Política on demand: comunicação, consumo e a constituição do discurso político contemporâneo

• Autor(a) principal: Fraga, Lucas L.
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/575
• topic: comunicação e consumo; política; discurso político; narrativas do consumo; communications and consumption; politics; political discourse; consumption narratives; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

In this work, we address the interrelationships between communication, consumption and politics, notably the transformations of political discourse in the context of the consolidation of the 3rd phase of consumer culture. From an exploratory research, in which we sought to investigate possible transformations in political discourse in the light of Courtine's concepts regarding discursive “displacements” and Fontenelle’s and Lipovetsky's discussions on the phases of consumer culture, we identified a “displacement” of the discursive practices of contemporary politics, that is characterized by the engendering of “consumption narratives” – marked by the crossing of neoliberal economic discourses. In this way, we define the following research problem: how is the discursive displacement of contemporary politics manifested, in the context of the 3rd phase of consumer culture? Based on a theoretical framework that involves communication and consumption studies, politics and discourse, we analyzed a corpus composed of videos that integrate political campaigns in Brazil and the United States, considering the conditions of discursive production of politics today. Critical Discourse Analysis (ACD) consists of the theoretical and methodological support that supports our work with empiricism, focusing on argumentative strategies – thematization, semantic structures, rhetorical resources – and interdiscursivity. The results achieved show that this discursive “displacement” is crossed by neoliberal economic discourses, which mobilize a political consumption that offers “politicians-merchandise” both as commodities in the service of private happiness, and as “reference images” that agency lifestyles and ways of being. Thus, we observed, in the analyzed corpus, the production of meanings aimed at individualization and moralization in political discourse, suggesting a dilution of the collective dimension of politics.