Title

Ciberpublicidade, gênero e Goffman: hiper-ritualizações no contexto digital.

Authors

CARRERA, FERNANDA

Abstract

This paper undertakes an exploratory analysis of cyber-advertising from Erving Goffman's perspective in Gender Advertisements. It was assumed that the digital environment, by allowing the spread of voices previously suppressed by the mass media; providing artefacts for cyber-activism, especially in relation to representativeness; and yet making emerge advertising with reality effect, could reveal significantly different imagetic results from those found by Goffman in print magazine advertisements in the 1970s. There was, however, a significant continuity of Goffmanian conceptions, revealing the urgency of future research that seeks the mapping of gender hyper-ritualizations in contemporary advertising.

Subjects

GOFFMAN, Erving, 1922-1982; MASS media; ADVERTISING; GENDER; CONTINUITY; CONCEPTION

Publication

Contracampo: Brazilian Journal of Communication, 2019, Vol 38, Issue 3, p22

ISSN

1414-7483

Publication type

Academic Journal

DOI

10.22409/contracampo.v0i0.27366