The loneliness in ciber culture and the conscious consumption speech: A study of the campaign “#usarbempegabem” by vivo company

Abstract

This paper offers a reflection on the discourse of Vivo’s telephone company in the advertising campaign “#UsarBemPegaBem”, that appeals the public for a conscious use of the internet in mobile phones and other electronic devices. Although it makes for an apparent contradiction, the fact that a company that obtains profits from mobile internet would advocate for the moderate use of the service, we aim to submerge in the factors that could represent the possible grounding of this discourse, such as the modern solitude in cyberculture, the superficiality of representations in cyberspace and other probable causalities. Furthermore, we briefly point out the matter of Corporate Social Responsibility and its influence in the organizational discourse. Taking into consideration the declarative ethos in the terms proposed by Maingueneau, we suggest an analysis of the corporation’s institutional videos, in order to identify the tone alteration and to investigate about the image achieved by Vivo with the use of filmic pieces and advertising formulas produced under the #PegaBem signature.