文章基本信息

标题：Bidimensionalidade mundana no lado Coca-Cola da vida: um estudo arqueológico fotoetnográfico
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作者：André Luiz Maranhão de Souza Leão ; Flávia Zimmerle da Nóbrega Costa
期刊名称：Discursos Fotográficos
印刷版ISSN：1808-5652
电子版ISSN：1984-7939
出版年度：2013
卷号：9
期号：15
页码：139-170
语种：Portuguese
出版社：Universidade Estadual de Londrina
摘要：Societies are rebuilding themselves systemically in the symbolic universe generated by the integration of the processes of globalization. The context, coupled with mass culture, promoted brands the complex cultural symbols. Inspired by Foucault’s archeology, this photoethnographic study revealed ordering the discursive field of a global brand presence in everyday practices. The discursive formations are pointed governed by two general rules: rhetoric and dialectic.
关键词：Global brand;Local culture;Archeology;Photoethnography.;Marca global;Cultura local;Arqueologia;Fotoetnografia.