Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method

Detalhes bibliográficos
Autor(a) principal: Sanches, Rodrigo Daniel
Data de Publicação: 2021
Outros Autores: Baitello Jr., Norval
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/2340
Resumo: Based on the clinical case of Aby Warburg, the proposal of this article is to present support for a reading of the image as a pharmakon. As such, we have utilized fundamental concepts from the Science of Culture proposed by Warburg, such as his image theory and his method, which reject any "exclusively aestheticizing" attempt to understand visuality and images. The Warburg method presupposes the capacity of images to impact, capture and transform views by generating environments. As this environment bears the potency of a pharmakon, we have analyzed a current example that corroborate Warburg's diagnosis of the potentiality of images: the strategy of the tobacco industries, through the performance of Brazilian sportsman Ayrton Senna, anchored in an image industry.
id ESPM-3_ab287d54cfa56cc16cdf77ede8d71cbd
oai_identifier_str oai:ojs.revistacmc.espm.br:article/2340
network_acronym_str ESPM-3
network_name_str Comunicação, Mídia e Consumo (Online)
repository_id_str
spelling Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg methodImagens patógenas: subsídios para estudos de transtornos de imagens a partir do caso clínico e do método WarburgImagem como pharmakonO método WarburgTranstornos de imagensBased on the clinical case of Aby Warburg, the proposal of this article is to present support for a reading of the image as a pharmakon. As such, we have utilized fundamental concepts from the Science of Culture proposed by Warburg, such as his image theory and his method, which reject any "exclusively aestheticizing" attempt to understand visuality and images. The Warburg method presupposes the capacity of images to impact, capture and transform views by generating environments. As this environment bears the potency of a pharmakon, we have analyzed a current example that corroborate Warburg's diagnosis of the potentiality of images: the strategy of the tobacco industries, through the performance of Brazilian sportsman Ayrton Senna, anchored in an image industry.Partindo do caso clínico de Aby Warburg, a proposta do artigo é apresentar subsídios para uma leitura da imagem como pharmakon. Para tanto, mobilizamos conceitos fundantes da Ciência da Cultura proposta por Warburg, como a sua teoria da imagem e seu método, que rejeitam toda tentativa “exclusivamente estetizante” de compreensão da visualidade e da imagem. O método warburguiano pressupõe a capacidade das imagens de impactar, capturar e transformar olhares gerando ambientes. Como esse ambiente possui a potência de um pharmakon, analisamos um exemplo que corrobora com o diagnóstico de Warburg sobre a potencialidade das imagens: a estratégia da indústria do tabaco, através da atuação do esportista brasileiro Ayrton Senna, ancorada em uma indústria das imagens.Escola Superior de Propaganda e Marketing2021-12-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/234010.18568/cmc.v18i52.2340Comunicação Mídia e Consumo; Vol. 18 No. 53 (2021): SETEMBRO/DEZEMBROComunicação Mídia e Consumo; Vol. 18 Núm. 53 (2021): SETEMBRO/DEZEMBROComunicação Mídia e Consumo; v. 18 n. 53 (2021): SETEMBRO/DEZEMBRO1983-707010.18568/cmc.v18i53reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/2340/pdfhttps://revistacmc.espm.br/revistacmc/article/view/2340/pdf_1Copyright (c) 2021 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessSanches, Rodrigo DanielBaitello Jr., Norval2022-01-31T17:24:45Zoai:ojs.revistacmc.espm.br:article/2340Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2022-01-31T17:24:45Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method
Imagens patógenas: subsídios para estudos de transtornos de imagens a partir do caso clínico e do método Warburg
title Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method
spellingShingle Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method
Sanches, Rodrigo Daniel
Imagem como pharmakon
O método Warburg
Transtornos de imagens
title_short Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method
title_full Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method
title_fullStr Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method
title_full_unstemmed Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method
title_sort Pathogenic images: support for studies of image disorders based on the clinical case and the Warburg method
author Sanches, Rodrigo Daniel
author_facet Sanches, Rodrigo Daniel
Baitello Jr., Norval
author_role author
author2 Baitello Jr., Norval
author2_role author
dc.contributor.author.fl_str_mv Sanches, Rodrigo Daniel
Baitello Jr., Norval
dc.subject.por.fl_str_mv Imagem como pharmakon
O método Warburg
Transtornos de imagens
topic Imagem como pharmakon
O método Warburg
Transtornos de imagens
description Based on the clinical case of Aby Warburg, the proposal of this article is to present support for a reading of the image as a pharmakon. As such, we have utilized fundamental concepts from the Science of Culture proposed by Warburg, such as his image theory and his method, which reject any "exclusively aestheticizing" attempt to understand visuality and images. The Warburg method presupposes the capacity of images to impact, capture and transform views by generating environments. As this environment bears the potency of a pharmakon, we have analyzed a current example that corroborate Warburg's diagnosis of the potentiality of images: the strategy of the tobacco industries, through the performance of Brazilian sportsman Ayrton Senna, anchored in an image industry.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/2340
10.18568/cmc.v18i52.2340
url https://revistacmc.espm.br/revistacmc/article/view/2340
identifier_str_mv 10.18568/cmc.v18i52.2340
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/2340/pdf
https://revistacmc.espm.br/revistacmc/article/view/2340/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2021 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Comunicação Mídia e Consumo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
dc.source.none.fl_str_mv Comunicação Mídia e Consumo; Vol. 18 No. 53 (2021): SETEMBRO/DEZEMBRO
Comunicação Mídia e Consumo; Vol. 18 Núm. 53 (2021): SETEMBRO/DEZEMBRO
Comunicação Mídia e Consumo; v. 18 n. 53 (2021): SETEMBRO/DEZEMBRO
1983-7070
10.18568/cmc.v18i53
reponame:Comunicação, Mídia e Consumo (Online)
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Comunicação, Mídia e Consumo (Online)
collection Comunicação, Mídia e Consumo (Online)
repository.name.fl_str_mv Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv thoff@espm.br||revistacmc@espm.br
_version_ 1793890300719005696

Registros relacionados