LASICS .::. Open Conference Systems, IAMCR 2010: Communication and Citizenship

Font Size:  Small  Medium  Large

Communication and consumption: women identity representations in the prime-time publicity

Marcia Perencin Tondato

Last modified: 2010-07-14


This paper is part of a study aiming to explore consumption practices of women, especially those from low income groups, to understand the relation with constitution of these women identity, who play a predominant role in the definition and dissemination of family consumption practices, in a social environment where the elite values predominate. In Brazil, statistical data show changes of habits of the group with less purchasing power, in special the women, in specific after 1996. The intention is to understand the influences for these changes, quoting television as the main source of information for the group of interest, although they also participate of an environment of media convergence and have a daily life that goes beyond the household chores. For this discussion, I work from the point of view of an intersection between communication and consumption. The approach to consumption presumes much more than talking about ways of goods acquisition, criticizing habits and behavior demanded by basic needs. Here consumption concept begins with the use individuals make of goods in defining positions in their social relations. Understanding that language is an essential element of the process, the good to be consumed turns into a sign, resulting that what we consume is part of a social inclusion process. The starting point is a categorization of prime-time publicity in Brazil and Portugal (part of a study on Brazilian and Portuguese prime-time, developed by researchers from ESPM and University of Coimbra). In this study, we worked with the TV-grids of two channels in Portugal (SIC and TVI) and two in Brazil (Globo and Record) during May of 2008. For the study here presented, I selected an intentional sample of the publicity insertions, contemplating the categories observed in the TV grids of the two countries, any of each will be analyzed in its discursive formations. Understanding publicity as a new act of speech, that gives new meanings to the existent signs, even with a different syntax, it is only recognized like myth the one that have already been identified among the existent myths and that circulate in a determined society or culture. The analysis to be done looks, in the messages, for traces of women’s identity, who, in a second stage of the study, will tell us how they read this publicity. In audience studies, we are interested in the text that begins in the word of the producer / transmitter and is decodified / transcodified in the word of the reader. In the perspective of language studies, the meanings are products of social interaction that is accomplished in the word, the world only making sense in the words recognized throughout social interaction. From the results of the analysis developed in this stage, the proposal is to analyze the intersection with reception, trying to see the reception/audience not only as a place of arrival, but also as a "place of sense production".

An account with this site is required in order to view papers. Click here to create an account.