Meritocrats. Looking upwards
This paper aims at addressing the manipulation of city images within mass communication scope from a critical view. Thus, it seeks to unveil the leading role that contemporary audiovisual discourse gives to urban space which is usually used for constructing relevant social imaginaries through nonver...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Artículo revista |
| Lenguaje: | Español |
| Publicado: |
Facultad de Arquitectura, Planeamiento y Diseño | Universidad Nacional de Rosario
2018
|
| Materias: | |
| Acceso en línea: | https://www.ayp.fapyd.unr.edu.ar/index.php/ayp/article/view/60 |
| Aporte de: |
| id |
I15-R196-article-60 |
|---|---|
| record_format |
ojs |
| spelling |
I15-R196-article-602019-10-08T11:55:21Z Meritocrats. Looking upwards Meritócratas. Mirando hacia arriba Vicente, Pablo city image advertising ciudad imagen publicidad This paper aims at addressing the manipulation of city images within mass communication scope from a critical view. Thus, it seeks to unveil the leading role that contemporary audiovisual discourse gives to urban space which is usually used for constructing relevant social imaginaries through nonverbal –thereby, globally comprehensible- communication. In order to attain this objective, the study focuses on a particular national case where the image of urban space is subordinated to a social and political discourse pursuing cultural hegemony: the advertising spot called Meritocrats for introducing a new Chevrolet's model in Argentina.The advertising proposal which is structured upon a specific demand involves a current society construct that leads to the positioning of the brand product related to aspiration values that entail middle-class social mobility. These values are based on individualism and competition as means of success which, in turn, implies getting the top. Urban space is then used as a stage for displaying symbolic-consumption objects; the highest buildings express goal achievement and successful individuality detached from the anonymous mass represented by the lower city.In this way, the new car’s model embodies not only a promise of justified social recognition but also an engrained city-approach underpinning the construction of a discourse that legitimizes social inequality relations and –just as meritocrats do– aims at becoming hegemonic. Este trabajo propone abordar críticamente la manipulación de imágenes de la ciudad en el campo de la comunicación masiva. Así, busca develar el protagonismo otorgado al espacio urbano en el discurso audiovisual contemporáneo, utilizado usualmente en la construcción de imaginarios sociales de relevancia por su capacidad de comunicación no verbal y por ello, comprensible de manera global. Se hace foco en un caso preciso y de alcance nacional donde la imagen del espacio urbano está subordinada a un discurso social y político con aspiraciones de hegemonía cultural: el spot publicitario titulado "Meritócratas", realizado para presentar un nuevo modelo de la marca Chevrolet en Argentina. La propuesta publicitaria está ligada a una lectura sobre la sociedad actual. En ella se busca posicionar el producto asociándolo a los valores de aspiración de ascenso social de la clase media, basados en el individualismo y la competencia personal, donde solo el éxito –llegar a la cima– es lo que cuenta. El espacio urbano se utiliza entonces como un escenario para el despliegue de objetos de consumo simbólico, en el que los edificios más altos expresan la meta alcanzada, la individualidad exitosa despegada de la masa anónima que representa la ciudad baja. De esta forma se consolida una mirada de la ciudad que es funcional a la construcción de un discurso que legitima las relaciones de desigualdad social en la misma, y aspira –como los meritócratas– a constituirse en hegemónico. Facultad de Arquitectura, Planeamiento y Diseño | Universidad Nacional de Rosario 2018-04-16 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://www.ayp.fapyd.unr.edu.ar/index.php/ayp/article/view/60 10.35305/23626097v4i7.60 A&P Continuidad; Vol. 4 Núm. 7 (2017): ARQUITECTURA Y CIUDAD: PAISAJES; 96-103 2362-6097 2362-6089 spa https://www.ayp.fapyd.unr.edu.ar/index.php/ayp/article/view/60/34 Derechos de autor 2017 A&P Continuidad http://creativecommons.org/licenses/by-nc-sa/4.0 |
| institution |
Universidad Nacional de Rosario |
| institution_str |
I-15 |
| repository_str |
R-196 |
| container_title_str |
A&P Continuidad |
| language |
Español |
| format |
Artículo revista |
| topic |
city image advertising ciudad imagen publicidad |
| spellingShingle |
city image advertising ciudad imagen publicidad Vicente, Pablo Meritocrats. Looking upwards |
| topic_facet |
city image advertising ciudad imagen publicidad |
| author |
Vicente, Pablo |
| author_facet |
Vicente, Pablo |
| author_sort |
Vicente, Pablo |
| title |
Meritocrats. Looking upwards |
| title_short |
Meritocrats. Looking upwards |
| title_full |
Meritocrats. Looking upwards |
| title_fullStr |
Meritocrats. Looking upwards |
| title_full_unstemmed |
Meritocrats. Looking upwards |
| title_sort |
meritocrats. looking upwards |
| description |
This paper aims at addressing the manipulation of city images within mass communication scope from a critical view. Thus, it seeks to unveil the leading role that contemporary audiovisual discourse gives to urban space which is usually used for constructing relevant social imaginaries through nonverbal –thereby, globally comprehensible- communication. In order to attain this objective, the study focuses on a particular national case where the image of urban space is subordinated to a social and political discourse pursuing cultural hegemony: the advertising spot called Meritocrats for introducing a new Chevrolet's model in Argentina.The advertising proposal which is structured upon a specific demand involves a current society construct that leads to the positioning of the brand product related to aspiration values that entail middle-class social mobility. These values are based on individualism and competition as means of success which, in turn, implies getting the top. Urban space is then used as a stage for displaying symbolic-consumption objects; the highest buildings express goal achievement and successful individuality detached from the anonymous mass represented by the lower city.In this way, the new car’s model embodies not only a promise of justified social recognition but also an engrained city-approach underpinning the construction of a discourse that legitimizes social inequality relations and –just as meritocrats do– aims at becoming hegemonic. |
| publisher |
Facultad de Arquitectura, Planeamiento y Diseño | Universidad Nacional de Rosario |
| publishDate |
2018 |
| url |
https://www.ayp.fapyd.unr.edu.ar/index.php/ayp/article/view/60 |
| work_keys_str_mv |
AT vicentepablo meritocratslookingupwards AT vicentepablo meritocratasmirandohaciaarriba |
| first_indexed |
2023-05-11T18:38:10Z |
| last_indexed |
2023-05-11T18:38:10Z |
| _version_ |
1765624030557110272 |