#JuntasArrasamos: produção de sentido da comunicação na segmentação das linhas de Seda

• Ano de defesa: 2020
• Autor(a) principal: Costa, Maristela Pereira de Andrade
• Orientador(a): Martyniuk, Valdenise Leziér
• Tipo de documento: Dissertação
• 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: Faculdade de Filosofia, Comunicação, Letras e Artes
• País: Brasil
• Palavras-chave em Português: Semótica; Comunicação em rede; Marketing
• Palavras-chave em Inglês: Semotic; Network communication; Marketing
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/23717

Current consumption is experiencing a moment of excess: there is an explosion of brands in massive society, with the hyper-fragmentation of products and audiences. In this hypercompetitive scenario, consolidated brands experience a great challenge: learning new communication processes in a network and no longer massive communication, which reach visibility and sense regimes capable of anchoring the consumer in their selection and choice criteria. Based on the theoretical and methodological basis of Discursive Semiotics, this dissertation aims to understand how the production of Seda brand meanings is manifested, in a line of hair products, in communication pieces present on its website and social networks in the context of hypersegmentation. This sender builds distinctive and unique discourses and thus appears as an example for understanding the context of consumption in supersegmentation, in addition to being inserted in a category that processes the meaning of the subject’s way of being / appearing in the world. From the historical and sociocultural contextualization of the shampoo and the performance of the Seda brand in Brazil, connected to the change in the beauty standards of female hair from the 20s of the 20th century to the present, it follows to the diachronic semiotization of the communication pieces of Seda and Sunsilk (your name in English) and interactions caught in the network, between sender and reciver. It was evident, as is common with advertising texts, the rule of the sense and interaction strategy strategy, flanked by programming narratives (ritual of the act of taking care of hair). There is a change in the enunciation of the studied line, regarding the expression plan and the use of digital media, in order to seek an approach with the young audience, through the syncretic use of verbovisual symbols. Through voice delegation to digital influencers, it builds meanings associated with the ideas of “empowerment” and “sorority”, recurring motives of advertising today, especially in the construction of a stereotype of contemporary women, in view of the creation of products for women with curly hair, forgotten for decades by the hygiene and beauty industry. The multiplicity of choices on the part of the sender Seda seems to be amplified and disorients the consumer, in the opposite direction of his function, in order to highlight, from the point of view of meaning, innumerable alternatives offered for different market niches, which can be risky for the assertiveness of their “new” communication with the “new” consumers, whose relations with the products are coated antagonistically with the mobility of experiences