Me Brand in mediatization: from symbolic nature to sociocultural performances

Abstract

This article aims to propose reflections about the Me Brand as an expanding phenomenon in contemporary times, considering from the symbolic nature of being to the sociocultural performances in society in mediatization. In view of a phenomenological, pragmatic and linguistic perspective of communication, it uses the contributions of Goffman (1999) about the order of interaction, together with the reflections of Peterson (1999), that understands the world as a place of action and things. After the articulations, a topic elaborates observations about the brand attitudes undertaken by sprinter Usain Bolt. At the end, a research panorama is presented in order to point considerations for future investigations. It is assessed that Me Brand stimulates ways of thinking and acting based on brand logics.