DSpace Collection:https://repositorio.ufu.br/handle/123456789/198502026-04-21T09:31:33Z2026-04-21T09:31:33ZObjetificação da estética de resistência: uma análise crítica da produção jornalística da Revista Vogue na representação do movimento punk.https://repositorio.ufu.br/handle/123456789/478342025-12-12T06:16:40Z2025-05-07T00:00:00ZTitle: Objetificação da estética de resistência: uma análise crítica da produção jornalística da Revista Vogue na representação do movimento punk.2025-05-07T00:00:00ZO cobranding comunicacional da Samsung com a Rayssa Leal: como sentidos afetivos e vínculos sentidurais são repercutidos através do ethos da atleta?https://repositorio.ufu.br/handle/123456789/476492025-11-13T06:20:16Z2025-10-31T00:00:00ZTitle: O cobranding comunicacional da Samsung com a Rayssa Leal: como sentidos afetivos e vínculos sentidurais são repercutidos através do ethos da atleta?
Abstract: This study investigates the communicational cobranding between Samsung and
Rayssa Leal, analyzing how affective meanings and sensorial bonds are reflected
through the athlete's ethos. The main objective was to understand the brand union
strategy beyond the promotion of the Galaxy+ ZFlip 6 product, exploring the
construction of meaning and affective connection with the public. The methodology
used was discourse analysis, focusing on the "Flip Eterno" commercial video, and the
application of the BrandStoryCanvas Matrix, which evaluates brand construction in 4
analysis sessions: discursive object, discursive ethos, brand positioning analysis, and
affective and emotional interdiscursivities in meanings. The results demonstrate that
Rayssa Leal's discursive ethos, composed of primary ethos (affectivity, empathy,
charisma) and secondary ethos (courage, potency, action), was strategically used by
Samsung to activate affective memories and create identification with the public. It is
concluded that the success of the cobranding stems from the coherence between the
athlete's ethos and the brand's message, consolidating the positioning of both and
reinforcing the relevance of brands in building communities and emotional connection
with consumers.2025-10-31T00:00:00ZCuca: um estudo de caso sobre a cobertura feita pela imprensa esportiva na década de 1980https://repositorio.ufu.br/handle/123456789/472702025-10-03T06:18:47Z2024-04-23T00:00:00ZTitle: Cuca: um estudo de caso sobre a cobertura feita pela imprensa esportiva na década de 1980
Abstract: This research shows how the Bern's scandal, popularly known as Cuca case, was covered in three newspapers printed at the end of the 1980's. Alexi Stival, known as Cuca, Eduardo Hamester, Fernando Castoldi and Henrique Etges, four football athletes from Grêmio, were accused of raping a 13-year-old teenager in 1987. The journalistic articles relating to the crime that occurred in Switzerland were analyzed, including the arrest of the athletes and ending with the conviction for a sexual act in 1989. All reports on the situation found in the collections of Estadão, Jornal do Brasil and O Globo are described through the French line of discourse analysis, based on experts like Patrick Charaudeau (2006) and Cleudemar Alves Fernandes (2008). The research also studies the origins of sports journalism, as well as details all the characters in the Cuca case until reaching the analysis, which combines the discursive descriptions with the concepts of discourse analysis.2024-04-23T00:00:00ZA cobertura da natação paralímpica nas edições de 2008, 2016 e 2024: uma análise do discurso do GloboEsporte.comhttps://repositorio.ufu.br/handle/123456789/464362025-07-22T06:18:32Z2025-05-07T00:00:00ZTitle: A cobertura da natação paralímpica nas edições de 2008, 2016 e 2024: uma análise do discurso do GloboEsporte.com2025-05-07T00:00:00Z