Singularidades contemporâneas do masculino na publicidade impressa

• Ano de defesa: 2008
• Autor(a) principal: Viana, Fábio Caim
• Orientador(a): Santaella, Lucia
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Publicidade; Masculino; Semiótica; Psicanálise; Homens na propaganda; Propaganda > Linguagem; Publicidade > Linguagem
• Palavras-chave em Inglês: Publicity; Male; Semiotic; Psychoanalysis
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5152

This research has the proposer about discuss what kind of contemporary singularities in publicity images in the printed media about masculinity. In such case, this research discuss about the way that publicity transmits: features, measures, customs on male bodies. It uses international and national magazines oriented towards young male adults and their ads using male figures. This paper is comprised of three important movements. The first addresses the media fluxes within liquid environments, offering a macro vision of certain contemporary communicational situations. For instance, it proposes the contextualization of the intelligent media and their relationship to the post-human. It also demonstrates how it is possible to use this set of concepts to view more specific objects, such as publicity. Further, within this first movement, publicity becomes the object of reflection and investigation contextualized in flux environments, where we analyzed the behavior of the publicity system and its specifics, thereby to insure discussing the male image. The second movement examines the comprehension of the male in the contemporary. However, to make this possible, we began by exploring the conception of the Father concept, how it arose, a brief history of it and an understanding of how psychoanalysis sees it. We afterwards entered the discussion of the male from the sociological and psychoanalytical perspectives, using the Oedipus Complex as the essential concept, fundamental to explaining the neurosis of hysteria, another key-concept in this thesis. Finally, the third movement conducts us to the ads using the male figure and their respective analyses, using Peircean semiotics and all its rich concepts, to identify a different singularity configured through the elements of hysteria found in the male images used in publicity