De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola

Detalhes bibliográficos
Ano de defesa: 2015
Autor(a) principal: Matias, Milenne Ferreira de Sousa lattes
Orientador(a): Junqueira, Ivanilda Aparecida Andrade lattes
Banca de defesa: Junqueira, Ivanilda Aparecida Andrade, Nunes, Jordão Horta, Sartore, Marina de Souza
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 Sociologia (FCS)
Departamento: Faculdade de Ciências Sociais - FCS (RG)
País: Brasil
Palavras-chave em Português:
Modernidade
Consumo
Memória
Propaganda
Hedonismo
Palavras-chave em Inglês:
Modernity
Consumption
Memory
Advertising
Hedonism
Área do conhecimento CNPq:
CIENCIAS HUMANAS::SOCIOLOGIA
Link de acesso: http://repositorio.bc.ufg.br/tede/handle/tede/9090
Resumo: The consequences of modernity led to great social changes that affected the composition of cultures, which brought about transformations of traditions, community ties and, consequently, the transmission of memory. The present work proposes to understand the social time in which we are inserted, analyzing the advertisements of Coca-Cola from the period of 1886 to 2015, with a representative sample on the main themes addressed in its campaigns throughout its history. The hypothesis that guided the present work is that the social time in which we live is not repressive - that compels individuals to dull autonomy - but rather hedonic, defined by the ideal of happy life, guided by the "pleasure principle" and the "Orgasmic experience" (Zigmund Bauman) as the analytical category of social behavior (PIRES).
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spelling Junqueira, Ivanilda Aparecida Andradehttp://lattes.cnpq.br/8161896000577941Junqueira, Ivanilda Aparecida AndradeNunes, Jordão HortaSartore, Marina de Souzahttp://lattes.cnpq.br/2605654790884420Matias, Milenne Ferreira de Sousa2018-11-26T14:02:04Z2015-09-18MATIAS, M. F. S. De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola. 2015. 161 f. Dissertação (Mestrado em Sociologia) - Universidade Federal de Goiás, Goiânia, 2015.http://repositorio.bc.ufg.br/tede/handle/tede/9090The consequences of modernity led to great social changes that affected the composition of cultures, which brought about transformations of traditions, community ties and, consequently, the transmission of memory. The present work proposes to understand the social time in which we are inserted, analyzing the advertisements of Coca-Cola from the period of 1886 to 2015, with a representative sample on the main themes addressed in its campaigns throughout its history. The hypothesis that guided the present work is that the social time in which we live is not repressive - that compels individuals to dull autonomy - but rather hedonic, defined by the ideal of happy life, guided by the "pleasure principle" and the "Orgasmic experience" (Zigmund Bauman) as the analytical category of social behavior (PIRES).As consequências da modernidade acarretaram em grandes mudanças sociais que afetaram a composição das culturas, o que ocasionou transformações das tradições, dos laços comunitários e, consequentemente, da transmissão da memória. O presente trabalho propõe compreender o tempo social em que estamos inseridos, analisando as propagandas da Coca-Cola do período de 1886 a 2015, com uma amostra representativa sobre os principais temas abordados em suas campanhas ao longo de sua história. A hipótese que orientou o presente trabalho é a de que o tempo social em que vivemos não é repressivo – que compele os indivíduos ao embotamento da autonomia – mas sim hedônico, definido pelo ideal de vida feliz, guiado pelo “principio do prazer” e a “experiência orgástica” (Zigmund Bauman) como categoria analítica do comportamento social (PIRES).Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfporUniversidade Federal de GoiásPrograma de Pós-graduação em Sociologia (FCS)UFGBrasilFaculdade de Ciências Sociais - FCS (RG)http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessModernidadeConsumoMemóriaPropagandaHedonismoModernityConsumptionMemoryAdvertisingHedonismCIENCIAS HUMANAS::SOCIOLOGIADe remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-ColaOf remedy and drink of happiness: hedonistic society through Coca-Cola publicityinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-9171975222970674468600600600600-6965107611713429420-52092499617927752432075167498588264571reponame:Repositório Institucional da UFGinstname:Universidade Federal de Goiás (UFG)instacron:UFGLICENSElicense.txtlicense.txttext/plain; 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dc.title.eng.fl_str_mv De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola
dc.title.alternative.eng.fl_str_mv Of remedy and drink of happiness: hedonistic society through Coca-Cola publicity
title De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola
spellingShingle De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola
Matias, Milenne Ferreira de Sousa
Modernidade
Consumo
Memória
Propaganda
Hedonismo
Modernity
Consumption
Memory
Advertising
Hedonism
CIENCIAS HUMANAS::SOCIOLOGIA
title_short De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola
title_full De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola
title_fullStr De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola
title_full_unstemmed De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola
title_sort De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola
author Matias, Milenne Ferreira de Sousa
author_facet Matias, Milenne Ferreira de Sousa
author_role author
dc.contributor.advisor1.fl_str_mv Junqueira, Ivanilda Aparecida Andrade
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/8161896000577941
dc.contributor.referee1.fl_str_mv Junqueira, Ivanilda Aparecida Andrade
dc.contributor.referee2.fl_str_mv Nunes, Jordão Horta
dc.contributor.referee3.fl_str_mv Sartore, Marina de Souza
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/2605654790884420
dc.contributor.author.fl_str_mv Matias, Milenne Ferreira de Sousa
contributor_str_mv Junqueira, Ivanilda Aparecida Andrade
Junqueira, Ivanilda Aparecida Andrade
Nunes, Jordão Horta
Sartore, Marina de Souza
dc.subject.por.fl_str_mv Modernidade
Consumo
Memória
Propaganda
Hedonismo
topic Modernidade
Consumo
Memória
Propaganda
Hedonismo
Modernity
Consumption
Memory
Advertising
Hedonism
CIENCIAS HUMANAS::SOCIOLOGIA
dc.subject.eng.fl_str_mv Modernity
Consumption
Memory
Advertising
Hedonism
dc.subject.cnpq.fl_str_mv CIENCIAS HUMANAS::SOCIOLOGIA
description The consequences of modernity led to great social changes that affected the composition of cultures, which brought about transformations of traditions, community ties and, consequently, the transmission of memory. The present work proposes to understand the social time in which we are inserted, analyzing the advertisements of Coca-Cola from the period of 1886 to 2015, with a representative sample on the main themes addressed in its campaigns throughout its history. The hypothesis that guided the present work is that the social time in which we live is not repressive - that compels individuals to dull autonomy - but rather hedonic, defined by the ideal of happy life, guided by the "pleasure principle" and the "Orgasmic experience" (Zigmund Bauman) as the analytical category of social behavior (PIRES).
publishDate 2015
dc.date.issued.fl_str_mv 2015-09-18
dc.date.accessioned.fl_str_mv 2018-11-26T14:02:04Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv MATIAS, M. F. S. De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola. 2015. 161 f. Dissertação (Mestrado em Sociologia) - Universidade Federal de Goiás, Goiânia, 2015.
dc.identifier.uri.fl_str_mv http://repositorio.bc.ufg.br/tede/handle/tede/9090
identifier_str_mv MATIAS, M. F. S. De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola. 2015. 161 f. Dissertação (Mestrado em Sociologia) - Universidade Federal de Goiás, Goiânia, 2015.
url http://repositorio.bc.ufg.br/tede/handle/tede/9090
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language por
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dc.publisher.program.fl_str_mv Programa de Pós-graduação em Sociologia (FCS)
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dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Faculdade de Ciências Sociais - FCS (RG)
publisher.none.fl_str_mv Universidade Federal de Goiás
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