A lacração em cena: presença, performance e política gongando a ordem do consumo

• Ano de defesa: 2025
• Autor(a) principal: Diniz, Juliana Ribeiro
• Orientador(a): Casadei, Eliza Bachega
• Banca de defesa: Casadei, Eliza Bachega, Almeida, Gabriela Machado R. de, Rocha, Rose de Melo, Cardoso Filho, Jorge, Marques, Ângela Cristina S.
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Doutorado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; presença; performance; política; lacração
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/814

This research examines lacração as a contemporary communicational phenomenon within the digital social media environment, considering its widespread dissemination and its ability to mobilize affects in a consumable performance. Adopting an approach that prioritizes the sensitive experience of the phenomenon over its merely discursive and argumentative attributes, lacração is understood in this study as an exemplary object of the new configurations of communicational relations in the virtual and networked context. The investigation is guided by the following central question: as lacração is a communicational phenomenon aligned with persuasive modalities, is there room for semantic ambiguities and emancipatory experiences of the subject, even when its practice reinforces consumption mechanisms? Based on this problematization, the general objective of this dissertation is to analyze under what circumstances lacração can promote or enable the emergence of dissensus within consumer practices, a fundamental condition for the rise of politics. To this end, the study proposes an analysis of the experiences, performances, and scenes of lacração, aiming to identify its oscillations between presence effects and meaning effects, processes of stabilization and destabilization of performances, as well as the tension between the police order and the political order, examining how these aspects may reconfigure the distribution of the sensible under the logic of consumption. The methodology adopted is based on the theoretical formulations of Hans Ulrich Gumbrecht, for investigating the relationship between presence and meaning in lacração, and on the contributions of Jacques Rancière, for analyzing the emergence of dissensus in the distribution of the sensible within the scenes where lacração manifests as a consumable performance. In this context, the concept of presença pajubeira is developed, aiming to explain how certain performative traits historically linked to pajubá and dissident practices emerge in the lacração performance, destabilizing, interfering with, or, to use a pajubeiro term, gongando its predominantly market-oriented reading. The research results indicate that, in certain circumstances, lacração is not only inserted into an order modulated by consumption but can also be interpellated by political orderings. However, these situations must be analyzed in their singularity and, within the scope of this dissertation, are observed through the lens of scenes that circulate on virtual social networks. The conclusion is that lacração, as a consumable performance, cannot be reduced to a mere device of depletion or infeasibility of debate and critical elaboration, as the ordering of consumption also proves to be vulnerable to destabilizations and political tensions. Thus, the conditions of visibility and agency in digital social networks can reveal configurations and modes of the sensible that had not previously been considered within the distribution of consumption. These aspects, in turn, offer an analytical pathway that allows for moving beyond the binary disputes that often dominate hasty commentaries, unveiling aesthetic and political layers of the phenomenon that are frequently overlooked in contemporary debates