| dc.description.abstract | This dissertation has as its theme the reformulations of the advertising practice and as a
delimitation of this we have: the movements that require reformulations in institutional
practices, in the field of advertising and in the habitus of advertisers. From this theme, we
intend to answer the following question: How do the main movements that require the
advertising market as a field, reformulations in their institutionalized practices? To answer
this question, in our methodology we start from a cartographic perspective, using as an
epistemological axis Deleuze and Guattari's (1995) notes, to construct the rhizome that
defines our empirical object, which we define as the advertising market. Of this object, we
will analyze, above all, the transformations in the models of advertising agencies, central
institution of the publicity practices until then. As a guide for our cartographic procedure, we
use the notes of Virgínia Kastrup (2007) on how the cartographer's attention is given and also
divide our cartography in the steps the author proposes: screening; touch; landing;
recognition. In each of these stages, we used a variety of data collection techniques, such as
documentary research and interviews with field agents. All the data generated are analyzed
from analytical categories that arise from our two theoretical pillars of this research. The first
one, elaborated from Pierre Bourdieu, discusses the concepts of field and habitus, which helps
us to analyze the field of communication and, more specifically, the subfield of advertising,
besides evaluating how the behavior of the professional is being transformed. Secondly, the
transformations that permeate advertising practices are also supported in this study by Berger
and Luckmann's (1985) notes and their propositions on what are and how institutionalized
practices originate. As results to this study, we find the main tensions revealed from the
opposition between agents already established in the field and the new agents, whether they
are new professionals or new institutions that present themselves composing the field. In
addition, we find indications of possible updates of the advertising habitus at this time of
transformations of the field, such as new skills such as prototyping, data analysis and
administration being required of the advertisers, besides finding a professional in the field
more questioning than we saw in the generations of professionals. | |
