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Passinho, dança midiatizada: performance, publicidade e produção de sentidos

2017; Volume: 16; Issue: 32 Linguagem: Inglês

10.18226/21782687.v16.n32.07

2178-2687

Kath Pacheco Batista Lousada, Denise Rugani Töpke, Denise da Costa Oliveira Siqueira,

Arts and Performance Studies

This paper aims at highlighting how advertising companies and communication channels appropriate young dance music performances in their commercials for advertising purposes.The current reflection originated in our observation of how certain dance moves and steps were simplified to fit the molds and standards of mass communication, how expressive emotions were stripped from their narrative context to suit the daily common place of mass consumption, paving the way for new meanings.First we studied and analyzed commercials destined for TV.Secondly we looked into advertising video clips with the DreamTeam do Passinho, analyzing the passinho dance movement in Rio de Janeiro from 2008 until 2015.The methodological strategy applied in our research was based on documental research, in addition to collected mass media data, and finally interviews and filmed accounts of people actively involved in this "passinho" movement in their social environment in some of Rio de Janeiro's many funk sound systems.