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Master's Dissertation
DOI
https://doi.org/10.11606/D.16.2022.tde-01082022-154912
Document
Author
Full name
Claudia Daye
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2022
Supervisor
Committee
Mazzilli, Clice de Toledo Sanjar (President)
Curcio, Gustavo Orlando Fudaba
Moura, Monica Cristina de
Soares, Maria Regina Machado
Title in Portuguese
Joia e linguagem: o significado revelado por designers e usuários de joias brasileiras na contemporaneidade
Keywords in Portuguese
Consumo
Design de joias
Joia
Semântica da joia
Abstract in Portuguese
Este estudo tem como propósito investigar comunicações estabelecidas entre o produto joia e seus usuários, pelo viés da recepção. O objetivo é permear a relação produto-usuário e desvendar significados atribuídos durante seu uso, comparando-os com os significados estabelecidos pelo designer. Investigando joias produzidas em polos definidos do território nacional, acredita-se chegar a uma compreensão da representatividade destas joias e a relação obtida com seus usuários. Como métodos, foram utilizados a revisão bibliográfica de autores que abordam a semântica do produto, como Klaus Krippendorff, Jean Baudrillard e Bernhard E. Bürdek e o design emocional, com destaque para Pieter M. A. Desmet, além da pesquisa de campo de caráter fenomenológico com aplicação de entrevistas qualitativas semiestruturadas, concebidas remotamente por meio de plataformas de videoconferência. Por meio das entrevistas, foram verificadas as intenções dos designers de joias na elaboração de seus projetos quanto a mensagem do produto, e investigada a percepção suscitada por usuários em torno de sua estética. O estudo aborda características individuais, sociais e culturais, a psicologia comportamental, linguagem e percepção de produtores e compradores, em amostra extraída do mercado de joias. Pretende-se, com esta pesquisa, elucidar a compreensão das simbologias contidas nos artefatos joalheiros e disponibilizar ferramentas para a criação de processos de design de joia, com linguagens eficientes em seus propósitos.
Title in English
Jewelry and language: the meaning revealed by designers and users of Brazilian jewelry in contemporary times.
Keywords in English
Consumption
Jewelry
Jewelry design
Jewelry semantics
Abstract in English
This study aims to investigate communications established between the jewelry product and its users through the reception bias. The objective is to permeate the product-user relationship and uncover meanings attributed during its use, comparing them with the meanings established by the designer. Investigating jewelry produced in defined poles of the national territory, it is believed to reach an understanding of the representativeness of these jewelry and the relationship obtained with its users. As methods, we used the literature review of authors who approach the semantics of the product such as Klaus Krippendorff, Jean Baudrillard and Bernhard E. Bürdek, and emotional design with emphasis on Pieter MA Desmet, in addition to field research of a phenomenological character with application of semi-structured qualitative interviews, conceived remotely through videoconferencing platforms. Through the interviews, the intentions of jewelry designers were verified in the elaboration of their projects regarding the products message, and the perception raised by users around its aesthetics was investigated. The study addresses individual, social and cultural characteristics, behavioral psychology, language and perception of producers and buyers, in a sample extracted from the jewelry market. The aim of this research is to elucidate the understanding of the symbologies contained in jewelry artifacts and to provide tools for the creation of jewelry design processes with efficient languages in their purposes.
 
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MEClaudiaDaye_Rev.pdf (11.46 Mbytes)
Publishing Date
2022-08-03
 
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