Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies
Descripción del Articulo
At the beginning of the re-examination of the typology of traditional marketing advertising based on classic authors of advertising communication, the two structuring types linked to the new “modi operandi” of the counter-hegemonic advertising practices that figure in social advertising, including c...
| Autor: | |
|---|---|
| Formato: | artículo |
| Fecha de Publicación: | 2018 |
| Institución: | Universidad de San Martín de Porres |
| Repositorio: | Correspondencias & Análisis |
| Lenguaje: | español |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/299 |
| Enlace del recurso: | http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/299 |
| Nivel de acceso: | acceso abierto |
| Materia: | Social Advertising Community Advertising Mediatization Mobile Technologies Counter-hegemonic Practices Publicidad social Publicidad comunitaria Mediatización Tecnologías móviles Prácticas contra-hegemónicas |
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Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologiesPublicidade Social: uma posição brasileira inicial sobre as possibilidades contra-hegemônicas da comunicação publicitária a partir da apropriação das tecnologias móveisSaldanha, PatríciaSocial AdvertisingCommunity AdvertisingMediatizationMobile TechnologiesCounter-hegemonic PracticesPublicidad socialPublicidad comunitariaMediatizaciónTecnologías móvilesPrácticas contra-hegemónicasAt the beginning of the re-examination of the typology of traditional marketing advertising based on classic authors of advertising communication, the two structuring types linked to the new “modi operandi” of the counter-hegemonic advertising practices that figure in social advertising, including community advertising, will be discussed. The idea is to contribute with the enrichment of the scientific discussion on communication in advertising and propaganda articulated to the recent consumption practices and made viable by mobile technologies.A comienzos de la relectura de la tipología de la publicidad tradicional mercadológica fundamentada en autores clásicos de la comunicación publicitaria, se discutirán los dos tipos estructurantes vinculados a los nuevos “modi operandi” de las prácticas publicitarias contrahegemónicas que figuran en la publicidad social, incluyendo la publicidad comunitaria. La idea es contribuir con el enriquecimiento de la discusión científica sobre la comunicación en publicidad y propaganda articulada a las recientes prácticas de consumo y viabilizadas por las tecnologías móviles.Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación2018-11-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/29910.24265/cian.2018.n8.07Correspondences & analysis; No. 8 (2018): Correspondences & analysis N°8 2018 (january - december); 147-163Correspondencias & análisis; Núm. 8 (2018): Correspondencias & análisis N°8 2018 (enero - diciembre); 147-1632304-22652224-235Xreponame:Correspondencias & Análisisinstname:Universidad de San Martín de Porresinstacron:USMPspahttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/299/274http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/299/293Derechos de autor 2018 Patrícia Saldanhainfo:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/2992025-01-17T16:27:10Z |
| dc.title.none.fl_str_mv |
Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies Publicidade Social: uma posição brasileira inicial sobre as possibilidades contra-hegemônicas da comunicação publicitária a partir da apropriação das tecnologias móveis |
| title |
Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies |
| spellingShingle |
Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies Saldanha, Patrícia Social Advertising Community Advertising Mediatization Mobile Technologies Counter-hegemonic Practices Publicidad social Publicidad comunitaria Mediatización Tecnologías móviles Prácticas contra-hegemónicas |
| title_short |
Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies |
| title_full |
Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies |
| title_fullStr |
Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies |
| title_full_unstemmed |
Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies |
| title_sort |
Social advertising an initial Brazilian position on the counterhegemonic possibilities of advertising communication based on the appropriation of mobile technologies |
| dc.creator.none.fl_str_mv |
Saldanha, Patrícia |
| author |
Saldanha, Patrícia |
| author_facet |
Saldanha, Patrícia |
| author_role |
author |
| dc.subject.none.fl_str_mv |
Social Advertising Community Advertising Mediatization Mobile Technologies Counter-hegemonic Practices Publicidad social Publicidad comunitaria Mediatización Tecnologías móviles Prácticas contra-hegemónicas |
| topic |
Social Advertising Community Advertising Mediatization Mobile Technologies Counter-hegemonic Practices Publicidad social Publicidad comunitaria Mediatización Tecnologías móviles Prácticas contra-hegemónicas |
| description |
At the beginning of the re-examination of the typology of traditional marketing advertising based on classic authors of advertising communication, the two structuring types linked to the new “modi operandi” of the counter-hegemonic advertising practices that figure in social advertising, including community advertising, will be discussed. The idea is to contribute with the enrichment of the scientific discussion on communication in advertising and propaganda articulated to the recent consumption practices and made viable by mobile technologies. |
| publishDate |
2018 |
| dc.date.none.fl_str_mv |
2018-11-28 |
| dc.type.none.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| format |
article |
| status_str |
publishedVersion |
| dc.identifier.none.fl_str_mv |
http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/299 10.24265/cian.2018.n8.07 |
| url |
http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/299 |
| identifier_str_mv |
10.24265/cian.2018.n8.07 |
| dc.language.none.fl_str_mv |
spa |
| language |
spa |
| dc.relation.none.fl_str_mv |
http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/299/274 http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/299/293 |
| dc.rights.none.fl_str_mv |
Derechos de autor 2018 Patrícia Saldanha info:eu-repo/semantics/openAccess |
| rights_invalid_str_mv |
Derechos de autor 2018 Patrícia Saldanha |
| eu_rights_str_mv |
openAccess |
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application/pdf text/html |
| dc.publisher.none.fl_str_mv |
Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación |
| publisher.none.fl_str_mv |
Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación |
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Correspondences & analysis; No. 8 (2018): Correspondences & analysis N°8 2018 (january - december); 147-163 Correspondencias & análisis; Núm. 8 (2018): Correspondencias & análisis N°8 2018 (enero - diciembre); 147-163 2304-2265 2224-235X reponame:Correspondencias & Análisis instname:Universidad de San Martín de Porres instacron:USMP |
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Universidad de San Martín de Porres |
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USMP |
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USMP |
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Correspondencias & Análisis |
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Correspondencias & Análisis |
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1846804112772956160 |
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12.588766 |
Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
