Media Imaginary: a reflection from intertextual narratives and hybrid images

• Main Author: Rogério Luiz Covaleski
• Format: Article
• Language: English
• Published: Pontíficia Universidade Católica de São Paulo 2015-10-01
• Series: Galáxia
• Subjects: Imaginários midiáticos; Narrativa intertextual; Imagem híbrida
• Online Access: https://revistas.pucsp.br/galaxia/article/view/20400

Within the context of the semiology of image, this article investigates the recurrent adoption of the iconicity of cultural signs for the construction of media imaginary. It deals with contemporary narratives that seek to produce veridical connotation, which drives the image producers to the cultural relativism of discourses – signs for interpretation, recognition and stimulation of the public they dialogue with. Excited by current examples of creative, conscious, estimated value of the constitution of contemporary communication, also from the cultural symbolic relations – feeders of media imaginary, the research proposes a theoretical re ection on the object and the descriptive reading of examples that fall into intertextual narratives and contemplate hybrid images. Its references are theoretically based on processes of hybridization, intersections between art and communication in the creative process of advertising, and intertextuality in media content.