NARRATIVAS PÓS-CAMPBELLIANAS EM DESIGN DE MARCA: VULNERABILIDADE, ARQUÉTIPOS E AUTENTICIDADE EM “KPOP DEMON HUNTERS”
DOI:
https://doi.org/10.56238/revgeov17n6-051Palavras-chave:
Narrativas de Marca, Jornada do Herói, Vulnerabilidade Performática, Branding Transmídia, Design Pós-ModernoResumo
Este artigo examina como o filme de animação “KPop Demon Hunters” (2025) subverte deliberadamente a estrutura narrativa da Jornada do Herói de Joseph Campbell, propondo um modelo alternativo centrado na aceitação da vulnerabilidade e na autenticidade performática. Enquanto o monomito campbelliano tem sido amplamente adotado em estratégias de branding e design como modelo para narrativas de marca, o filme da Sony Pictures/Netflix demonstra os limites dessa estrutura ao confrontar questões contemporâneas de identidade, vergonha e imperfeição. Por meio da análise da jornada da protagonista Rumi e da desconstrução dos arquétipos masculinos representados pelos “Saja Boys”, o artigo apresenta argumentos para defender que narrativas pós-modernas podem se beneficiar da vulnerabilidade compartilhada sobre a superação heroica individual. Esta análise é relevante para profissionais de design, branding e mídias do conhecimento que buscam construir narrativas de marca autênticas e culturalmente relevantes em um contexto de saturação midiática e demanda por valores éticos.
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