As práticas de recepção da publicidade como fluxo: apontamentos teórico-metodológicos

Abstract

In this study, the relationship between audience practices and advertisements is approached from the concept of “flow”. The Cultural Studies legacy allows the exploration of advertising as a communication process which articulates diverse production and reception practices with a specific cultural form. We start with Raymond Williams’ perspective of “television flow” to consider “advertising flow”, by which we mean the sequence of advertisements, diffused by different media, which permeates social life, characterized by intertextuality and by fragmentation. We approach the “advertising reception flow”, determined by the subjects’ interaction with what the “production flow” offers, and point some paths to find devices and mediations that may be relevant to build strategies to analyze this process.