Publicada em: 07/06/2016 às 13:00 |
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O paradoxo hipster: sobre representações, publicidade e subculturas
Palavras-chave
The aim of this paper is to study the youth as a social phenomenon - in its most comprehensive dimension - and the practical consequences of its hegemonic social force. Therefore, eleven ads were analyzed based on the theory of social representations of Serge Moscovici. By studying the nature of what is meant by “ hipster “ in the Western context of the 2000s, and comparing its conceptual and aesthetically aspects with the punk movement of the 1980s and 1990s , it is clear that the appropriation by the media of these speeches occurs in different ways. Social representations of hipster in advertising incorporate a more friendly semantic load and visual identity (and therefore more suitable for desired social discipline), than that being incorporated during punk representation. Starting from this divergence, this essay reflects about the representations of youths and their subcultures in our society. Keywords
O paradoxo hipster: sobre representações, publicidade e subculturas |
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