The brand does not show this

omissions and corporate communication distortions in the light of the imaginary

Authors

DOI:

https://doi.org/10.1590/1809-58442023135pt

Keywords:

Imaginary, Symbolic image, Instagram, Mythical representations, Mythology

Abstract

We propose a symbolic investigation of two publications posted on Instagram by Heineken and Carrefour. This choice was made because they represent the idea of “political correctness”. The objective is to analyze these communications from an imaginary theories perspective, as suggested by M. Contrera, G. Durand, C. Jung, and others, as this action allows the identification of hidden aspects in the publications and the perception of what information is there, however, in addition to the obviousness of commercial interests that aim to reinforce the brand’s good public reputation. Our conclusions suggest that it is possible to change this biased perception by building a critical mass sufficiently qualified to recognize these mechanisms that lead to communication one-sidedness.

Author Biographies

Leonardo Torres, Universidade Paulista. São Paulo - SP, Brazil

Jungian Analyst. Ph.D. in Communication and Media Culture from Universidade Paulista de São Paulo. He was a CAPES PROSUP fellow. He also has a Master’s degree in Communication from the same university. During his Master’s degree, he was awarded a CAPES PROSUP scholarship - exclusive dedication. He was a student representative in the doctorate. Postgraduate in Analytical Psychology from the Jungian Institute of Education and Research. He has a postgraduate degree in Psychosomatics from the same institute. He has a degree in Social Communication with an emphasis on Advertising from Faculdades Dom Bosco in Rio de Janeiro. He produced events such as TEDxAEDB, IX ABCiber Symposium, and VI ComCult. He researches the technical and technological imaginary, technosacrality, and its relationships in society and culture. He also researches Psychic and Imaginary Contagion. He is a member of the Media and Imaginary Research Group. Furthermore, he is/was a postgraduate and undergraduate teacher at universities in the city of São Paulo. He is a member, presenter, and one of the creators of the Delirium podcast, one of the most relevant in the area of Analytical Psychology in Brazil.

Rafael Rodrigues de Souza, Universidade Paulista. São Paulo - SP, Brazil

Jungian Analyst. Master’s degree in Communication and Media Culture from Universidade Paulista de São Paulo (UNIP/SP). He was a CAPES PROSUP scholarship holder. He has a lato-sensu postgraduate degree in Analytical Psychology from the Jungian Institute of Education and Research (FACIS/IJEP), in Psychosomatics from the same institute (FAPCOM/IJEP), and Business Administration from EAESP/SP (Fundacao Getulio Vargas). He is a psychologist, co-author of the book Pessoal e profissional: a distinção que a vida não faz (2017) and author of the book Trabalho, sofrimento e autorrealização: uma leitura simbólica e crítica do drama contemporâneo (2022). Jungian Analyst Member and professor of the lato-sensu postgraduate course in Analytical Psychology at the Jungian Institute of Education and Research. He practices clinically and provides clinical supervision in his private office in the city of São Paulo (Brazil), as well as online. He is a member, presenter, and one of the creators of the Delirium podcast, one of the most relevant in the area of Analytical Psychology in Brazil.

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Published

2023-12-15

How to Cite

TORRES, L.; SOUZA, R. R. de. The brand does not show this: omissions and corporate communication distortions in the light of the imaginary. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 46, p. e2023135, 2023. DOI: 10.1590/1809-58442023135pt. Disponível em: https://www.revistas.intercom.org.br/index.php/revistaintercom/article/view/4253. Acesso em: 6 jul. 2025.

Issue

Vol. 46 (2023)

Section

Articles

License

Copyright (c) 2023 Leonardo Torres, Rafael Rodrigues de Souza

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