“E as aparências não enganam, não”?: análise dos sentidos em circulação do caso Elis Regina & Volkswagen

• Ano de defesa: 2026
• Autor(a) principal: Oliveira, Letícia Ribeiro de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; Brasil; UFSM; Programa de Pós-Graduação em Comunicação; Centro de Ciências Sociais e Humanas
• Palavras-chave em Português: Midiatização; Circulação; Sociossemiótica; Inteligência artificial; Caso Elis Regina e Volkswagen; Mediatization; Circulation; Sociosemiotics; Artificial intelligence; Elis Regina and Volkswagen’s case; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://repositorio.ufsm.br/handle/1/38177

The mais objective of this research is to analyze the meanings constructed by different social actors from the use of artificial intelligence (AI) in the Volkswagen (VW) Brazil Generations advertising campaign. By recreating the image of Elis Regina to act alongside her daughter, Maria Rita, the audiovisual production generated debates in various spheres of society, such as the legal, technological, and communicational ones. The study is situated within the field of Communication, highlighting different perspectives on AI (Gunkel; Trento; Gonçalves, 2017; McCulloc; Pitts, 1943; Rosa, 2024; Russell; Norvig, 2003; Sued, 2022), the processes of mediatization (Couldry; Hepp, 2020; 2019; Hjarvard, 2012; Verón, 1993; 2004; 2014) with the Latin American perspective about circulation’s studies (Braga, 2017b; Borelli, 2025; Carlón, 2020; Fausto Neto, 2018; Fernández 2023; Rosa, 2019; Verón, 1993; 2004; 2013). In dialogue with these theoretical perspectives, sociosemiotics (Boutaud; Verón, 2007; Verón, 1993; 2004; 2013), the notion of semiodata (Raimondo Anselmino, 2022; Gindin; Raimondo Anselmino, 2025), and the mediated case study (Weschenfelder, 2019) are used as analytical bases. Inherently, the investigation constitutes a hybrid (quantitative-qualitative) approach, combining computational procedures with an interpretative approach to the data. The analysis is divided into three stages, guided by specific objectives: a) to map the impact of the Generations advertisement on different websites; b) to describe the discursive operations in the Generations video; and c) to analyze the comments published by different social actors on the Generations video published on VW Brasil's official YouTube channel. After this process, the analyses and inferences reveal disputes over meaning and discrepancies between the grammars of production and recognition, indicating new discursive complexities. Finally, the research seeks to contribute to the expansion of discussions on mediatization, circulation, and AI, highlighting the relevance of critical and integrated approaches to contemporary media objects.