Pixo-Propaganda : a comunicação popular e alternativa das ruas

Abstract

This study investigates the intersection between media, social identity, consumption, and urban space, focusing on pixo-propaganda as a form of counter-hegemonic street advertising in the metropolitan region of Aracaju. The research explores how consumerism, driven by mass media and digital technologies, transcends the satisfaction of basic needs and shapes social identities. To this end, the work examines outdoor advertising as a medium that captures the attention of the moving public, contrasting with the saturation of messages in urban spaces monopolized by powerful entities. The monograph addresses the dynamics of globalized capitalism, where consumption becomes an expression of identity, and powerful actors dominate the most valuable territories, leaving fragmented margins for the less privileged. The research highlights hip-hop as a tool for social literacy and pixo-propaganda as an alternative media that challenges the norms of public space and offers visibility and voice to marginalized communities, claiming the right to the city and resisting capitalist homogenization. The adopted methodology is qualitative and applied, focused on describing concrete situations and solving specific problems. The investigation is exploratory and descriptive, using participant observation, field surveys, and example analysis to capture the essence of subjective experiences related to pixo as propaganda. In conclusion, it was analyzed how these agents navigate between the dominance of media conglomerates and contrary trends that promote challenging expressions of territoriality.