Culture and Identity in Brazilian Fashion: A Semiotic Approach

Maria Carolina Garcia 1 *, Ana Paula de Miranda 2

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The present study aims to analyze how Brazilian fashion brands, projected in the discourse on the role of the one who enunciates, position their collections (from fashion shows to advertisement campaigns) as a value-object to consumer-subjects, building a simulacrum of identity in contemporary Brazilian fashion. Using the theoretical references of discursive semiotics, notably the postulations by Algirdas Julien Greimas and his collaborators, the analysis brought up that intertextuality and irony are used by the enunciator as an important component of meaning, incorporating and refreshing other cultural texts in his own textual constructions. It was concluded that this knowledge donates competence to the consumer-subject, empowering such consumer to interfere in the fading of meaning in everyday life.


Brazilian fashion communication branding discursive semiotics


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 3, Issue January 2013 - Special Issue, pp. 25-35

Published Online: 01 Jan 2013

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