Estrutura de conteúdo enquanto estratégia na produção de significado ao sujeito hipermoderno: o caso orvalho.com

Abstract

Given its use, content marketing reveals itself as a complex cultural form and has the potential to produce meanings and values in certain communities. Therefore, when considering the premises of content marketing – (i) production of recurring content and (ii) autonomy over placement –, the concept of a Content Structure as a “strategic” theoretical alternative is developed and presented as a thesis (Certeau, 1998) in the production of meanings and values in a “hypermodern” context (Lipovetsky, 2015). Preserving theoretical reflection and critical distance becomes paramount in a hypermodern context. Thus, the research developed here seeks to go beyond the evident and question certain parameters that subjugate communication (Wolton, 2003). That said, observing the culture of a period proves to be fundamentalduring the accelerated process of contemporary resignification (Rosa, 2019). Therefore, when reflecting on communication and languages in a cultural approach, such practices are assumed as formative social forces by contributing not only to reproduction, but also to the production of meanings and values in a society (Williams, 2011). The investigation proposed here arises amid the wide spread of the term “content marketing” in a market context (Pulizzi, 2016). Therefore, the Content Structure encompasses the premises (i) and (ii) mentioned above and tends to enhance the production of meanings and values by incorporating in its discourse a general cultural pattern linked to a (iii) “feeling structure” (Williams, 2011). Such a theoretical perspective would cooperate for the implementation and maintenance of “preferred readings” (Hall, 2018) and even the establishment of hegemonic thoughts (Williams, 1979) capable of constituting “imagined communities” (Anderson, 2008). These conditions tend to be potentiated when applied in a hypermodern context, in an identity crisis, based on the fragmentation of the sense of community (Hall, 2016). It is understood that the theoretical notion presented here can be applied to any institution or individual that adopts content marketing or its expansion (the Content Structure). Therefore, the analyzes carried out in this research use as corpus the communication of the non-profit institution associated with Protestantism called Ministério Orvalho.com. The research was developed considering the theoretical approach of Cultural Studies.