Meanings of work embedded in narratives of the self: communication strategies in Nextel’s “Welcome to the Club” campaign
DOI:
https://doi.org/10.30962/ec.483Keywords:
Comunicação e Consumo, Trabalho, Publicidade, Midiatização, SubjetividadeAbstract
Using theories of work and consumption, the paper analyzes the advertising campaign by the Nextel brand’s telephone services. The paper discusses meanings of narratives constructed by the human subjects who protagonize the ads, presenting life histories that are unusual in relation to ordinary expectations as identifying characteristics of Nextel’s symbolic universe. In these narratives, an emphasis is placed on work, as a sphere that can bring challenges, failure, alienation, and success, as well as self-affirmation. Reflections about the spectacularization and aestheticization of intimacy, via the mediatization of narratives of the self, serve as a basis for understanding the role of productive activities in tying human subjects to imagined communities via advertising language.Downloads
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