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Doctoral Thesis
DOI
10.11606/T.27.2013.tde-27022014-115406
Document
Author
Full name
Bruno Pompeu Marques Filho
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2013
Supervisor
Committee
Sant'Anna, Maria Clotilde Perez Rodrigues Bairon (President)
Barreto Filho, Eneus Trindade
Braga, Maria Lucia Santaella
Fausto Neto, Antonio
Lopes, Maria Immacolata Vassallo de
Title in Portuguese
Talento, significado e sensibilidade: epistemologia e currículo da semiopublicidade
Keywords in Portuguese
consumo
currículo
ensino
publicidade
semiótica
Abstract in Portuguese
Os tempos contemporâneos são tempos de incertezas, de desafios e de transformações. Ambiguidade, hibridismo, mobilidade, imediatismo, muitos são os traços desse tempo que, de tão acelerados, alteram o panorama social em que se vive, deixando alunos, professores, pesquisadores e profissionais atônitos e desorientados. Esta tese de doutorado, sustentada conceitualmente nas teorias do consumo e na semiótica peirceana, procura flagrar o ensino da publicidade nesse conturbado contexto. Valendo-se metodicamente da revisão bibliográfica, das entrevistas em profundidade e da análise de conteúdo das matrizes curriculares e das ementas de dez instituições de ensino superior, esta pesquisa primeiro retrata as carências teórico-paradigmáticas do ensino da publicidade, para, depois, apresentar propostas concretas em favor de uma epistemologia própria da propaganda, refletida em um novo modelo de arranjo disciplinar.
Keywords in English
advertising
consumption
curriculum.
semiotics
teaching
Abstract in English
Contemporary times are times of uncertainty, challenges and transformations. Ambiguity, hybridism, mobility, immediatism, many are the traces of that time, so accelerated that is changing the social landscape in which we live, making students, teachers, researchers and professionals astonished and bewildered. This doctoral thesis, conceptually sustained on theories of consumption and Peircean semiotics, aims to descrive the teaching of advertising in this troubled context. Counting methodically on the literature review, interviews in-depth and content analysis of the curriculum and the disciplines of ten higher education institutions, this research first portrays the theoretical and paradigmatic problems related to the teaching of advertising, to then submit objectives proposals in favor of an own epistemology for advertising, reflected in a new model of disciplinary arrangement.
 
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Publishing Date
2014-03-10
 
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