Cancelamento e posicionamento: uma análise do videoclipe “Look what you made me do” de Taylor Swift

Abstract

This research aims to analyze, from the stages of rhetorical discourse, how the video clip "Look What You Made Me Do" communicates a new personal brand positioning of singer Taylor Swift after the cancellation. For this purpose, it is organized in two moments: the first of them corresponds to the bibliographical research on the concepts of culture of cancellation (Rocha and José, 2021), brand positioning (Keller and Machado, 1997; Pinho, 1996; Aaker, 1996; Kotler and Keller, 2019; Bender, 2009 and Montoya and Vandehey, 2010) and also on the characteristics of the audiovisual video clip format (Soares and Souto,2005; Soares, 2014; Janotti Júnior e Soares, 2008)if a documentary research to contextualize the object of study. The second moment, is characterized by the application of content analysis procedures, according to Bardin (1977), to the video clip, which was interpreted from the stages of speech construction (Ferreira, 2010), which include (1) the Exórdio, (2) the Narração, (3) the Confirmation and (4) the Peroration in order to understand how the singer used its cancellation to construct of the narrative the video clip.