“Advertising has a language that is closely linked to the dominant social dynamics”: interview with Maria Arminda do Nascimento Arruda

Authors

  • Maria Arminda do Nascimento Arruda USP
  • Glícia Pontes UFC
  • Laura Wottrich UFSM

DOI:

https://doi.org/10.54786/revistaeptic.v27i3.24134

Abstract

In this interview, Maria Arminda do Nascimento Arruda revisits her academic career and recalls key issues that motivated her to write 'The packaging of the system: advertising in Brazilian capitalism'. Recognised as one of the most important sociologists and thinkers on so-called ‘modernisation’ in Brazil, Arminda highlights relevant aspects of advertising in the relationship between economics, politics and culture, highlighting the specificities of Brazilian capitalism, marked by income inequality and the power of communication networks. She reflects on the place of advertising in contemporary capitalism and the challenges of setting up a research agenda on the phenomenon.

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Author Biographies

Maria Arminda do Nascimento Arruda , USP

In this interview, Maria Arminda do Nascimento Arruda revisits her academic career and recalls key issues that motivated her to write ‘A embalagem do sistema: a publicidade no capitalismo brasileiro’ (The packaging of the system: advertising in Brazilian capitalism). Recognised as one of the most important sociologists and thinkers on so-called ‘modernisation’ in Brazil, Arminda highlights relevant aspects of advertising in the relationship between economics, politics and culture, highlighting the specificities of Brazilian capitalism, marked by income inequality and the power of communication networks. She also reflects on the place of advertising in contemporary capitalism and the challenges of setting up a research agenda on the phenomenon today.

Glícia Pontes, UFC

PhD in Sociology (UFPE), Master's in Social Sciences (UFRN) and graduate in Advertising and Propaganda (UFC). Lecturer at the Federal University of Ceará since 2006. Currently, she is Deputy Vice-Chancellor for Culture at UFC.

Laura Wottrich, UFSM

Advertising professional, professor in the Department of Communication Sciences at the Federal University of Santa Maria (UFSM). Researcher at Poscom (UFSM) and PPGCOM (UFRGS). Leader of the Research Group Laboratory of Methodological Experiences in Communication (Leme-CNPq).

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Published

2025-12-09

How to Cite

Arminda do Nascimento Arruda , M., Pontes, G., & Wottrich, L. (2025). “Advertising has a language that is closely linked to the dominant social dynamics”: interview with Maria Arminda do Nascimento Arruda . Revista Eletrônica Internacional De Economia Política Da Informação, Da Comunicação E Da Cultura, 27(3), 11–23. https://doi.org/10.54786/revistaeptic.v27i3.24134

Issue

Vol. 27 No. 3 (2025): Perspectivas críticas de abordagem da Publicidade - A embalagem do Sistema 40 anos depois

Section

DOSSIÊ TEMÁTICO

License

Copyright (c) 2025 Maria Arminda do Nascimento Arruda , Glícia Pontes, Laura Wottrich

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