Do grito ao eco: uma proposição de memória e imaginário em rede

Abstract

This paper aims to propose creative thinking. A theoretical reflection on the structures of network communication, intending to look at the internet as an information technology with potential for transformation of imaginary, social and economic relations from the studies of Castells (2003). It analyzes the digital information market scenario, investigating the digital marketing strategies (ADOLPHO, 2011; KOTLER, 2017), aiming to promote the debate about the powers of the concept of anthropological imaginary (DURAND, 1997) and collective memory (HALBWACHS, 1968), as catalysts of the creative process for a sensitive communication, which considers public in its subjectivity, and uses this subjectivity for the elaboration of an individual-oriented language. As a sensitive communication, it understands the logic of a horizontal, multidimensional society that produces an imaginary that is beyond physicality, in order to consider all the nuances of communication that reside in the sphere of subjectivity, signs, symbols and myths. understanding of social and cultural codes as a result of this subjectivity - collective and individual. For this, it also uses the complex thinking (MORIN, 2005) and his need to understand contradictions as forming ingredients of memory and collective imagination. It intends to use the concept of the imaginary as a potential for public recognition, just as it reflects on the construction of brands that take into account the effects of the imaginary, aiming to enhance the construction of subjective narratives.