The advertising in the sociological research in Portugal: void or emerging domain?

Silva, Maria Alcina Velho Dourado da

http://hdl.handle.net/10400.26/42233

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Authors

Silva, Maria Alcina Velho Dourado da

Abstract(s)

This article deals with organisational communication, focusing in particular on advertising and the context in which it is implemented. We have chosen to look at it through the perspective of the media which is one of the basic concepts of this article. This implies an analysis of advertising within the area of Sociology. In this case we are examining the production of Portuguese research in the Sociology of Advertising.Some of the questions this article covers are: who does research and produces articles, either with or without a referee, in this specialised field of Sociology in Portugal? When and where are the articles published? What topics are primarily addressed? Can we identify major themes, seminal texts and texts which summarise issues? Can we also identify texts related to sub domains similar to those that already exist in other fields of Sociology? What are the results of those studies? Providing an answer to these questions involved a: review of the literature of Portuguese studies, including magazines concerning social sciences / Sociology from research centres, such as Centre for Social Studies (Associate Laboratory of the Faculty of Economics of Universidade de Coimbra), CIES (ISCTE) and others like Universidade Nova de Lisboa; the analysis of fundamental sociological Portuguese texts. The main purpose of this study is to test the hypothesis that Portuguese research is weak in the area of Sociology of Advertising.