Comunicação, consumo e mobilização de afetos na economia da reputação

• Ano de defesa: 2025
• Autor(a) principal: Maia Lins, Tatiana Maruska
• Orientador(a): Casadei, Eliza Bachega
• Banca de defesa: Casadei, Eliza Bachega , Almeida, Ana Luísa de Castro , Carrascoz, João Luiz Anzanello
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: reputação corporativa; comunicação; consumo; afetos; economia da reputação.
• Palavras-chave em Inglês: corporate reputation; communication; consumption; semiotics of affections; reputation economy.
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/862

This dissertation aims to analyze how Natura, a company considered the most reputable in Brazil for over a decade, mobilizes affect in its institutional communication. By putting together corporate reputation studies and studies in Communication and Consumption, we discuss the cultural context for the Reputation Economy, as well as the strategies used to mobilize affect in discourse. The theoretical-methodological framework articulates studies on reputation and the semiotics of affect, considering reputation as the result of a relational process grounded in the materiality of discourse. The corpus consists of Natura's sustainability page and an interview with its CEO. In analyzing the corpus, we identified that the company's discourse is anchored in practices such as showing the generation of shared value; emphasizing relationships of trust and committing to ESG agendas. These elements appear both in the form of narratives about socio-environmental impact and in communication rituals that include truth as a value, the dissemination of collective gains, and the aesthetics of beauty as a language of connection. The research contributes to Communication and Consumption studies by discussing how reputation constitutes a power device that structures the relationship between companies and stakeholders.