Imagens de compartilhamento do consumo na metrópole comunicacional

Abstract

The different platforms of the shared economy take ownership of the images associated with sharing in the internet age, with their senses of mobility, network, connectivity, among others, to promote new business models that capitalize individuals' access to information. Thus, this work aims to demonstrate how to identify the meanings produced from marketing practices in digital networks in the context of globalization of consumption, through advertising images of sharing that circulate in the communicational metropolis, using Bike Sampa campaigns for analysis (linked to Banco Itaú), Blablacar and Shared Closet. We started from the question: what are the meanings produced by advertising images of sharing that circulate in the communicational metropolis? We understand that, in the age of globalization, shared economy platforms benefit from language coupled with sharing, dematerializing ownership relations and the limits between personal and commercial, and public and private. Therefore, this research was methodologically developed through cartography and the tensioning of technoculture, related to aspects such as a) the circulation of images in the digital environment; and b) the reconfiguration of senses from the perspective of sharing. Our understanding of technoculture influenced the way of observing the relationship of sharing images with new media, in a perspective focused on history and memory. The logic of dematerialization of physical goods, although timidly represented in the sharing services analyzed in the campaigns proposed in our corpus. There is, therefore, a reinforcement of the idea of ​​the new capitalist order to buy and own as actions of the past. In the era of shared economy, life experiences are commodified as forms of participation and access, transfigured into lifestyles, which are mediated by our technoculture, creating what we propose as sharing technogests.