Jovens da publicidade: uma cartografia das reconfigurações do perfil profissional

Abstract

Tensioned by the transformations of society and the of advertising, we ask ourselves: What are the paths traced by contemporary youth in the advertising, considering their sensorium? Our initial assumption is to look at the youth of today, categorized as Generation Z, who bring with them a sensorium geared towards technologies and digital. Sensorium is a term brought up by Martín-Barbero (2015) from Benjamin (1996) on the cognitive characteristics of a given Generation at a given time. With a cartographic method of rhizomatic inspiration (DELEUZE; GUATTARI, 1995), we aim to map the configuration of the youth profile in advertising, taking into account its sensorium and the transformations in contemporary society and in the advertising field. Thus, from an overview of the field, we draw a map as a starting point, with the help of bibliographic review, research of research and the technique of collecting documentary data in field reports. Armed with this broad view, we went into the field to conduct semi-open in-depth interviews with young collective leaders who propose to change the advertising industry and students of the advertising and advertising undergraduate course, which is the corpus of our research. For the analysis and crossing of the data, we made an interpretation of the categories of the second map of the Mediations of Martín-Barbero (2015): Rituality, Institutionality, Technicality and Sociality. Thus, our reference is divided into three moments: first, understanding youth, understanding generational classifications, conceptualizing the sensorium and also addressing the relationships of young people with the world of work; in a second moment, we dedicate our look to the advertising market, understanding its history in Brazil and tensioning data collections and analyzes in the interpretations of the categories of Martín-Barbero (2015); finally, we will approach the teaching of advertising, understanding its history in Brazil and tensioning our analysis with the interpretations of the mediations of Martín-Barbero (2015). With these analyzes, we designed a new map, with movements, plateaus and intensities, presenting what is more or less tensioned in the presence of these young people in the field of advertising. In addition, the result of the research points out 12 clues about the paths traced by contemporary youth in relation to the market and the teaching of advertising, taking into account that the construction of a profile involves different contexts, subjectivities and experiences, which can change their views. Along with this we also use the term digital sensorium, uniting generation, new language skills and sensibilities of this youth, overflowing instrumental concepts and moving towards technical possibilities, reflecting on the activation of technologies as a tool to stimulate debates, voices, struggles and social transformations in which these young people take ownership, according to their diversity.