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Galáxia (São Paulo)

versão On-line ISSN 1982-2553

Resumo

TRINDADE, Eneus; HELLIN, Pedro  e  EGI, Christiane Haruê. Matters to ponder upon regarding beer campaigns and their processes of mediatization: rules and regulations. Galáxia (São Paulo) [online]. 2013, vol.13, n.26, pp.187-200. ISSN 1982-2553.  https://doi.org/10.1590/S1982-25532013000300015.

This article discusses the meanings of regulations applied to consumption and communication, as well as the understanding about this concept in terms of the definitions of regulation and self-regulation, which underpin the theoretical framework of the project - Beer, Advertising, Regulation and Consumption: the viewpoint of communications concerning beer brands and their implications in the social lives of teenagers. This approach seeks to understand how mediatization and beer brands affect the lives of teenagers living in São Paulo, based on communication research. The authors aim to identify other points of view about the social regulation of the meanings of beer campaigns based on Critical Discourse Analysis and its perspective of social change.

Palavras-chave : regulation; mediatization; advertising; beer; communication.

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