Resumen

SCHUCH, Lucas Alves  y  PETERMANN, Juliana. The Advertising: a field in transformation. Media & Jornalismo [online]. 2019, vol.19, n.34, pp.96-113. ISSN 1645-5681.  https://doi.org/10.14195/2183-5462_34_7.

This article composes a stage of the cartography that is carrying out, and that has as its theme the transformations in the advertising field, and even of its business models. We use the two techniques of data production and semi-analysis and analyze the elements collected, from the work of Deleuze and Guattari (1995), with the concept of rhizome, so that it was possible to trace this object is the field of advertising in in a rhizomatic way. This article answers the following question: What are the main programs that make up the tensions in the advertising field and the current reforms? In addition to the fruitful debate about making the rhizome concept, it was possible to identify the current tensions that lead to the making of a publicity being a questioned and revised being, as well as, enabled the beginning of the rhizomatic construction of our research object, which we intend to expand with future incursions.

Palabras clave : communication; publicity; advertising practice; rhizome; business model.

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