ABSTRACT This article discusses the imbrications of the contemporary technological context with consumption and advertising in the Brazilian scenario. For this, we start with a theoretical review on the accelerated expansion of digital technology, which, on the one hand, initially brought democratic and inclusive promises, with broad access and sharing of information; on the other hand, over time, it had harmful effects, especially in the social, political, and ideological spheres. Consumption is centrally part of this discussion, since the possession and manipulation of data and algorithms occur by a few powerful global private companies, which have their economic model based on advertising. Finally, we will present market actions that exemplify the peripheral position of the country’s consumer-citizens in this debate. scenario technology hand promises information time effects social political spheres discussion companies Finally countrys country s consumercitizens consumer citizens debate

RESUMO Este artigo discute as imbricações do contexto tecnológico contemporâneo com o consumo e a comunicação publicitária no cenário brasileiro. Para isso, partimos de uma revisão teórica sobre a expansão acelerada da tecnologia digital, que, se, por um lado, trouxe, inicialmente, promessas democráticas e inclusivas, com o amplo acesso e compartilhamento de informações; por outro, ao longo do tempo, provocou efeitos nocivos, sobretudo em âmbito social, político e ideológico. O consumo insere-se nessa discussão de forma central, já que a posse e a manipulação de dados e algoritmos ocorrem por poucas e poderosas empresas privadas globais, que têm seu modelo econômico baseado na publicidade. Finalmente, apresentaremos ações mercadológicas que exemplificam a posição periférica dos consumidores-cidadãos do país neste debate. brasileiro isso digital se lado trouxe inicialmente inclusivas informações outro tempo nocivos social ideológico inserese insere central globais publicidade Finalmente consumidorescidadãos consumidores cidadãos debate

Abstract This study aimed to evaluate the extraction of bioactive compounds from jaboticaba pomace, produce microcapsules by spray dryer technique, and characterize antioxidant compounds. A factorial experimental design was used in the extraction step. Maltodextrin (DE 10) was used as an encapsulating agent, in a ratio of 1: 1 (w/w), in the microencapsulation process. It was observed the increase of all bioactive compounds analyses comparing jaboticaba pomace with the extract. ATR-FTIR spectroscopy showed a vibrational stretching aromatic ring (1718 – 1731 cm-1) typical for anthocyanins. The Gaussian deconvolution presented extract peak area 7.56% higher than pomace. The encapsulating agent protected anthocyanins during the drying process. Microencapsulation of bioactive compounds from jaboticaba pomace can be useful for food applications whereas they are a rich source of antioxidant compounds. Moreover, the use of agro-industrial waste is promising linked to the use of clean technology as water as an antioxidant extractor. technique step DE 10 w/w, ww w/w , w (w/w) process ATRFTIR ATR FTIR 1718 (171 173 cm1 cm cm-1 756 7 56 7.56 Moreover agroindustrial agro industrial extractor (w/w 171 (17 17 cm- 75 5 7.5 (1 7. (

Resumo O contexto da pandemia da Covid-19 provocou impactos em diferentes áreas, inclusive no cenário midiático, na publicidade e no consumo. Nesse triplo entroncamento estão as chamadas lives – entendidas e delimitadas aqui como transmissões ao vivo de conteúdos musicais por plataformas digitais. Este artigo tem por objetivo jogar luz sobre este novo fenômeno, procurando compreendê-lo na sua complexidade, não apenas do ponto de vista conceitual, mas também em categorizações aplicadas em articulação com as marcas.

Abstract The meanings of lives in the context of the pandemic: from escapism and philanthropy to identity logics The context of the Covid-19 pandemic had impacts in different areas, including the media scene, advertising and consumption. At this triple junction are the so-called lives – understood and delimited here as live transmissions of musical content via digital platforms. This paper aims to shed light on this new phenomenon, seeking to understand it in its complexity, not only from a conceptual point of view, but also in terms of categorizations applied in conjunction with brands. From an interdisciplinary bibliographic review and an anthroposemiotic analysis of 36 musical lives produced and transmitted in Brazil, we found emotional (escapist and empathic), energetic (philanthropic and interactive) and logical (identity and community) lives, projecting different media and advertising environments for the brands.