Convocações midiáticas para uma biossociabilidade do consumo: os sentidos atribuídos ao corpo na corrida de obstáculos Bravus Race

• Ano de defesa: 2018
• Autor(a) principal: Pezzotti, Renato
• Orientador(a): Hoff, Tania Marcia Cezar
• Banca de defesa: Casaqui, Vander, Peres-Neto, Luiz, Vizcarronto, Doris Martinez, Prado, Jose Luiz Aidar
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; cuidado de si; corpo; discurso e biossociabilidade
• Palavras-chave em Inglês: communication and consumerism; care; body; discourse and biosociality
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/311

The main theme of this study is the self-management convocation strategies sighted in Bravus Race’s media images - a national sporting event. Thus, the research problem defined is: how the media biossociability convocation strategies are produced in Bravus Race’s obstacle photos, regarding the meanings attributed to the body and the self? We deepen the phenomenon of consumption and management of the self in contemporary society, approaching notions as interdisciplinary, interconnectedness and imaginary discursive memory of the French discourse analysis. The discourse analysis theoretical inspiration is Courtine (2011) and Milanez’s (2013) methodology, crossing elements of the rhetoric image, with Barthes (1990) and Eco (2001). The general theoretical framework is organized in three axes: the first tracks the path of communication, media, and contemporary society’s interfaces, for which we rely on authors such as Silverstone (2002), Prado (2013) and Hoff. (2016). The second finds its foundations in the rhetoric and interconnectivity of the image, passing through the narrative space of the photographic reportages. Finally, the third addresses the body, the high performance worship and the biossociability, with Rose (2006), Rabinow (2002), Ehrenberg (2010), Ortega (2003) and Hoff (2016). Therefore, the corpus is composed by a photo-portal published on Veja's website, which houses 38 photos of one of the stages of Bravus Race, held in São Paulo. Alongside our methodological course, we divided the images into six distinct groups, starting from the identification and classification of imagery composition techniques, revealing composition elements and what each one of them intends to transmit in a connotative way. Following on, we analyzed the interconnectivity in the competition’s photos, relating Barthes' techniques to the concept developed by Courtine (2011). At last, we refer to codification levels; identifying the figures of speech present in the images and how the discursive memory founds the production of sense. In conclusion, we investigated the self/body-management convocation according to biossociability concept. The results demonstrate that these media biossociability convocations are in line with the contemporary capitalism “spirit”. In addition, the production of meaning privileges a self-management, through the “conduct of the body/self” - both in physical and mental dimension.