Abstract
Este ensaio enquadra-se numa investigação mais vasta, em curso, e consiste numa inquirição exploratória sobre a relevá‚ncia da circulação de anúncios audiovisuais para a formação da literacia operática na atualidade. Pela obser- vação e análise de um corpus de conteúdos publicitários que usam a ópera como repositório cultural e mecanismo de produção de significado, discutem-se processos de invenção do que se entende hoje por ópera e a sua importância na paisagem social atual.
This essay is part of a broader, ongoing investigation, and consists in an exploratory inquiry about the relevance of the circulation of audiovisual ads to the formation of today’s operatic literacy. By observing a corpus of advertisements that use opera as
a cultural repository and mechanism of production of meaning, I discuss the process of invention of what is currently understood as opera and its significance in the present social landscape.
This essay is part of a broader, ongoing investigation, and consists in an exploratory inquiry about the relevance of the circulation of audiovisual ads to the formation of today’s operatic literacy. By observing a corpus of advertisements that use opera as
a cultural repository and mechanism of production of meaning, I discuss the process of invention of what is currently understood as opera and its significance in the present social landscape.
| Original language | Portuguese |
|---|---|
| Pages (from-to) | 45-59 |
| Number of pages | 15 |
| Journal | Dramaturgias |
| Issue number | 10 |
| Publication status | Published - 2019 |
Keywords
- Opera literacy
- Publicity
- New media
- Stereotypes
- Advertising
- Audiovisual
- Literacia operática
- Publicidade
- Novos media
- Estereótipos
- Audiovisuais