Advertising transformations: new articulations between the public and producers in the advertising Field

Abstract

In the context of new technologies and the culture of convergence, we observe changes in media practices at the beginning of the 21st century and, thus, we explore processes by which advertising producers defend themselves from consumer protests and accusations. This study aims evidence movements of articulation and resistance in the Brazilian advertising field to public contestation practices in the decade of 2010. It used qualitative research complemented by a quantitative observation and the technique of documentary analysis of evidence on the reconfiguration of the advertising field, considering the practices of producers – agencies, advertisers, and professionals – in the face of the public’s contestation to the advertisements. In the results, the modalities of double articulation of advertising – shielded, sensitized, and engaged – show concrete situations that provide opportunities for reflection on the realization or not of the potential that new information and communication technologies represent for changes in practices.