{"title":"Funk e McDonald’s: disputas simbólicas e negociações de valor na campanha publicitária Novinhos Cheddar","authors":"Simone Evangelista Cunha, B. Polivanov","doi":"10.18568/CMC.V14I41.1451","DOIUrl":null,"url":null,"abstract":"The paper discusses negotiations of value related to the appropriation of a Brazilian funk song by the fast food brand MacDonald’s in its campaign entitled #Novinhos Cheddar. By means of the analysis of comments posted on the video page “The #NovinhosCheddar are at McDonald’s. Again!” on YouTube, we problematize relationships between consumption, identity (personal and brand related) and value disputes in digital culture, understanding that these three spheres operate together. We conclude that a major part of the public has demonstrated its approval of the campaign, emphasizing that the strategy of approaching popular / peripheral cultural expressions can be profitable. However, we highlight that this approach does not take place without tensions, since several elements that reinforce the connection between funk and the periphery were summarily erased in the multinational’s campaign.","PeriodicalId":52154,"journal":{"name":"Comunicacao Midia e Consumo","volume":"14 1","pages":"102-125"},"PeriodicalIF":0.0000,"publicationDate":"2017-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Comunicacao Midia e Consumo","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.18568/CMC.V14I41.1451","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
The paper discusses negotiations of value related to the appropriation of a Brazilian funk song by the fast food brand MacDonald’s in its campaign entitled #Novinhos Cheddar. By means of the analysis of comments posted on the video page “The #NovinhosCheddar are at McDonald’s. Again!” on YouTube, we problematize relationships between consumption, identity (personal and brand related) and value disputes in digital culture, understanding that these three spheres operate together. We conclude that a major part of the public has demonstrated its approval of the campaign, emphasizing that the strategy of approaching popular / peripheral cultural expressions can be profitable. However, we highlight that this approach does not take place without tensions, since several elements that reinforce the connection between funk and the periphery were summarily erased in the multinational’s campaign.
期刊介绍：
The journal Comunicação, Mídia e Consumo – Communication, Media and Consumption – is published in printed and digital versions by the Programa de Pós-Graduação em Comunicação e Práticas de Consumo da ESPM-SP – Postgraduate Programme in Communication and Consumption Practices of ESPM-SP – Escola Superior de Propaganda e Marketing – Superior School of Propaganda and Marketing and it is evaluated as Qualis A2; its editorial line is to approach relevant topics of the field of Communication, understood here as a complex socio-cultural process and practice. The articles must be well-founded and mobilise different authors of a given theoretical tendency so that they develop a critical reflection about the approached thematic topics. In the case of empirical articles, besides the contextualisation and the descriptive stage of the material, we privilege articles which present a theoretico-interpretative of the aspects that are observed in the corpus.
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