Revista Latinoamericana de Estudios sobre Cuerpos, Emociones y Sociedad. N°41. Año 15. Abril 2023- Julio 2023, 2023
This paper explores the connections between emotions, culture and economy within the framework of... more This paper explores the connections between emotions, culture and economy within the framework of marketing practices, focusing on the case of advertising. In this way, grounded on the discourses of London-based advertising practitioners, this research analyzed the role of emotions in advertising communication in order to comprehend how advertisers organize the elicitation of emotions as a process of cultural mediation. It is argued that the elicitation of emotions in advertising constitutes what Moor (2012) denominates a work of 'culturalisation', a process that comprises the continuous interpretation and redefinition of culture through emotionally laden messages. In the case of British advertising, this is observable in the mobilization of consumers through humor and feelings associated with togetherness, which the interviewees identified as the most typical emotional resources to foster loyal relationships between brands and consumers. It is concluded that the advertising process of cultural mediation depends not only on the interpretation of cultural meanings but also on the identification of what Scribano (2019) calls social sensibilities, which constitutes an example of how emotions mediate the relationship between culture and economy in the marketing industry.
Las opiniones y los contenidos incluidos en esta publicación son responsabilidad exclusiva del/lo... more Las opiniones y los contenidos incluidos en esta publicación son responsabilidad exclusiva del/los autor/es.
El presente artículo constituye un análisis de los discursos de los publicistas chilenos, centrán... more El presente artículo constituye un análisis de los discursos de los publicistas chilenos, centrándose en dos aspectos claves que permiten caracterizar la publicidad como un proceso de mediación cultural de carácter performativo: 1) la identificación por parte de los publicistas de sistemas de enclasamiento para clasificar prácticas y discursos en torno a estereotipos, y 2) la legitimización de estilos de vida propios de la clase dominante para así propiciar la reproducción de determinados gustos y disposiciones que configuran habitus. Respecto a esto último, se plantea que la aspiracionalidad constituye para los publicistas la fórmula generadora del habitus en Chile, precepto sobre el cual se conduce el diseño de estrategias comunicacionales en torno a la producción y circulación del deseo, problematizado aquí como una nueva forma de capital en el marco de la actual economía de mercado.
This article constitutes an analysis of Chilean advertisers’ discourses, focusing on two key aspects that allow characterizing advertising as a performative cultural mediation process: 1) the identification of class systems to classify practices and discourses around stereotypes, and 2) the legitimization of lifestyles corresponding to the ruling class to promote the reproduction of certain tastes and dispositions that configure habitus. Regarding this, it is posed that ‘aspirationality’ constitutes for advertisers the generative formula of habitus in Chile, precept from which the design of communicational strategies is conducted around the production and circulation of desire, problematized as a new form of capital in the framework of the current market economy.
Sociología de la Cultura, Arte e Interculturalidad, 2019
This study constituted an analysis of the relationship between pop music development in Chile and... more This study constituted an analysis of the relationship between pop music development in Chile and the socio-political context in the post-dictatorship period regarding politicisation/depoliticisation. To this end, a sociohistorical characterisation of Chilean pop music was outlined from the use of secondary sources and the analysis of interviews and media sources of six renowned Chilean musicians, in order to account politicisation of their discourses and artistic work.
Revista Latinoamericana de Estudios sobre Cuerpos, Emociones y Sociedad. N°41. Año 15. Abril 2023- Julio 2023, 2023
This paper explores the connections between emotions, culture and economy within the framework of... more This paper explores the connections between emotions, culture and economy within the framework of marketing practices, focusing on the case of advertising. In this way, grounded on the discourses of London-based advertising practitioners, this research analyzed the role of emotions in advertising communication in order to comprehend how advertisers organize the elicitation of emotions as a process of cultural mediation. It is argued that the elicitation of emotions in advertising constitutes what Moor (2012) denominates a work of 'culturalisation', a process that comprises the continuous interpretation and redefinition of culture through emotionally laden messages. In the case of British advertising, this is observable in the mobilization of consumers through humor and feelings associated with togetherness, which the interviewees identified as the most typical emotional resources to foster loyal relationships between brands and consumers. It is concluded that the advertising process of cultural mediation depends not only on the interpretation of cultural meanings but also on the identification of what Scribano (2019) calls social sensibilities, which constitutes an example of how emotions mediate the relationship between culture and economy in the marketing industry.
Las opiniones y los contenidos incluidos en esta publicación son responsabilidad exclusiva del/lo... more Las opiniones y los contenidos incluidos en esta publicación son responsabilidad exclusiva del/los autor/es.
El presente artículo constituye un análisis de los discursos de los publicistas chilenos, centrán... more El presente artículo constituye un análisis de los discursos de los publicistas chilenos, centrándose en dos aspectos claves que permiten caracterizar la publicidad como un proceso de mediación cultural de carácter performativo: 1) la identificación por parte de los publicistas de sistemas de enclasamiento para clasificar prácticas y discursos en torno a estereotipos, y 2) la legitimización de estilos de vida propios de la clase dominante para así propiciar la reproducción de determinados gustos y disposiciones que configuran habitus. Respecto a esto último, se plantea que la aspiracionalidad constituye para los publicistas la fórmula generadora del habitus en Chile, precepto sobre el cual se conduce el diseño de estrategias comunicacionales en torno a la producción y circulación del deseo, problematizado aquí como una nueva forma de capital en el marco de la actual economía de mercado.
This article constitutes an analysis of Chilean advertisers’ discourses, focusing on two key aspects that allow characterizing advertising as a performative cultural mediation process: 1) the identification of class systems to classify practices and discourses around stereotypes, and 2) the legitimization of lifestyles corresponding to the ruling class to promote the reproduction of certain tastes and dispositions that configure habitus. Regarding this, it is posed that ‘aspirationality’ constitutes for advertisers the generative formula of habitus in Chile, precept from which the design of communicational strategies is conducted around the production and circulation of desire, problematized as a new form of capital in the framework of the current market economy.
Sociología de la Cultura, Arte e Interculturalidad, 2019
This study constituted an analysis of the relationship between pop music development in Chile and... more This study constituted an analysis of the relationship between pop music development in Chile and the socio-political context in the post-dictatorship period regarding politicisation/depoliticisation. To this end, a sociohistorical characterisation of Chilean pop music was outlined from the use of secondary sources and the analysis of interviews and media sources of six renowned Chilean musicians, in order to account politicisation of their discourses and artistic work.
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Papers by Nicolás Arenas
This article constitutes an analysis of Chilean advertisers’ discourses, focusing on two key aspects that allow characterizing advertising as a performative cultural mediation process: 1) the identification of class systems to classify practices and discourses around stereotypes, and 2) the legitimization of lifestyles corresponding to the ruling class to promote the reproduction of certain tastes and dispositions that configure habitus. Regarding this, it is posed that ‘aspirationality’ constitutes for advertisers the generative formula of habitus in Chile, precept from which the design of communicational strategies is conducted around the production and circulation of desire, problematized as a new form of capital in the framework of the current market economy.
This article constitutes an analysis of Chilean advertisers’ discourses, focusing on two key aspects that allow characterizing advertising as a performative cultural mediation process: 1) the identification of class systems to classify practices and discourses around stereotypes, and 2) the legitimization of lifestyles corresponding to the ruling class to promote the reproduction of certain tastes and dispositions that configure habitus. Regarding this, it is posed that ‘aspirationality’ constitutes for advertisers the generative formula of habitus in Chile, precept from which the design of communicational strategies is conducted around the production and circulation of desire, problematized as a new form of capital in the framework of the current market economy.