Market communication in a postmodern environment: The immateriality on the scene
DOI:
https://doi.org/10.11606/issn.1984-5057.v6i2p216-236Keywords:
publicity, post-modernity and consumption, cultureAbstract
This paper is constituted by two complementary stages, the theoretical and the empirical ones, which are essential to reach the following aim we have proposed: confirming a change in the publicity praxis in which material and functional elements become less relevant and immaterial and intangible elements more important. The theoretical discussion based on Cultural Studies and in authors who discourse about the Post Modernity and its consumption relations is the bottom-line of this research.Downloads
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Published
2014-12-09
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ARTICLES
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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
How to Cite
MALTA, Renata Barreto; GALINDO, Daniel dos Santos. Market communication in a postmodern environment: The immateriality on the scene. Signos do Consumo, [S. l.], v. 6, n. 2, p. 216–236, 2014. DOI: 10.11606/issn.1984-5057.v6i2p216-236. Disponível em: https://journals.usp.br/signosdoconsumo/article/view/105702.. Acesso em: 13 mar. 2025.