From the fanzine to the magazine: an analysis of punk rock representations by advertising

Authors

DOI:

https://doi.org/10.18568/cmc.v13i37.1055

Keywords:

Media representations, Advertising, Punk rock

Abstract

The objective is to analyze the social representations of punk rock in the media from two icons of this movement: Johnny Rotten (former lead singer of the late 1970’s punk band The Sex Pistols) and João Gordo (former lead singer of the Brazilian hardcore punk band Ratos de Porão). It starts with the premise that the punk rock subculture is likely to be, through advertising, retransmitted to the general audience within “politically correct” standards in comparison to what it is in its ideological essence. To try to understand the concept of “social representations” and also how the process of assigning meanings to certain elements that are “foreigners” to a culture is, a reflection shall be developed from Moscovici’s (2003) theory of social representations, among others authors.

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Author Biographies

Cláudia da Silva Pereira, Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio, Rio de Janeiro, RJ

Associate Professor and Coordinator of the Communication Postgraduate Program at PUC-Rio [Pontifical Catholic University of Rio de Janeiro (Pontifícia Universidade Católica do Rio de Janeiro)], focuses her research in the study of social representations of youth in the media, especially in advertising, and their relationship to consumption.

Lívia Pessanha Boeschenstein, Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio, Rio de Janeiro, RJ

MSc in the Communication Postgraduation Program at PUC/Rio [Pontifical Catholic University of Rio de Janeiro (Pontifícia Universidade Católica do Rio de Janeiro)].

References

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Anúncios e comerciais

Ozzy Osbourne featuring Samsung Propel. Campanha Samsung 2009. Disponível em: https://youtu.be/-qQjpAl48MA - Acesso em: 10/05/2015.

Ozzy Osbourne & Justin Bieber - Buy Back Service. Campanha Best Buy 2011. Disponível em: https://youtu.be/pS9sUm5Y0sg – Acesso em: 10/05/2015.

“João Gordo substitui ‘Top Models’” matéria publicada no Blog do Adonis. Disponível em: www.blogdoadonis.com.br/2012/04/11/joao-gordo-substitui-“top-models”/ - Acesso em 10/05/2015.

Johnny Lydon featuring Country Life Butter British Butter. Primeiro comercial veiculado para a campanha. Disponível em: https://youtu.be/8hzQsvxtLTM – Acesso em: 10/05/2015.

Johnny Lydon featuring Country Life Britsh Butter: Farmer’s Wife. Segundo comercial veiculado para a campanha. Disponível em: https://youtu.be/6m99DGLPGJA – Acesso em: 10/05/2015.

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Published

2016-09-01

How to Cite

Pereira, C. da S., & Boeschenstein, L. P. (2016). From the fanzine to the magazine: an analysis of punk rock representations by advertising. Comunicação Mídia E Consumo, 13(37), 76–97. https://doi.org/10.18568/cmc.v13i37.1055

Issue

Vol. 13 No. 37 (2016): Maio/Agosto

Section

Artigos

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Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.