Culture and Identity in Brazilian Fashion: A Semiotic Approach

Maria Carolina Garcia 1 *, Ana Paula de Miranda 2
More Detail
1 Anhembi Morumbi University, Brazil
2 Universidade Federal de Pernambuco, Brazil
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 3, Issue January 2013 - Special Issue, pp. 25-35. https://doi.org/10.30935/ojcmt/5708
OPEN ACCESS   984 Views   763 Downloads   Published online: 01 Jan 2013
Download Full Text (PDF)

ABSTRACT

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.

CITATION

Garcia, M. C., & Miranda, A. P. D. (2013). Culture and Identity in Brazilian Fashion: A Semiotic Approach. Online Journal of Communication and Media Technologies, 3(January 2013 - Special Issue), 25-35. https://doi.org/10.30935/ojcmt/5708

REFERENCES

  • Barros, Diana Luz Pessoa de (1990). Teoria Semiótica do Texto. São Paulo: Editora Ática.
  • Barthes, Roland (1990). The Fashion System. Berkeley: University of California Press.
  • Floch, Jean-Marie (1987). Semiótica plástica e linguagem publicitária. Trad. José Luiz Fiorin, Significação: Revista Brasileira de Semiótica. São Paulo, n.6, set.
  • Floch, Jean-Marie (1997). Identità visive. Milano: Franco Angeli.
  • Floch, Jean-Marie (2001). Alguns conceitos fundamentais em semiótica geral. Trad. Analice Dutra Pilar. Documentos de estudo do Centro de Pesquisas Sociossemióticas. São Paulo: Edições CPS.
  • Garcia, Carol. (2002). Moda e identidade no cenário contemporâneo brasileiro: uma análise semiótica das coleções de Ronaldo Fraga. Dissertation (MSc.). São Paulo Catholic University.
  • Garcia, Carol (2005). Crossing cultures in the Era of Globalization: fashion as a challenging meeting point, Globalization of the Fashion Industry. Future Vision and the Challenges for Education and Business. 7a IFFTI Annual Conference, 264-268. Tokyo: Bunka Publishing Bureau.
  • Garcia, Carol (2007). Por uma poética do lugar comum, Ronaldo Fraga. Coleção Moda Brasileira. São Paulo: Cosac Naify.
  • Greimas, Algirdas Julien, & Courtés, Joseph (1985). Dicionário de Semiótica. São Paulo: Cultrix.
  • Landowski, Eric (1992). A Sociedade Refletida. Trad. Eduardo Brandão. São Paulo: Educ, Pontes.
  • Landowski, Eric (2002). Presenças do Outro. Trad. Mary Amazonas Leite de Barros. São Paulo: Editora Perspectiva.
  • Landowski, Eric (1996). Viagem às nascentes do sentido. In Ignácio Assis Silva (org.) Corpo e Sentido. São Paulo: Edunesp, pp.21-43.
  • Landowski, Eric, Dorra, Raúl, & Oliveira, Ana Claudia de (1999). Semiótica, estesis, estética. São Paulo: Educ; Puebla: UAP.
  • Landowski, Eric (1999). De la imperfección – El libro de que se habla. In Eric Landowski, Raúl Dorra, & Ana Claudia de Oliveira. Semiótica, estesis, estética, São Paulo: Educ; Puebla: UAP, pp. 07-27.
  • Landowski, Eric (1999). Sobre el contágio. In Eric Landowski, Raúl Dorra, & Oliveira, Ana Claudia de Oliveira, Semiótica, estesis, estética (pp. 269-278). São Paulo: Educ; Puebla: UAP.
  • Maslow, Abraham (1954). Motivation and personality. New York: Harper & Row.
  • Semprini, Andrea (1991). Comment mettre le temps en espace. Analyse sémiotique des montres. Protée – Théories et pratiques sémiotiques. Québec: Presses de l’Université du Québec, vol. 19, número 2, 9-16, printemps.
  • Semprini, Andrea (1995). El Marketing de la marca. Trad. do italiano para o espanhol Tereza Goñi. Barcelona: Ediciones Paidós Ibérica S.A.
  • Semprini, Andrea (1997).Analizzare la comunicazione (1997). Milano: Franco Angeli.
  • Vincent-Ricard, Françoise (1989). As espirais da moda. Rio de Janeiro: Paz & Terra.