A propaganda está de mudança: uma reflexão sobre o habitus publicitário na geração z

Abstract

Revisiting the evolutionary history of advertising, we realize that our profession was built from the realization of predetermined practices and concepts. Generations of advertisers and advertisers ended up entering the job market based on a replicated model, much as Wottrich (2017) points out, coming from an American model and adapted to the Brazilian context. This replication model ended up gaining more and more space in the profession, (dividing functions, legitimizing entities and actions, for example.), And moving from a concept of institutionalized practices, as for Berger and Luckmann (1985) in order to facilitate and optimize process, to a status of habitus, a maxim admitted by Bordieu (1983) as inherent and inseparable from the profession itself. However, there we have a problematic reflection. Hours are normalized in addition to labor laws, wages below the market standard, harassment and morally condemnable conduct, restricted groups are created and a view of the profession conditioned to the capitals, both cultural, social and economic possessed by the entities of their field . And as seen in Petermann (2011), there is a cycle of legitimation and practical actions restricted to the same entities, mostly men, hetero-cis-gender, coming from a good faculty who live with people of a similar nature. Then, from an evolution of thought and reflection on the environment and a movement of boiling, movements of contestation to these practices arise. As presented by Schuch (2019), new forms of business emerge, new lines of thought and management of companies focused on these challenging groups, but which still lack coping skills and even support in some cases, end up coexisting with this hegemonic reality and polarizing the market in its general context. So from this reflection it becomes interesting for us to analyze this situation from the perspectives of young professionals, today of the so-called generation Z, who at the beginning of their careers need to live with these multiplicities, without previous experiences and accustomed to a dynamism of their own. its generation, as brought by Martin-Barbero (2014). Guided by Duarte (2009) and from the realization of a qualitative research, we intend to answer this question and thus verify how this relationship with habitus currently takes place in this logic of social relations, legitimations and capital construction.