Identidades Juveniles y Discursos de Marcas: la creación de imagen corporativaen los nuevos escenarios tecno-comunicativos

Abstract

In the lines ahead we suggest to emphasize the construction of spaces of sense in the Internet that relate, tanks to their structure, companies with their consumers through interactive universes of meaning which motor generator is brand. This universes’ structure responds o a communicative action indicated by the company to contact part of the public, where converts in a modular axis able to generate different possible worlds, virtual and commercial meeting rooms. From this perspective, we propose analyzing the web sites of global brands such as Coca-cola, Fanta or Heineken, to identify relationship structures existing between audiences and the companies advertised, the meanings proposed and their response expressions, establishing a series of conclusions about this communicative format of representation and interaction, and its participation in the global process of corporative reputation construction thru the meaning of brand in par of its goal public.