The meanings of lives in the context of the pandemic: from escapism and philanthropy to identity logics

Abstract

The meanings of lives in the context of the pandemic: from escapism and philanthropy to identity logics The context of the Covid-19 pandemic had impacts in different areas, including the media scene, advertising and consumption. At this triple junction are the so-called lives – understood and delimited here as live transmissions of musical content via digital platforms. This paper aims to shed light on this new phenomenon, seeking to understand it in its complexity, not only from a conceptual point of view, but also in terms of categorizations applied in conjunction with brands. From an interdisciplinary bibliographic review and an anthroposemiotic analysis of 36 musical lives produced and transmitted in Brazil, we found emotional (escapist and empathic), energetic (philanthropic and interactive) and logical (identity and community) lives, projecting different media and advertising environments for the brands.

Keywords
live; pandemic; advertising; consumption; brands