The holy company

Apple mythology in business communication

Authors

DOI:

https://doi.org/10.22484/2177-5788.2021v47n1p33-56

Keywords:

Apple, Steve Jobs, technological imaginaries

Abstract

Apple has built a brand that provokes not only the admiration of its users, but the veneration. Through conscious use of sacred images and mythological narratives, the company and its enthusiasts manipulate symbols to strengthen the bonds with users until they become true believers in a cult of the brand. The objective of this research is to analyze a trilogy of books by the consultant Carmine Gallo, specialized in the Apple model of business communication, to investigate the influence of this mythological discourse in the content of the works. For this, we will use the method of bibliographic review and documentary research. We note that, alongside the technical language, the analyzed books reproduce and amplify the mystique of Apple, also reinforcing consumer’s cult of the brand.

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Author Biographies

André Azevedo da Fonseca, Universidade Estadual de Londrina

Professor Associado no Centro de Educação, Comunicação e Artes (CECA) da Universidade Estadual de Londrina (UEL). Doutor em História 9Unesp), com pós-doutorado no Programa Avançado de Cultura Contem´porânea (UFRJ).

Guilherme Francisco Rodrigues de Oliveira, Universidade Estadual de Londrina

Graduado em Jornalismo na Universidade Estadual de Londrina (UEL). Integrante do grupo de pesquisa Comunicação e Imaginação Social (Imagicom)

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Published

2021-08-04

How to Cite

AZEVEDO DA FONSECA, André; OLIVEIRA, Guilherme Francisco Rodrigues de. The holy company: Apple mythology in business communication. Revista de Estudos Universitários - REU, Sorocaba, SP, v. 47, n. 1, p. 33–56, 2021. DOI: 10.22484/2177-5788.2021v47n1p33-56. Disponível em: https://periodicos.uniso.br/reu/article/view/4682. Acesso em: 20 dec. 2024.

Issue

Vol. 47 No. 1 (2021): Media and religions

Section

Artigos

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