Universidade De Brasília Fac - Faculdade De Comunicação Departamento De Áudiovisual E Publicidade

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Universidade De Brasília Fac - Faculdade De Comunicação Departamento De Áudiovisual E Publicidade UnB - UNIVERSIDADE DE BRASÍLIA FAC - FACULDADE DE COMUNICAÇÃO DEPARTAMENTO DE ÁUDIOVISUAL E PUBLICIDADE Walter Carlos da Silva Junior MULTIVERSO - COMUNICAÇÃO, IMAGINÁRIO E JOGO Brasília 2013 Walter Carlos da Silva Junior MULTIVERSO - COMUNICAÇÃO, IMAGINÁRIO E JOGO Trabalho de Conclusão de curso apresentado à Universidade de Brasília como requisito parcial para a obtenção do título de bacharel em Publicidade e Propaganda. Orientadora: Professora Dra. Selma Regina Nunes Oliveira Brasília 2013 SILVA, Walter, C. da, J. 1989 - Multiverso, Comunicação, Imaginário e jogo/ Walter Carlos da Silva Junior. – 2013. 73 f.: Il. Color.; 30cm Orientadora: Selma Regina Nunes Oliveira Monografia apresentada à Universidade de Brasília para a obtenção do grau de Bacharel em Comunicação Social, habilitação em Publicidade e Propaganda, 2013. 1. Comunicação. 2. Jogo. 3. Imaginário. 4. Identidade. 5. Magic: the Gathering. I. Oliveira, Selma Regina Nunes. II. Universidade de Brasília. Curso de Comunicação Social. III. Multiverso. Walter Carlos da Silva Junior MULTIVERSO - COMUNICAÇÃO, IMAGINÁRIO E JOGO Banca Examinadora .................................................................... Professora Dra. Selma Regina Nunes Oliveira Orientadora ................................................................... Professor Dr. Gustavo de Castro e Silva Examinador ................................................................... Prof Me. Luciano Mendes Examinador ................................................................... Prof Dr. Wagner Antonio Rizzo Suplente Brasília 2013 Universidade de Brasília Faculdade de Comunicação Projetos Experimentais ATA DE DEFESA PÚBLICA DE PROJETOS EXPERIMENTAIS MONOGRAFIA Data: Local: Semestre: Nome do Projeto: Executor(es) Nome: Mat.: Professor Orientador (Presidente da Banca Examinadora): 1º Membro da Banca Examinadora: 2º Membro da Banca Examinadora: AVALIAÇÃO Nota Item avaliado Coerência Importância Seleção de métodos Apresentação do trabalho MÉDIA FINAL MENÇÃO Brasília, de de . _______________________ _______________________ ____________________ Orientador Membro Membro AGRADECIMENTOS Acredito que, se estou escrevendo isso, devo a muitos que, a seu modo, me levaram a continuar essa caminhada. Obrigado ao meu semestre, aonde fiz grandes amizades que quero levar comigo. Obrigado à Doisnovemeia, não tenho palavras para expressar o que significou pra mim essa porta verde e as pessoas de lá as quais tenho tanto carinho. Obrigado ao N.A.T.A.L. Presente na minha vida há tanto tempo. Afinal, me aturar por mais de dez anos é para poucos. Obrigado pai e mãe, por apostarem nos meus sonhos e serem quem são. Obrigado Wallace e Marina, pelas risadas, pelos conselhos e pela presença na minha vida. Obrigado Wanessa, minha fiel escudeira de todas as horas. Obrigado tia Haydéa, sábia conselheira e avó maravilhosa. Obrigado Selma, por me decifrar, tarefa que nem eu sei fazer, para criar esse trabalho. Obrigado Deus, por tudo, tudo mesmo. "Ludus est necessarius ad conversationem humanae vitae". (Brincar é necessário à vida humana.) São Tomás de Aquino RESUMO O presente trabalho busca explorar as relações entre o imaginário, identidade, consumo e sua aplicações ao jogo, como dispositivo do imaginário. Para estudo, foi escolhido o jogo de cartas colecionáveis da Hasbro, Magic: The Gathering, escolhido pelos seus quase 20 anos de existência e solidez no mercado, tendo campeonatos e comunidades organizadas ao redor do mundo e uma estimativa de 12 milhões de jogadores, além de utilizar o imaginário mitológico na sua concepção, design e posicionamento do produto. Palavras-Chave: Comunicação, Brinquedo, Jogo, Imaginário, Mitologia, Identidade, Magic: the Gathering. ABSTRACT The present work is willing to explore the relations between the Imaginary, identity, consumption and their appliances to gaming, as a device of the Imaginary. For this study, It was chosen a collectible card game, Hasbro`s Magic: the Gathering, selected because it`s nearly 20 years of existence and consistency on the market, having organized play championships across the world with an estimative of 12 million players, beyond using mythological imaginary in its conception, design and product placement. Keywords: Comunication. Toy, Game, Imaginary, Identity, Mithology, Magic: the Gathering Sumário Capítulo 1: Introdução ao trabalho ..................................................................................... 1 1.1 Introdução ................................................................................................................... 1 1.2 Problema de pesquisa ............................................................................................... 1 1.3 Justificativa ................................................................................................................ 2 1.4 Objetivos ..................................................................................................................... 2 1.4.1 Objetivos Gerais .................................................................................................. 2 1.4.2 Objetivos específicos .......................................................................................... 2 1.5 Metodologia de pesquisa ........................................................................................... 3 Capítulo 2: Fundamentação Teórica .................................................................................. 5 2.1 : O imaginário e suas ligações .................................................................................. 5 2.1.1 Mito e Arquétipo ................................................................................................... 7 2.2 Jogo, brincadeira, competição e brinquedo ........................................................... 11 2.2.3 Brinquedo ........................................................................................................... 15 2.3 Lazer, consumo e identidade .................................................................................. 16 2.3.1 Identidade e pós-modernidade ......................................................................... 17 2.3.2 Experiência e marca .......................................................................................... 19 Capítulo 3: Estudo de Caso .............................................................................................. 25 3.1 Magic: the Gathering, um histórico. ........................................................................ 25 3.2 Universos em construção ........................................................................................ 28 3.3 Vendendo mágica ..................................................................................................... 38 3.4 O jogo como marca .................................................................................................. 42 3.5 Quem joga? .............................................................................................................. 44 Capítulo 4: Relato de caso, o jogo como experiência ..................................................... 49 Capítulo 5: Conclusões e recomendações ...................................................................... 56 Referencial Bibliográfico ...................................................................................................... 59 Glossário ............................................................................................................................. 61 1 Capítulo 1: Introdução ao trabalho 1.1 Introdução Por que jogamos? Esse era o questionamento que me fazia, ao ver informações sobre recordes de vendas de videogames, demonstrações espantosas de devoção a brinquedos ou a outras mercadorias similares. Para analisar o papel, tanto da brincadeira quanto do brinquedo, na sociedade de consumo, é necessário compreender estes elementos como universais, presentes nas mais variadas culturas do mundo e nas mais diversas formas e maneiras. O presente trabalho busca explorar as vertentes em que o imaginário, o consumo, a formação de identidade e a marca se encontram com o jogo e seus componentes. Explorando assim, o jogo não como mero supérfluo, mas como objeto de múltiplas dimensões e de profundo significado no imaginário social e individual. Para tanto, este estudo interdisciplinar contempla, para além da Comunicação, áreas do conhecimento como a Psicologia, Sociologia, Marketing, Filosofia e Antropologia, para compor uma vasta conjuntura de informações, que descrevam e expliquem o jogo no seu âmbito lúdico, como marca e como dispositivo imaginário. Para estudo, foi escolhido o jogo de cartas colecionáveis da Hasbro, Magic: The Gathering, cujas razões de escolha são os seus quase 20 anos de existência e solidez no mercado, com uma estimativa de 12 milhões de usuários no mundo, além da utilizar o imaginário mitológico na sua concepção, design e posicionamento do produto. 1.2 Problema de pesquisa Como o imaginário contribui para que ocorresse a identificação entre os consumidores e o jogo Magic: The Gathering, de modo que percebam valor? 2 1.3 Justificativa Hoje existe a consciência de que, ao vender um produto ou serviço, se vende mais do que um jornal impresso ou uma bebida; é vendido toda uma experiência e uma série de valores relacionados àquele produto, que a comunicação incutiu nele, sendo percebidos consciente e inconscientemente por quem é exposto a essa comunicação. Como a força do imaginário presente nas suas estruturas análogas e nas relações de marca permeia a significação da mesma
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