The utilization of commercial media to engage and positively impact communities
Resumo
Históricamente, as empresas se dirigiram a grupos de consumidores homogê- neos através dos diferentes meios de comunicação social. Contudo, devido às mudanças radicais dos mercados e dos consumidores, as empresas estão desenvolvendo narrativas visuais heterogêneas que atravessam fluidamente as fronteiras culturais, envolvem aos crescentes grupos de consumidores socialmente comprometidos, e produzem um impacto positivo nas comunidades. Estas narrações se difundem ao público de diversas culturas para promover a mudança social a nível local, nacional e/ou internacional. Neste trabalho, os autores examinam as imagens comerciais que criam narrativas visuais e escritas de peso para gerar mudanças sociais e culturais. Apresentam-se as campanhas desenvolvidas por grandes empresas como Levis, Nike, Apple e Dove, para uma melhor compreensão dos contextos culturais, ambientes de consumo local/global e o impacto social. Depois, os autores consideram a função destes conceitos como ferramentas que os estudantes podem utilizar para criar narrativas visuais bem sucedidas, e como exemplo dos desafios que podem existir num ambiente acadêmico culturalmente diverso. Uma única configura- ção áulica se contextualiza através de quatro apresentações sobre o tema, cada um num ambiente culturalmente diverso: a Escola de Verão de The United Nations Education First (UN/EF); o Museu Estadual do Hermitage em San Petersburgo, Rusia; a Galeria Estadual de Kaliningrado, Rusia; e Parsons School of Design, Nova York. As diferentes perspectivas dos estudantes permitem compreender como se percebe a função da linguagem visual e cultural num contexto comercial e educativo a nível local, nacional e internacional.
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