As representações discursivas da tecnologia e do trabalho nas narrativas publicitárias: vídeos de produtos e serviços

Abstract

The aim of this study is to do a verbal and imagistic analysis of discourse’s representations of technological narratives showed at five advertising of products and services, investigating constant positions about technology and labor. This research considers the centrality of labor in its historical and ontological dimensions. It analyses the discourse about technology and labor in contemporary advertising pieces: Viagem - KIN – Roadtrip; TIMnet.com; Oi – Mundo Velox; Roundup - Controle Total e Mitsubishi – Encontro. All are advertising in audiovisual format aired in century XXI. The theories used were Karl Marx (1988), Friedrich Engels (1977), Herbert Marcuse (1999), Richard Sennett (2009), Jean Baudrillard (2010), Walter Benjamin (2009), Mikhail Bakhtin (2010), Nicolau Sevcenko (2001), Sandra Jatahy Pesavento (1997), Francisco Foot Hardman (1988), Maria Eduarda da Mota Rocha (2010), among others. As results of this research, can be seen, from the analysis, that advertising language is showed as an instrument of imposition of capitalist way of life, because it brings the ideology of the base material which is derived. It’s possible to see in video content analysis, ideological positions about technology and labor as: a flexibility of labor relations; disdain with labor and with past history; patterns of individuality that determine lifestyles; power technological as social power that can be transferred by consumption; man overlapping nature, even if it brings consequences; autonomy of technology, among other marks of a vision of the ruling class of this time. This research points to the possibility of advertising, in current patterns, which helps the homogenization of values and behaviors of system and serves as an ideological basis for the segments of the ruling class of capitalism.