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| Author(s): |
Jose Dario Vargas Parra
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | São Paulo. |
| Institution: | Universidade de São Paulo (USP). Escola de Comunicações e Artes (ECA/SBD) |
| Defense date: | 2012-10-26 |
| Examining board members: |
Gilberto dos Santos Prado;
Luisa Angélica Paraguai Donati;
Silvia Regina Ferreira de Laurentiz
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| Advisor: | Gilberto dos Santos Prado |
| Abstract | |
The present dissertation stems from the debate on the relation between people and images, whose relational hallmark is capitalism based upon the emotional and the symbolic. Hence a critical view on multi-media products pervading public spaces, which change the relation between the subject and the world surrounding him. Public spaces themselves are also changes by the publicity discourses and their projection of commercial imaginaries onto the social tissue. The transformation of imagetic and artistic tendencies throughout xx century offer elements to validate the term spectacle as the regulating environment for social artistic and publicitary practices, taking into account that aspects of the interactions in such spaces have political and economic stems which originate ideological postures within the arts due to the relation between user-interactor and opus-product, in the present capitalist-hegemony context. As branding reaches the axis of contemporary aesthetic creation, together with consumption economy and the city as the place for its expansion, has changed, through corporative semiosis, the artistic languages and their methods, rendering homogeneous their production and reception within information over-production; such has permitted the appropriation of those techniques as matter for plastic and conceptual work in response. In order to produce a deeper understanding of the issues, we analysed The mechanics of emotions by Maurice Benayoun (2004-2011), 1000 platitudes (2003) by Rafael Lozano-Hemmer, Pure murder (2004) by Minerva Cuevas, Toywar - Etoy.share (2000-2001) by Etoy. The former artistic Works integrate particular usages of branding, as part of their aesthetic, poetic and conceptual strategies, which, in using communication structures, contrast conventional political economic uses of images with tactics and aesthetics which generate postures and activities within interactors, as a possible means of intervening int the society of the spectacle. (AU) | |
| FAPESP's process: | 10/14260-6 - The illusion of disillusion: multimedia branding and architecture in the spectacle society. |
| Grantee: | José Dario Vargas Parra |
| Support Opportunities: | Scholarships in Brazil - Master |