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DOI: 10.55905/cuadv15n9-008
Recebimento dos originais: 03/08/2023
Aceitação para publicação: 04/09/2023
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Trends in advertising and consumption research: a longitudinal
analysis of the academic field in Brazil from 2006 to 2018
Tendências na pesquisa de publicidade e consumo: uma
análise longitudinal do campo acadêmico no Brasil de 2006 a
2018
Eneus Trindade
PhD in Communication Sciences from Universidade de São Paulo (USP)
Institution: Universidade de São Paulo (USP)
Address: Avenida Professor Lúcio Martins Rodrigues, Cidade Universitária,
São Paulo – SP, CEP: 05508-900
E-mail: eneustrindade@usp.br
Daniel Dubosselard Zimmermann
PhD in Communication Sciences from Universidade de São Paulo (USP)
Institution: Faculdade Cásper Líbero
Address: Avenida Paulista, 900, Bela Vista, São Paulo – SP, CEP: 01310-940
E-mail: dzimmermann.daniel@gmail.com
Karla Meira
PhD student by Programa de Pós-Graduação em Ciências da Comunicação
(PPGCOM)
Institution: Universidade de São Paulo (USP)
Address: Avenida Professor Lúcio Martins Rodrigues, Cidade Universitária,
São Paulo – SP, CEP: 05508-900
E-mail: meira.karla@usp.br
ABSTRACT
This study explores the general body of texts of the project on research trends in
advertising and consumption, based on what has been published in the most
qualified national journals in the area of Communication in Brazil. The study is
limited to Brazilian journals, as evaluated by the Qualis CAPES stratum A2 (valid
until 2018), covering the years from 2006 to 2018. The data collection
methodology is inspired by a U.S. study (Kim et al., 2014). The results are
systematized in a union of two major axes: 1. Studies of advertising and its
corollaries, which deal with both traditional advertising and new formats and 2.
Media consumption and the consumption through mediatization of products,
brands, services and ideas, as well as observations and comments about certain
authors, institutions and trends in this communication subfield. The study not only
analyzes the macrocosm of advertising and consumption in the area but
discusses its physical, cultural, social and political dimensions as well, exploring
the microcosm by mentioning the field’s main authors and the nature of their
accomplishments.
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Keywords: advertising, consumption, theoretical trends, longitudinal analysis,
Brazil.
RESUMO
Este estudo explora o corpo geral de textos do projeto de pesquisa de tendências
em publicidade e consumo, com base no que tem sido publicado nas mais
qualificadas revistas nacionais da área de Comunicação no Brasil. O estudo é
limitado a periódicos brasileiros, avaliados pelo Qualis CAPES estrato A2 (válido
até 2018), abrangendo os anos de 2006 a 2018. A metodologia de coleta de
dados é inspirada em um estudo norte-americano (Kim et al., 2014). Os
resultados são sistematizados na união de dois grandes eixos: 1. Estudos da
publicidade e suas expansões, que tratam tanto da publicidade tradicional
quanto dos novos formatos e 2. Consumo de mídia e o consumo por meio da
midiatização de produtos, marcas, serviços e ideias, assim como bem como
observações e comentários sobre alguns autores, instituições e tendências neste
subcampo da comunicação. O estudo não apenas analisa o macrocosmo da
publicidade e do consumo na área, mas também discute suas dimensões físicas,
culturais, sociais e políticas, explorando o microcosmo ao mencionar os
principais autores do campo e a natureza de suas realizações.
Palavras-chave: publicidade, consumo, tendências teóricas, análise
longitudinal, Brasil.
1 FROM THE INTRODUCTION TO METHODOLOGY AND CORPUS
CONFIGURATION
This study analyzes the project's corpus on trends in Advertising and
Consumption Research, based on articles in the leading Brazilian academic
journals in the area of Communication. It is important to point out that the
academic journal classification system is a national ranking system, similar to
JCR, SJR or H-Index, underwritten by the Brazilian Ministry of Education via its
federal agency for the Coordination of Professional Achievement in Higher
Education (CAPES) which functions as the regulating and evaluation organ of the
National Postgraduate Evaluation System.
The universe of identified articles includes a semantic field of terms for the
identification of texts. Using these terms, the authors look at the articles in what
CAPES considers the six most qualified journals in the area of Communication
and Information: Matrizes (University of São Paulo - USP); Galáxia (Catholic
University of São Paulo - PUCSP); Revista Brasileira de Ciências da
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Comunicação - Intercom (Brazilian Association of Communication Sciences);
Comunicação, Mídia e Consumo - CMC (Superior School of Advertising and
Marketing - ESPM); E-Compós (Journal of the National Association of
Postgraduate Programs in Communication); Revista FAMECOS (School of
Communication, Art and Design of the Catholic University of Rio Grande do Sul
- FAMECOS/PUCRS). In all, 368 articles out of a total of 2500 published dealt
with some aspect of the interface of advertising and consumption research axes.
Advertising and Media as well as Mediatization Consumption are topics
commonly addressed in Communication and Media Studies. Thus the scope of
this study is different from that of a study of Consumption or Consumer Behavior
which would be more typical of the purview of Management and Marketing.
Matrizes, created in 2007, is the bilingual (Portuguese and English) journal
of the Post-Graduate Program in Communication Sciences of the University of
São Paulo (USP), the first of its kind in Brazil, now 50 years old. In 2017, the
journal switched from biannual to quarterly editions. In 2019, CAPES’ Qualis
system ranked Matrizes the sole A1 Communication journal.
Galáxia is a traditional journal in the area of communication that belongs
to the Graduate Program in Communication and Semiotics of the Pontifical
Catholic University of São Paulo (PUC-SP) which is also a pioneering program
with 52 years of experience. The journal has been published for 21 years and,
like Matrizes, shifted from biannual to quarterly publication in 2017. Since 2021 it
has become a continuous publication. CAPES’ Qualis rated Galáxia A2 in the
latest, 2019 classification.
The Revista Brasileira de Ciências da Comunicação (RBCC) has been
active since 1978. It is the oldest Communication journal and belongs to the
largest scientific entity in the area - the Brazilian Society for the Interdisciplinary
Studies in Communication (INTERCOM). The journal went from biannual to
quarterly publication in 2015. The 2019 CAPES’ Qualis poll gave it an A2 rating.
Comunicação Mídia e Consumo (CMC) is a journal created in 2004 by the
Postgraduate Program in Communication and Consumer Practices of the São
Paulo Superior School of Advertising and Marketing (ESPM). It specializes in
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Communication and Consumption issues with a focus on Advertising. The journal
has appeared quarterly since its inception. It declined from A2 to A3 in CAPES’
2019 classification.
E-Compós was launched in 2004 and, along with RBCC, belongs to
INTERCOM, an important scientific entity in the field. This is the Brazilian National
Association of Postgraduate Programs in Communication (Compós). The journal
was biannual and went quarterly in 2016. Its Qualis A2 rating held firm in the
2019 CAPES’ reclassification.
FAMECOS is the journal of the Graduate Program in Communication
Sciences at the Pontifical Catholic University of Rio Grande do Sul (PUCRS). It
began in 1994. It is the oldest program outside the Rio-São Paulo axis.
FAMECOS began as a quarterly journal and maintained its Qualis A2 standing in
the 2019 CAPES’ reclassification.
Four of the journals are concentrated in the State of São Paulo (Matrizes,
RBCC, CMC and Galáxia). Only two Journals are located outside São Paulo, one
in Rio Grande do Sul (FAMECOS) and the other with official headquarters in
Brasília (E-Compós). Two belong to the most important scientific entities in
Brazilian academia (INTERCOM and Compós) and two are from pioneering
academic communication programs (USP and PUC-SP, with more than 50 years
of activity). The FAMECOS journal of PUC-RS is the oldest in the Southern
region.
Table 1 – Number of articles per Journal.
Journals
Number of Articles
%
CMC
169
45,9
FAMECOS
56
15,2
E-COMPÓS
54
14,7
GALÁXIA
36
9,8
INTERCOM
36
9,8
MATRIZES
17
4,6
Total
368
100
Source: Own elaboration.
For the preparation of this article, the data corpus of observation and
analysis was limited to the aforementioned journals in the Communication area
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and, as the unit of analysis was articles in the field of advertising and
consumption, the authors screened the websites of each journal using the
following keywords: Advertising, Consumption, Promotion, Point of Sale,
Merchandising, Strategic Communication, Branded Content, Business
Communication, Organizational Communication, Advertising Communication,
Media Consumption, Cultural Consumption and Uses and Consumptions, which
resulted in 368 articles covering the period from 2006 to 2018.
From the selected articles, the numerical predominance fell on the
publication entitled Comunicação Mídia e Consumo of ESPM, which seems
obvious, given the scope of that journal in relation to the theme of the research.
The lowest number was identified in Matrizes, considering that this publication
has greater coverage of issues related to communication. In relation to year-by-
year production, the banner year was 2014 with 38 articles. However, more
recent production has been stable; the total for both 2016 and 2017 stood at 34.
After identifying the 368 articles, they were registered in Mendeley, which
is a software, installed on the desktop and online, that helps to manage, share
and verify search content based on keywords. Mendeley makes it possible to
store, read, print, detect duplicate documents, insert tags, make comments on
PDF documents, extract metadata and also manage references and quotations.
Subsequently, selected articles were separated by authors, keywords, abstracts
and titles.
Each of the articles is read and analyzed by double review, considering
the following aspects: title of the article, year of publication, journal name,
abstract, keywords (up to 5), first author, other authors, thematic(s) if any,
whether or not theories are present, which theories/disciplines are used, whether
there is empirical data, what is the methodological approach, whether there are
and which are the seminal authors and which are the units of analysis.
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Table 2 – Number of articles per year.
Year
Number of articles
%
2006
15
4,08
2007
22
5,98
2008
33
8,97
2009
29
7,88
2010
26
7,06
2011
22
5,97
2012
34
9,24
2013
28
7,61
2014
38
10,33
2015
30
8,15
2016
34
9,24
2017
34
9,24
2018
23
6,25
Total
368
100
Source: Own elaboration.
Reading in double review was essential considering that almost 70 per
cent of abstracts do not contain the foregoing information, as is usual with
international publications. To ensure data reliability, research reliability and to
reach more effective results, the search was revised and checked with the aid of
the Foxit Reader program, which is a multi-language PDF reader, which reduces
citations by files, showing effectively within the text what are quotes in in fact,
thus eliminating duplicate content from the header, footer, etc.
2 RESULTS
With these procedures the authors reached the following themes: Religion,
Ethics, Sustainability, Childhood and Youth, Sport, Ethnicity, Cities, Food,
Technology, Fashion, Cars, Culture, Advertising Market, Theories and Methods,
Gender, Education, Work, Tourism and Hospitality, Interdisciplinarity and
Multidisciplinarity, Sex, Finance, and Health.
These themes reveal aspects of the studies of advertising and
consumption in Brazil that can be understood in categories that are not
necessarily mutually exclusive, and that refer to the studies of advertising and its
expansion, since today the term advertising in Brazil is not limited to
advertisements and commercials, bringing a diversity of formats and
expressiveness of brands creating a brand ecology that, in semiotic terms, shows
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forms of life and the meanings of brands in the construction of meaningful bonds
with consumers and other audiences (Trindade, 2017, p. 34).
In this category, such articles comprise broad productions dealing with
traditional advertising and new formats. This, to some extent, relates to another
broad category (media consumption and mediatization consumption of products,
brands, services and ideas) as discussed in (Toaldo; Jacks, 2017) and (Trindade,
2017). The works referring to media consumption are those that mention studies
of reception and deal with the uses of media consumption and the mediatization
of products, brands, services and ideas, that are also open to the idea of receiving
messages and expressiveness of brand communications to consumers, focused
on institutional and promotional actions of brands, organizations, products and
services.
Table 3 – Thematic list and its respective keywords.
Thematic
Keywords
No of Articles
Advertising Consumption and Food
Advertising, Consumption, Food, Cooking,
Gourmet.
10
Advertising Consumption and Automotive
Advertising, Consumption, Automobile,
Vehicle, Car, Motorcycle, Truck
3
Advertising Consumption and Cities
Advertising, Consumption, Cities, Public
Space, Urbanism, Urbanization, Suburbs,
Urban Architecture etc.
16
Advertising Consumption and Culture
Advertising, Consumption, Culture,
Entertainment, Leisure, Music, Dance,
Cinema, Television, Parks, Hobby etc.
45
Advertising Consumption and Sports
Advertising, Consumption, Sport, Soccer,
Athlete, Game, Sport etc.
6
Advertising Consumption and Ethics
Advertising, Consumption, Ethics, Human
Rights, Ethos, Excluded, Exclusion,
Citizenship, Equity, Migration etc.
37
Advertising Consumption and Ethnicity
Advertising, Consumption, Ethnicity, Racism,
Prejudice, Segregation, Bullying etc.
7
Advertising Consumption and Finance
Advertising, Consumption, Finance, Financial
System, Banks, Credit, Financial Products,
Treasury, Currency etc.
2
Advertising Consumption and Gender
Advertising, Consumption, Gender, Sexuality,
Feminism, Machismo (chauvinism), Sexism,
GLS, LGBT, LGBTQIA +, Homophobia,
Transphobia etc.
26
Advertising Childhood and Youth
Consumption
Advertising, Consumption, Childhood, Child,
Play, Childcare, Toy, Youth etc.
39
Advertising Consumption and Advertising
Market
Advertising, Consumption, Advertising Market,
Advertising Practice, Advertising Production,
Advertising Creation, Professional
25
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Performance of the Advertiser, Advertising
Agencies and Communication Agencies etc.
Advertising Consumption and Fashion
Advertising, Consumption, Fashion, Clothing,
Clothes, Footwear, Customization,
Accessories
9
Advertising Consumption and Religion
Advertising, Consumption, Religion,
Religiosity and Syncretism etc.
9
Advertising Consumption and Health
Advertising, Consumption, Health, Public
Health System, Health Plans, Medicines,
Drugs, Hospitals, Doctors, Health
Professionals etc.
6
Advertising Consumption and Sex
Consumption Advertising, Sex, Eroticism,
Lubricity, Lust, Sensuality, Libertinism,
Voluptuousness, Prostitution, Sexual
Relations, Sexual Activity, Virtual Sex, Virtual
Eroticism etc.
3
Advertising Consumption and
Sustainability
Advertising, Consumption, Sustainability,
Social Responsibility, Corporate
Responsibility, Corporate Social
Responsibility, Volunteering, Dilettantism,
Philanthropy, Environment etc.
18
Advertising Consumption and Technology
Advertising, Consumption, Technology,
Apparatus, Algorithm, Artificial Intelligence,
Obsolescence, Aio, Automation.
75
Advertising Consumption Tourism and
Hospitality
Advertising, Consumption, Tourism, Tourist,
Excursion, Excursionist, Ecotourism, Tourist
Station, Resort, Hospitality, Hotel, Hostel, Inn,
Arborism etc.
3
Advertising Consumption, Interdisciplinarity
and Multidisciplinarity
Advertising, Consumption, Interdisciplinarity
and Multidisciplinarity, Studies Analyze or
Develop Reasoning about Two or More
Disciplines, About Other Branches of
Knowledge and About Interdisciplinary or
Multidisciplinary Activities, etc.
5
Advertising Consumption, Theories and
Methods
Advertising, Consumption, Theories and
Methods
56
Source: Own elaboration.
It is important to note that, within the field chosen for study, articles that
refer to advertising and its variables totaled 99 out of 368, which represents 27%.
Regarding this classification, the authors took into account a flexible notion of
advertising, because advertising and consumption are understood here as a
subfield of the relations of the field of communication with the various types and
processes of consumption. “When considering the contemporary scenario, we
are faced with an expansion or overflow of institutional and promotional actions
that go beyond traditional advertising formats, outlining a series of new concepts,
as was briefly presented in” (Trindade, 2017, p. 34).
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This overflow has generated a series of reflections in the area, in the
context of communication, in Brazil and in the world, that give rise to ideas, terms,
and concepts that seek to account for this expansion of the signs of the
advertising system whose nomenclature does not fit in the designations of
advertising, namely: Advertising Ecosystem (Perez, 2018), Hyper-advertising
(Perez; Barbosa, 2007), Hybrid Advertising (Covaleski, 2010), Advertization
(Casaqui, 2011), Promotional (Castro, 2016), Hyperadvertization,
Unadvertization (Berthelot-Guiet, Montety; Patrin-Lecleré, 2016), Expanded
advertising (Machado; Borrowes; Rett, 2017), Cyber advertising (Atem; Azevedo;
Oliveira, 2014).
There are also the nomenclatures of the advertising market that deal with
Crossmedia/Transmedia advertising, Brand Content, Native Advertising, and
Celebrity Endorsement. All these new denominations arise from the fact that
advertising today goes far beyond age-old categories like ads and commercials.
It has come to be about understanding an interactional dynamic between brands
and consumers that surpasses the well-worn semantics of international
advertising terms and which obliges us to study new denominations for brand
strategies, especially in the face of the growing presence of digital platforms in
the mediation of these interactions.
It is in line with these reflections that the term ‘consumption’ has been
applied to the plural function, since consumption also has wide meanings and
has been used to discern the
scope of the objects of cultural mediation of the market in daily life, as well
as to go beyond the conceptions of traditional reception studies to work on
cultural and digital media consumption as discussed by (Toaldo; Jacks, 2017)
and (Montardo, 2016), in a dynamic of its uses and appropriations in specific
contexts in relation to the publics studied and their representations in media
contexts. These explanations helped to configure the body of texts according to
the methodology used.
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Figure 1 – Consumption research trends.
Source: Own elaboration.
Still, based on the preliminary information extracted from the initial
methodological procedures, it was possible to determine what were trends in
terms of the themes researched and addressed in the field during the twelve
years studied.
Considering all journals, what is perceived is a clear tendency for works
that approach technology as the main theme, with almost 21 per cent of the
articles. This is partly because of the large amount of works that deal with digital
media, but also due to new technologies and perspectives related to the impact
of technology on society, on communication and on consumption, on usage
relationships, and on social interactions. The interrelated settings of Advertising,
Consumption and Technologies were discussed in publications (Trindade, 2019),
(Trindade; Perez; Teixeira Filho, 2019).
The second group of articles that stand out are those that are based on
theories and/or specific research methods which undertake analyses of
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theoretical aspects related to consumption, including advertising, totaling 56
articles, but these have no direct relationship with issues applied to the praxis of
consumption.
Culture, Childhood and Youth, and Ethics appear in sequence,
respectively with 45, 39 and 37 articles. The latter appears likely to grow in
importance in this field of study, as they are articles that address consumption
relations and their impact on society, human rights, the ethos, the excluded,
issues about citizenship, activism, equity, migration and the like. An interesting
point is that many articles dealing with this theme say that advertising has no role
in educating society but, if it does not un-educate, it is ‘ethical’.
The fourth most searched topic is the advertising market, its techniques,
characteristics, processes, planning, costs and strategies for production,
creation, media, planning, as well as professional performance, the different
types of agencies and the relationships between the advertising market and
consumption. In addition to the topics highlighted above, we also held a more in-
depth discussion on the results regarding the theme of Advertising, Consumption
and Gender in (Trindade, 2018).
Figure 2 – Twenty most referenced seminal authors in the area of consumption.
Source: Own elaboration.
Regarding the most used words in the field, besides the terminologies
themselves, expressions related to technology stand out, mainly social networks,
social media, digital media and internet. However, there is a great occurrence of
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words such as social, culture and cultural, relations and relationships, production
of meanings, practices, journals, and media, among others.
Regarding the most referenced seminal authors, the greatest occurrence
is the French philosopher and sociologist Jean Baudrillard¸ who appears in 77
articles, which is justified by his production on "virtual reality" and works such as
"Simulacrums and Simulation," "The Consumer Society" and "The System of
Objects", in addition to their consistent lessons on politics, society and social
criticism, of course. French philosopher Pierre Bourdieu is second, with 67,
followed closely by Zygmunt Bauman, with 62. Bourdieu stands out in the articles
for his vision of the social world, discussions of symbolic exchanges and cultural
tastes and distinctions and also for addressing, on the concepts of countryside,
habitus and capital. Bauman, however, besides being mentioned for his most
outstanding work "Liquid Modernity," is mentioned in articles in the field, too, for
his analyzes of postmodern consumption and globalization.
In the following block the authors of Cultural Studies, Nestor García
Canclini (56), Stuart Hall (54) and Jesús Martín-Barbero (49), who adhere to the
studies of reception and media consumption and mediatization, appear in
sequence. All these authors point to theoretical reflections, exploratory studies or
reflective essays with a sociocultural perspective on the themes of Advertising
and consumption with strong dominance of British and Latin American Cultural
Studies. Although other authors appear before him, we highlight Jenkins, as the
main seminal author regarding the issues of transmedia/crossmedia,
convergence, connectivity, the theme of most studies dealing with technology.
Moreover, the author is still used in articles related to childhood, youth and the
practices of social uses of the media. However, despite not being located among
the top twenty seminal authors identified in the chart, we emphasize the
importance of author Grant McCracken for his relevant production in the area of
consumption, which places ritual as a central element in the transmission of
meanings among the world of production and consumption.
Of the total of 368 articles in the A2 journals in the Communication area,
the most cited national author is Everardo Rocha, whose production has been
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cited 87 times in several articles, and, apparently, his works on anthropology of
consumption are the main references on the subject. He is a pioneer in the
studies of advertising from the perspective of the anthropology of consumption.
Lúcia Santaella, the second most cited author, is in this position due to the
popularity of her explanations and analyses of the semiotics of the 19th century
American philosopher, Charles Sanders Peirce. Most of the articles cite
Santaella’s analyses of texts and images, rather than for addressing consumer
issues, although she has written on the application of Peircean semiotics to
advertising. Both authors are, in effect, explicators of other prominent
researchers in the subfield of advertising and consumption.
Ana Carolina Escosteguy who appears in third place in this category is
widely cited for works that use cultural studies, reception studies and media
consumption as a theoretical base as is Nilda Jacks, who appears in 6th position.
However, Escosteguy has some productions that bridge the gap between these
theories and the field of consumption, which may explain why she is more
frequently cited than Jacks. Both have theoretical affiliations to British and Latin
American Cultural Studies and enjoy professional recognition in a Latin American
context.
Table 4 – List of most cited Brazilian authors in consumption in the researched Journals.
N
Authors of Consumption
Number of times cited
1
Rocha, Everardo
87
2
Santaella, Lúcia
82
3
Escosteguy, Ana Carolina D
57
4
Montardo, Sandra
52
5
Lemos, André
42
6
Jacks, Nilda
41
7
Recuero, Raquel
39
8
Primo, Alex
37
9
Carrascoza, João Luís Anzanello
35
10
Trindade, Eneus
26
11
Fontenelle, Isleide Arruda
22
11
Rocha, Rose de Melo
22
12
Campanella, Bruno
17
13
Casaqui, Vander
16
14
Hansen, Fábio
14
15
Pereira, Claudia
11
16
Drigo, M. Ogécia
9
17
Martino, Luís Mauro Sá
9
18
Lopes, M. I. V. de
8
19
Perez, Clotilde
8
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20
Piedras, Elisa Reinhardt
8
21
Hoff, Tânia
7
22
Di Felice, Massimo
6
23
Fechine, Yvana
6
24
Baldissera, Rudimar
5
25
Bucci, Eugenio
5
26
Covaleski, Rogério
5
27
Patriota, Karla
5
28
Toaldo, Mariangela
5
29
Atem, Guilherme
3
30
Burrowes, Patrícia C.
3
31
Cogo, Denise
3
32
Pavan, Maria Angela
2
33
Zozzoli, Jean-Charles Jacques
2
34
Batista, Leandro L.
1
35
Rett, Lucimara
1
40
Vieira, Manuela do Corral
1
Source: Own elaboration.
Sandra Montardo (4th), Raquel Recuero (7th) and Alex Primo (8th) appear
in these positions clearly because of their production in terms of technology,
which is justified by the predominance of consumption production approaching
this theme. Another relevant fact is that these authors are most often cited in
articles from the Southern Region, from which they come, admittedly a prominent
region in these studies. It is worth mentioning that Raquel Recuero, in this
context, stands out for her work in establishing and defining the elements and
applications of Social Network Analysis (SNA), as a methodology applied to the
framework of social media studies of the Internet in Brazil.
Another author who stands out for his production in technology is André
Lemos who occupies the fifth position. Lemos studies "Cyberculture, City and
Communication and Information Technologies" and neomaterialist and
pragmatist perspectives of digital interaction mediated by algorithms of things. He
is a member of the Managing Committee of the National Institute of Science and
Technology in Digital Democracy (INCT-DD), an alternate of CGI (Brazil), the
academic council of the Cátedra Julian Assange in Technopolitics and Digital
Culture (CIESPAL-Ecuador), a substitute counselor of the Council of Science and
Technology of the State of Bahia (CONCITEC) and a member of the External
Advisory Committee of DigiMedia (Digital Media and Interaction research center)
at the University of Aveiro, Portugal. However, of his 42 citations, more than half
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refer to works on "Theory of Communication", "Sociological Theory",
"Philosophy", and "Sociology of Technique".
João Luís Anzanello Carrascoza appears in the 9th position and, although
his production relates communication and consumption to art and literature, most
of the citations refer to his productions that address rhetorical processes and the
analysis of advertising discourse.
Eneus Trindade is the tenth author with the largest number of citations,
which deal with his works on aesthetics and consumption, consumption practices,
mediation and mediatization of consumption, production of meaning in
advertising and studies of enunciation and reception in advertising languages.
The author transits between theories of discourses and perspectives of British,
Latin American Cultural Studies and Anthropology of consumption.
Rose de Melo Rocha appears in 11th position with 22 citations, tied with
Isleide Arruda Fontenelle. In the case of Rocha, the quotations largely refer to
her text in the book "Estéticas Midiáticas e Narrativas do Consumo" (Media
Aesthetics and Consumer Narratives) and to articles in various journals on youth,
gender, activism, politicities and aesthetic expressions, because she is an author
who addresses subjectivities in consumption. Fontenelle, on the other hand,
stands out for her book "Cultura do consumo: fundamentos e formas
contemporâneas" (Consumer Culture: Foundations and Contemporary Forms)
and articles published in the area of administration. Fontenelle is the only author
cited who does not work in the area of communication but in the area of
administration.
Among the twenty most cited Brazilian authors are, in descending order,
Bruno Campanella whose training is in British Cultural Studies, Vander Casaqui
with a background in advertising discourse studies, Fábio Hansen, a discourse
theory specialist, who writes about Advertising graduate studies and Cláudia
Pereira who approaches advertising through the anthropology of consumption,
focusing on young consumers. Maria Ogécia Drigo addresses the semiotics of
advertising; Clotilde Perez studies brands and advertising from an
anthropological and semiotic perspective; Elisa Piedras deals with advertising
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from the perspective of British and Latin American Cultural Studies. Bruno
Campanella, Maria Immacolata Lopes and Luiz Mauro de Sá Martino theorize
and/or investigate media uses and consumption. The other authors are renowned
researchers in the field of advertising and consumption.
Another relevant fact is that, with the exception of André Lemos, who
works in Northeast Brazil, the majority of the most-cited Brazilian authors is in the
Southern and Southeastern regions of the country. However, if we look beyond
the top twenty, authors are geographically ubiquitous, except for those from the
Center-West region which has no author registry. Still, it is possible to comment
on Goiamérico Felício Carneiro dos Santos of the Federal University of Goiás -
UFG, who examines the rhetoric and poetics of advertising discourse at the
interface with literature and art, a perspective similar to that of João Anzanello
Carrascoza (Superior School of Advertising and Marketing - ESPM) and
Fernanda Martinelli of the University of Brasília – UnB, who studies advertising
and brands from the perspective of the anthropology of consumption.
Other authors presented in the table, from the 21st position down in terms
of citations, are active in Advertising and Consumption research. In the Northern
region, we have a record of a publication by Manuela do Corral Vieira who studies
game-related advertising. In the Northeast, Rogério Covaleski deserves mention
for his approach to advertising and brands from a socio-discursive bias. There
are other authors in the field from the Northeast the South and the Southeast,
with a higher incidence of articles by the latter two.
This regional distribution becomes more distinct Other authors presented
in the table, from the 21st position down in terms of citations, are active in
Advertising and Consumption research. There are other authors in the field from
the Northeast the South and the Southeast, with a higher incidence of articles by
the latter two when the institutional affiliation of authors is taken into account. In
terms of citations, there are 18 institutions that have graduate programs in
communication across the country, 8 in the Southeast, 5 in the South, 4 in the
Northeast and 1 in the North. They are USP- University of São Paulo, ESPM –
Superior School of Advertising and Marketing of São Paulo, UNISO – University
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of Sorocaba, PUC SP – Pontifical Catholic University of São Paulo, UFRJ –
Federal University of Rio de Janeiro, PUC RIO – Pontifical Catholic University of
Rio de Janeiro, UFF – Fluminense Federal University of Rio de Janeiro, UFRGS
– Federal University of Rio Grande do Sul, FEEVALE of Rio Grande do Sul,
UFSM – Federal University of Santa Maria in Rio Grande do Sul, UFPEL –
Federal University of Pelotas Rio Grande do Sul, UFPR – Federal University of
Paraná, UFPE – Federal University of Pernambuco, UFBA – Federal University
of Bahia, UFAL – Federal University of Alagoas, UFRN – Federal University of
Rio Grande do Norte and UFPA – Federal University of Pará.
Regarding the volume of production among the HEIs (Higher Education
Institutions), ESPM appears with 14 articles, closely followed by UFRGS with 13
articles. However, ESPM would have 21, since the 7 productions of UMESP
(Methodist University of São Paulo) refer to Vander Casaqui who, during the
period under investigation, worked at ESPM. It is also worth mentioning that a
large part of this production is concentrated in the journal Comunicação, Mídia e
Consumo (Communication, Media and Consumption), which is from PPGCOM of
ESPM itself, which may imply in some endogeny in the publication of authors
from the institution. Regarding the number of authors, ESPM appears with 4
authors and 5 from UFGRS, however, the 4 authors from ESPM have consistent
production in consumption. USP and UFPE appear in second with 10 articles
each. Regarding the number of authors, UFPE appears with 3 authors while 5
are from USP.
Table 5 – List of Brazilian authors who most published on consumption in Journals A2.
N
Authors of Consumption
Number of times cited
1
Rocha, Everardo
87
2
Santaella, Lúcia
82
3
Escosteguy, Ana Carolina D
57
4
Montardo, Sandra
52
5
Lemos, André
42
6
Jacks, Nilda
41
7
Recuero, Raquel
39
8
Primo, Alex
37
9
Carrascoza, João Luís Anzanello
35
10
Trindade, Eneus
26
11
Fontenelle, Isleide Arruda
22
11
Rocha, Rose de Melo
22
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12
Campanella, Bruno
17
13
Casaqui, Vander
16
14
Hansen, Fábio
14
15
Pereira, Claudia
11
16
Drigo, M. Ogécia
9
17
Martino, Luís Mauro Sá
9
18
Lopes, M. I. V. de
8
19
Perez, Clotilde
8
20
Piedras, Elisa Reinhardt
8
21
Hoff, Tânia
7
22
Di Felice, Massimo
6
23
Fechine, Yvana
6
24
Baldissera, Rudimar
5
25
Bucci, Eugenio
5
26
Covaleski, Rogério
5
27
Patriota, Karla
5
28
Toaldo, Mariangela
5
29
Atem, Guilherme
3
30
Burrowes, Patrícia C.
3
31
Cogo, Denise
3
32
Pavan, Maria Angela
2
33
Zozzoli, Jean-Charles Jacques
2
34
Batista, Leandro L.
1
35
Rett, Lucimara
1
40
Vieira, Manuela do Corral
1
Source: Own elaboration.
The region of the country with the highest volume of production in terms of
consumption is the Southeast, followed by the South and Northeast. On the other
hand, there are reasons for low production in the North and lack of any in the
Center-west regions: reduced industrialization index, the lowest number of HEIs
offering communication courses, few if any postgraduate programs in
communication, particularly those that address consumption.
3 SOME CONCLUSIONS
The body of texts studied in this review, which was generated by the
triangulation of qualitative and quantitative methods, shows an increasing
evolution in relation to the production of consumption in the last twelve years,
however it is worth noting the low interest in topics such as finance, tourism, sex,
health, and cars, since the consumption of material life forms a vast set of
possibilities for approaches to the themes of material and immaterial
consumption. The materiality of consumption has been an important topic for
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reflection in communication research as signaled by (Pereira; Beleza; Azevedo,
2020).
Another important aspect to be highlighted is the difficulty in fine-tuning the
data for processing research information, even with the use of new technologies.
Perhaps because of their comparative scarcity, consolidated data do not present
an information pattern, as in publications from abroad, especially in relation to the
structuring of abstracts.
We also highlight the massive production of qualitative research, 329
articles, versus only 19 texts using quantitative methods or mixed methodologies,
20. Surprisingly, on a cybernetic, data-driven planet, almost 90% of the
intellectual production on consumption in Brazil is qualitative. This is due to a
hegemonic tradition of sociocultural and sociodiscursive research, sometimes
manifested by theoretical essays, in which empiricism serves to illustrate the
arguments. There are few empirical works and even fewer quantitative works.
Such discussions show that lots of opportunity for expansion exists in the
field of investigative research about advertising and consumption that the meta-
advertization of communicative forms will inevitably bring to the analytical field of
Brazilian communication phenomena. Certainly, the current trend of expressive
authors and consolidated research centers in the Southeastern and Southern
regions of our nation will continue to expand. Researchers from Superior School
of Advertising and Marketing - ESPM (Tânia Hoof, João Anzanello Carrascoza
and Vander Casaqui, who currently works at Methodist University of São Paulo
- UMESP), from University of São Paulo - USP (Eneus Trindade and Clotilde
Perez are doing important work, with recognized influence in the French, Iberian
and Latin American context, on anthropological and semiotic aspects of
consumption mediation and are currently Chairs of the Brazilian Association of
Researchers in Advertising (ABP2) and Groups of Semiotic Studies on
Communication Culture and Consumption (GESC3). Leandro Batista, at the
University of São Paulo - USP Laboratory of Cognitive Sciences, Consumption
and Communication, is the only researcher in the country examining advertising
from a neuroscientific perspective. At Pontifical Catholic University PUC- Rio, the
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work of Everardo Rocha and Claudia Pereira on advertising and consumption
culture from an anthropological and historical perspective is outstanding. At
Federal University of Rio de Janeiro - UFRJ, researchers Monica Machado,
Lucimara Rett and Patricia Borrowes work as a team at the Extended Advertising
Laboratory. While Guilherme Nery Atem is doing analogous research at
Fluminense Federal University - UFF.
In the South, the work of Federal University of Rio Grande do Sul - UFRGS
stands out, especially that of Elisa Piedras and Mariângela Toaldo Machado;
there is also an interesting recent juncture of research teams at the Federal
Universities of Paraná - UFPR and Santa Maria - UFSM. In the northeastern state
of Pernambuco, Rogério Covaleski is doing outstanding work on the cultural
phenomena of advertising at Federal University of Pernambuco - UFPE.
The texts on advertising the authors examined do not yet point to the
cohesive construction of a Brazilian subfield of studies in Communication. It is
often difficult to relate the theoretical-methodological frameworks and types of
articles, because many of the articles are essays and there is little empirical or
mixed research. The axis of media and mediatized consumption presents more
articles and the theoretical-methodological approaches are more cohesive and
empirical studies better disseminated, demonstrating more methodological and
theoretical bases in the study of media use and consumption from the socio-
cultural bias of consumption and anthropology. Sandra Montardo from FEEVALE,
a researcher with a relevant volume of published works on the uses and
consumption of digital communication, stands out. The works of Ana Carolina
Escosteguy (Federal University of Santa Maria - UFSM) and Nilda Jacks (Federal
University of Rio Grande do Sul - UFRGS) are models of the qualitative
exploratory studies of Brazilian phenomena. The researcher André Lemos from
Federal University of Bahia - UFBA, addresses the pragmatic perspective of
human-machine interactions, employing algorithmic mediations while theorizing
about the connection between humans and gadgetry in communication
processes.
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Moreover, at Superior School of Advertising and Marketing - ESPM in São
Paulo, in the southeast of Brazil, Rose de Melo Rocha’s subjectivist essays about
consumption deserve special mention because they describe it from a more
theoretical and reflexive standpoint rather than its media-driven uses and
motivations which compel most of the investigative and scholarly writing in this
area.
The present article is not exhaustive nor does it opine about all aspects of
the theme because the majority of the researchers publish their work in Qualis
strata inferior to those that the authors analyze here. However, this article
attempts to illuminate the kind of reflection and studies that exist in the sub-area
of advertising and consumption, what would constitute a level of excellence in
Brazilian communication and media studies so that a cohesive set of themes and
sub-areas may be delineated. The authors predict the growth of an institutional
shape that may well consolidate in a smooth-functioning sub-field dealing with
advertising and another, more scattered, regarding the specifics of consumption
but both peopled by researchers who consolidate in the field, thus justifying their
affirmative view of the institutional recognition of this sub-area.
The material discussed is open to further exploration in terms of the
categories identified and the Brazilian authors cited as well as the investigative
themes discussed from a variety of perspectives. In this article, the authors
decided to offer readers a broad panorama of the Advertising and Consumption
sub-field so they would understand how its various branches function in the
context of Brazilian Communicational research.
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