MÍDIA E CONSUMO Editores-Chefes: Denise Cogo, Vander Casaqui

COMUNICAÇÃO MÍDIA E CONSUMO Editores-chefes: Denise Cogo, Vander Casaqui

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Revista do Programa de Pós-Graduação em Comunicação e Práticas de Consumo da ESPM

Profa. Dra. Tania Marcia Hoff Coordenadora do Programa de Pós-Graduação em Comunicação e Práticas de Consumo da Escola Superior de Propaganda e Marketing - ESPM, Brasil Prof. Dr. João Luis Anzanello Carrascoza Vice-Coordenador do Programa de Pós-Graduação em Comunicação e Práticas de Consumo da Escola Superior de Propaganda e Marketing - ESPM, Brasil

CATALOGAÇÃO NA FONTE

Comunicação, Mídia e Consumo / Escola Superior de Propaganda e Marketing, Ano 1, v. 1, n. 1 (maio 2004) – São Paulo: ESPM, 2017 –

Ano 14, v. 14, n. 39 (jan./abr. 2017) Quadrimestral ISSN 1983-7070 online Acesso em: http://revistacmc.espm.br

1. Comunicação – Periódico. 2. Mídia. 3. Consumo. I. Escola Superior de Propaganda e Marketing. II. Programa de Pós-Graduação em Comunicação e Práticas de Consumo.

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Conselho Editorial Adriana da Rosa Amaral, Universidade do Vale do Rio dos Sinos, UNISINOS; Afonso de Albuquerque, Universidade Federal Fluminense, UFF; Alberto Efendy Maldonado de la Torre, Universidade do Vale do Rio dos Sinos, UNISINOS; Alexandre Almeida Barbalho, Universidade Estadual do Ceará, UEC; Ana Carolina Damboriarena Escosteguy, Pontifícia Universidade Católica do Rio Grande do Sul, PUC/RS; Ana Carolina Rocha Pessoa Temer, Universidade Federal de Goiás, UFG; Ana Cláudia Gruszynski, Universidade Federal do Rio Grande do Sul, UFRGS; Ana Claudia Mei Alves de Oliveira, Pontifícia Universidade Católica de São Paulo, PUC/SP; Ana Lucia Silva Enne, Universidade Federal Fluminense, UFF; Ana María Rosas Mantecón, Universidad Autónoma Metropolitana-Iztapalapa, México, Internacional; Ângela Freire Prysthon, Universidade Federal de Pernambuco, UFPE; Annamaria da Rocha Jatobá Palácios, Universidade Federal da Bahia, UFBA; Beatriz Brandão Polivanov, Universidade Federal Fluminense, UFF; Bruno Roberto Campanella, Universidade Federal Fluminense, UFF; Carla Fernanda Pereira Barros, Universidade Federal Fluminense, UFF; Carmen Peñafiel , Universidad del País Vasco, Internacional; Claudia da Silva Pereira, Pontifícia Universidade Católica do Rio de Janeiro, PUC/RJ; Claudia Irene de Quadros, Universidade Federal do Paraná, UFP; Claudia Lago, Universidade Anhembi Morumbi, UAM; Cristiane Finger Costa, Pontifícia Universidade Católica do Rio Grande do Sul, PUC/RS; Cristiane Freitas Gutfreind, Pontifícia Universidade Católica do Rio Grande do Sul, PUC/RS; Denise da Costa Oliveira Siqueira, Universidade do Estado do Rio de Janeiro, UERJ; Dirceu Tavares de Carvalho Lima Filho, Universidade Federal de Pernambuco, UFPE; Doris Martinez Vizcarrondo, Universidad de Puerto Rico, Internacional; Edgard Patrício de Almeida Filho, Universidade Federal do Ceará, UFC; Edilson Cazeloto, Faculdade Cásper Líbero, FCL; Eduardo Campos Pellanda, Pontifícia Universidade Católica do Rio Grande do Sul, PUC/RS; Egle Müller Spinelli, Universidade Anhembi Morumbi, UAM; Eliseo Colón, Universidad de Puerto Rico, Internacional; Eugenia Maria Mariano da Rocha Barichello, Universidade Federal de Santa Maria, UFSM; Fabio Fonseca de Castro, Universidade Federal do Pará, UFPA; Fátima Cristina Regis Martins de Oliveira, Universidade do Estado do Rio de Janeiro, UERJ; Felipe de Castro Muanis, Universidade Federal Fluminense, UFF; Fernanda Martinelli, Universidade de Brasília, UNB; Fernando Antônio Resende, Universidade Federal Fluminense, UFF; Fernando do Nascimento Gonçalves, Universidade do Estado do Rio de Janeiro, UERJ; Francisco Paulo Jamil Almeida Marques, Universidade Federal do Paraná, UFP; Francisco Rüdiger, Pontifícia Universidade Católica do Rio Grande do Sul, PUC/RS; Geane Carvalho Alzamora, Universidade Federal de Minas Gerais, UFMG; Giovandro Marcos Ferreira, Universidade Federal da Bahia, UFBA; Gislene da Silva, Universidade Federal de Santa Catarina, UFSC; Goiamérico Felício Carneiro dos Santos, Universidade Federal de Goiás, UFG; Guilherme Nery Atem, Universidade Federal Fluminense, UFF; Gustavo Daudt Fischer, Universidade do Vale do Rio dos Sinos, UNISINOS; Herom Vargas Silva, Universidade Municipal de São Caetano do Sul, USCS; Hugo Rodolfo Lovisolo, Universidade do Estado do Rio de Janeiro, UERJ; Ieda Tucherman, Universidade Federal do Rio de Janeiro, UFRJ; Isabel Maria Ferin da Cunha, Universidade de Coimbra, Internacional; Isabel Siqueira Travancas, Universidade Federal do Rio de Janeiro, UFRJ; Isaltina Maria de Azevedo Mello Gomes, Universidade Federal de Pernambuco, UFPE; Janice Caiafa Pereira e Silva, Universidade Federal do Rio de Janeiro, UFRJ; Jean Charles Zozzoli, Universidade Federal de Alagoas, UFAL; Jiani Adriana Bonin, Universidade do Vale do Rio dos Sinos, UNISINOS; João Batista Freitas Cardoso, Universidade Municipal de São Caetano do Sul, USCS; João Luís Anzanello Carrascoza, Escola Superior de Propaganda e Marketing, ESPM; João Luis de Araujo Maia, Universidade do Estado do Rio de Janeiro, UERJ; Jorge Luiz Cunha Cardoso Filho, Universidade Federal do Recôncavo da Bahia, UFRB; José Carlos Garcia Durand, Universidade de São Paulo, USP; José Carlos Marques, Universidade Estadual Paulista Júlio de Mesquita Filho, UNESP; José Eugênio de Oliveira Menezes, Faculdade Cásper Líbero, FCL; Josimey Costa da Silva, Universidade Federal do Rio Grande do Norte, UFRGN; Juremir Machado da Silva, Pontifícia Universidade Católica do Rio Grande do Sul, PUC/ RS; Karla Regina Macena Pereira Patriota Bronsztein, Universidade Federal de Pernambuco, UFPE; Laan Mendes de Barros, Universidade Estadual Paulista Júlio de Mesquita Filho, UNESP; Laura Loguercio Cánepa, Universidade Anhembi Morumbi, UAM; Liv Rebecca Sovik, Universidade Federal do Rio de Janeiro, UFRJ; Ludmila de Lima Brandão, Universidade Federal de Mato Grosso , UFMT; Luis Mauro Sá Martino, Faculdade Cásper Líbero, FCL; Luiz Antonio Vadico, Universidade Anhembi Morumbi, UAM; Magali do Nascimento Cunha, Universidade Metodista de São Paulo, Metodista; Marcelo Kischinhevsky, Universidade do Estado do Rio de Janeiro, UERJ; Marcial Murciano, Universidade Autônoma de Barcelona, Internacional; Marcio Acselrad, Universidade de Fortaleza, UNIFOR; Marcio de Vasconcellos Serelle, Pontifícia Universidade Católica de Minas Gerais, PUC/MG; Márcio Souza Gonçalves, Universidade do Estado do Rio de Janeiro, UERJ; Marcos Silva Palacios, Universidade Federal da Bahia, UFBA; Maria Berenice da Costa Machado, Universidade Federal do Rio Grande do Sul, UFRGS; Maria Cristina Castilho Costa, Universidade de São Paulo, USP; Maria Inês Carlos Magno, Universidade Anhembi Morumbi, UAM; Maria Lucia Santaella Braga, Pontifícia Universidade Católica de São Paulo, PUC/ SP; Maria Paula Sibilia, Universidade Federal Fluminense, UFF; Marialva Carlos Barbosa, Universidade Federal do Rio de Janeiro, UFRJ; Mariângela Machado Toaldo, Universidade Federal do Rio Grande do Sul, UFRGS; Marli dos Santos, Universidade Metodista de São Paulo, Metodista; Maurício Lissovsky, Universidade Federal do Rio de Janeiro, UFRJ; Maximiliano Martin Vicente, Universidade Estadual Paulista Júlio de Mesquita Filho, UNESP; Micael Maiolino Herschmann, Universidade Federal do Rio de Janeiro, UFRJ; Michell Maffesoli, Universidade Paris V, Internacional; Misaki Tanaka - Mii Saki, Pontifícia Universidade Católica de São Paulo, PUC/SP; Mohammed ElHajji, Universidade Federal do Rio de Janeiro, UFRJ; Nilda Aparecida Jacks, Universidade Federal do Rio Grande do Sul, UFRGS; Nísia Martins do Rosário, Universidade Federal do Rio Grande do Sul, UFRGS; Nizia Maria Souza Villaça, Universidade Federal do Rio de Janeiro, UFRJ; Octavio Islas, Instituto Tecnológico de Monterrey-Mexico, Internacional; Patricia Cecilia Burrowes, Universidade Federal do Rio de Janeiro, UFRJ; Paula Regina Puhl, Universidade Feevale (RS); Pedro Antonio Hellín Ortuño, Universidad de Murcia, Internacional; Pedro David Russi Duarte, Universidade de Brasília, UNB; Priscila Ferreira Perazzo, Universidade Municipal de São Caetano do Sul, USCS; Raquel da Cunha Recuero, Universidade Católica de Pelotas, UCPEL; Raquel Marques Carriço Ferreira, Universidade Federal de Sergipe, UFS; Regiane Miranda de Oliveira Nakagawa, Universidade Federal do Recôncavo da Bahia, UFRB; Regina Rossetti, Universidade Municipal de São Caetano do Sul, USCS; Renato Cordeiro Gomes, Pontifícia Universidade Católica do Rio de Janeiro, PUC/RJ; Ricardo Ferreira Freitas, Universidade do Estado do Rio de Janeiro, UERJ; Rita de Cassia Alves Oliveira, Pontifícia Universidade Católica de São Paulo, PUC/SP; Roberto Manuel Igarza, Academia Nacional de Educación, Internacional; Rogério Luiz Covaleski, Universidade Federal de Pernambuco, UFPE; Ronaldo George Helal, Universidade do Estado do Rio de Janeiro, UERJ; Rosario Radakocivh , Universidad de la Republica, Internacional; Roseli Aparecida Figaro Paulino, Universidade de São Paulo, USP; Sandra Portella Montardo, Universidade Feevale, Feevale; Sebastião Carlos de Morais Squirra, Universidade Metodista de São Paulo, Metodista; Silvia Helena Simoes Borelli, Pontifícia Universidade Católica de São Paulo, PUC/SP; Simone Luci Pereira, Universidade Paulista, UNIP; Simone Maria Andrade Pereira de Sá, Universidade Federal Fluminense, UFF; Sofia Cavalcanti Zanforlin, Universidade Católica de Brasília, UNB; Sônia Virgínia Moreira, Universidade do Estado do Rio de Janeiro, UERJ; Suely Dadalti Fragoso, Universidade Federal do Rio Grande do Sul, UFRGS; Valquíria Aparecida Passos Kneipp, Universidade Federal do Rio Grande do Norte, UFRGN; Veneza Mayora Ronsini, Universidade Federal de Santa Maria, UFSM; Vera Lúcia Crevin da Silva, Universidade Presbiteriana Mackenzie, Mackenzie; Yuji Gushiken, Universidade Federal de Mato Grosso , UFMT Foreword In this edition of the journal CMC, the first of 2017, we bring you some valuable and interesting insights reflecting about politics in the field of communication. In the first article, the issue is dealt within the field of biopolitics and a reading of the tensive semiotics, signaling the possibilities of emancipation in the contemporary life. In the second article, the alternative life and work styles, against the “massified ways of living”, are pointed as expressions of politicalization viewed from the sphere of consumption facing the environmental crisis, in the work layers and economic crisis. Then we have two articles that establish an interesting dialogue, bringing up questions related to organizational communication. The first one talks about the relations and points of contact between brands and consumers in the digital world. The following article brings a study applied to the same area which analyzes the construction of trust and hospitality in the platforms Airbnb and Couchsurfing. The articles “Forms of female representation in teen chick lits” and “I always dreamed of being mother” reflect about the role of women in very distinct perspectives: the so-called “empowerment” as speech directed towards teenagers and the issue of motherhood throughout the reality show format. The latter holds relation with the following study, which analyzes the television programs MasterChef Brazil and Master- Chef Colombia comparatively, reflecting about the relation between local context and globalizing aspects that are linked to the reality show format. Finally, we have a historical approach of communication regarding the “practices of reading and writing of the Brazilian slaves”. Through this study, we have access to the “world of communication and oral practices” in the context of the 19th century. We wish you all an excellent reading.

Denise Cogo e Vander Casaqui CMC Journal´s Editors Sumário

10 From anti-politics to the event: the anarchism of the evental bodies Da antipolítica ao acontecimento: o anarquismo dos corpos acontecimentais José Luiz Aidar Prado

30 Reflections on living and the politicization of consumption practices. Reflexões sobre o viver e a politização das práticas de consumo. Daniela Duarte Dias Pedrinho Arcides Guareschi Inês Hennigen

49 Organizational Communication and Mobile Media: possibilities and challenges Comunicação organizacional e mídias móveis: possibilidades e desafios Camila Maciel Campolina Alves Mantovani Maria Aparecida Moura

66 The construction of trust in hospitality experiences mediated by the Internet: the cases of Couchsurfing and Airbnb A construção da confiança em experiências de hospitalidade mediadas pela internet: os casos do Airbnb e do Couchsurfing Ramon Bezerra Costa Viviane Marinho Fernandes Fernando do Nascimento Gonçalves 88 Female ways of representation in the teen chick lits: a study around The Princess Diaries. Formas de representação feminina nos teen chick lits: um estudo em torno d’O diário da princesa. Alleid Ribeiro Machado

107 Maternity stories lived on TV: the role of testimony in a Brazilian reality show Histórias de maternidade vividas na TV: o papel do testemunho num reality show brasileiro Fernanda Silva

127 Food as chef of a television format: MasterChef Brazil versus MasterChef Colombia A comida como chef de um formato televisivo: MasterChef Brasil versus MasterChef Colômbia Ariane Diniz Holzbach

147 Modes of communication and reading practices of slaves in the 19th century Modos de comunicação e práticas de leitura dos escravos do século XIX Marialva Carlos Barbosa Articles 1 The event, that breaks with the established order, within the states of the established order, within the states event, that breaks with The O acontecimento que rompe com a ordem estabelecida, com os es- rompe com a O acontecimento que Pontifícia Universidade Católica de São Paulo. São Paulo, SP, Brasil. E-mail: [email protected] SP, São Paulo, Católica de São Paulo. Universidade Pontifícia

things with stable representations, can only arise from a post-foundational view of things with stable representations, can only of beings from the perspective is not a condominium management politics, which biopowers,of mediatizated the voiceless, of for the of a voice emergence but the material- at firstpeople from the differential demands that did not dialogue. The a here emerges from a basic antagonism, ist theory of communication presented the in a tensive field from which of the instinctual order that circulates negativity (Honneth) for recognition struggling while way, a performative in search parts events (Badiou). How can discoursesand visibility, the emergence of disruptive this perspectiveon radical democracy be constituted in outside the corrupt her- the moment of the event do anarchist alds of the traditional system? How at of truth that begins there? In terms of bodies emerge, ready to dive into the process from joy, to fear from made is politics of path the passions, or affections of logic a is in this direction that we will think of retention to liberation/emancipation. It for evental performative policy. communication as the tensive field of emergency tensivity; event; policy; affections. Keywords: 1 Resumo: Abstract: José Luiz Aidar Prado José From anti-politics to the event: the anarchism to the event: anti-politics From of bodies the evental ao acontecimento: o anarquismoDa antipolítica dos corpos acontecimentais comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/abr. 2017 jan/abr. 10-29, n. p. 39, 14, v. comun. são paulo, consumo, mídia Doi 10.18568/cmc.v14i39.1318 tados de coisas com representações estáveis, só pode surgir a partir de uma visão tados de coisas com representações estáveis, esta não é gestão condominial dos seres a pós-fundacional de política em que não têm voz, partir dos biopoderes midiatizados, mas surgimento da voz dos que A de início, não dialogavam. do povo, a partir das demandas diferenciais que,

ARTICLE comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 Palavras-chave: tensividade;acontecimento;política;afetos. tiva acontecimental. comunicação entendidacomocampotensivodeemergênciadapolíticaperforma- da retençãoparaalibertação/emancipação.Nestadireçãoéque pensaremosa dos afetosoudaspaixões,ocaminhodapolíticasefaz domedoparaaalegria, mergulhar noprocessodeverdadeque aíseinicia?Emtermosdeumalógica Como, nomomentodoacontecimento,emergemcorpos anarquistas dispostosa perspectiva, serconstituídos fora dosarautos corrompidos dosistema tradicional? pelademocraciaradicalpodem,nessa disruptivos (Badiou).Comoosdiscursos conhecimento (Honneth)epelavisibilidade,aemergênciadeacontecimentos tensivo apartirdoqual as partes buscamperformativamente, nalutapelore- de base,umanegatividade daordempulsionalque circulaemumcampo teoria materialistadacomunicaçãoéaqui pensadaapartirdeumantagonismo josé luizaidarprado 11

ARTIGO The reference of the public action is not the subject of rights anymore, The reference of the public action is private contracts the most diverse but a self-entrepreneur actor that makes the modes of transaction way, with other self-entrepreneur actors. This tend to replace the rules of to “solve problems” negotiated individually legitimated by the decision and the processes of political a public law “neutral”, the managemental from being reform suffrage. Far universal - cit logic of social against the democratic of public action focus directly of aid and in distribution in the inequalities social izenship; reinforcing health and education, it employment, the access of resources regarding of “sub that make a rising number logics of exclusion the social reinforces 2016, p. 381). LAVAL, (DARDOT; and “non-citizens” -citizens” from anti-politics to the event to the anti-politics from When tracing the genealogy of neoliberalism, as Foucault did (2008) (2008) did of neoliberalism, as Foucault the genealogy When tracing In this neoliberal context, the positive psychology exalts, on one In this neoliberal context, the positive comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, and as Dardot and Laval (2016) do, it is necessary to analyze discursively discursively Laval (2016) do, it is necessary to analyze and as Dardot and the entrepreneur, proof the image to power gave that enunciation the a collective "invested in the image of the citizen gressively emptying - neolib in the 381). Thus, 2016, p. LAVAL, (DARDOT; responsibility" eral discourse, We had, in the last texts (PRADO, 2013, 2015, 2016b, 2016c; PRADO e 2016b, 2016c; 2013, 2015, the last texts (PRADO, had, in We theoretical and semiotic a communicational 2017), deepened PRATES, - discur that crosses the political movements for the study of perspective text, we In this semiotics. theory and the tensive the event sive theory, theory to later examine theoretical communicational will approach the concrete practices. 12 side, the alpha individual, built as a subject with superpowers from the built as a subject with superpowers side, the alpha individual, - and the socioeco well-being own “human dynamos operating for their Filho (2010, p. 77), and, order”, in the expression of Freire nomical who blame others for individual, on the other side, neglects the weak mistakesnot do and victims as feel who ones the frustration, and their adapt to the world. It adapts well to the neoliberal mode of functioning, that shapes public action “to the criteria of rentability and productivity” the 2016, p. 379), besides promoting (DARDOT; LAVAL,

ARTIGO munication activityofconsensus. Theargument isnotaparliamentary mark ofeternaltruthstodistinguish realshadows fromfakeones.Com- determination; theactorisinmiddle ofthisgame,butthereisnot a times inthedarkandwe orient ourselvesinandfromsituationsof- indetermination walkthatdemands wewalkmany inthisantagonist comprise thecritic, because thereisa game between determination and truths. processes ofevental next step.Thecriticissituatedfromthebody, althoughitbuildsfrom the route, announcing when the body loses balance how to give the only mapssomecentimetersaheadandgoespractically materializing illuminate thefightingarenafromabove,butratheritwalkswithus.It ing ateachstepthecontextsofinteractionandconflict.Itdoesnot in the shadowthat we wall among antagonisms, of the forest, illuminat - practices, indisputes andconflictsaround theworld;Itaimsatallowing Critic isasacompasswithLEDlightonthetip,gluedinconcrete on itsown asapurelygeneralizable practice(BUTLER,2004,p.304). the momentitisabstractedfromitsoperationandmadetosupportitself tices, discourses, epistemesandinstitutions, and“itlosesitscharactersin answer: Thecriticcannotbedirected in blockstotheworld,butprac- tion “whatmeanstooffercritic”,ButlergoesFoucault tobuildher meaning ofdiscourses topoint themasfakeorimprobable.To theques - 2008), itisnotpossibleanymoretothinkaboutscrapingoffalayerof a falseconscience, today, intimesofcynism (according toSAFATLE, used to be, from a critic of ideology. If ideology was then understoodas instituted acondominium managementofsociety nowadays. comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 However, the metaphor ofthelanguageflashlight doesnotpreciselyHowever, themetaphor ofneoliberalism,however, cannotbedonehow it The confrontation In placeofthesymbolicprinciples thatanchoredcitizenship, thereis DOT; LAVAL, 2016,p.379-380). in chargeofcontrollingbetweenconcurrentpoliticaloffers[…](DAR- themselves fromallthejudicial control,promotionofcitizen-consumer strengthening theExecutive,[…]Tendency ofpowers ofpolicetoexempt […] symbolic depreciation of the law as an act from the legislative power, josé luizaidarprado 13

ARTIGO from anti-politics to the event to the anti-politics from If the neoliberal world locates the source of suffering in the lack of lack in the of suffering source the locates world neoliberal the If not be said, critic must 2004) (in BUTLER, as Foucault This way, performative mode, in which say- Language in Butler is thought in a comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, - as self-entrepre (the citizen of determination productive experiences A theory we will bet in the non-identity experiences. neur of himself), of should try to incorporate experiences in this route of recognition Amerin- a say, would (2002) Castro de Viveiros as or, indetermination, to Dunker keyword here is, according encounter in the forest. The dian of indetermination. (2015, p. 299), expansion praxis, as a form of make criticism judgement. To built as a general cate- “the ways which the own Butler says, it is necessary to apprehend is built and how the field of knowledge gories are instituted”, i. e., how constitutive occlusion" his own back as comes he suppresses “something in which we are the field of knowledge (BUTLER, 2004, p. 304) How our is constructed? How discourses operating, fighting, combating other its abilities of “regarding the discourses active insertion works amidst 2004, p. 304)? reaching goals" (BUTLER; SALIH, to change rules, convince, change ing, thinking and inscribing means live a time We fields, forms of management and biopowers. epistemic are oriented to manage and control life, populations. where the powers to- normative ethics, but supporting criticism It is not about building of acting when the subordination, wards the decrease of subjugation, This performance is in danger. concrete modes of existence are seen (1996) calls Rancière management, that political and not condominium taskpolice. In this perspective, the main objects if their is not to evaluate structure of “to highlight the own are good or bad, valued or not, but is the relation of our Butler asks: “what 2004). evaluation” (BUTLER, certaintiesepistemologic our that way a in power, to support knowledge a way of structuring the world that suppresses alternative possibilities of ordenation”? (BUTLER, 2004, . 307). given at every step and the truth anchored on the events and the subjects the events and the truth anchored on step and the given at every discourses are placed in these truths subjects to them. Against affiliated devices. hegemonic linked to 14

ARTIGO every one prepares to raise their “me” capital, addingevery onepreparestoraise their “me”capital, characteristicsand the neoliberalsystemself-entrepreneur growth isexpected, inwhich places law and ordertoprotectpower and wealth.From thesubjectsof organized, that is, the frames of order and separation. The liberal state is ofrepresentation which thesetofelementsthatcharacterizeastate ofthings,re-shufflestheway an act(so-calledevent)thatbreakthestate appear asprocessesthatmodifyofthingsfrom events. thestates They of things and statements. spondences between been object/state what itis”(BADIOU, 2008,p.21).Truths arenotonlyadequate corre- and languagesordialectic synthesis.“Thetruthsexistasanexceptionof p. 20).This“but”indicates thatitisnotaboutadding truthstobodies ing, genericinfinites, unconditional supplements”(BADIOU, 2008, bodies or languages, but “incorporeal bodies, languages without mean- ofthedemocraticmaterialism:Truthsjection tothestatement arenot than bodies and languages, except truths". Having truths makes an ob- ofmaterialisticdialectic:would bethestatement “thereisnothingmore term arisestocomplementtherealityofbodies andlanguages.This position, Badiou proposesa“materialistic dialectic” inwhichathird heiress ofthepost-modernism.of theglobalizedcapitalism, Againstthis ridic equality” (BADIOU, 2008,p.18).Thisisthemulticultural logic consensus, whenrecognizing thepluralityoflanguages,supposesitsju- of theliving;itisademocraticmaterialism,becausecontemporary alism" that expands animality, because the rights of man are the rights of hishope"(BADIOU, 2008,p.18).This materialism is a"biomateri- potency” isaconvertedanimal thatthelawoversecret ofbodytake productive individuals thataspirejoy. Theman,intheregimenof“life ofthe modern materialism.Init,“thebodyistheonlyconcreteinstance bodies beliefofdemocraticorpost- andlanguages”.Itisthespontaneous currentbeliefisthefollowing: “thereisnothingmorethan spontaneous entiating democraticmaterialismfrommaterialisticdialectic. Ourmost Badiou’s perpective.BadiouhisbookLogicsoftheworldsdiffer starts - comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 How does this process actually start? It starts withtheemergencyof Itstarts How doesthisprocessactuallystart? I wouldliketolinkthisideaofcriticism andde-subjugationwith josé luizaidarprado 15

ARTIGO from anti-politics to the event to the anti-politics from In the 90’s, social theory, in the trend of these so-called “new” move- in the trend theory, social In the 90’s, be Some authors, as Axel Honneth (2003), affirm that all fight must comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, ments, started reinventing the theory of multiplicities following new following ments, started theory of multiplicities the reinventing not occur only due to the nature of demands, but from, as bases. This did Safatle says (2015), reader of Boltanski of changes and Chiapelo (2009), in ethos of capitalism of the concept after 1968. With that, the centrality central “as a recognition shout for the rises falls and classes fight of of 2015, p. 326). political device” (SAFATLE, does not agree with this and fight. Nancy Fraser thought as recognition and cul- redistribution invite us to think of the injustices as economic 2006). (FRASER; HONNETH, tural recognition In search of the recognition The main fights against capitalism redistribution had been of economic status: when the opposition faced was of economic On until the 70’s, capital.the other, on the force, work side, the one the But, since then, subject that once unified proletariat only universal one stopped being political emancipation” manifestations aiming of social the “multiplicity the “new social and 70’s, 2015, p. 325). Starting in the 60’s (SAFATLE, post-national ethnic, gay, feminist, movements” had emerged, with the from a politics of fights, etc. With this, the confrontations had dislocated classes to a politics of identities. attributes. In this perspective, Badiou says, the law is the prescription is the prescription says, the law Badiou In this perspective, attributes. of this type of conjunction, situation, for order for this of a reasonable visible, considered existent, Some sets are elements into sets. setting of - tear gas, anti-depres the system sends these last ones, not. To others are from the people that are not For of invisibility. mist sants, prison or the but it is rather solid. The accepted is not liquid, the “elite”, the world get a title of self-entrepreneurs of condominiums and appropriate parts is, place. The law without name and without and the others remain ontological the existence, which gives an about therefore, a decision p. this state 2012, of order in of things (BADIOU, character to the law 67). 16

ARTIGO comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 illusion ofapluralismwithoutantagonism: ognition, associal demonstrationsofdisrespect. field ofeconomy, shouldbeunderstood asunattendeddemandsofrec- we stand thedifferences?”we stand (SAFATLE, 2015). Withthat,however, we says, thisequation ofdifferences comesfromthequestion “How farcan of theculturaldifferences”, building apoliticyoftolerance. AsSafatle Multiculturalism triestosolvethismatterthrough a“politicalization There is,inthemulticulturalism the linkedtotheglobalcapitalism, According toHonneth,eventheredistribution injustices,fromthe domination (SAFATLE, 2015,p.349). relations ofpower, being thereforeexpressionsofstrategiesdefenseor ical or political, are always constructed in the interior of symmetrical […] illusionbasedontheforgetfulnessthatidentities,albeit psycholog- 2011, p.136). tion thenormativecondition ofallcommunicative action(HONNETH, investigation, the conclusion is to see in the acquisition of social recogni- Well, iftheygeneralizetheseresultsbeyondtheir respectivecontextsof relatedwithrespectorevendignity,in expectations honorandintegrity. normative nucleus oftheseideasjusticeconsistsoneandothertime on theexperienceofviolationideasjusticegivenintuitively; ofmoralprinciples positivelyformulated,on theorientation butrather The motivationofsocial protestforthepoorlayersofsociety isnotbased 2006, p.19). politics withthebestofrecognition politics(FRASER;HONNETH, thatcanintegratethebestofredistributionmatic politicalorientation and recognition of difference. consists in ideate a program- In fact, the task justice that can integrate both defensible vindications of social equality point ofview,consistsinideateabidimensional thetask conceptionof global marktheaspectsthatemancipate bothissues.From atheoretical thattheyhavetointegrateinoneonly maximum Imaintain importance. we embrace this thesis, the question of how they match both aspects asks and recognition. Separatelynoneofthetwoisenough.However, when My generalthesisisthat,nowadays, justicedemandsbothredistribution josé luizaidarprado 17

ARTIGO […]politics is, above all, a force of de-differentiation capable of opening opening capable of all, a force of de-differentiation […]politics is, above subjects to the subjects. Political of indetermination a productive field groups, demands that represent particular individual are not holders of 2015, p. 354). statements and classes (SAFATLE, from anti-politics to the event to the anti-politics from In this sense, multiculturalism is a complement of neoliberalism, to is a complement of neoliberalism, In this sense, multiculturalism Therefore, the combat against biopowers must invest in the direction direction invest in the must Therefore, the combat against biopowers construction of people can only In Laclau, the movement for the has to, therefore, be evental it has to undo the in the sense Politics comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, which there is only an individual competing against the others. Safatle competing against the others. Safatle an individual which there is only - econ between conjunction this outside politics about think to us invite omy and culture: remain in the circle of isolated differences, without building extended building without of isolated differences, the circle remain in compen- or hold politics merely differences do not stop at the logics that and redistribution, recognition integrates that a policy to reach satories in his proposed the way Fraser demands, and economic that is, cultural 2006). considered; HONNETH, with Honneth (FRASER polemic 18 of the indetermination and a change of the circuit of the affection in or- and a change of the circuit of the indetermination are not anchored in the individual der to create movements/events that from the of communication think we must this direction, In conquests. on a parliament that seek haberma- scenes of honnethian conflict, not sian consensus. of in the apparent continuity exist from a lack, a breach that emerges “The construc- There is projected an absent plenitude. issues. social of giving a name to this absent tion of people would be the attempt 2013, p. 140). The lack would linked to a demand fullness” (LACLAU, in effect. There is placed a fracture that was not answered by the powers not answer that did and the powers between the unanswered demands be something as the price it wheat, them. The demand does not need to of to the rights of the citizen, it can be more abstract, as the attendance move- in Laclau, the That is, people. of trans the woman, homosexual, through ment cannot be purely anarchic, having to sew the differences discourses. logic that is opposed to the hegemonic a equivalencial modes of order of visible, legible and representable, and this is not of

ARTIGO comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 "movement ofthe99%". The activistswantedtoleavefromwhatwas As JosephStiglitzsaid, transformed thiswealthintopoliticalpower (GRAEBER,2015,p.57). of thepopulationnotonlyconcentratedcountry’s wealth,butthey idea fortheconvocationcamefromDavidGraeber:Thewealthiest1% other people and to extend the movement. The initialto contaminate activiststotheplace.Itwasnecessaryhaveinitial proposals izontal intended tooccupyasquare nearbythe stockexchangeandcallhor- ditional movementslinkedtolaborunions andparties;themovement activismthatwouldnotbesubordinatehorizontal tooldstrategiesoftra- until gatheredthousandsofparticipants. Theideawastopromotea withmeetingsfewdozensofactivistsandexpanded They started Street (OWS),thattookovernorthAmericancities in2011and2012. Let usconsidertheexampleofOccupymovements,asinWall Occupying inventing thesquare, thepublic politics, thatcaninitiate anewcommunicational process. law, aboutevental desireas“singularity”.Itisinthissensethatwetalk defines desireasthesearchofsomethingbeyondnormality processes oftruthssincethatithascitizens faithfultotheevent.Badiou ofthingstheworlds,introducing thepossibilityofnew ifies thestates descriptions known asclearanddistinct, recognizable. Theeventmod- visible,correspondent sets to of elementsthatbelongtorepresentable, it isnecessarytoundothelaw inthesewaysoforder,naming things, the orderofstrictlyindividual development.AswesaidwithBadiou, There cametheideaofcalling theOccupyWall Streetactionof p. 57). rewarded whentheyleavetheposition(STIGLITZinGRAEBER, 2015, percent andknow that,iftheyservewelltothisonepercent,willbe iest onepercent,arekeptinthepower bythemoneyofricherone whentheyarriveatthe Chamber,belongtothewealth- of representatives, […] practicallyalltheAmericansenatorsandmostmembers ofthehouse josé luizaidarprado 19

ARTIGO Even though she came from a modest household, she got to go to a PhD Even though she came from a modest institution. The result? She in Renaissance Literature in an Ivy League perspective except no immediate had an 80-thousand dollar debt and less working as an assistant, not even cover the rent, much which would p. 82). her college tuition (GRAEBER, 2015, from anti-politics to the event to the anti-politics from Would Occupy have been an event when bringing to the square a set when bringing to the square Occupy have been an event Would comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, already been done in the squares of Cairo, Athens, Barcelona and Ma- Athens, Barcelona of Cairo, done in the squares already been no of them with most common citizens, thousands of drid, “where to occupy were willing mobilization, in terms of political preparation country their of class political the all against protest in squares public non-violent to adopt the p. 58). The Occupy decided (GRAEBER, 2015, movements - as it even though it failed in previous practice of Gandhi, the by tortured were that 90's, the in defenders forest of case the was moreover, "the local tribunals attention of the media; police without the deemed acceptable the tactic of applying pepper spray on protester's or legal appeal, the contradictions coverage media eyes. Without any tactics 2015, (GRAEBER, lost" simply were unveil should Gandhi’s that gave such tactics media of Occupy, worked, because p. 76). In the case the trend of international reper- attention to the movement following Graeber attributes from the media, cussion. Beyond this change of focus although, he activity, media social the spread of news and videos to the through- quickly so spread the movement why not explain it does says, p. 80). Here the feeling of "shame, out the country (GRAEBER, 2015, a loser in a game that hearing one's for strong indignation and dishonor 2015, p. 81) counts. Graeber tells no one made him play" (GRAEBER, the story of a lady who: 20 of people and groups very different from each other who gathered their from each other who gathered their of people and groups very different logic (LACLAU, an equivalency fight against neoliberalism through to establish, 2015)? This is a hard discussion but we can consider that something very important this anarchist movement puts in question in these neoliberal times: democracy is not something defined by the vote but rather "the process of collective deliberation under of the majority, p. 187). (GRAEBER, 2015, participation" of full and equal the principle

ARTIGO Tahir square,aboutalltheseexperiencesofbeing together: talks Butler, inanarticleduringtheprotestspost-2010,as forexampleinthe Bodies inallianceandthepoliticsofstreets of governabilityandsociability. 2015). We cannotnegotiatewithoutlaws if wewanttochangetheways themselves, amodeloftheworldonewantstocreate”(GRAEBER, As Graeber says, “the ends will never be reached unless the means are, set ofrelationsthatdonotappealtoforceandviolencebeimposed. politicalsensibilitythatproposesa “non governmentevokesacertain and nottheromanticidealofacommunitarianism withoutleaders.This anarchism –agovernment“withoutrulers”iswhatreallymattershere, of governabilitythatisalreadycorrupted.Thus,themostbasicsense because inordertogovernitwouldbenecessarygetintoamachine differences tocreateacounter-hegemonic movementisnotenough, the traditional system? To build equivalential coalisions that gather radical democracyspeechesbebuiltoutside thecorruptedcircuits of gime, etc.).We aboutideals.Thequestion arenottalking is:How can re- that saysthereisnootherwayoflivingexceptunderthecapitalist suspend thehegemonic discourse (theneoliberalspeech,thespeech tuted system,butitcomesoftheworldlife,theseexperiencesthat of democracydoesnotappear,therefore,fromwithinapoliticallyinsti- Facing this event, the constituted powers strongly react. The experience event fordemocracy, becausetheymakethisexperienceacommonone. In this sense, people gatheredin the square to deliberateconstitute an comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 illegal violence(BUTLER,2011). trans people,whosepublicvisibility isfrequently punished withlegaland more safe street for women, sexual and gender minorities and, including education throughoutU.S.A. andEurope,thosefightstocreatea workers inEuropeandthesouthernhemisphere, thefights forpublic Africa andintheMiddleEast,butalsoagainstincreasing deficit ofthe […] thoseinthewinterof2011againsttyrannical regimes innorthern josé luizaidarprado 21

ARTIGO from anti-politics to the event to the anti-politics from According to the authors, the bodies congregated in movement, in movement, in congregated bodies the authors, the to According - contesting the distinc multitude, What it means, then, to gather in a

22 talk, claiming a public space. The bodies did not enter a public space not enter a public did talk, space. The bodies a public claiming because institutionalized, already beforehand, already given that was This a part of the dispute. space is already character of the the public in is performative by the movement in the square public which is built act. The police, constitutes it when we name it an so far as where he of the move- protesters, is refusing this perspective when it assaults the but public, not is fact, in who, public neoliberal a supports It ment. activity an of as be thought cannot police The space. individualistic an “it always crosses public sphere, says Butler, because exclusive from a this politics is bringing attention to the way which this line and again, or even in on the street or in the neighbourhood, already in the house, to the architecture of the public these virtual spaces that are not linked 2011). (BUTLER, square” meeting, this gathering of people, tion between public and private? This is the sovereignty, to the univocal of singularities that cannot respond the public of doing, own by their public demand, in a way it produces, of instauration this gathering, refusing the regimes fixed visibility, of a of supported by the power an interaction and a governability previously process of this gath- the is precisely the police. Evental communication performatively the public. The gathering is the own ering demanding eventalof the material reconfiguration (intensivity) of the environment, and the basis of this meeting (the which constitutes the surroundings materials. these without action collective is no There square). the street, - of the mul speech of participants When trucks become platforms for repeat the speeches so that it titude or when the human microphones materialization of this gathering, can be heard by everyone, this is the in junction. The action depends not only on the the effect of the bodies but on the material supports and the interventions performed multitude, - at any moment. When we make effective the actions from the multi tude, there is a fight in act over what really constitutes and about what but also about will be the public space (while it is made while being), comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo,

ARTIGO is this evental dimensionis thisevental of actingtogether, gathered, that“open time mands thatarestillnotcodified underthelaw. Whatinterestushere 2011). It is a recess where you question power, government, make de- streets orrespectregardingofminorities (BUTLER, sexualorientation securityforwomenonthe to live,freepassfornationaltransportations, againstthedeficitUnited oflife,inthesearch of abetterplace States, example, in2011),againstthedebtofstudentsand workersfromthe an anarchistmoment,against tyrannical regimes(thecase ofEgypt,for bodies gatherandact. interaction itself,thebodies createit.The discourse arisesinsofarasthe in public is performative. In the act of enunciate it, materialize it, in the action: thisplacecreatedinactispartofthedispute. Inthissense,the tion, becauseitdoesnotcomefromaplacethatpreviouslysupportthe political bodies inaspaceofpluralaction. Theactioncreatestheloca- the bodies ofthesquare, thebodies arenotthereasnakedlives,but presence. Whenappearingfortheother,inthisgerundoffinding in liance is being made, in the gerund of the action - communication in would say-whentheallianceismade,inmeasurewhereal appears among the participants - in presence, as the semiotic scholars for visibilityandinteraction.Butlerspeaksofa“spacetoappear”that and squares, butitappears,inthemeetingofbodies, asaspace deficit oflife(BUTLER,2011). fight againstthedeprivationofrightsandabandonment", “the basicmodesinwhichweare,asbodies, supportedintheworld–a comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 These alliancescan,asButlersaid,acquire performativepower, in The publicspaceisnotonlythematerialsupportgivenbystreets tence andpower (BUTLER,2011). bodies together,whatmakesthembetheir conditions ofpersis- and whatthebodycoulddo,specially whenweshouldthinkaboutthe thebodydimensionsunderstand ofactions,inwhichthebodyrequires the power andtheeffectofpublicdemonstrationourtime,weneedto To rethink the space of appearance (or visibility) in order to understand josé luizaidarprado 23

ARTIGO This happens more clearly when we think about bodies that act together. that act together. think about bodies when we more clearly This happens No body establishesper- but this action, this appearance, the space of in a space that two bodies, only occurs “between” formative exercise my body, That way, of the other. constitutes the gap between my body and In fact, the action emerged does not act alone. when it acts politically, from the “in between” (BUTLER, 2011). What we are, corporally, is already a way of being “for” the other, ap- “for” the other, is already a way of being What we are, corporally, in a way that a body for the other cannot see, being pearing in a way we our own in perspective, by and thus, dispossessed, I cannot be for myself, 2011). (BUTLER, sociability from anti-politics to the event to the anti-politics from A body ap A body - appear. the body should to have a place, the politics For I must appear for others in ways “for which I cannot give an account “for which I cannot give an account appear for others in ways I must comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Speech and uprising and can emerge in a meeting at a square With the event, the differences 1996). logic (term by LACLAU, make the creation of an equivalential a new antagonist field is created, in which After the event, however, the event: Those loyal to the there are many types of subjects regarding a world in politics, in arts, in science event, those who go, from it, build or in love, but there are also reactive subjects, the ones who refuse the of the event. These reactive subjects in general are linked to the power police. In this new field, many speeches challenge the senses of the intensity of evental event, making a decrease in the maximum eruption, pears for the others, having a space between bodies that allow these allow that bodies a space between the others, having pears for audience, but an That does not only create a visibility, appearances. circulate. because voices and space and outside the temporality and the established temporality and and outside the and space architecture can reset what is public. and which of the regime” 24 and in this way my body establishesand in this way cannot inhabit”. that I a perspective The body establishes perspective, Butler says, but it not only my own into a necessity. perspective and turns this displacement this dislocates

ARTIGO of thishistory, itisnecessarytofacethreeaxes,asFoucault says: allows himtode-subordinate andopenfield forevents.To giveaccount tothinkaboutthespace ofagency,is alwaysimportant ofcreativitythat be understoodonlyifweconsideritssubordination tothenorms,butit is historicalinsexuality, thesamewayas,inButler,subjectcannot desire outsideofthehistoricalfield”(FOUCAULT, 2009). forms ofrepression,becausethiswouldput“desire and thesubjectof itssuccessiveformsinthetimeaseffectsof uality isnottounderstand of normativity and forms of subjectivity". Thus, to make a history of sex- means "thecorrelation, in aculture, between fieldsofknowledge, types subjects ofasexuality"(FOUCAULT, 2009,p.10).Experience,forhim, oped in the individuals, them to "recognize themselves as which takes of sexuality, ofunderstandinghow theexperienceofsexualityisdevel- Laclau. Let’s see:InFoucault, itwasabout,forexample,inthehistory biopowers. Thistheoryisanchored inaFoucault whoreadButlerand tices linkedtothewaysoffunctioning biopotencesintheir fightagainst are notonlyexamforverbal,visualorverbivisualtexts,butalsoprac- understanding ofacommunication theoryandadiscourse theorythat to think,together,newworlds.Inthissense,itisnotatheory, itisapraxis. course theoryshouldactinthegatheringofdifferences thatputus legislations, decrees,laws, institutions,practices, regulations,etc.Thedis- practices anddevices,including networks thatconstitutethesedevices: the sensethatButlerandFoucault say, i.e.,asanutilitybeltforreading theory notasaninstrumentonlyforreading texts,butasacriticism in (LACLAU; MOUFFE,2015,p.264). chains ofequivalence betweenthedifferent fightsagainstoppression” velop towards radical democracy, itisnecessarythattheleftexpand"the being builtbythespeechesinchallenge.Inorderforthatdisputes de- legibility oftheevent,thatgraduallyarise,insofarassensesare in awaythatthefirstmomentofmaximum affectionmakewaytothe comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 In summary, thegeneralformofinderdition cannotcomprisewhat We come,therefore,tosomeconclusionsthatarenecessaryforthe thediscourse In orderforittodevelop,isnecessaryunderstand josé luizaidarprado 25

ARTIGO the formation of knowledge linked to the sexuality; linked to of knowledge the formation practice; that regulate its of power the systems of as subjects recognized are for which the individuals the forms 2009). (FOUCAULT, this sexuality […] analyzing practices through those the individuals were led to pay the individuals […] analyzing practices through those and confess to recognize themselves, attention to themselves, to decipher establishingdesire, of subjects as themselves certaina yourself by relation- either your being, in the desire, the truth of to discover, ship that allows - to understand the modern indi how natural or decayed. [...] In summary, as a subject of a “sexuality”, vidual could make the experience of himself the way for which, to previously distinguish it would be indispensable as subject of desire if to recognize during centuries, the western man is led 2009, p. 12). (FOUCAULT, from anti-politics to the event to the anti-politics from With this, we see that politics is this intervention of the bodies bat- intervention of the bodies With this, we see that politics is this A. B. C. as an analysis of practices linked of discourse Here comes the theory comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 26 tling in this performative perspective in search of lines of escape of the tling in this performative perspective have politics it is necessary to have event and, speeches. To hegemonic even if it only happens in the moment of max- for this, anarchic bodies, can think that the speaker/agent, when of events. We intensity imum making marked in his body, affectionally entering the culture, is being the and discourses the by chosen being way, same the in and, choices his affectional constellations invested in him. There is, therefore, a tendency through discipline, of cristalizing in bodies and discourses affection to the device of sexuality, i. e., a network constituted by regulations, a network constituted by regulations, i. e., sexuality, to the device of formation professional institutions, documents, decrees, norms, laws, to examine etc. With that it is possible, in particular, linked to this field, dilemma the “escaping be, to come knowledge of formation the how the at but, 11), p. 2009, (FOUCAULT, ideology” and science between to undertake is necessary time, it same and relations analysis of power the as conceived the alternative between a power its technologies "escaping 2009, p. 11). (FOUCAULT, or denounced as a simulation" domination as a subject of of the individual last item, the recognition the Regarding invite us to undertake a genealogy; it is about desire, Foucault

ARTIGO the relationwithother, sinceearlytimes,themothergives into thelanguage,collective, being family thefirstofthem.Itis in but ratheritisacommunicative corporeal living insofarasdasein gets the lifeisnotmonologicallygeneratedbyindividual conscience, fection. Thisexperiencethatisbornthroughthetree oftheworld The worldoflife(Lebenswelt)isafillinglanguages loadedwithaf- arenotinaffected. of things, thesubjectiveandsocial states the states is aworldfilledwithaffection,becausetheformsofwording andfeeling perfumes oftheworldlife,becausethereareshades inthisworld.It perfumes. Theprotensive subject is notonlydived intotheseevental to producehisspeeches,that,bytheway, asGreimas wouldsay, hashis pragmatic, species offenomenologicalunconscious wheredasein drinks Lebenswelt, oftheworldlifewithitsatematicalforms,semanticand plies toimagineasubjectpre-conscience, dived intothemagmaof had emergedpulsions. marked inthebodybyanegativistlanguage,fromwhosenegativation as in Butler, being able to carry through subversion. This subjection was speeches inwhichheisconstituted;onanother,capableofagency, speech: Ononeside,asinFoucault, thesubjectissubjugatedto and theyrespondtospeeches practices. Thesubject is effectofa and thereisnopre-discursive subject.The bodysupportsmanysubjects and feelingtheworldaround.Thelearning ofthelanguageiscorporal baby suckedinhismother’s chestorsince hewasinherbelly, listening These affectionsarerooted,incorporated,incarnatedeversincethatthe different themes,suchassustainability, entrepreneurship andpopulism. cognitively, butaffectively. Thatworksfordiscursive disputes inthemost that is,thedominant values alsoincarnateinbodies thatdonotonlyact arguments, butpracticesrootedinvaluesincarnatedaffectedbodies, sires, interestsanddemands.Thisfightofpositiondoesnotinvolveonly what occursinafieldfromdiverse positionsofsubjects,withtheir de- manner, markedbywords,speeches.Manyspeechestrytocomprise control andpedagogylinkedtosystemic devices.Thebodyis,inthis comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 The semiotics ofpassion speaksinaprotensivesubject,whichim- josé luizaidarprado 27

ARTIGO Madri: Morata/Paideia, Morata/Paideia, Madri: reconocimiento? o Redistribuición Foucaultian-butlerian, that is in localizing the historical series of that is in localizing Foucaultian-butlerian, (for statements device to be studied that constitute the force of the device, neoliberalism, etc.); example, the psychiatric involved in the functioning practices) analysis of texts (including case. in each of the device in question from anti-politics to the event to the anti-politics from There are two levels of these discursive readings: readings: of these discursive There are two levels 1. 2. operate only that the affectivity does not It is necessary to remember comun. mídia consumo, são paulo, v. 14, n. 39, p. 10-29, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 2006. References 2012. A. Philosophy for militants. Londres: Verso, BADIOU, ______. Lógicas de los mundos. Buenos Aires: Manantial, 2008. Martins O novo espírito do capitalismo. São Paulo: L.; CHIAPELO, E. BOLTANSKI, 2009. Fontes, in alliance and the politics of the street. 2011. Disponível em: http:// BUTLER, J. Bodies eipcp.net/transversal/1011/butler/en. . Oxford: Blackwell, 2004. Butler Reader Judith ______.; SALIH, S. The neoliberal. razão do mundo. Ensaio sobre a sociedade C. A nova LAVAL, P.; DARDOT, 2016. Boitempo, São Paulo: 2015. Boitempo, DUNKER, C. I. L. Mal-estar, sofrimento e sintoma. São Paulo: Graal, 2009. 2. O uso dos prazeres. São Paulo: M. História da sexualidade. v. FOUCAULT, 2008. Martins Fontes, ______. Nascimento da biopolítica. São Paulo: A. HONNETH, N.; FRASER, through speeches, but also through the events. Moreover, the circuit of the events. Moreover, the circuit through speeches, but also through of senses of events, when the affection is closely related to the disputes the in order to illuminate dispute speeches and the devices come into - the affection and reach the bodies first. The speeches are affected by they get incarnated. that is, they are become incorporated, baby her chest, that the baby-dasein is sucked within the language, in language, the within sucked is baby-dasein the that chest, her baby that food he feeds, learning the chest when way that he sucks the same to the beginning, feed oneself is, since To and it is affection. is mother of pleasure the involves it says, Lacan as or, other; the from and by affect takesthe mouth, which of necessities of Maslow. us from the hierarchy 28

ARTIGO nator oftheGroupResearchinMedia andDiscourse-Onedaysevendays. Lacan andConvocaçõesbiopolíticasdosdispositivos comunicacionais. Coordi- otics atPUC-SPandeditor ofthejournalGaláxia.Author ofHabermascom He is a professor in thePost-graduate Program of Communication and Semi- About theauthor Paulo: Cosac&Naify, 2002. VIVEIROS DECASTRO,E.Ainconstânciadaalmaselvagem eoutrosensaios.São SAFATLE, V. Cinismoefalência. SãoPaulo: dacrítica Boitempo, 2008. RANCIÈRE, J.Odesentendimento.SãoPaulo: 34,1996. Paulo: Faculdade CásperLíbero,2017. política. In:ENCONTROANUALDACOMPÓS,26.,2017,SãoPaulo. Anais...São ______.; PRATES, V. de Dilma Roussef: afetos e discursos O afastamento em disputa na 2013. PRADO, J.L.A. entrelaçados. SãoPaulo: Intermeios, 2016c.p.127-145. HEIRO, A;SALLES,C.(Orgs.).Jornalismo expandido:práticas,sujeitos erelatos PRADO, J.L.A.Daconvocaçãodaalmagêmeaaoacontecimento amoroso.In:PIN- política. Salvador:EdUFBA,2016b.p.15-30. TRINDADE, E.;JANOTTIJR.,J.;ROXO,M.(Orgs.).Reinvençãocomunicacionalda ______. Comunicação ereinvenção dapolítica.In:JESUS,E.; acontecimental emergência doacontecimento. Matrizes(on-line),v. 9,p.109-125,2015. PRADO, J.L.A. ras deJudith Butler.SãoPaulo: Annablume,2016a.p.15-35. PRADO, J. L. A. A política doperformativo em Butler. In: GREINER, C. (Org.). ______.; MOUFFE,C.Hegemoniaeestratégiasocialista.SãoPaulo: Intermeios, 2015. LACLAU, E.Arazãopopulista.SãoPaulo: Três Estrelas,2013. ______. Lutaporreconhecimento.SãoPaulo: 34,2003. HONNETH, A.Lasociedadedeldesprecio.Madri:Trotta, 2011. GRAEBER, D.Umprojetodedemocracia.SãoPaulo: Paz &Terra, 2015. FREIRE FILHO,J.Serfelizhoje.RiodeJaneiro: GloboUniversidade: FGV, 2010. comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 10-29,jan/apr.2017 01/30/2017 Date ofacceptance: Date ofsubmission: 01/06/2017 ______. Ocircuitodosafetos.SãoPaulo: Cosac&Naify, 2015. Política doacontecimento. FAMECOS (on-line),v. 20,p.495-520, Comunicação comoepistemologiadosul:reconhecimento à josé luizaidarprado 29 Leitu-

ARTIGO

1 3 In the last decades, an increase in globally consumption patterns an increase last decades, In the Nas últimas décadas, tem acontecido um aumento nos padrões de Nas últimas décadas, tem acontecido Faculdade de Integração do Ensino Superior do Cone Sul (FISUL). Garibaldi, RS, Brazil. de Integração do Ensino Superior do Cone Sul (FISUL). Garibaldi, Faculdade Alegre, RS, Brazil. do Rio Grande do Sul. Porto Federal Universidade Alegre, RS, Brazil. do Rio Grande do Sul. Porto Federal Universidade Pedrinho Arcides Guareschi Pedrinho Inês Hennigen took place, followed by increased pollution, exploitation of natural resources and exploitation of natural took place, followed by increased pollution, by an excess of labor work and economic a constitution of a lifestyle dominated to objective as had and research a of results partial presents article This debt. lifestyles and labor practices related make visible how groups with alternative to individualization of responsibility to consumption practices. Aspects related criticized by some respondents of the re- related to environmental problems, as the reflection and modification of will be problematized. Even though search, solution to environmental problems, consumption practices are not a complete possible the emergence of less of being concerned with our planet make the fact massified relations in our lives. consumption practices; politicization; lifestyle. Keywords: Resumo: 1 Email: [email protected] 2 Email: [email protected] 3 Email: [email protected] Abstract: Daniela Duarte Dias Reflections on living and the politicization of politicization and the on living Reflections consumption practices. e a politização das práticas o viver sobre Reflexões de consumo. comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/abr. 2017 30-48, jan/abr. n. p. 39, 14, v. comun. são paulo, consumo, mídia Doi 10.18568/cmc.v14i39.1214 consumo de forma global, acompanhado do aumento da poluição, da exploração exploração da poluição, da aumento do acompanhado global, forma de consumo modo de vida tomado pelo excesso de dos bens naturais e a constituição de um

ARTICLE Palavras-chave: práticasdeconsumo;politização;modosvida. própria vida. ao planetaque habitamospodeviabilizarrelaçõesmenosmassificadascoma com osproblemasambientais,ofato detomarparasiaspreocupaçõesemrelação participantes. Aindaque refletiremodificaraspráticasdeconsumonãoacabe sabilidades sobreosproblemasambientais,críticaapontadaporumdosgrupos com oconsumo.Problematizaremosaspectodaindividualizaçãodasrespon- de vidaetrabalhoalternativosamodosmassificadosviverrelacionavam-se pesquisa dedoutoradoeteve comoobjetivovisibilizargruposcomestilos trabalho epeloendividamentoeconômico.Esseartigoéresultadoparcialdeuma comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 31

ARTIGO reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections In the last decades, there has been an increase in the consumption In the last decades, there has been and environmentalconsumption between relation This problems comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, patterns globally, followed by some effects, as the increase of pollution, followed patterns globally, goods and the constitution of a the advance of exploration of natural debt, among many and economic way of life filled with excessive labor of the model related to the “limits others. At the same time, the concerns of capitalist effects are also increasing, bringing to expansion” and their of consumption practices the table “the ethical and political dimensions [...]” (CASTRO, 2014, p. 68). con- some people to become responsible for their have been leading militantsSome them. changing and practices sumption social of polit- people that are not organized movements, activist groups and also the consumption of products and/or ically in groups have been stopping or simply not consuming services, boycotting brands and/or companies certain stop consuming prod- something they consider superfluous. To action, startto or ucts conscious more a become something consuming because it begins to consider: The origin of its production, the type of “labor relation” there is in its making, the fact it was transported through it great distances, the political position of the company who makes Introduction history throughout modified that is human activity is a Consumption understand cannot we way, This 2010). BARBOSA, 2008; (BAUMAN, supply to only that works or homogeneous as something consumption be must (2014, p. 60), “consumption to Castro our needs. According practices strongly and cultural of social the result of a set understood as they belong group of its actors and to the social related to the subjectivity we are including referring to the term “consumption”, to”. When we are some- consume we when because, sphere, same the in actions different and of being way a “lifestyle, a expressing communicating, are thing, we we differences, better express these 2014, p. 61). To acting” (CASTRO, the use we and practices” “consumption term/concept the use to choose to the generalization of these social term “consumption” when we refer and cultural practices. 32

ARTIGO developed countries,because they consumed more natural resources problemstothewayofproductionusedby the issueofenvironmental 2005). From thatdecadeon,anotherspeechgainedrelevance,relating population growth, producing impactontheenvironment(PORTILHO, developing countriesduetothefactthattheyhavemajor unorganized (WOLFFENBUTTEL, 2007). all overtheworld,thatcreatetheir reportsbasedonresearchanalyses ical Organization (WMO)andgathersscientists andspecialists from Nations Program for the Environment and by the World Meteorolog- activity (NASSIF, 2014). IPCC isaninstitution created bytheUnited warming isanevent createdbyhumanbeings, duetotheindustrial Paneltergovernmental aboutClimateChange(IPCC)in2013,global global warming would beanaturalevent.According tothereportofIn- who think subject thatisstillcontroversial,becausetherearepeople lems forsomedecades.Television aboutglobalwarming, a newstalk the planetEarth. practices, wecanhearothervoices, makingvisibleotherwaystoinhabit come upwithnewpathsfortheir wayoflife.Whenweevidencethese consumptionpractices,thesesubjects when theyareopposedtocertain corporations. Such actions are ways to fight for their own life, because, habits ofconsumption)and/ortheappropriationpublicspacesbybig because ofthecriticsaboutinvasionprivatespaces(modifying tion andconsumptionstyleontheplanetinpeople’s lives,either manifesting indignation produc- inrelationtotheeffectsofacertain Weegy offightagainst “the Capital”. canthinkthatthesearewaysof productsdoitasa strat- actions ofrefusaltheconsumptioncertain ticides inthecultivationoffoods,etc.) crimes,theuseof pes- (involvement inwar,corruption,environmental comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 The issue of the environmental crises,untilthe70’s,The issueoftheenvironmental wasrelatedto prob- The themeofconsumptionhasbeenrelatedtoenvironmental It wouldnotbepossibletosaythateverypersonwhopracticesthese daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 33

ARTIGO reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections It was by the 90’s that the discussion about conscious consumption conscious about that the discussion It was by the 90’s PhD research entitled Consump- This article is the partial result of a Thesis presented to the Post-Graduate Program of Social and Institutional Psychology for the and Institutional Program of Social Thesis presented to the Post-Graduate comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 4 Federal attainment and Institutional Psychology at the Universidade the title of PhD in Social of do Rio Grande do Sul. and the relation between consumption and environment started consumption and environment and the relation between to gain with complaints about the coinciding yet indirectly, some expression, (2005) the to Portilho 2010). According climate crisis (FONTENELLE, produced at that time, as the Conference Rio 92 and the documents influenced this the NGO Treaty, Declaration of Rio, the Agenda 21, from the modes of produc- change of debate, changing the culpability about This twist in the discussion tion to the consumption practices. tendency a - by explained be can and – with “coincides problems social so- organizes that structures and change of principle of a paradigmatic (PORTILHO, which also goes from production to consumption ciety, of IPCC on 2007 and the doc- 2005). Thus, we see, next, that the report former Al Gore, by directed (2006), umentary Truth An Inconvenient States,vice-president of the United hold people accountable for their activities (FONTE- with human when relating global warming choices NELLE, 2010). about the stylistics of existence tions and ways of life: Problematizations objec- as had research The author. first the by consuming4, of ways and that groups with lifestyles and labor tive to make visible the relationship of living had with consumption; relations alternative to massified ways to do so, we used the cartography as methodologic orientation and we from group and one Alegre of Porto groups in the city four followed and energy, and, consequently, produced more pollution (PORTILHO, (PORTILHO, produced more pollution and, consequently, and energy, these environmental argument that 2005). The to problems were due the and impacted incorporated was being production used the way of for the by the government, pressure made sector through production “establishment of new norms and environmental pressured demands, by environmental complaints, manifestations movements - through and the envi- businessmen that appropriated by the own boycotts - and also 2005, p. 2). ronmental speech” (PORTILHO, 34

ARTIGO other companies. ThethirdgroupwastheCooperativa deConsumo, group wasPedal Express,acooperativeofcycliststhatdodeliveryfor Favela, Levanta whoperformstheateronthestreet.Thesecond Direta lifestyles. Thefirstgroupfollowed wastheCambadadeTeatro emAção observe thattheconsumptionpracticesofeachgroup expressedcertain tion ofdifferent groupsduringthePhDresearch, it waspossibleto about thecustomerfromamarketpoint ofview. others” (CASTRO,2014,p.63),inaddition togivesubsidyforanalysis to their own rulesforgivingmeaning toproducts,services,brandsand the waysofappropriationeachsocial groupwhichworksaccording by signsofconsumption”.Italsomeanstoreflectonthesingularities“of of distinction andclassificationinasocial environmenthighlymediated to analyze“inwhatwaygoodsworkaslanguage,communicating signs municate withtheworldwelivein. how werelatewithconsumption isalsoreflectingabouthow wecom- (DOUGLAS; ISHERWOOD, 1990,p. 91).Thatway, thinkingabout however thisisonlyasmall partofthewholeprocessconsumption” given thattheir consumption isaritual,“goodsperishorareconsumed, of thisworld”.Ontheir understanding,goodsareritualisticaccessories, give theworldameaning, which“supposesinterpretingthesensibility Douglas andIsherwood(1990,p.88),consumptionhasthecapacity to something abouttherelationshipofsubjectswithworld.For ship withtheworldthatwelivein. less reflection, of a mindset that makes few remarks about the relation- aboutalifewith consumptionhabits,butwearetalking tion ofcertain a fordist/tayloristprocessofproductionandtheconsequent massifica- about Sul. Whenreferringtomassifiedwaysofliving,wearenottalking regionofPorto metropolitan Alegre,RioGrandedo Rita, Nova Santa comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 When westudythesingularitiesinrelationship withconsump- To studyconsumptionpractices,forCastro(2014,p.62-63),means Consumption practicescommunicate, evidencebrandsthatexpress daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 35

ARTIGO reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections Each group was followed during one month on their daily activities daily activities one month on their during Each group was followed each group characteristics some perceived meetings, we the From The expression “vegan” refers to food or people that do not eat meat and do not use any product any use not do and meat eat not do that people or food to refers “vegan” expression The comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 5 origin or even tested in animals. with animal (with one or two meetings per week), followed by two more meetings by two more meetings per week), followed (with one or two “How of the research: question que to discuss (one per week) specifically in field diaries, consumption?”. Notes were made do you relate with with a totalrestituting and closing the proof 100 pages. As a way of what has been groups to socialize cess, we made a meeting with all the used a we day, On this material. research the with systematized already of a colleague from the research recorder and we had the participation meetings with the groups happened group helping with the notes. The having the totalbetween May 2013 and May 2014, meetings with of 12 the with eight cyclists, of cooperative the with eight group, theater the with the group of vegan and eight cooperative of consumption and vegetarianto order in altered not were groups the of names The food. maintain The groups the relation of co-authorship with the participants. the names of names; however, their agreed and encouraged the use of subjects are fictional. the individual the analysis of this research, consumption practices. For had in their relation with consump- on their we highlighted only one characteristic em Ação Direta de Teatro tion. Thus, for example, with the Cambada sponsorship accept not do they fact the highlighted we LevantaFavela, a sellable product. With Pedal from brands, so they do not become - Express, we highlighted the problematization about the ways of resis the use of the regarding tance consumption, more specifically regarding a partnership between a group of MST (Movimento dos Trabalhadores dos Trabalhadores of MST (Movimento between a group a partnership plant members that without land) Movement of workers – sem Terra Libertário A Batalha and the Ateneu products organic da Várzea, a libertarian the them throughout and delivers that sells the products group group that cooks Até o Talo, The fourth group was the Coletivo city. vegan5 and vegetarian own public events and in their food, selling it on house. 36

ARTIGO and vegetable peel;usingfoodsinan unconventional way,and vegetable suchasthe planted by them intheir house; using all partsof the food,such as fruit food plants(UFPs)foundonabandonedplacesaround thecity and/or found toproducefoodatalow costare:Theuseofunconventional dition tosharinginformationaboutthiskindoffood.Amongtheforms foodwithalow cost andinahealthyway,vegan andvegetarian inad- house andthecreationofcookingworkshops.The Coletivo produces and fordelivery;productionoffrozendishes fordelivery;dinners attheir Production ofsnacksforevents(parties,farmersmarkets, concerts,etc.) the workinColetivo.Amongactivitiesdevelopedtherewere: paid activities(nonewasformal),onlyonepersonlivedexclusivelyfrom search, fourpeoplewereparticipating moreactively, everyonehadother business andtherelationthatthesesectorshavewithgovernment. consumption ofnaturalgoodswouldbethebigcorporations,agri- the onesresponsiblefordegradationofenvironmentand and theconsumptionofgoodsobjects.However, theybelievethat the environment and in a way of not living a life geared towards work seeking toconsumeinawayofminimizing theeffectsofthisactivity on The ColetivoAtéoTalo hasmorereflectiveconsumptionpractices, the individualizationproblems. ofresponsibilities about environmental Talo, andthecharacteristic we willhighlightwasthecriticism towards In thisarticle,wewillrevealtheanalysisregarding theColetivoAtéo Individualization orpolitization? tion, butratheramorefriendlyinteraction. and withthebuyersoftheir products),seekingalessimpersonalinterac- the community theylivein,withthegroupswhominteract de Consumo,wehighlightedthesolidarityintheir relationships(with bicycle (whatwouldmeantoresistinthisfield?).WiththeCooperativa comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 The Coletivois organized inaselfgoverned way; inthemomentofre- daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 37

ARTIGO , that began in the United States in the 90’s and spread States the United in that began , 90’s in the 6 , they use as strategy the boycott to consumption because the boycott to consumption because , they use as strategy 7 reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections The Coletivo Até o Talo is not inserted into the freegan movement, freegan the into inserted not is Talo o Até Coletivo The This lifestyle is not something exactly new; there is a movement there is a movement exactly new; is not something This lifestyle They are participants of freeganism, the word freegan is the fusion of the word free with the word the word freegan is the of freeganism, They are participants vegan food for free in protest against war. Independent colectives that distribute but it shares some of their characteristics, revealing there are different different are there revealing characteristics, their of some shares it but Cole- less and work less. However, types of people that seek to consume that members reveal not to believe and their singularity, tivo has its own environmental problems. consumption practices will minimize their they believe purchasing any product from corporations will harm the from corporations any product purchasing they believe freegans, and/or the human rights. For environment and/or the animals production, “geared towards in an economy based on the large-scale human and land exploitation, this exploitation happens profit, animal, material, of the raw the acquisition in every level of production (since transportation)production and to the product every in practically and É, 2016). Thus, the alternative they have is to that we buy” (O QUE that is, they collect from the trash: reuse products used by other people, home appliances, books, CDs, food, clothing, among others. furniture, of the freegans is: “waste reduction”; “work less”; Among the principles to the natural”, through the con- “renovating what is wasted”; “return and wild harvesting; “living gardens, gardening struction of community “ecologic transportation”, as far as possi- free from rent” through squat; É, 2016). ble (O QUE comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 6 vegan. 7 called freegans called “cheese” made out of potato“cheese” re- made out of beans; the “meat ball” and and markets farmers of end the in going of activity the is which cycling, preparations. out to use in their be thrown food that would picking up 38 to other countries, including Brazil. This movement is composed by composed is movement This Brazil. including countries, other to consumption, who refuse a lifestyle based on minimal people who adopt interest, free- social the generosity, the community, waste and “support based on materialism, current society help, contrary to the dom, mutual É, 2016). and greed” (O QUE competition, conformism moral apathy, as Food fights and in groups such anti-globalization Inspired in their Not Bombs

ARTIGO the responsibleconsumption speech: sumption. Theconsumer is responsiblefortheir “self-government”in a commodity” (FONTENELLE,2010,p.218),i.e.,responsible con- – security –which,inanewtemplate,sellsredemptionas capitalism feeling will be the “match for a new big product of the contemporary something thatsurpassestheir understandingaboutthesubject.This a feelingofanguishiscreatedonthesubjectsbyhaving torespond pany foundationsandinthemarketingofbigbrands”. For theauthor, andtheenvironment,onactionsofNGOscom- sustainability on media ingeneral,onbusinessmedia, onspecific magazinesabout to Fontenelle (2010,p.216): “itispossibletovisualizesuchspeech people responsiblefortheir practices. although itmarksdifferences, demands discussions becauseitmakes to Fontenelle (2010), this speech, that gained popularity in the 90’s, ment, expressingtheideaofasubjectthatisself-governed.According choose whethertobuyornotfromcompanies thatpollutetheenviron- have more care regarding the environment. Thus, every individual can to theconsumersoptionofbuyingproductsfromcompanies that crossings ofthespeechresponsibleconsumption,sinceitisoffered pability ofindividuals ispointed outbyFontenelle (2010)asoneofthe issues. The cul- about environmental and newspapers, when they talk lifestyle thatispresentmainlyinthemedia, suchastelevision,radio and enablingthisdamagingrelationship. producing biggerimpacts –andalsothegovernment,forparticipating – forusingmoreenergeticresourcesandpollutingtheenvironment, are notthesubjectsindividually, butthecompanies andagribusiness pollution cause theybelievethebigresponsibleforenvironmental problems,theydifferentiateenvironmental frompollutingagents,be- about our society hasbeendealingwithconsumption.Whentheytalk etc.totheway ofnaturalresources,deforestation, depletion/devastation the They relateclimateproblems,airpollution,watercontamination, comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 This accountability ofsubjectsissharedbythemedia,This accountability according For culpability ofindividuals thegroup,thereisacertain andtheir daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 39

ARTIGO […] assuming or requiring a subject who is rational, reflective, aware of reflective, aware who is rational, a subject or requiring […] assuming be might speeches such Thus, them. for responsible and actions own their a proposal it is explicit in which category “self-management”, added to the for a personal responsibility consequently, and, of choice”, of “freedom 2010, p. 220). actions (FONTENELLE, their reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections We cannot disregard the contribution the debate about responsible cannot disregard We The self-management speech blames the individual for actions that for actions that speech blames the individual The self-management comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 40 consumption for the environment allows to focus on other aspects for allows consumption for the environment between (2005) makes a distinction the analysis of the issue. Portilho the what would be an accountability actions regarding of the subject’s environment - through green consumption - and the politization of the ways of consumption - from the idea of sustainable consumption. of choice”, “power The green consumer is the person that, with their are not only individual. That way, the subject is captured by this ac- the subject way, That are not only individual. countability lifestyle, that is also sold and can engage in a healthier from a so-called way of living, a more adequate as being by the media on its research about busi- (2012), Fontenelle healthier consumption. she analyzed the Brazilian magazine in which ness-oriented media, to 2007, from 1996 magazine The Economist Exame and the British In this of analysis. of the categories defined healthy consumption as one were not related that the concerns about the theme she perceived study, physical “balanced lifestyle aiming to the environment, but to a more and mental performance of men at work” (FONTE- for the well-being tried to understandNELLE, 2012, p. 146). When she the speech how the Exame magazine, specifically, of healthy consumption was dealt on for example, a business opportunity; author observed that it was seen as through the narration of suc- the idea of making a business “is exalted soft drinks, sandwiches, among diet cess stories of shake inventors and 147) In the analyses of some of the others” (FONTENELLE, 2012, p. was considered as a way of in- magazine articles, healthy consumption (FONTENELLE, a business making way of a as body, and the vestment was, thus, summed up as a 2012). The debate on healthy consumption business opportunity.

ARTIGO change theentiresociety, however, itispossible: seen asprivate.We donotbelieve theconsumerissubjectthatwill themselves regarding theworld,politicizing aspacethatwaspreviously responsibilities for ling againstthemore massified way ofliving,take can thinkthattherearesubjects,individual orcollective,that,byrebel- of consumptionandledtorethinktheir lifestyle,ontheotherhand,we ethical valuesforotherhumanbeings andfortheplanetEarth. lifestyle, thereisalsotheissueoffightingforsolidaryand sustainable of consumption.Beyondtheaspirationorstruggle of building amore modes of refusal and/or opposition to certain many forms of resistance, need tobestudied morethoroughly. Studies thatcanmakevisible the standing thatabettercity isnotbuiltbywidening roads. whichwoulddependonpublicpolicies andanunder- transportation, One exampleofthatwouldbeinvestingonactionsimprovepublic in thefieldoftechnology, behavioror economy (PORTILHO, 2005). the productionandconsumption,stoppingtofocusonlyonsolutions overcoming throughcreatingpolicies ofthese limitations thatregulate afford suchproducts(PORTILHO, 2005). consumption endedupincreasingagreenmarketforpeoplewhocould to purchaseproductsthatdonotharmtheenvironment-indeed,green problems,theconsumerswouldchoose mation aboutenvironmental In addition tothat,theauthorpoints outtheuntruthof,frominfor- dividual, throughtheir choices ofconsumption”(PORTILHO, 2005). of self-regulation;andfromthegovernmentmarkettoin- regulation, “fromthegovernmenttomarket,throughmechanisms process ofdistribution andproductionprovokingatransferenceof the comprehensionaboutconsumerculture,givinglessfocuson individualizingwould havelimitations, theresponsibility, leavingaside cusing on individual actions. However, the idea of green consumption chooses topurchaseproductsthatdonotharmtheenvironment,fo- comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 If, on one hand, subjects have been held accountable fortheir modes If, ononehand,subjectshavebeenheldaccountable These morepoliticized consumptionpractices,moreresponsible, consumptionappearsasaproposalofcollective Still, sustainable daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 41

ARTIGO th, 2014). Letícia: Capitalism throws the blame onto the individual, but companies but companies Capitalism the individual, the blame onto Letícia: throws isn’t any change in this, if every- consume more than any person. There it wouldn’t change a thing about one stopped using natural resources, by living that way. level, we are satisfied But in an individual the society. believe in. something we are satisfied reproducing We Camila: May Diary, (Field project we the society of experience are an We Letícia: 20 […] to consider the possibility of politization and environmentalization of politization and the possibility […] to consider of new political extension necessary a considering it sphere, of the private to patterns belong change on consumption If the proposals of practices. - “sustainablea of the utopia and project the individ – consumers society”, of this project, as one of the holders be perceived – can ual or organized and citizenship action and strengthening new ways of political building 2005, p. 10). space (PORTILHO, the interest for the public reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections Participants express that the problems regarding the environment express that the problems regarding Participants It is towards this perspective that Coletivo Até o Talo brings to them- brings to that Coletivo Até o Talo this perspective It is towards comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 42 would be related with the logic of life geared towards consumption. consumption. towards the logic of life geared would be related with ex- what she believes in, Camila When she said she is satisfied doing live to would like she world of the experience life an her making presses she believes are best satisfied putting into practice the choices in, being understandsShe world. the and herself for regarding practices her that consumption will not solve environmental problems, even if they can ride food, reuse water, save they When another. or situation one soften and her group clothes, reuse objects, Camila their a bike, customize selves the task they learn to have with of deconstructing the relationship to create another rela- a work on themselves making consumption and the logic in new consumption practices, escaping tionship, inventing are transformed the effects of modes of consumption which the critics to the have to not say they time, same the At opportunity. business a into they way a in live to seek just they system”, the “outside living of illusion society, fair more a is, that to, want they society of type the experience The and other human beings. worried about the planet, the animals expresses this idea: below dialog

ARTIGO because ofthedebt”(FIELDDIARY, May27 in along-termcommitment, thatwaythepersoncannotleavetheir job from the bank and end up in debt, getting bills of financing that will paid ment betweenwork,purchasingobjects,debt,anddiscard objects. to whoisconsuming andcreatesalifestylemarkedbycyclicalmove- –thatproducesadistancebetweenwhosomething capitalism planting, etc.inamoreautonomouswayandcriticize thewayoflifein ism. To doso,theyseektolearnactivitiesofbuilding, sewing,cooking, with agreaterautonomyregarding- objects ofconsumptiononcapital struction ofconsumptionpracticesgoesthroughlookingforarelation (FIELD DIARY, May20th,2014).For ColetivoAtéoTalo, thedecon- deconstruct isaprocessoflookingformoreautonomyinthissystem” consumption, becauseweliveinthissystem,there’s nowayout.To ing consumptionpractices.For Camila, “todeconstructisnottodeny work onthemselvesinordertodeconstructwhattheylearnedregard- participants ofColetivo AtéoTalo saythatisnecessarytoconstantly a greateffort.Inordertobuildthispolitizationofprivateenvironment, cizing aspacepreviously seenasprivate(PORTILHO, 2005)demands about how tolive,whichmakes andbringssensetotheir existence. they interactwithotherpeople,etc.communicate their choices they dress,how theyeat,how theymove,how theyinhabitthecity, how sumption practices.Whentheyexpresswhatthinkthroughtheway principles. Thus,theycommunicate their lifestylethroughtheir con- members areconstitutedassubjectsandtheir practicessupporttheir comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 person indebt,amongother factors”(HENNIGEN,2010,p.1.191). excessively andwithoutthinking, orifsome‘lifeaccident’ occurstothe big problemstothesubject whenusingwithoutplanning, “purchasing credit caneither democratizeaccesstoconsumptionoritcanproduce purchase goodsandserviceseveniftheycannotpay. We canthinkthat credit andconsumption,orconsumptionsociety, becauseapersoncan (2010), thereisarelationofreciprocity, ofcommonproductionbetween For Rodrigo,thiswayoflife imprisonspeople,they“getacredit card However, toseekputtheir own principles intopracticeandpoliti- daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 43 th , 2014).For Hennigen

ARTIGO , 2014). th , 2014). The importance of making th , 2014). Hence the importance of thinking that politicizing th reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections For Rodrigo, “nowadays people are only producing symbolic things, only producing people are Rodrigo, “nowadays For Coletivo’s critics, along with Bauman’s (2008), are regarding the ex- the regarding are (2008), Bauman’s with along critics, Coletivo’s The indebtedness, for Hennigen (2010, p. 1.189), “gets managed. managed. “gets 1.189), p. (2010, Hennigen for indebtedness, The - hands any own to make things with their how because no one knows May 27 more” (FIELD DIARY, consumption practices can also take we do, not us to reflect about what to say that we are part of this world. necessarily to change the world, but cessive work, that leaves little room for leisure, reflection, interaction for leisure, cessive work, that leaves little room objects that will have a short with people and that serve for purchasing rescue to necessary is it Letícia, For discarded. be will soon and lifespan a consumer, everyone is educated only the “position of not only being rescue – autonomy - escaping from to consume. That is what we want to a potential buyer (FIELD DIARY, this idea that every person is only May 20 comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 44 - con the of budget of possibilities the exceeds debts the When not. Or to pay this In order a over-indebtedness. happens is called sumer, what - dedica intensive having working, stop cannot subjects debt, economic the of participant a of expected characteristics the of one is work to tion to Bauman (2008, p. 2008). According (BAUMAN, consumers society previous bonds, would be a person without 17), “the ideal employee them now; having avoids who bonds, and or emotional commitments to takea person who is ready on any task In way [...]” that comes their that consumption, in capitalism, explains this logic, Letícia generates that are people “get into debt for buying things indebtedness, economic 27 May DIARY, to last” (FIELD not going “things with their own hands” would be in having more autonomy on hands” would be in having own “things with their the of leaving what they are consuming, lives and knowing own their this search in say that, Participants consumer. only a of being position needs and is evident own it is necessary to deal with their for autonomy, there is no way “out of the capitalist system” because everyone has “bills capitalism of this way of life in to pay” and the denial can bring many constraints, making impossible the reflection about what was lived. capitalista in live they denies someone When there thinking world,

ARTIGO spire otherpeople. constitute forthemselvesandevidenceotherwaysoflivingthatcanin- practices. Andinthissearchforexperiencing thisworldtheydesire, put their ethicalvalues ontheir practices,inthiscase,consumption life gearedtowards consumption, becausetherearepeoplewhotryto express precisely that wedonotliveinasociety whereeveryonehasa another way, system Their ways of life even if it is inside the capitalist sumption practicesarenot individual practices,eveniftheyalsoexpress that con- participation in the public sphere. It is necessary to understand new practicesinthefield of consumptioncanmanifest otherformsof ject on a personal level. But they also point out that the incorporation of and theworldtheyliveinexpressconstitutionofmore reflectivesub- analysis aboutconsumption,makingvisibletheexisting singularities. sible togiveamorethoroughlookonsocial groups,givinglesstotalizing When perceiving that consumption practices express lifestyles, it is pos- helps us expand our view about our own relationship with the world. express somethingabouttheculture,choices orimpossibilityofchoices To consumption practicesascommunication, understand signalsthat Final considerations their needsintoconsideration. For Camila andLetícia: people canproduceconsumptionpracticeswithmoreautonomy, taking own doing. Theyexpressthatisnecessarytoreflect aboutthisrealityso strategies in disagreement with their reality, creating illusions about their would bea“wayout”,thesubjectcreatinglifeandresistance comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 However, in their practices, they evidence the possibility of living in These reflectionsabouttherelationshipofsubject withhimself need capital (FIELDDIARY,need capital November20 you producing init,ordertoescapecapitalism tostart you needcapital […] Untilyoucreateanotherway, you’re in.Evenifyouoccupyaland, would beahypocriticalattitude,sinceweneedtopayrent,forexample. tosaythatwearedoing that […] itisnotpossibletoescapecapitalism, daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 45 th , 2014).

ARTIGO At the same time, reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections The Coletivo Até o Talo showed that politicizing consumption consumption that politicizing showed o Talo The Coletivo Até References Zahar, 2010. BARBOSA, L. Sociedade de consumo. 3. ed. Rio de Janeiro: das pessoas em mercadorias. Rio de BAUMAN, Z. Vida para consumo: a transformação Zahar, 2008. Janeiro: glo- do mundo culturais e consumo nas dinâmicas CASTRO, G. G. S. Comunicação balizado. pragMATIZES – Revista Latino-americana de Estudos em Cultura, Rio de em: http://www. 2014. (Semestral). Disponível 58-71, mar. ano 4, n. 6, p. Janeiro, pragmatizes.uff.br/revista/index.php/ojs/article/view/55. Acesso em: 30 maio 2016. comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, politicizing consumption practices do not lead to an individualization individualization an to lead not do practices consumption politicizing environmental problems, even if culpability of responsibility regarding - around in a somewhat marked manner in differ does exist and circle spaces. This politicalization can lead to the engagement ent mediatic the world where they live, reflecting about their of subjects regarding to inhabit the planet. practices, making visible other possibilities practices is not the same as accepting individual’s culpabilities about same as accepting individual’s practices is not the our con- environmentalmodifying and reflecting if Even problems. do not end up with environmentalsumption practices problems, owning the planet we live in can enable less massified preoccupations regarding food came from, where our life. Knowing relationships with our own were made, who produced them, expresses the desire of build- they how lifestyle. ing a less impersonal and a more welcoming something about an individual subject. Consumption practices, when Consumption practices, subject. about an individual something - ex visible, habits cultural make communication, in role their play they about the of the subjects revindications reveal political press lifestyles, ethic and such as solidarity, inclusion of “values the way, world. That consumption practices, accord- and choices responsibility in discourse, of certaining to the proposition demands sociologists movements, social and consumption to revise the concept of society and anthropologists p. 203). 2009, culture [...]” (PORTILHO, 46

ARTIGO id=28&Itemid=23. Acessoem:4mar. 2016. www.ipea.gov.br/desafios/index.php?option=com_content&view=article&id=2134:cat- WOLFFENBUTTEL, A. O que é?IPCC.Ipea.gov.br. 7984.2009v8n15p199. Acessoem:30maio2016. 2009. Disponívelem:https://periodicos.ufsc.br/index.php/politica/article/view/2175- dores politizados.Política &Sociedade, Florianópolis,v. 8,n.15,p.199-224,out. ______. Novosatoresnomercado:movimentossociais econômicos e consumi- =S1679-39512005000300005&lng=pt&nrm=iso. Acessoem:30maio2016. 1-12, 2005.Disponívelem:http://www.scielo.br/scielo.php?script=sci_arttext&pid- e politização das práticas de consumo. PORTILHO, F. Consumosustentável:limites epossibilidadesdeambientalização freeganismo/. Acessoem:30maio2016. Disponívelem:http://freegan.info/what-is-a-freegan/translations/o-que-e-capitalism. O QUE Éfreeganismo? FREEGAN.INFO: o-do-ipcc. Acessoem:4mar. 2016. br/noticia/influencia-humana-no-aquecimento-global-e-evidente-alerta-novo-relatori- do IPCC. NASSIF, L.Influência humananoaquecimento novorelatório globaléevidente,alerta =S1518-61482010000400006&lng=pt&nrm=iso. Acessoem:30maio2016. 2010. Disponívelem:http://pepsic.bvsalud.org/scielo.php?script=sci_arttext&pid - da Psicologia Social. Rev. Subj., Fortaleza, Mal-Estar v. 10, n. 4, p. 1.173-1.202, dez. HENNIGEN, I.Superendividamento dosconsumidores: uma abordagem apartir lng=en&nrm=iso. Acessoem:29maio2016. http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0102-71822010000200002&- mercadoria. Psicol.Soc.,Florianópolis,v. 22,n.2,p.215-224,ago.2010.Disponívelem: ______. Ofetichedoeuautônomo:consumoresponsável,excessoeredençãocomo dor_saudavel_pela_midia_de_negocios.pdf. Acessoem:30maio2016. files/arquivos/fontenelle_-_consumo_como_investimentos_a_producao_do_consumi- p. 133-152,maio2012.Disponívelem:http://gvpesquisa.fgv.br/sites/gvpesquisa.fgv.br/ dável pelamídia denegócios. Comunicação,mídiaeconsumo,SãoPaulo, v. 9,n.24, FONTENELLE, I.A.Consumocomoinvestimento:aproduçãodoconsumidor sau- del consumo.México:Editorial Grijalbo,1990. DOUGLAS, M.;ISHERWOOD, B.ElMundodelosBienes:Hacia unaantropología comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 30-48,jan/apr.2017 daniela duarte dias|pedrinhoarcidesguareschi | inêshennigen 47 GGN: ojornaldetodososBrasis.2014.Disponívelem:http://jornalggn.com. Cad. Ebape.br, Strategies for sustainable livingbeyond Strategies forsustainable Rio de Janeiro, v. 3, n. 3, p. 2007. Disponívelem:http://

ARTIGO – Currently works at Fisul, Garibaldi – RS. PhD in Social Social PhD in – RS. Garibaldi at Fisul, works – Currently – Associate professor at Universidade Federal do Rio Grande do Grande Rio do Federal Universidade at professor Associate – reflections on living and the politicization of consumption practices of consumption the politicization living and on reflections comun. mídia consumo, são paulo, v. 14, n. 39, p. 30-48, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Date of submission: 09/15/2016 Date of submission: Date of acceptance: 12/12/2017 About the authorsAbout the Duarte Dias Daniela 48 and Insti- Program in Social by the Post-Graduate Psychology and Institutional do Sul. do Rio Grande Federal of Universidade tutional Psychology do Rio Federal Universidade – Visiting lecturer at Arcides Guareschi Pedrinho experience in the He has and international lecturer. Grande do Sul (UFRGS) the in mainly working Psychology, Social in expertise with Psychology, of field - representations, social communica ethics, ideology, media, themes: following tion and education. Hennigen Ines Sul, Psychology Institute, Department of Social and Institutional Psychology, Psychology, and Institutional Department of Social Sul, Psychology Institute, Psychology. and Institutional of Social Program the Post-Graduate and from Psycho- with expertise in Social She has experience in the field of Psychology, she has been dedicating Currently, logy as well as Psychology and Education. the following regarding research and intervention her time with the study, technologies, relations of gender, and issues: modes of subjectivation, media and (over-)indebtedness. education, relation of consumption, citizenship

ARTIGO Resumo: Abstract: Camila MacielCampolinaAlvesMantovani possibilidades edesafios Comunicação organizacionalemídiasmóveis: possibilities andchallenges Organizational CommunicationandMobileMedia: 2 1 Palavras-chave: comunicaçãoorganizacional; midiatização;mobilidade; consumo. da mobilidadenoâmbitocomunicação. das algumasiniciativas àluzdasreflexõesemtornodamidiatização edasteorias relacionamento comospúblicosdeinteresse.Aqui serãoapresentadasediscuti- comunicação organizacional aproposiçãodenovas estratégiasdeabordagem e presença eousoquase constantedasmídiasdigitaisacabampordemandarda dias móveis). Ao ampliar os pontos de contato entre os sujeitos e as marcas, a de mídiasemediações(comdestaquefinais, diantedadiversidade paraasmí- rações entreasorganizações eseuspúblicosdeinteresse,emespecialosclientes Maria AparecidaMoura Keywords: Organizational communication,mediatization,mobility,consumption. the reflectionsbroughtbymediatizationemobilitytheories. Some initiatives will be presented and discussedhere based on with stakeholders. munication startsthinkingandproposingnewstrategiestoapproach andrelate almost constantuseofdigitalmediaendupdemandingthatorganizational com- tending thepointsofcontactbetweensubjectsandbrands,presence organizations Byex - inparticulartheendcustomers. andtheirstakeholders, tions (especiallymobilemedia)broughtnewpossibilitiesofinteractionbetween Universidade Federal de Minas Gerais. Belo Horizonte, MG, Brasil. E-mail: [email protected] Universidade Federal deMinasGerais.Belo Horizonte,MG,Brasil.E-mail:[email protected] O artigobuscarefletirsobreaspossibilidadeseosdesafiosdas inte- The articleseekstoreflectonhowthevariety ofmediaand- comun. mídiaconsumo,sãopaulo,comun. v. 14, 39,p. n. 49-65,jan/abr. 2017 2 1

Doi 10.18568/cmc.v14i39.1194

ARTICLE ARTICLE 50 organizational communication and mobile media

Introduction In last twenty years, electronic and digital technologies had modified the way we communicate. The discussion around the centrality of the mediatic sphere in the daily life and in social relations have been developed through the analysis of its economic, political and cultural implications. The studies on globalization, world-ification of culture and dynamization of informational flows have focused on the perception of the increasing penetration of media in the most diverse layers of the social life, playing an important role regarding the changes in the forms of social interaction. The mediatic communication, since the development of technologies and the alterations in its uses, has been modified. Some authors even define this process as the mediatization of societies (FAUSTO GRANDSON, 2006, 2008, 2010; SODRE, 2002). However, beyond the technological determinism present in the critics regarding mediatization studies, it is necessary to understand the mediatic logics inserted in social practices and in the contemporary sociability processes. Silverstone, when asking the question “why study the media”, offer us the following answer

[…] acknowledgement that our media is omnipresent, daily, as an essential dimension of our contemporary experience. It is impossible to escape the presence and the representation of media. We begin to depend on the media, both printed and electronic, as a means of entertainment and information, comfort and security, to see some sense in the continuities of experience and, also, sometimes, for the intensities of experience (SIL- VERSTONE, 2002, p. 12).

Facing this scenario, we highlight, in our discussion, another important element to compose the contemporary communicational landscape: mobility. In this sense, if before there was a time and a place for activities such as watching TV, playing games, sending an email, paying the bills or accessing a website, today, with mobile media, people can choose and

comun. mídia consumo, são paulo, v. 14, n. 39, p. 49-65, jan/apr. 2017 camila maciel campolina alves mantovani | maria aparecida moura 51 access different contents without many contextual restrictions for their 3 interactions. ARTICLE Amongst the devices that help spreading info-communicational mobility, we highlight the use cell phones and smartphones. These equipments, that, beyond having voice services, add information in multiformats and have connection with the Internet, are increasingly present in the urban landscape. Portable computers, tablets, wi-fi connections, bluetooth systems, amongst others, had also become more popular, being incorporated to the daily routine of many people that, in an almost compulsory way, need to keep their workforce available and connected while they are on the move and, also, to establish interactions related to their private life. The communicational exchanges on the go had significantly modified the way people get informed, have fun, work, study, consume and express feelings. When contributing for the dissemination of new possibilities of interaction, either between people or between them and the content, such medias end up producing a society that is always online and available to enter interactive processes, acting as prosthetics of interaction, extensions of the human body.

Cell phones are considered resources of permanent connection. The individual becomes available all the time. The brand of mobile communication is the constant availability. Either in the middle of Budapest or in Manhattan, in a farm in the countryside of Minas Gerais or a in hotel in Manaus, the person is always reachable, therefore, as a material object, the cell phone work as an icon of dialogue, of a tecno-umbilical connection (Gergen, 2003, p. 111). It is clear that to be always reachable means to be always detectable, which makes the individual more visible to the business corporation that seek information about people, obligating individuals to develop strategies of protection (SANTAELLA, 2007, p. 238).

3 with reservations with issues linked to the infrastructure of the companies of telecommunication – coverage area, quality of service – to the own equipment – battery, memory, product specifications – and, mainly, financial issues:Brazil has one of the most expensive mobile services in the world (DANTAS, 2002), adding to the high cost of the devices, especially smartphones.

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As the technologies have been motivating new practices in many social fields, in the field of the organizational communication would not be different. The variety of medias and mediations (especially the mobile medias) presents new possibilities of interaction between the organizations and their stakeholders, in particular the end customers.

With the possibilities of production and circulation of content through the web, new settings of interaction emerge and organizations come across, as said previously, other speech conformations that will modify the strategic dimension of communicative processes. New characteristics of interlocution appear, marked by the dispersion and fluidity (OLIVEIRA et al., 2012, p. 10).

With regards to the dimension of consumption, the possibilities arising from the use of mobile media, smartphones in particular, seem to extend the points of contact between subjects and organizations/brands. Such fact has challenged the organizational communication to think and create new strategies to relate with the customer. In this context, we highlight the term mobile marketing, that has been used to characterize promotional actions through a cell phone and/or smartphones. From SMS messages to QR Codes and games that explore the at- tribute of geomapping in mobile devices, the strategies to approach the consumer through mobile media have been multiplying, demanding a reflection on the interactions generated by the contemporary practices of consumption. Regarding actions specifically of mobile marketing, we see that, in the Brazilian context, they have been happening in a very diverse manner. Some actions are timid; others, at times, are very incisive, provoking even a certain “irritation” in the costumer. Suddenly, the phone rings and there it is, a message with an offer not to be missed. In some cases, the user himself authorized the reception of the offer. However, it is not rare that many of these messages arrive in an unwanted manner to the cell phone.

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The mobile medias - especially smartphones - present a set of in- trinsic characteristics that become interesting for the marketing actions: ARTICLE portability, multifunctionality, connectivity and the individualized use. Such elements, in a combined way, generate opportunities for buying and selling, as well as for the creation of a channel of interaction between customers and brands. According to a research published by Pew Internet4 (September 2013) in the USA, 63% of adults that own a cell phone use their device to access the internet. Inside this percentage, 34% say they would rather access the web on their cell phone/smartphone. Therefore, 21% of the American adult that own a mobile phone browse the internet, preferably, through this device. In Brazil, according to the research carried through by Google in partnership with Ipsos Media CT among users5 that own smartphones and access the internet through their device, 82% of the people inter- viewed looked for a product and/or service through their cell phone and 30% already bought a product and/or service with their devices. The potential of mobile media, when put in numbers, are very expressive; however, this is only one of the components of analysis around the subject. These medias are inserted in a complex universe of discussions and reflections around mobility. Therefore, it is necessary to be restricted to concepts related to the theme so we can, then, seek to understand its implications in the field of consumption and organizational communication.

4 Available on: http://pewinternet.org/Reports/2013/Cell-Internet/Summary-of-Findings.aspx. 5 The sample was composed by a thousand adult brazilians (between 18 and 64 years-old) and internet users that declared using smartphones to access the web. According to the report, the distribution is in compliance with the study with national representativity and the data according to the age, gender, region, smartphone brand, frequency of internet use on the cell phone and tablet use. Available on: http://services.google.com/fh/files/misc/omp-2013-br-local.pdf. Accessed in: dec. 2013.

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Mobility When covering the historic path of the means of communication, we perceive a dynamic movement: from orality to writing, from writing to the press, from press to electronic medias (radio and television), until arriving at the digital technologies, that had created the dematerialization and hybridization of the devices. From personal computers to “collective computers” - connected through cyberspace (LEMOS, 2005) - in the 21st century, there comes the time to mobile technologies exemplified in the wi-fi connection by smartphones, tablets and notebooks. The information, that already tran- sited the net, covering places until arriving to the subject located in specific points, now starts to move along with these subjects. This situation of generalized mobility, where bodies, information, products and capital are set in circulation, is inserted contemporarily in the context that some theoreticians of the field of social sciences defined as the paradigm of mobility6 (URRY, 2007). Such paradigm surpasses the communicational and informational issue and points out the idea of the movement as a key for better understanding the contemporary social phenomena. Amongst the diverse meanings of this paradigm, we are interested in focusing, in this context of reflection, the aspect referring to mobility by informational flows. According to Urry (2007), the development of information technologies and communication provided what was called productive mobility. In this landscape, beyond typical activities of being in movement, the author highlights the fact of that mobile technologies had allowed the accomplishment of several other activities, mainly those related to work and personal interactions. The potential supplied by the mobile technologies to perform the micro-coordination of the daily life has also been discussed by researchers as Ling (2004) and Katz and Aakhus (2002) and are frequently used

6 From the theorical development and the increasing empirical analysis regard the phenomenon of mobility in the most diverse aspects of life, there is, according to the author, a diverse way of thinking the characteristics of economic, social and political relations that would point towards a mobility turn in the social sciences (URRY, 2007).

comun. mídia consumo, são paulo, v. 14, n. 39, p. 49-65, jan/apr. 2017 camila maciel campolina alves mantovani | maria aparecida moura 55 in the advertising campaigns around mobile devices. Since the pace of modern life imposes a speedy routine on people, for a part of the adult ARTICLE population that is urban and economically active, mobile devices had extended the possibility to co-ordinate routine activities at a distance. In this sense, the use of mobile media corresponds to a lifestyle. To Elliott and Urry,

Life ‘on the move’ is the kind of life in which the capacity to be ‘elsewhere’ at a different time from others is central. Email, SMS texting, MP3 audio, personal DVD recorders, internet telephonic services and so on enable people to seek escape from the constraints of pre-existing traditions or traditional forms of cultural life, under more fluid patterns and practices. Such mobile lives demand flexibility, adaptability, reflexivity – to be ready for the unexpected, to embrace novelty, as even one’s significant others are doing different things and at different times. People’s experiences are de-synchronized from each other, so that systems and people have to be available ‘just in time’. (ELLIOTT; URRY, 2010, p. 4).

This movement narrated by the authors and attributed to one deter- mined global elite was characterized by Bauman (1999) in the paradigm of the tourist, having as counterpoint of the vagabond. The tourist is the one that moves by choice, which can be an effect of the “seduction oper- ated by the magic of the movement” or to be established in a strategical rationality, in view of the presented “circumstances”. Although mobile technologies bring a “innovative” character to mobility, the human relation with movement is historic – so much so that the concept of nomadism, adopted contemporarily to cover the processes that are set in this context, has its origin in the practices of the nomadic peoples. In this process of locomotion through space, these peoples used resources offered by the environment until they were depleted, initiat- ing, thus, a new journey, seeking another region that allowed survival conditions. Maffesoli (2001), in the text About nomadism, calls attention to the fact that this ancestral desire of movement has been manifesting itself, in different ways, throughout human evolution. According to the

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author, the term “wander” was domesticated under the term “mobility”, referring itself, therefore, to the constant movements of contemporary subjects, which would be: daily migrations (work, consumption), seasonal migrations (tourism, trips) and, finally, the social mobility, provoked by economic disparities. According to Maffesoli (2001), these trips are the way the modern man has to relive the “adventure” of nomadic times. This desire, that underlies to the desire for wander, can, according to the author’s perspective, be satisfied by experiences created by mobile technologies, including not only communication and information technologies, but also transportation.

The Minitel, the airplane, the “Internet” and the variety of electronic nets, the television and the information roads, every one of these elements allows the subject to live cultural, scientific, sexual and religious experiences that are natural to the existential adventure, in real time and over all collectively. The potentialities of cyberspace are far from depleting, but they already testify the cultural enrichment that is always connected to mobility, the circulation, whether it is from the spirit, from a daydream and even from fantasies, that everything does not let to induce (MAFFE- SOLI, 2001, p. 30).

In the previous passage, Maffesoli (2001) was still mentioning the cyberspace to talk about mobility through informational flows. Nowa- days, mobile technologies enhanced this type of movement, in so far as it expanded the points of connection on the web. However, contemporary mobility creates a contradiction, because at the same time that the technologies allow the movement, they perform the function of regulation and control. We are free to move, however, our movement through technologies is registered, mapped, monitored. To Manovich (2006), this would be one of the main points of the notion of augmented space: the fine line between surveillance/control and assistance/addition of information. In the perspective of the author, when the physical space becomes an informational space, the subjects start to live a double situation: there’s the possibility of use of devices

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(mobile or not), that extract information from the space - contributing for action of monitoring, tracking and surveillance -, as well as extending ARTICLE the perception of space from the insertion of layers of information, that can be set in motion through many devices. Bruno (2013) reinforces the idea when he affirms that the constant presence of the subject on the web, beyond notably allowing to articulate action of diverse nature – from the exposure of self to collective actions of a politic nature -, also makes it more vulnerable to the surveillance.

[...] at the same time that the possibilities of expression and individual and collective action are enhanced, devices of surveillance and capture of data of the users become increasingly present in these same platforms and nets, tending to integrate their own parameters of functioning and ef- ficiency. Under the visible flow of the exchanges and social conversations, it is constituted a huge, distributed and manifold system of tracking and categorization of personal data that, in turn, feed strategies of advertising, security, development of services and apps, inside and outside of these platforms (BRUNO, 2013, p. 9).

It is valid to remember, at this point, what Bauman said (2001) when he calls attention to the fact that, in the “solid stage of the modern age”, the nomadic habits were badly seen, in this context, being a citizen meant to make use of a fixed place, to be based in the space (work, family, social status). Nowadays, however, despite the wanderers and homeless continue to be badly seen, there is the return of the nomadism in the format of the extraterritorial global elites. “The contemporary global elite is formed by absent gentlemen”, he says.

To be modern started to mean, as it means nowadays, to be incapable to stop and to be even more unable to stand still. We move and we will continue to move, not as much for the “postponement of satisfaction” as Max Weber suggested, but because of the impossibility of attaining satisfaction: The horizon of satisfaction, the finish line of effort and the moment of calm self-congratulation move way too fast (BAUMAN, 2001, p. 37).

Thus, in the vision of Bauman (2008), the mobility of contemporary subjects resembles less to the travelers or migrants - that had as objective

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to arrive somewhere - and more to the wanderers, that have as their main objective to be "on the move". To the movement, it is added the issue of consumption, that, in the perspective of the author, becomes the main contemporary require- ment. “The way as the society nowadays molds its members is dictated first and foremost by the duty to play the role of the consumer” (BAU- MAN, 1999, p. 88). With this affirmation, Bauman (1999) wants to highlight the current emphasis in the consumption and, in that sense, the idea of movement is extremely pertinent, therefore it always puts the subject looking for something. Moreover, this incessant search, even though it provokes a certain discomfort, talks about a new form of being in this world, of participating and integrating socially. To have new desires to be satisfied and to always be looking for something are representative actions of the idea of being alive. In the words of the author: “immobility, in the end, means death”. Facing this reality, it is necessary to begin a reflection around how the day-to-day appropriation of technology, especially the mobile media, are reflecting not only in the interaction between subjects and society, but also detaining us in specific contexts, such as those that bring us to organizations and their stakeholders.

Mediatization and organizational communication In a world full of stimuli and needs to be created and fulfilled continu- ally by the market, the organizational communication, focused on the dialogue between clients and companies, play an important role acting in the symbolic dimensions of consumption. As for the interaction between customers and brands, mobile media has become, time and time again, an important mediator. In this sense, such technologies start to be a part of the lifestyle of the subjects, that, in turn, begin to guide the development of equipment not only in terms of design, but mainly in relation to functionality. All

comun. mídia consumo, são paulo, v. 14, n. 39, p. 49-65, jan/apr. 2017 camila maciel campolina alves mantovani | maria aparecida moura 59 the infrastructure that are mobilized to deliver content/service turn their attention to the subject. ARTICLE Therefore, the strategic communication in the field of mobile media goes beyond the development of advertisement, but also refers to the consolidation of the presence of organizations in a mobile environment. Numerous actions, from the creation of an app or a responsive website to the adoption of a new (dialogic) posture in relation to the customer/ client, represent important steps. An initial reflection around the potential and challenges of communication – through mobile technologies – between an organization and its target audience can be developed through the analysis of strategies of approaching the customer, such as a promotional email or SMS. Usu- ally, in the content of such messages, there is always a link to the brand’s website or even the telephone of the company. That way, if that offer calls the customer’s attention, he/she will look for ways to get in touch with the company, either by clicking on a link (to get more information or starting the process of purchase) or through a phone number. However, in the first case, a lot of times the customer gets frustrated because the website was not developed for the mobile environment, making it hard or even impossible to browse remotely. Something even more common usually happens: the contact information is in an image format and it does not allow the user to click and start a call/interaction. Therefore, in this context, it is necessary to have in mind that, the same way it happens on the web, in the mobile media, the mean where companies advertise is the same place where the customer can initiate (and even conclude) the process of acquisition of a certain service or product. It is important to highlight that, in the case of cell phones, the presence or acceptance of the strategic communication did not happen (and still doesn't happen) in an easy way. Many people do not feel comfortable to receive messages with advertisement on their devices, for example. Research shows that the “indiscriminate” use of SMS as tool to propagate sales and offers cause a certain discomfort and even rejection to this form of communication (KATZ; AAKHUS, 2002; LING, 2008).

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This perception can be explained by the fact of that the interactions through SMS (as well as calls) are part of a universe of connections that are established, most of the time, between people with strong connections in the network of the subjects. It is a territory of personal interactions. Thus, when someone receives a message, there is a big expectation around the importance of that message by the subject who is receiving it. Therefore, there is some frustration when the content is a 'once-in-a-lifetime sale’ or a reminder of a bill. So, before the consolidation of the Internet in cell phones and, therefore, the presence of different informational and communicational flows in these devices, the communication between organizations and end customers happened from the logic of the “marketing of permission”. It was necessary an authorization of the user to send offers through SMS or MMS. However, to minimize the negative effect of the rejection, it was also necessary (and still it is) to be attentive for the individualization of offers. The more personalized, the bigger the possibility of these messages to be perceived as services of valuable information, as opposed to be considered annoying and disturbing messages with no relation to the customer (BARNES; SCORNAVACCA, 2004). In face of the potential of this media in establishing a bidirectional flow of communication, many brands adopt, as a strategy of individualization of offers, a speech that simulates an “one on one” dialogue between the organization and consumer. However, such interaction can reveal itself as being very fragile and innocuous, since many times, even though it may seem individualized, the message is set to be a communication one for all. Another characteristic element of the mobile media and that is presented as an important factor for the communication between organizations and customers is the relation of these technologies with the place. In this case, services of geomapping allow the creation of messages/interactions specific to the environment where the subject is located.

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Many times, due to technical restrictions and others linked to the preservation of privacy, it is necessary for the user to insert certain co- ARTICLE ordinates (through a number – large account – sent via SMS, QR code or bluetooth activation) in the system, so that he/she can finally access offers or services thought for that specific context. About this last aspect, it is important to remember that not only the brands can use this type of function, but also the customer can bene- fit from it. To be able to access information on products and services within the point of sale, for example, is something that allows the customer to perform a more conscious purchase. Mobile technologies, in these contexts, are used to consult detailed information on products, prices and offers, interfering on the negotiation process. Another important aspect to be highlighted regarding strategical communication in mobile media refers to the capacity of a certain advertisement or campaign to be retransmitted by the consumer to its network of contacts. Called viral marketing or buzz marketing, the “word of mouth” through information and communication technologies gains a new dimension. To a large extent of the informational flows that transit and are accessed by the Internet - either by computer, smartphones and/or tablets -, the logic of intervention and manipulation of the message is perceived. The subjects are stimulated to give their contribution to the communicational process through production and/or recycling contents of a diverse nature, promoting their dissemination. Such behavior, in the field of marketing, for example, creates a special interest for the fact that a message sent by someone who keeps a close relation to the customer has more possibilities of being well received than a message sent by third parties - in this in case advertiser/companies (BAUER et al., 2005). From the point of view of the customer, with regards to the use of mobile media to establish communicational exchange towards the acquisition of services and products and/or interaction with the organizations, it is important to highlight the expansion of the capacity of action.

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The presence of brands/organizations in social media, in which a great part of the contemporary informational flow circulates, although invasive, operates inside a logic of the two-way street, talked about by Bruno (2013): to see and be seen. So, at the same time the presence of these organizations in these circles allows the brand to obtain precious information related to customer’s behavior, habits and preferences, they also are exposed and target of criticism from the customers when those are not satisfied with the services/products offered/acquired.

In the society of mediatized ambiance, the proposition of the institution can be modified by the subjects. The emergency of new spaces of interaction, especially in the Internet, extends the possibilities of reply and the interpretation of these subjects that have the condition to build their own spaces of performance and, that way, to put in question issues of their interest (BARICHELLO, 2008, p. 244).

In this sense, we can affirm that such actions are inserted in a wide context of management of relationships of the organization with social actors. It is not only about the promotion of an offer/service, but also about the complex production of senses due to the relationship between organization and society.

Final considerations To approach and reflect on the relation between the audience and organizations imply to think about the perspective of the mediatization along with the studies of organizational communication. Organizations are increasingly more "sensitive" to the end customer's behavior - and go to him through numerous techniques. Many researches are made with the intention of empowering industries and markets. So, their reflexive potential is decreased by the guidelines of development of products/ services and by the logic of market/capital. That is, a critical outlook to this uses and consumptions is not developed.

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In this sense, it is necessary to ask something about the relations under the cultural, economic, politic and social point of view. What is the path ARTICLE that has been taken by the organizational communication processes? What clues do they bring us about emerging ways of interaction and relation between audiences and organizations? There are still important issues about surveillance and control, that are presented, sometimes, in well intentioned ways – to know more about the customer, to present the best offer, to narrow the communication between organizations and target audiences - but also talked about strategic interests linked to big corporations or even to the government. The analysis of phenomena based on the interaction between subjects and organizations, in view of mobile communication on the web - and the possibilities that it offers for the exchange of information, the publication of opinions and the creation of new channels of interaction -, is essential to the understanding of organizations and their communicational processes in the 21st century.

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BRUNO, F. Máquinas de ver, modos de ser: vigilância, tecnologia e subjetividade. Porto Alegre: Sulina, 2013. DANTAS, M. A lógica do capital-informação: a fragmentação dos monopólios e a monopolização dos fragmentos num mundo de comunicações globais. 2. ed. Rio de Janeiro: Contraponto, 2002. 268p. ELLIOTT A.; URRY J. Mobile Lives. Londres: Routledge, 2010. FAUSTO NETO, A. As bordas da circulação. Revista Alceu, v. 10, n. 20, jan.-jun. 2010. ______. Fragmentos de uma “analítica” da midiatização. Revista MATRIZes, n. 2, abr. 2008. ______. Midiatização, prática social-prática de sentido. In: SEMINÁRIO SOBRE MI- DIATIZAÇÃO, Rede Prosul. Anais... São Leopoldo: Unisinos, 2006. KATZ, J. E.; AAKHUS, M. (Orgs.). Perpetual Contact: Mobile Communication, Private Talk, Public Performance. Nova York: Cambridge University Press, 2002. LEMOS, A. Cibercultura Remix. In: SEMINÁRIO SENTIDOS E PROCESSOS. Anais... São Paulo: Itaú Cultural, ago. 2005. Disponível em: http://www.facom.ufba.br/ ciberpesquisa/andrelemos/cibercultura%20remix.pdf. Acesso em: 5 fev. 2011. LING, R. New Tech, New Ties. Cambridge: MIT Press, 2008. 240p. ______. The Mediation of Ritual Interaction via the Mobile Telephony. In: KATZ, J. E. (Org.). Handbook of Mobile Communication Studies. Cambridge: MIT Press, 2008. p. 165-176. MAFFESOLI, M. Sobre o nomadismo: vagabundagens pós-modernas. Rio de Janeiro: Record, 2001. MANOVICH, L. The poetics of augmented space. Visual Communication, v. 5 n. 2, p. 219-240, jun. 2006. OLIVEIRA, I. L.; PAULA M. A.; MARCHIORI, M. Um giro na concepção de es- tratégias comunicacionais: dimensão relacional. In: ENCONTRO DO FÓRUM IBERO-AMERICANO DE ESTRATÉGIAS DE COMUNICAÇÃO. Anais... Repúbli- ca Dominicana, 2012. Disponível em: http://www.uel.br/grupoestudo/gecorp/images/ fisec_2012_painel_texto_final_130712.pdf. Acesso em: 10 nov. 2013. SANTAELLA, L. Linguagens líquidas na era da mobilidade. São Paulo: Paulus, 2007. SILVERSTONE, R. Por que estudar a mídia? São Paulo: Loyola, 2002. SODRÉ, M. Antropológica do Espelho. Por uma teoria da comunicação linear e em rede. Petrópolis: Vozes, 2002. URRY, J. Mobilities. Londres: Routledge, 2007.

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About the authors

Camila Maciel Campolina Alves Mantovani - Professor of the Department ARTICLE of Social Communication of UFMG. Graduated journalist (UFMG/2002) and doctor in Information Sciences at the Federal University of Minas Ge- rais (UFMG/2011), with research on Narratives of mobility: communication, culture and production in informational spaces. Her fields of study comprise: Mediatization, informational mobility, organizational communication, us- ability studies, information architecture, informational culture, consumption studies (applied research) in digital environments.

Maria Aparecida Moura – Full professor at the Federal University of Minas Gerais. Graduated in Library Science at the Federal University of Minas Gerais (1993), master in Education at the Federal University of Minas Gerais (1996), doctor in Communication and Semiotics at PUC-SP (2002) and postdoctoral in Cognitive Semiotics and New Media at the Maison de Sciences of l'Homme (2006-2007). She coordinates the Center of Studies for Mediation and Social uses of knowledge and Information in Digital Environments (Nemusad – Nú- cleo de Estudos das Mediações e Usos Sociais dos Saberes e Informações em Ambientes Digitais). She is a professor in the PPGCOM/UFMG and a permanent member of the PPGCI/UFMG. She has experience in the area of Science of the Information, Communication and Education, with emphasis in information technologies.

Date of submission: 06/21/2016 Date of acceptance: 01/31/2017

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1 A partir da premissa da importância da confiança nas relações A partir da premissa da importância Starting from the premise of the importance of trust in economic Starting from the premise of the importance Universidade Federal do Maranhão. Maranhão, MA, Brasil. E-mail: [email protected] Universidade do Estado do Rio de Janeiro. Rio de Janeiro, RJ, Brasil. E-mail: goncalvesfernan- Universidade Federal do Rio de Janeiro. Rio de Janeiro, RJ, Brasil. E-mail: [email protected] and consumer relations, this study reflects about the process of building trust and consumer relations, this study reflects Such in the field of hospitality. in relations of consumption that are developed that allow any Airbnb and Couchsurfing reflection is based on the web platforms person to host strangers or to be hosted by strangers own houses (with in their by indicating consumer us of practice interest kind This or without payment). seem to overstep buy-and-sell experiences and show the ordinary relations which this paper intends to analyze. constructions formation of other social bonds whose consumer; trust; Airbnb; Couchsurfing. Keywords: econômicas e de consumo, este artigo se dedica a refletir sobre os processos de processos os sobre refletir a dedica se artigo este consumo, de e econômicas se dão no campo da hospita- consumo que construção da confiança em relações de Airbnb e do Couchsurfing, reflexão é feita a partir das experiências do lidade. Tal permitem receber estranhos em casa ou se hospedar na casa de plataformas que ou não por isso. Essas práticas vão nos interessar por desconhecidos pagando Viviane Marinho Fernandes Viviane Fernando do Nascimento Gonçalves Fernando 1 2 3 [email protected] Resumo: Resumo: Abstract: Ramon Bezerra Costa The construction of trust hospitality in experiences Internet:the Couchsurfing by mediated of cases the and Airbnb de experiências A construção confiança em da hospitalidade internet: mediadas pela os casos do Airbnb e do Couchsurfing comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/abr. 2017 jan/abr. 66-87, n. p. 39, 14, v. comun. são paulo, consumo, mídia Doi 10.18568/cmc.v14i39.1180

ARTICLE Palavras-chave: consumo;confiança;Airbnb;Couchsurfing. construção otextopretendeanalisar. de compraevendaevidenciaraformaçãooutrostiposlaçossociais,cuja indicarem relaçõesdeconsumoque parecemextrapolarasexperiênciasordinárias comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 ramon bezerra|vivianemarinhofernandodonascimento 67

ARTIGO (NEI- 6 5 These statistical im- constructions become 4 the construction of trust in hospitality of trust the construction The indexes of trust are built by different institutions and are related institutions and are related are built by different The indexes of trust The interesting fact in the construction of these indexes, that we seek The interesting fact in the construction Restricted to the Brazilian landscape, some trust indicators: the Índice de Confiança da Indústria the Índice indicators: Restricted to the Brazilian landscape, some trust - quanti layers of Society, created by Ibope, measures trust in different Trust, The Index of Social and in economy and/or in charge of diagnosing This expression refers to professionals specialized portantto try to and trends for search to context, the evaluate to signals the statistics said (1995), As Porter in the economy. foresee future events re- a close producing of public knowledge, are linked to the constitution action, a relation that leads to and public numbers lation between social measurements and indexes. of standardized the creation and disclosure to the method- according and are distinguished applications to different it ology developed and the statistic. Usually, calculus that were made the future trust regarding and businessmen’s measures the consumer’s in institutions, trust measures people's but also activities, of economic political par- the government and trust regarding brands, the citizen's groups (such as social trust regarding ties or even the degree of people’s and neighbors). friends, family comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 4 for Services, (Index of trust for the Industry and Index of Trust de Confiança de Serviços e o Índice of the , (Index of Trust de Confiança do Empresário do Comércio measured by FGV); the Índice de Confian- Business Owner, measured by the National Institution of Commerce); and the Índice of the Consumer, measured by Exame magazine). (Index of Trust ça do Consumidor 5 Society. fying trust in institutions of the public and private sphere, as well as the civil 6 investors, government officials. system: PhDs, journalists, and financial operating the economic About the issue of trustAbout the a fundamental seems to be and consumption on economic issue Trust (FU- studies Its importancerelations. different be evidenced by can 1991; SIMMEL, 2004; 1996; FINURAS, 2013; GIDDENS, KUYAMA, indexes for interest increasing the by and others) among 2012, ZAK, that measure it statistically. 68 to highlight in this paper, is the understanding of trust as a measurable a as trust of understanding the is paper, this in highlight to that measure the degree of people's variable. It is not rare that indicators trust in certainor payment of situations (such as the job maintenance - insti debts) and in certain financial institutions (such as companies, followed presented in the media tutions or even the government) are developed by “economy specialists” by analyses and predictions

ARTIGO risks andalsoaboutsomeguaranties. conscious actofbelievinginsomethingknowing aboutthesituationsof perts”. Faced withthis,trust,according toGiddens(1991),worksasa knowledge aboutthefunctioning ofthesesystemsareinpower of“ex- and minimize therisks;eveniftheserisksdonotceasetoexistand deposit cashonabank,wetrustdynamics thatorganize theseactions look attrustinrelationtorisk.For example,whenweenteraplaneor society (SIMMEL,2004,p.191).AnthonyGiddens(1992)invitesusto as asignificant element insocial relations. future decisions. To callattentionto thisfactistoputintoevidencetrust of behavior,toforeseeactions from different agents,correlatingtrustand Thus, whenmonitoring thesemeasurements,weseektoidentifytypes behaviorsvaryaccordingcertain tothedegree(highorlow) oftrust. specialists fromdifferent areas,whattheseindexestendtorevealisthat social elementcapable ofinfluencing actions.Producedandstudied by oftrustasatechnical and surements, buttoemphasizetheimportance confront thelegitimacyoftheseindicators andtheefficacyoftheir mea- manifested throughan unit thatdimensions itandallows comparisons. seems togainprecision and,whenmeasured,itgetsstandardizedand itselffromitspersonalandintimateaspect.Fromtance thenumber, trust a scaleortransformedintonumber, gains uniformity andapparentlydis - societies toconceive reality(CROSBY, 1999).Trust, whenassociated to methodologic approach, it getsadjustedtothemodeprivilegedbyour indexes, trustgainsvisibilityandthat,whenitisconceived througha they are monitored, as well as their effects. We notice that, from the about how theconstructionofthesemeasurementsisdeveloped,how in whichwecanperceive thesenumbers, itseemedappropriatetoask BURG, 2010,p.3).However, ifwedistanceourselvesfromthenaturality comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 Trust betweenpeopleisaprimordial elementfortheintegrationof When weaskourselves about thesetrust indexes, theideaisnotto ramon bezerra|vivianemarinhofernandodonascimento 69

ARTIGO , 2016. th 7 the construction of trust in hospitality of trust the construction This type of company and business model, although it is recent, This type of company and business Trust is, thus, present in daily activities, whether it is the purchase whether it in daily activities, is, thus, present Trust we we usually purchase and the services beyond the brands However, a service of house exchange. One example of that is HomeExchange, The website HomeExchange.com started to work on several countries, counting with a global comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 7 in portuguese version, TrocaCasa.com, team of approximately 50 people. They launched their Accessed in: April 12 at: https://www.trocacasa.com/pt/. 2006. Available 70 have been growing and shows significant numbers. Perhaps the most Perhaps numbers. significant and shows have been growing you to rent, expressive one is Airbnb.com, created in 2008 and allows per season, apartments and houses (or just rooms), besides having more of milk of a certain brand, believing in the quality of that product, or of that product, of a certainof milk in the quality brand, believing drive their people will not believe that other drive our car and when we always establish- relation social We us on purpose. towards automobile the other person. trust and we forge a conviction on ships that demand convince ourselves that is safe and we suspend our skepticism Usually, to establish often times, is supported by a relationship. This conviction, this feeling. but those reasons do not fully explain personal reasons, consumption expe- to notice the emergency of usually use, it is curious used to giving. We to demand more trust than we are riences that seem talk by internet platforms that allow it thinking of a market formed about them, paying or not for that activity, travelers to find hosts able to receive one room –activities happening and offering the whole house or just between total strangers. that the travelers through letters, When launched, in 1992, it allowed, to booking rooms in hotels, lodgings. Thought as an alternative swapped trips) (mainly for family it proposed to reduce costs of accommodation of places from a local perspective. With and to enable the discovery to a model closer to migrated the creation of the Internet, the service would disclose an online platform, members networks. From the social and become, at the same time, hosts and guests. It works houses their host stays house while their at like this: A person is hosted at someone’s Other platforms offer is not so unique: This idea, however, house. their Love- Roomorama.com, GuestToGuest.com, such as services, similar HomeSwap.co and Knok.com.

ARTIGO your personal objects, livewithyou and your family and sleep inthe atyour house,use trusting oneanothertothe point oflettingthem stay for investing or consuming, but also a predisposition of interacting and ing, seemtosuggesttheexistenceofmorethana simple disposition of thesebusinessmodels.Trust, inplatformsasAirbnbandCouchsurf- measure therelationbetweenpeople,butcondition ofpossibility elementintheseexperiences. -,trust appearsasafundamental the rental make newfriends,culturalexchangeortheextramoney coming from of thereasonspresentedbythesepeopletoactthat way -thedesireto the point they host them in their house,being presentor not. Regardless US, 2016). approximately 12 million people inover 200 thousand cities (ABOUT ing toinformationdisclosed bythecompany, their websitegathers that canexistfrom an interactionamongstrangers. Currently, accord- charge fromitsusersand,mainly, being focusedonculturalexchange forms, whosepeculiarityliesinnotperforming anytypeofmonetary before Airbnb.com,isoneofthefirstsandmostexpressivehostingplat- value ofapproximatelyUS$25billion(BORNELI,2015). totheguests’payments.Currently,centage thecompanyhasmarket payment received by thehostisdeductedanditaddedanotherper- ofthe nue overeachtransaction.Apercentage comesfromthetaxes 67% inrelationto2015(INFOMONEY, 2016).Thecompanyreve- 70 thousand accommodations registered in the platform – a growth of 60 million people(ABOUT US,2016).OnlyinBrazil,thereareover accommodations inmorethan34thousandcities usedbymorethan ranging fromcostinglessthanahosteltomoreluxuryhotel. erything withpricesasdiverse asthepossibilitiesofaccommodation, singular options,suchascastles,caves, igloos, treehousesandboats.Ev- comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 Trust, in these cases, is not only an index adopted by the market to It isinterestingthefactthatsomanypeoplearetrustingstrangersto Couchsurfing.com, ontheotherhand,createdin2004,fouryears Airbnb hasofficesinmanycities intheworldtomanagemillions of ramon bezerra|vivianemarinhofernandodonascimento 71

ARTIGO century, talked about the difficulty of individuals to adapt the inten- to adapt the of individuals talkedcentury, about the difficulty the construction of trust in hospitality of trust the construction In this context, we go back to the initial question about the con- about the question to the initial we go back In this context, th sification of nerve stimuli and interactions which they are exposed to. and interactions which they are exposed to. sification of nerve stimuli would be marked by more habitual in- the author, life in a small city For teractions, in which people could establish and construct deeper bonds In opposition to this model, life in a relationships based on the feeling. inter- would be marked by the gathering of people with different big city and by ests, by a nervous agitation,stimuli an ambience of contrasting change their that the individual that way, demanding, changes, frequent to it would be necessary lifestyle: instead of keeping solid relationships, relationships. After all, as Simmel (2005, p. 582) forge more superficial it would not be possible to establishclarifies, in an amplified circle, it would not be possible deeper relationships with all the individuals; the with city big from the of stimuli number massive the respond to to The subject living in the life. same behavior that leads the small city he would not react metropolis would interact in a more impersonal way, The subject would have a with the soul anymore, but with the mind. posture of reservation to achieve a distance from things and people. comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Consumption, hospitality and privacy of the metropolis at the beginning Simmel (2005), when analyzing the 20 struction of trust that needs to be delimited. Thus, the issue which the issue which Thus, to be delimited. of trust that needs struction demanded or constructed trust the about is here deal to going are we field of hospitality that are made in the in consumption experiences the proposal of this article is That way, platforms. through the cited As it trust is built on Airbnb and on Couchsurfing. to analyze the way processes different these platforms are supported in will be presented, of trust to create other relationships of construction and mechanisms the most by being had been chosen Such initiatives between consumers. model. expressive of this business next room as if they were acquainted to you. What is this relationship you. What is this to acquainted as if they were next room it is developed? and how 72

ARTIGO to buildandmeasuretrust inotherways? which therelationsofconsumption thatinvolvetrustandintimacyseem text ofexperiencescompanies suchasAirbnb andCouchsurfing,in the transactionsweperform.However, whatimplytotrustinthecon- createsenseonpapersandallow ustohaveguaranteein such asstamps strangers inoursociety. officesandobjects Institutionssuchasnotary's and areusedtocontractualmechanisms thatregulatetrustamong many timesbycoercive means”(FUKUYAMA, 1996,p.43).We know tions, thathavetobenegotiated,agreed,organized andputintopractice another willendupcooperatingonlyinasystemof rulesandregula- inforces thisideawhenhesaidthat“[…]People whodonottrustone constructing trustbetweenstrangers. the need for contracts and institutions that can produce guarantees, i. e., of modernity. Inthemidst ofthegreatdiversity ofthebigcity emerged involvedwiththeinstitutions losopher, saidthattrustisfundamentally Anthony Giddens(1991),that,following thepathofGermanphi- (SIMMEL, 2005,p.579).ThisanalysisfromSimmelwasreinforced by and tosearchan"objectivityinthetreatmentofpeoplethings" of transforming these relations into more precise, safer relationships, face theconditions imposedbythebig city, itwasnecessarytofindways the otherhand,wasmarkedbyindifference andstrangeness.Inorderto with the other, on tions, at that moment, became wider, the contact limited tofamily groupsorcircle ofacquaintances.However, ifrela- lishing relationshipsthatarenolongerrestrictedgeographicallyor recognize oneanother. evidence thedistancebetweenpeople-theseagentswouldnolonger producer-consumer relationshipwouldbeanexampleinwhich the most superficialomy facilitated relationships among people. The econ- focus ofSimmel'sattention.Theauthorarguesthatthemonetary life atthemetropolis,economic relationsthatweredevelopedthe comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 Francis Fukuyama (1996),North-Americanpoliticaleconomist, re- - The bigcity livedand describedbySimmelpresentspeopleestab Paying ofsubjectsto attentiontothephenomenonofadaptation ramon bezerra|vivianemarinhofernandodonascimento 73

ARTIGO the construction of trust in hospitality of trust the construction For many people, to rent a house per season or to receive a distant season or to receive to rent a house per many people, For start presents as a global community Let’s by Couchsurfing (CS), that market for people Airbnb defines itself as a “trustworthy community comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 74 relative or a friend of a friend to spend a few days at their house is not house is days at their to spend a few a friend of a friend relative or well do, as Airbnb and Couchsurfing what However, new. something customs, these widen and systematize to is initiatives, similar other as practices, to the people connect through hosting enabling that more certain of transforming experiences in profitablepoint business mod- it created by Airbnb and Couchsurfing, mechanisms els. Through the the contemplating (or to offer for free) a property, is possible to rent the living room, re- one room or only a mattress in entire house, but also the residence along with the guest/customer, in these cases, in maining, the initiatives, even the routine of the house. In these sharing spaces and functions by a platform that also or not) are organized transactions (paid of the available spaces, responsible also for creating as a “showcase” at constructing and measuring trust so that complete strategies aiming This or be a guest with the other. strangers feel safe enough to receive is our focus in this paper: to understand trust is pro- how last dimension one who asks for accommodation. duced in the person who hosts or the lives in a profound and meaningful of travelers willing to "share their “to make the world a better place way” and who say to have as a mission (ABOUT US, 2016). On from trips that enrich human connections” 2016) that guide CS presents five values (OUR VALUES, website, their this platform: “Share your life”, that the experiences developed through objects; “create connections”, be- is, share your time, your house, your cause they understand strengthen that accepting the good from strangers better people; “Offer kindness”, the faith on the other and helps creating “stay for the different; appreciation which include respect, tolerance and from the other person and learning curious”, that is, keep the desire of that people it”, a posture than you found “leave it better world; their house. your host’s and with relationships with the world, with have must to post, find and book accommodations” (ABOUT US, 2016), works

ARTIGO profile alsoshows how theroom inwhichtheguestisgoing tosleepis "yes", "no" and "maybe") and if the host "accept children or pets". The must beif"thecouchisavailabletoreceive people"(itispossibletosay . comfortable is tooffera“couch”,evenifmosthostsbedor somethingmore tural exchangewiththeother,somuch sothattheideaofwebsite evaluation orthecomfortofplace,butin experience ofcul- of theproperty, onlypicturesoftheperson.Thefocusisnotinspace search forcity bringsthehostsofthatlocalityandtherearenopictures with thepriceofratethatplace.Incontrast,onCS, theresultof dence andinthebottomrightcorner,asmallpictureofhost,along the property, notthehost.Thereisabig pictureofaroomtheresi- when youlookforaplace to stay,theresultofsearchhighlights find theavailableoptions.Itisinterestingtonoticethat,onAirbnb, tination, thedatesofarrivalanddeparturenumber ofgueststo net, breakfast,TV, kitchenetc. to describeextraservicesthatcanbeofferedtheguests,suchasInter- this sort;inaddition topostingpictures of therooms.Itisalsonecessary intheregion,amongotherinformationof and thepublictransportation there,ifthereisagarage,how istheneighborhoodmany peoplecanstay 8 to behosts their specifics according totheir focus.OnAirbnb,forthosewhowant buteachoneoftheplatformshave worked andapersonalpresentation; email, photo,city, languagestheyspeak,wherestudied and/or register andcreateaprofilewithgeneralinformation,suchas:name, are usingtheservice(THEWORLDISYOURHOUSE,2016). members feel“welcome”and“safe”inanyplaceoftheworldsincethey which itpresents:tobuilda“feelingofbelonging”andmakethe with theslogan“makeyourselfathome”,whichcategorizesmission comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 It ispossibletoregisterbeonlyahost, aguestorboth. Beyond the information previously quoted, onthe CS profile there atAirbnbmustWhoever lookforaplacetostay writedown thedes- On bothplatforms,inordertobeaguestorhost,itisnecessary 8 , it is necessary to describe in detail theplaceoffered:how , itisnecessarytodescribeindetail ramon bezerra|vivianemarinhofernandodonascimento 75

ARTIGO the construction of trust in hospitality of trust the construction From what was exposed above and from interviews with Airbnb and and from interviews with Airbnb and what was exposed above From comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, With the popularity of the internet in the 90’s, we were gradually learn- in the 90’s, With the popularity of the internet new ways of trusting strangers ing about this environment and creating believed that digital network. We from the connections offered by the the people whom we interact were real; we shopped in online stores card information trusting it would not be disclosed; and gave our credit but also from strangers at Mer- we bought not only on stores we know, the forms of connection between strangers cado Livre or eBay; today, Construction of trust Airbnb and on Couchsurfing on Couchsurfing users and the participant observation made by one of the Couchsurfing users and the participant be- relationship in the trust that to suggest it seems possible authors, synonyms: from one of their tween host and guest can be understood at least reputation, believes in the other’s suspending, One the credit. uncertainties the the relation- of in the success partially, and believing expectationship. One trusts the other with the experience is that the the hosts and guests, generate pro- successful. The descriptions made by by the websites, enable choosing who to interact with, files disclosed curiosity be- or even sympathy, provoke feelings such as recognition, produce connection and help in the tween the users and, in that sense, process of constructing trust. (mattress, bed, couch, individual or shared room, living room) and if room, living or shared bed, couch, individual (mattress, informa- among other women or men, preference for hosting there is a try that questions answers for profile also require sort. CS’s tion of this looking for a place the guest, when lifestyle so that the person's to show and feel comfort- somebody they can connect to to stay, can choose profile read the traveler’s well as the host, who must able meeting, as not. The questions they want to host this person or and choose whether on CS”, “experiences on participate do you in life”, “how are: “mission movies, books”, “types of people “music, CS”, “interests”, “philosophy”, thing I’ve seen or done”, share”, “an incredible I like”, “teach learn, about CS". “opinion 76

ARTIGO from oneplacetoanotherwithsomebody thatwilltraveltoplaceanyway. 11 forsomeone’sor exchangearestaurant house. 10 costs ornot,afterpreviousregistration. 9 increased: We arehitchhiking comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 reading their profileonCSorAirbnbandperceiving thattheperson themselves intheotherperson”,tofeelempathyand trustsomeoneby can assume, for example, that would be possible for somebody to “see trust onAirbnbandCSinabiologicdeterminism point ofview, we has thefunctionofpromotingtrustamongstindividuals. with economy, empathywouldproducethehormoneoxytocin, which Paul J.Zak(2012),developedinthe field ofneurobiologyinitsinterface even physically, apredisposition oftrust.According totheresearchby are peoplewhodefendthatempathywouldbecapableofproducing, the otherwouldfeelandplaceoneselfinofother. There in this process is empathy,portant psychological capacity to feel what the constructionoftrust.Anotherelementthatalsoseemstobeim- rolein can beinvented,however, yet, theyseemtohaveanimportant descriptionsofthemselves.Obviously,and detailed suchinformation people whohaveacompleteprofile,withtheir realname,clearpictures of couchsurfers.For example:Itisadvisedtointeract,preferably, with and guest,butitoffersmanytipsthattrytocontributewiththesafety ness. CSisnotresponsibleforanysituationthatoccurbetweenhost canmeangreatertrustworthi- platforms, butabiggeramountofdata Let’s seeeachoneofthem. hosts protectedbyinsurance(Airbnb)and24hoursservice(Airbnb). references (both);verificationoftheidentityvouchers(CS); information (both); message exchange between host and guest(both); anteeing, thus,their businessmodel,are many:profilewithpersonal on Airbnb and on Couchsurfing, the strategies used to build trust, guar- attheir house.Aswepreviouslyindicated,sides, ofcourse,staying both Platforms such as blablacar.com and caronetas.com.br allowsPlatforms suchasblablacar.com youtoofferandgetrides,sharing andcaronetas.com.br Platforms suchasnimber.com andmeemeep.comconnectpeople thatneedtosendsomething Websites suchaseatwith.comandmealsharing.comallows youtoreceive strangersforameal Far fromthinkingofZak’s studies andtheformsofconstitution It is not necessary to fill in all the asked information in none of the ramon bezerra|vivianemarinhofernandodonascimento 77 9 , sharingmeals 10 andsending mail 11 , be-

ARTIGO the construction of trust in hospitality of trust the construction - plat both in host, a or guest a being before mentioned, previously As write a reference the guest must After each stay, both the host and It is important visible to to notice that the exchanged references are comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, forms, it is possible to exchange messages to, for example, request more request to exchange messages to, for example, forms, it is possible detailsmore about the doubts, organize information, solve know and out by pointed exchange of information is usually other person. This trust, that also seem to work of building as another strategy companies - show of capable through information empathy of the construction from or guest in which the other would ing some characteristic of the host themselves in. recognize the experience through a small note about the other, that is, to evaluate of the evaluated and cannot be text that will be exposed on the profile usually talk the physical space about either altered or erased. People per- other the with was experience the how about or Airbnb) of case (in to notice the friendly tone of son (on both platforms). It is interesting met to exchange keys, as it can references, even with people that only mean that more people had stayedhappen on Airbnb. More references in many places. already received in that place or that that person were better constructed reputationThe more positive references, the and, That is, with each indication therefore, the greater the trustworthiness. to or Couchsurfing couch on a to get easier is positive mentions, it with rent a place on Airbnb. all the users of these platforms. This ample visibility of the references restricted to the guests that the evaluation process do not get allows interpretations. and hosts, but is available to all, open to different Once the references cannot be anonymous, we can notice that not only the likes the same movies, read similar books and described themselves us- themselves described and books similar read movies, same the likes the Couch In general, to your own. similar and elements ing arguments - how than Airbnb’s, personal information gathers more Surfing profile hosts and between the message exchange common that in ever, it is profiles, which allows media social links from their guests they exchange to according less or more trusting other, each about more know to them the empathy built. 78

ARTIGO (or credit) for newuses. ofagoodevaluationand,consequently,tainment thewidening oftrust fortheat- willbefundamental or guest.Thesocial relationestablished andrelatedtotheconditionto thefulfillmentofexpectations ofthehost connected insidetheplatformistotally teractions. Theuserreputation “credit” received due to a good behavior, that will be used in future in- most ofthetime,generatesagoodevaluation.Such evaluation islikea not onlyguaranteesagoodexperiencewiththeother person,butalso, ofplayingyourrolewell sharing freelytheservices.Theimportance verify thatitisnecessarytoberecognized asagoodguestorhosttokeep the functioning ofplatforms we study. Inthecase we areanalyzing, fortheorganization andmaintenanceof importance has afundamental The principle ofreciprocity, byPolanyi writteningreatdetail (2000), monies, weverifythe rolewhichreciprocity haswithintheseplatforms. product, butyouarenotsureif,infact,theytellingthetruth. online storeandyoureadthecommentsofpeoplewhoalreadygot strange hadtosayaboutthem.Itisasifwhenyoubuyaproductonan only theguestorhost,buttheyalsobelieveinwhatpeopleequally presses alittlebitaboutyourself. thatthewayyouspeakaboutotheralsoex- logic, weunderstand the referencesyoureceive remainvisibleonyourprofile;withinthis confronting them.InthecaseofCS,bothreferencesyougaveand find different ways of interpreting them, putting them in relation and available informationintheprofileoftheseplatformsallow theusersto other person,showing thatperhaps youarenotagoodguest.Thesetof seemed tolike,thatmight suggestthattheproblemisyouandnot evaluation inanegativeway, criticizing somethingthateveryoneelse already 30positivereferencesand,aftertheexperience,describeyour trust. For example,ifyouareaguestinhouseofpersonthathas received evaluations but also the given ones have a role on building comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 When we reflect about the importance ofthesecommentsortesti- When wereflectabouttheimportance It isinterestingtonoticethat,intheseexperiences,peopletrustnot ramon bezerra|vivianemarinhofernandodonascimento 79

ARTIGO the construction of trust in hospitality of trust the construction One of the factors that favor the reciprocity on Airbnb and on CS on Airbnb and the reciprocity factors that favor One of the of construction the mechanisms When we run over the description of guests and hosts On Airbnb, the account verification is different: comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 80 is the symmetry of the relationships. As Polanyi (2000, p. 68) already (2000, p. 68) already As Polanyi of the relationships. is the symmetry principles, socioeconomic some described he when out pointed had is greatly facilitated- pattern of symme the institutional by “reciprocity in the relationship on Airbnb, there is a symmetry try". Both on CS and each other for a host that makes them depend on between guest and in sharing the successful to keep being consequently, good review and, reasons that lead the platforms. Regardless of the services offered by they are and CS, to choose this type of experience, people to use Airbnb functioning mode of such and – of reciprocity principle to the subject Giving actions not be isolated. the participants of the platform makes the same importance.- Know that acquire are behaviors and receiving it well—are virtues, are highly – and doing give and receive to ing how be a good host or a we observed. To valued behaviors on the dynamics that both share the established rules of good living good guest requires the effort of -, beyond demanding or explicit – whether they are implicit the guests, the case of of them. In is expected to fulfill what both parts care with the house, the respect for we can, for example, think about the kindness. In the case of the host, the reception, the safety the neighbors, scheduled. and the observance of dates and hours of trust, it is important it is possible to emphasize that, in both platforms, On CS, for that verification, it is charged to verify the identity of the user. tax:optional an the that reassured is the company payment, Through Indeed, this strategy can contribute name and house address are real. not appear to be one of the most in the construction of trust, but it does important of users that are registered, strategies, since, from the millions users, active very are there - account verified a has million one than less have a verified account. with over 100 references, that do not or Gmail and as Facebook accounts in platforms such connect their license or digitalize some identification document, such as the driver’s passport, and they are not charged because of it. All the information are

ARTIGO tation meetingswithnewhostsand24-hour servicestotheusers. tation Airbnb hasotherstrategies tofollow andguidetheir users,suchasorien- serious situations,suchaspossiblefire. deposit toeachreservation.Thatway, this“hostwarranty"onlycovers ple lossesordamages(asabrokenwindow), hostscancreateasafety objects suchasjewelryandworksofartarekeptinsafes; regarding sim- sponsibility andcommonorsharedareas.Thecompany suggeststhat does nothappen,theycanusethewarranty. theguesttosolveproblem;incasethat is thatthehostfirstcontacts broken glassisimmediately replacedby theguest.Thus,Airbnb’s idea cause damages that are not solved directly by themselves. In general, a ever, Airbnbpoints out thatitisonlyvalidincaseswheretheguests damage. Anyreservationmadebythewebsitehasthisguarantee.How - promises thereimbursement ofuptoR$3million incaseofproperty is absent.Thinkingaboutthis,Airbnboffersa“hostwarranty”,that the damages that can be causedby him/her, especially when the host get “couches”. it is possible to travel and However, even without having this “stamp”, symbol oftrustworthinessseemtobethemostdesiredplatform. vouchers cancontemplateotherusers.Perhaps duetoitsscarcity, this “it is safe to surf in this couch”. But only the user who received three a species ofsymbol trustworthinessaddedtotheprofilethatmeans reminds theverification, butitistheuser’sresponsibility:vouchers, total upgrades hislevelsandincreasetrustworthiness. profile inasocial networkordocumentsforverification,hegradually an email(thatwouldbethefirstlevel);insofarasuserofferstheir levels, oncethatwhatismandatorytoopenanaccountregister kept in secrecy. In this platform, it is possible to speak in verification comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 Still intheattemptofofferingasafeenvironment for transactions, However, this warranty does not cover losses of money, pets, civil re- When acceptingastrangerinhouse,oneoftheconcernsisabout Couchsurfing hasyetanotherstrategyofconstructiontrustthat ramon bezerra|vivianemarinhofernandodonascimento 81

ARTIGO the construction of trust in hospitality of trust the construction Beyond the previously quoted strategies of construction of trust, it of construction strategies previously quoted Beyond the It is interesting to reflect about the use, both on Airbnb and on CS, In both the experiences, we can see that trust is developed through a is developed through can see that trust experiences, we In both the comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Final considerations of the study, in the beginning of trust that we saw Unlike evaluations systems. do not have quantitative evaluation Airbnb and Couchsurfing that want to calculated and measured objectively Unlike trust indexes and experiences in numeric classify levels of trust and translate personal - qualifi description and privilege initiatives forms, both alphanumeric describe, recommend and witness cation of experiences. When people and constitute bonds that dynamics things, they create communicative or a standardized measurement, do not go through a fixed classification management of trust. Ev- but through the constitution and permanent possible to not criteria and parameters, being ery person can define their by the website or try to create worry with any of the elements offered of closest friends and the elabora- other elements, such as the indication that are not foreseen by the platforms. tion of other questions is important also invest in the use to remember that these companies brands to have their and networks in order to become known of social advertisement Moreover, they make frequent considered trustworthy. people registered in the platforms. through personal e-mails for the it is important of view of consumption relationships, the point to From usually fo- campaigns of companies observe that the communicational cus on the construction of a “feeling of belonging” amongst users, using - a personal tone, marked by the idea that these platforms are communi experiences. unique ties that allow seem to promotional strategies, that in their of the term “community” 82 collective, mutual construction. The companies, in their websites, offer websites, offer in their The companies, construction. mutual collective, other: a detailed the know to allow that pictures, profile, mechanisms even the of references or exchange, system of message the possibility it is essential that guests and However, of identity. service of verification hosts participate.

ARTIGO ple isaprimordial dimension forsociety’s integration.Inan extended bring legitimacyandauthority fortherenderingofservices. 24-hour availabilityoftheattendanceteam-these elements gathered change ofinformation,bytheservicefinancial guaranteeandthe The safetyoftheplatformisemphasizedbytransparency oftheex- expressive amountofusersandarelevantmarketvalue, aswascited. endorse thesolidity ofthebusinessmodel,that,althoughrecent,hasan used expressnotonlythedimension reachedbytheinitiative: theyalso evidence thesizeandmagnitude oftheservice.Themanynumbers are available.Sharinginformationsuchasthesecontribute toputin asthenumberdata ofusersregisteredorthecities wheretheservices it isnotraretoseeshortvideosthat,inaandfunway, emphasize strategy ofrecurrentpromotiontheplatforms.IncaseAirbnb, connection withtheothercanbeexperiencedindifferent intensities. toacommonexperience.Throughthesharingofspaces,this invitation tothehouse,spaceofother-an it dealswithaninvitation the otherhand,alsorefers to theintegrationofspace,insensethat different experiencesfromthoseoffered bythehotels.Community, on can beunderstoodasaproposalofconnectionamongpeoplethatseek similar interests;following thislogic,theproposalofaccommodation asarelationwiththeotherwhoshares the possibilitytobeestablished mon interests.Throughthesocial networkdeveloped,platformsoffer the ideaofcommunity reinforces theideaofintegrationthroughcom- inforces two qualities of these platforms. In one sense, the investment on In the case of the Airbnb and the CS, we observe that such concept re- affinity –qualities thatdirectly contributefortheconstructionoftrust. munity involves,indifferent levels,belonging,proximity, knowledge, RECUERO, 2009).Thesemanticfieldsuggestedbythewordcom- by toolsorplatformsontheinternet(SMITH,1999;CASTELLS,2003; had alreadyreflectedaboutthecommunitarian characteristicsallowed work as an element of attraction and trust for new users. Many authors comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 As discussed previously basedonSimmel(2004),trustbetweenpeo - The useofsocial networks forsharing positive among users isalsoa ramon bezerra|vivianemarinhofernandodonascimento 83

ARTIGO century seems to remain until today. What remain until today. century seems to th the construction of trust in hospitality of trust the construction Moreover, both the platforms seek to build an integration privileging integration an build to seek platforms the both Moreover, of consumption characterized by prac- initiatives different Following we observe with Couchsurfing and the Airbnb reveal, however, a type reveal, however, the Airbnb and we observe with Couchsurfing These Somehow, mode of functioning. in this objective of “opening” in a emphasis back in the personal relations seem to put the initiatives way to take though trust between people as the base of its functioning, its guarantees. and by companies the interactions happen mediated the contact between users and lead strategies The platforms mediate the construction of trust, but the business model that they that reinforce from those of the basically construct demand other bonds, different interactions. commercial (POLANYI, 2000). When providing of the reciprocity” the “principle in the relation between guest and host, they value for greater proximity that are not forged, solely, the construction of consumption relations the not is It consumer-supplier. customer-company, formalities the from the consumption relation and what it is in currency that intermediates relation is not simply the consumption of a service. The in this question between in a relation of reciprocity established logic is based, mainly, obligations in mutual of in a dynamic the one who gives and/or receives, role - that is, what is expected from them. which both need to fulfill their by the observance of other precisely The production of the trust passes people's expectationsand by the construction of a reputation. areas: tices of sharing, we observe that they spread for the most diverse from transportation food, from tourism to education. In common, to comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, circle of interactions, the relations had requested greater precision. For For greater precision. had requested the relations of interactions, circle the accountablethe author, monetary brought by the preciseness econ- (SIMMEL, of the modern individual in the spirit omy predominated environment an other, the in trust the extent, great a To 580). p. 2005, bonds, was reestablishedof loss of the personal through more precise and functions from the creation of institutions and contractual relations, without subjects, individual by performed were before that roles play to when observing landscape that Simmel describes formalizations. This of the 20 the beginning 84

ARTIGO mercado. BORNELI, J.AirbnbrecebenovoaporteeseigualaaPetrobras eVale emvalorde us/ Acessoem:26mar. 2016. ABOUT US.Couchsurfing. Disponívelem:http://www.couchsurfing.com/about/about- References economic andpersonal practicesarenotseparate. personal life,evidencing, onceagain,that,inconsumptionrelations, because theyseemtoletvisibletheconnectionbetweenmarketand observe andinvestigatesuchwaysofdoing thatarealsowaysofbeing, also becomehabitualorcommon.Occurringthisnot,weshould us,itseemsthatsuchconsumptionpracticescan they aregoing totake the streettocallacabwithoutknowing whothatpersonisandwhere craftsman, orweconsidernormaltodoahandgestureinthemiddle of or clothes andobjectsindepartmentsstoresinsteadofgoing toatailor LAB, 2014).However, inthe samewaythatwewereaccustomedtobuy theresearchespreviouslyshowedcompanies’ (COLLABORATIVE data per apparentlybelongtorecentbusinessmodelsinexpansion,asthe the roleoftrustinconsumptionrelations. - thatprivilegestheobjectivity-,but,withoutadoubt,theyreorganize tionship -characterizedbytheir imprecisions -andthemarketeconomy They arelocated,inthismanner,someplacebetweenpersonalrela- such experiences bring trust as a condition possibility. of fundamental comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 2014. Disponívelem:http://www.collaborativeconsumption.com/2014/12/18/ across thisyear’s studies onthecollaborativeeconomy. CollaborativeConsumption . COLLABORATIVE LAB. Whatdopeoplereallythink?,asummaryoffindings ciedade. RiodeJaneiro: Zahar,2003. CASTELLS, M.AGaláxiadaInternet.ReflexõessobreaInternet,osNegócios eaSo- -valor-de-mercado/. Acessoem:26mar. 2016. - portal/2015/12/11/15591/airbnb-recebe-novo-aporte-e-se-iguala-a-petrobras-e-vale-em The practicesofconsumptionswhichwereflectedaboutinthispa- Infomoney, 11 dez. 2015. Disponível em: http://startse.infomoney.com.br/ ramon bezerra|vivianemarinhofernandodonascimento 85

ARTIGO Disponível em: https://www.airbnb.com.br/about/about-us. Disponível em: https://www.airbnb.com.br/about/about-us. : as origens de nossa época. Rio de Janeiro: Cam- época. Rio de Janeiro: A grande transformação: as origens de nossa , 23 mar. 2016. Disponível em: http://economia.uol.com. 2016. 23 mar. Uol Economia, the construction of trust in hospitality of trust the construction comun. mídia consumo, são paulo, v. 14, n. 39, p. 66-87, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, - what-do-people-really-think-a-summary-of-findings-across-this-years-studies-on-the-col 2016. 27 mar. Acesso em: laborative-economy/. ocidental. São e a sociedade da realidade: a quantificação A. A mensuração CROSBY, 1997. Unesp, Paulo: - : estudo internacio culturais nas instituições e valores M. C. Confiança A. P. FINURAS, 2013. 430p. Tese e Portugal. Moçambique Angola, Cabo Verde, nal comparado entre - Educação e Admin Sociais, de Ciências – Faculdade Política) (doutorado em Ciência Lisboa, Portugal, e Tecnologias, Lusófona de Humanidades istração da Universidade 2013. Ja e a criação da prosperidade. Rio de- Confiança: as virtudes sociais F. FUKUYAMA, 1996. Rocco, neiro: 1991. Unesp, . São Paulo: da modernidade GIDDENS, A. As consequências Brasil e se prepara para com a crise, Airbnb investe no Crescendo INFOMONEY. Olimpíadas. br/noticias/infomoney/2016/03/23/crescendo-com-a-crise-airbnb-investe-no-brasil-e-se- 2016. mar. prepara-para-olimpiadas.htm. Acesso em: 26 - BENED L. F.; DIAS DUARTE, In: economia. da sociais Os sentidos F. NEIBURG, no Brasil. São Paulo: Sociais ITO M. C. (Orgs.). Antropologia. Horizontes das Ciências Barcarolla, 2010. Hoje: Discurso Editorial: Anpocs: Ciência . Disponível em: http://blog.airbnb.com/be- O MUNDO É A TUA CASA. Blog.Airbnb 2016. long-anywhere-br/. Acesso em: 27 mar. - . Disponível em: http://www.couchsurfing.com/about/val Couchsurfing OUR VALUES. 2016. ues/. Acesso em: 26 mar. POLANYI, K. pus, 2000. and public life. in Numbers: the pursuit of objectivity in science M. Trust T. PORTER, Press, 1995. Princeton University Unido: Reino SOMOS. Airbnb. QUEM 2016. Acesso em: 26 mar. Alegre: Sulina, 2009. RECUERO, R. Redes sociais na internet. Porto - e a vida do espírito (1993). Mana. Estudos de antrop SIMMEL, G. As grandes cidades (11)2, p. 577-591, 2005. ologia social, philosophy of Money. Londres: Routledge, 2004. ______. The In: of Usenet. structure social mapping the cyberspace: in Crowds M. Invisible SMITH, SMITH, M. A. Communities in Cyberspace. Londres: Routledge, 1999. KOLLOCK, P.; J. A molécula da moralidade: as surpreendentes descobertas sobre a substância ZAK, P. desperta Elsevier, 2012. que o melhor em nós. Rio de Janeiro: 86

ARTIGO Communication attheUniversidade Federal doRiodeJaneiro. in Communication doRiodeJaneiro. attheUniversidade PhDin doEstado Fernando ofNascimento Gonçalves –Professor at thePost-Graduate Program Rio deJaneiro. Social AnthropologyoftheNationalMuseumatUniversidade Federal do Viviane MarinhoFernandes –PhDstudentatthePost-Graduate Programin gree inCommunication doRiodeJaneiro. attheUniversidade doEstado Universidade Federal doMaranhão.MasterandPhDbythePost-Graduate De- Ramon BezerraCosta–ProfessoroftheCommunication Departmentatthe About theauthors comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 66-87,jan/apr.2017 12/04/2016 Date ofacceptance: Date ofsubmission: 06/10/2016 ramon bezerra|vivianemarinhofernandodonascimento 87

ARTIGO . . teen chick O diário da princesa The Princess Diaries The Princess 1 Este artigo trata das formas de representação do feminino que do feminino que Este artigo trata das formas de representação This paper deals with female ways of representation, which appear of representation, which ways paper deals with female This Universidade Presbiteriana Mackenzie. São Paulo, SP, Brasil. E-mail: [email protected] SP, Presbiteriana Mackenzie. São Paulo, Universidade aparecem na contemporaneidade em livros voltados para o público adolescen- aparecem na contemporaneidade em livros da princesa (2000), de Meg Cabot. te, como ocorre, por exemplo, em O diário e o reforço de ideais de beleza e de a construção Nesse romance, pode-se observar e sexualidade ao de gênero, corpo se abrem para questões comportamento que para as meninas em crescimento. estabelecer padrões estigmatizados, sobretudo A ideia é, em última instância, trazer a lume uma discussão em torno de um lit (do inglês, literatura de massa vol- tipo de literatura denominada teen chick supostamente atrelada a alguns tada para o público adolescente feminino) que, 1 Resumo: Resumo: Abstract: Alleid Ribeiro Machado Female ways of representation teen chick in the ways Female lits: a study around de representação nos feminina Formas comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/abr. 2017 jan/abr. 88-106, n. p. 39, 14, v. comun. são paulo, consumo, mídia Doi 10.18568/cmc.v14i39.1163 lits: um estudo em torno d’ in the contemporaneity, in books aiming towards the teenage audience, as it is towards in the contemporaneity, in books aiming by Meg Cabot, for example. In this Princess Diaries (2000), going to occur in The the ideal around and the intensification construction can observe the novel, we issues around gender, body, can generate standard of beauty and behavior, which stigmatized standards, especially for girls they try to establish and sexuality when to light the discussion around idea is to ultimately bring under development. The aimed at teen female lit (mass literature a kind of literature labeled as teen chick to related assumptions some to is linked literature this Supposedly, audience). insidiously, have industry which, feminism and to the cultural the third-wave conducted to the female empowerment. feminism; female empowerment. lit; gender; third-wave teen chick Keywords:

ARTICLE feminino. Palavras-chave: premissa insidiosadeempoderamentofeminino. pressupostos daterceiraondafeministaeàindústriacultural,temveiculadoa comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 teen chick lit;gênero;terceiraondafeminista;empoderamento alleid ribeiromachado 89

ARTIGO century is marked by a century is marked st female ways of representation in the teen chick lits teen chick in the of representation ways female From the understanding of these phenomena, this study seeks to the understanding From The question is that the beginning of the 21 of is that the beginning The question reflect about a type of mass literature that came to be called chick lit reflect about a type of mass literature referring to the commercial and its subgenre, teen chick lit, expression the term teen Particularly, literature created for the female audience. - observing that such productions identifies the female teenage audience Mc- to authors such as Angela according have been related to feminism, Mallory (2006), not only and Young Robbie (2004), Suzanne Ferriss - because it was written by women, but mainly because it highlights pro tagonists who are supposedly freed from male domination. reality without borders, of unlimited capitalism of unlimited reality without borders, ruled and orchestrated this (2002) analyze Horkheimer and Adorno industry. the cultural by it would act to the authors, with the arts. According reality in association it transforming work, artistic an of aspects critical neutralizing towards object. Therefore, establishingin a commercial a correlation between - and other femi female empowerment campaigns about gender equality, and Instagram, and networks, such as Facebook in social campaigns nist we could argue that these fights are assim- the mass literature industry, market by the capital in an intense and direct ilated into the editorial and empowerment. way, when putting into play, themes of feminism at the same time, perpetuating stigmas on gender, body and However, sexuality. comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Introduction raise power, her up, give her means to build a woman empower To more two or to empower and competences, about her abilities awareness they where environment all in equality gender develop to means women is multiplying empowerment The concept of female may be a minority. to come across with and it is not rare media, through social nowadays keywords (hashtags) by the campaigns followed #empowerawoman, encourag- #femaleempowerment, #shecan #heforshe #empowerwomen rights and abilities and, that way, of their awareness ing women to raise friends, sisters. partners, mothers, their empowering 90

ARTIGO and dialogic. Thus, third-wave feminism canbeclassifiedintotwoideologies:post-modern dedicated to the study of feminism in the 21 conceptsforwomen. expression ofamovementthatbringslibertarian inwhat measurechicklitscanreallybeconsideredaneffective stand clarify someexponentsarisingwithin“post-feminism” inordertounder- to – thatarecomprisedincontemporarytimes.Infact, itisimportant objective, themultiple anddiverse nuances offeminism –orfeminisms EDO, 2005,p.153). claims ofequality betweensexeswere already met”(AMARAL;MAC- than with more collective and political objectives, considering the main nism "thatwouldidentify morewithaliberalandindividualistic agenda it isadmitted the existence of a third-wave, also known as post-femi- to betheguiding lighttofeminism andtogenderstudies. sentence: “Oneisnotborn,butratherbecomes,awoman”,thatcame changed 66yearsafterSimonedeBeauvoir (1949)saidhermostfamous industry, which,insidiously, haveconductedfemaleempowerment. linked tosomeassumptionsofthethird-wavefeminism andthecultural to ultimatelybringlightadiscussion raisedbyamassliteraturethat, stigmatized patterns,especially forgirlsunderdevelopment.Theideais behavior, whichgeneratedissuesaroundgenderwhentheyestablish observe theconstructionandreinforcement ofidealsbeautyand cess Diaries,byMegCabot.Inthisbookofconfidentialities,wecan In genericterms,society inthebeginning ofthe21 consumption mediaand From thegirliemovement lit: toteenchick comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 In thissense,according toAinhoaFlecha(2010),inanarticle Certainly, itwouldnotbepossibletodiscuss inthisstudy, givenmy In amoredirect form,theanalysisisbasedonnovelThePrin- line/feminine) andproposethe dissolutionofgendercategories.Bothare concept ofdifferenceandthose who question thebinary concept (mascu- Under the post-modern ideologies, we consider those that reflect about the alleid ribeiromachado st century, generally, the st centuryexcessively Nowadays, 91

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2 based on the studies made by authors as Foucault (2000) and Derrida (2000) authorsthe studies made by based on as Foucault others.(1998), among those that ideologies, we include Under the dialogic be capable of of differences to the equality feminism based on defend a forums feminist in absent traditionally those especially voices, all including third women, housewives, women without instruction, (cultural groups of 327). (our translation). (FLECHA, 2010, p. world women, etc)” female ways of representation in the teen chick lits teen chick in the of representation ways female The girlie movement startedThe girlie movement States in the United during the 80’s is to the girlie (or DIY) feminism In any case, the main criticism - a side of the third-wave femi of Flecha, we perceive In the studies “Bajo corrientes postmodernas tenemos en cuenta aquellas que se centran en el concepto de “Bajo corrientes postmodernas tenemos en cuenta que aquellas comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 2 y proponen / mujer) (hombre binario pensamiento el cuestionan que aquellas así como diferencia autores por realizados desarrollos los en basan se Ambas género. de categorías las de disolución la incluimos aquellas (2000) o Derrida (1998), entre otros. En las corrientes dialógicas como Foucault sea capaz de incluir todas las que basado en la igualdad de diferencias defienden un feminismo que de grupos (mujeres feministas en los foros ausentes tradicionalmente aquellas voces, especialmente etc.) ” del tercer mundo, mujeres sin estudios, culturales, amas de casa, mujeres 92 and the 90’s. One of their main leaders was Rebecca Walker (1969). was Rebecca Walker main leaders One of their and the 90’s. Flecha (2010) and Karp and Stoller (1999), authors such to According support a and others inside this movement, in its essence, as Walker is what each “do it yourself”based on the idea that feminism feminism, as women are as many feminisms woman make of it, and, therefore, there (FLECHA, 2010; to the authors in the world. The problem, according proposed by the individualization KARP; STOLLER, 1999), is that the the ability of fighting for objectives and causes that are DIY eliminates and force of collective fight. power common to women, decreasing the of this movement would be the exaltationAnother critical point of that to the previous model of a “good feminist”, as opposed femininity type. Thus, they as the “feminine” rejected every attitude that may refer heels, takingdefend the right to use make up, high symbol of this as a 2010). behavior the color pink (FLECHA, a movement for consumerist young referred to the fact that it became problems faced the know not do that class high to middle “from women nism that is linked to the dialogic field called girlie, which would be a field dialogic that is linked to the nism and from deep concepts young women, disconnected movement led by in its origin. less academic

ARTIGO than whatitwasinthepast. Afterall,agirlieispowerful youngwoman to assumeoneselfasfeminist became,insimplerwords,moreaccessible they willbe,instituting,thus,identitiesloadedwith stereotypes.Then, power tothegirls.Theyspreadidealmodelsofwhichtypewoman concepts propagatewaysofbeing thatcreateasensationoffreedomand and conceptsthatare,initsessence,opposites unethical.These incorporated intothefeminist lexicon,inatypeofagglutinationideas kinds ofattitudeconsidered"feminine". certain own youngwomenaslongshewantsitortakes cial demand.Feminism bythe becamesomethingthatcanbeattained communication, emptiedinmeaning, andtransformedintoacommer- fight for equality were gradually being assimilated by different means of words, what we canperceive isthat historic issuesrelatedtothewomen’s associated withtoan “independentandsuccessful”woman.Inother broadcasts behaviorparadigms forgirls thatwishtohavetheir image it assomethingthatcanbecontrolledandusedinfavorofwomen. by numerous media, not asmuch to question it, butmainlytoreproduce has beenassimilating stereotypeslinkedtothefeminine thatare shown central instrumentsofitspropagation. As forthethird-wavefeminism, it be understoodasregulatorycentersofpower (GOFFMAN,2009)oras tion. In this scope, media or the different means of communication may thus, admitting thatthey aremarkedbyamassivediffusion ofinforma- previously said,withinacontextwithoutbordersofglobalcapitalism, contemporary society, it is interesting to consider social movements,as post-feminism received suchoutlines?Duetoliberaldemandsofthe (FLECHA, 2010,p.328). ing social exclusion,avoiding anypoliticalproject"(ourtranslation). by mostyoungwomen,being thattheyhavenointerestincombat- comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 político”. mujeres jóvenesyalasque cualquier no lesinteresacombatirlaexclusiónsocial, evitando proyecto 3 “Clases mediasque yaltas noconocenlosproblemasaque lamayoríadelas seenfrentan As we can perceive, some concepts become “fashionable” and are In short,DIYfeminism cannothappenwithoutthemedia, that The question that remains after what was exposed is: Why has alleid ribeiromachado 93 3

ARTIGO Run The World (Girls) Run The World Girls, we run this mutha! (3x) Girls! the world? run Who Girls! (3x) [...] this Some of them men think they freak Like we do But no they don’t come at they neck Make your check Disrespect us? [...] No they won’t 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 1. female ways of representation in the teen chick lits teen chick in the of representation ways female Beyoncé’s song is propagated in a context where American girls, es- Beyoncé’s Since the girlie movement is led without academic restraints, but restraints, without academic led is girlie movement Since the comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, pecially black girls, demand power. The pop star arises in these verses black girls, demand power. pecially beside her, there is a ideas. However, as the spokesperson of feminist Beyoncé and customs industry. machine that moves the fashion, beauty, freely inspired by libertarian ideas from feminist authors such as Chima- authors such as by libertarianfreely inspired from feminist ideas held not only by new ideology is being (1977), this manda Ngozi Adichie but also by popstars,philosophers, and by anthropologists, for example. Stone in an interview with Rolling the British singer Adele, Recently, that all people should and believes 2015), said she is a feminist (August event of the Video Music Awards . Beyoncé, in the be treated equally fem- leverage to moment the used MTV, by promoted 2014, in (VMA) quotes has lyrics whose “Flawless”, song her presented she while inism her last album, Chimamanda. When launching of the Nigerian writer as a model of issue of feminism self-entitled, she brought to light the militanthave a album in this Many songs girls. for American behavior girls can be strong and independent, content, encouraging the idea that the idea of "women as an object" on its head. Note, for example, turning album: from the discussed an excerpt of the song “Run the world”, that can make her own choices and act following her own principles, principles, her own and act following choices make her own that can previous generations. easily dreamed in never before so something 94

ARTIGO According toLeiro (2010): variety of dilemmas, doubts, insecurities and problems lived by women. They arebooksabouttheintimatelife,thathaveasmaincontent sity, worshiptofitnessorevensociety’s pressurearoundmotherhood. and loverelationshipscomeintoplay;bodyrelatedissues,suchasobe- demic orprofessional success,etc.;marriage;divorce. Turbulent family situations thatcomprisethedailylifeofwomen,suchasschool,aca- calling attentionofculturalstudies initspost-feminist ramification by ature inrelationtothatliteraturemadeforwomen? Chick litendedup called “harlequin”. Then,whereliesthedifference ofthistypeliter- approaching othertypesofnovels,astheonesthat commonlywere that areverycommoninsideapatriarchalsocial structure, standards chick litdoesnotactasadjuvantofthewomen, farasitreinforces to reproduceherworldview. ence, moreandAmericangirlswillwanttoemulate her,including the artistintegratesandrepresentsDIYfeminism. Throughherinflu- positionofdeeming herselfafeministis thesuperstar valid?Inanyway, herself asfeminist. Thismaybotherthemore academic feminists, but imposedtowomen,butshedeems personifies manybeautystandards comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 tions oftheir predominantly young,single,urban,femaleprotagonists”. describe novelswrittenbywomen,(largely) forwomen,depictingthelife,loves,trialsandtribula- get Jones’s to Diary, by the end of the 1990s the category and term chick lit had become established 4 “In thewakeofpublicationand commercial success ofHelenFielding’s (1996)novelBrid- In specific termsofgenre,astheauthorseekstocallattention, logic remainsbinaryandoppositional. not being into a legitimate structure – the nuclear/bourgeois family. The “unfinished” bynothavinghusbandandchildren.Theyfeelthelackof their limited arefeeling rolesofwifeandmother,chicklitprotagonists inverse relation:ifwomeninthe50’s felt“incomplete”,unhappywith comfort of those affected by mythical femininity (FRIEDAN) into an an invertedreading ofthecontemporarywomanandtransformdis- professional careers.Afterreachingstability,thechicklitnovelsbring a husband that can give her children than their maintenance of their Novels ofthisgenrehighlightthatwomenaremoreworriedtolookfor 4 Chicklitcansubliminally dealwithmany alleid ribeiromachado 95

ARTIGO The crisis that chick lit novels present with an adult, urban, contemporary lit novels present with an adult, urban, The crisis that chick that thinks in patriar- of a society woman seem to reveal the remnants and found a powerful the frontal feminists chal terms, but quit battle with without looking like a villain: weapon to destroy women's achievements and its semantic nuances language. By using resources such as polysemy, nature, language becomes a fundamental piece (and this is multifaceted that only given the technologies, not new) of a very intricate powerplay, language we may identify supported by through a critical device equally 2010). relations presented in speech (LEIRO, of power the nuances female ways of representation in the teen chick lits teen chick in the of representation ways female For some of the post-feminism authors, such as Stephanie Harzewski authors, such as Stephanie some of the post-feminism For Sarah Gormley (201-?), even though the popularity and to According comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, owning characteristics that differentiate it from novels like “Sabrina”. it from novels differentiate characteristics that owning the of chapter introductory the in Mallory, Young and Ferriss Suzanne lit as with chick (2006), deals new woman's fiction lit: The book Chick and character, audience, based on subject, fiction woman’s “A form of dramas related novel would present the harlequin narrative style”. While to the feminine universestereotypes that are common with all the load of to this universe, and led by women, chick without necessarily being written a con- as it is produced inside interesting land in so far lit goes into a more putting into play, writing of the women. Nevertheless, text of freedom of power of content, and the feminine with patriarchal many times, stories the most diverse circumstances. facing choice 96 (2011), within the so-called “post-modern” fiction, chick lit would not (2011), within the so-called “post-modern” portala supplying by relevance its lose gender contemporary to access of with cultural value. In her book Chick Lit and politics and questions - literary and femi supported (2011), the author dedicates Postfeminism to its origins, its development and importance, to analysis nist according (2011). Suzanne Ferriss phenomenon is evident; these establishment of chick lit as an editorial the fans novels "have provoked intense and oppositional responses. For lit reflects the experiences of con- [of the genre], it is claimed that chick (201-?), Gormley to according still However, women”. young temporary vapid, and, for the detractors of the genre, “These novels are formulaic,

ARTIGO check” (CABOT, 2014,p.14,27)or firm ifmomdepositeddad’s check!!!)[...]2.Makemomdeposit dad’s in herdiary, forexample:“THINGSTODO:8.October’s rent(con- such asgoing tothesupermarket–orabout billstopay–asshesays mother’s somewhatcarelessbehavior,either towards thehousechores– that shealwaystriedtoshow herdaughter. Miadoesnotagreewithher not corresponding effectivelytotheimageofindependentwoman intellectualized woman,a"bohemian artist"(CABOT, 2014,p.45)for herself will,throughoutthestory, contestherbehavior-areasonably dent womanbothemotionallyandfinancially. However, theteenager ready inits34 (first bookofherseries,publishedoriginallyinthe2000’s, whichisal- Meg CabotisanAmericanauthorveryknown forThePrincessDiaries The PrincessDiaries point ofreflectionthe bookThePrincessDiaries,byMegCabot. following title,morespecifically, asastarting withteenchicklit,taking in termsofissuesrelatedtofemaleemancipation, wewilldealinthe sphere ofhearthandheart”. moreover, anti-feminist, firmly(re)locating womenwithintheprivate comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 the novelliveswithhermom,anartisttowhich of Theprotagonist woman around14-15yearsoldlivinginManhattan. The PrincessDiaries,weknow thestoryofMiaThermopolis,ayoung her bookssoldover1.5 million copies(MEGCABOT…, 2015). In agers and pre-teens, with more than 25 million sold copies. In Brazil, lit genre,hasalmost80titlespublishedamongseriesforadults,teen- Mia’s speech transmits, initially, the idea that her mom is an indepen- Under thestudies exposedhere,whichseektoreflectaboutchicklit as people(CABOT, 2014,p.35). even acceptwomenasequal tomenandrefusedrecognized their rights cause, atthattime,herejectedbourgeois habitsofasociety thatdidn’t he [Mia’s father]nevermarried[…].Mymothersaidthathappenedbe- th edition inBrazil).Theauthor,reference inthechick , by MegCabot,andgenderstigmas alleid ribeiromachado 97

ARTIGO […] there’s always a new girlfriend […]. In the summer, when we go to always a new girlfriend […]. In […] there’s he always takes They the lady of the hour. castle in France, Grandmère’s waterfalls, the 27 rooms, the ball- were always drooling over the pools, the week strip. One landing the house and country the cellar, the wine room, p. 35). 2014, later, he sends the woman off. (CABOT, Dad repeated these words to my mom. I heard her mumbling something mumbling my mom. I heard her these words to Dad repeated has to deliver her her she I remind when She always mumbles in return. give a a certainpainting in to work when the muses Mom likes deadline. deal, usually is not a big of the bills, this Since dad pays most little help. as a painter way for an adult to behave, even but it isn’t a responsible 2014, p. 51). (CABOT, female ways of representation in the teen chick lits teen chick in the of representation ways female This new setting of patriarchalism seem to foresee exactly some type Mia’s father, thus, is also framed in the paradigm of a socially de- of a socially thus, is also framed in the paradigm father, Mia’s and social the reflects what diary, in her exposed private life, Mia’s It is clear, thus, that Mia’s father supports both, mother and daughter, supports both, mother and daughter, father Mia’s It is clear, thus, that comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 98 of freedom of choice and woman empowerment, at least to the point at least to the point and woman empowerment, of freedom of choice where to staywhere everything is under control. These women decide and who they want to be with, they can even be in a castle enjoying sirable masculinity. He lives in Genovia, a fictional country situated He lives in Genovia, a fictional sirable masculinity. and Italy between France whose inhabitants do not pay taxes, to similar spo- daughter her sees He principality. a being also it to due Monaco, Mia has working more as a finance provider to her – in fact, radically, usually spends the summer vacation little intimacy to her dad, who she castle of Grandmère, her paternal grandmother, in with in the French Miragnac. cultural contexts still maintain example of of patriarchalism. Another treatment to “summer" girlfriends, that are, to that would be her father’s objects: him, like disposable even though the mother works in an art studio in order to guarantee in order to guarantee mother works in an art studio even though the of is a new setting What we can perceive independence. her financial is, as it is importantpatriarchalism, that to remember, supported “[...] of men upon women and imposed unconstitutionally, By the authority, (CASTELLS, 2001, p. 169). context” children in the family

ARTIGO Everything inthepeakofherteenageyears. many connections with, and even to walk around with a body guard. quette classeswithherstrictgrandmother,whoshedoesnothave York. Mia,then,willhavetotransformintoarealprincess,eti- thathappenedtoan“ordinary”because itisafairytale girlfromNew cess. The book works with the imagination of many young women the teenagerwillhavetoadaptanewlifeandlearnhow tobeaprin- makes Mia’s fatherobligatedtomakeher thenextheiress tothethrone, a fatheragain. tive, duetoatesticularcancerthattookaway hischancesofbecoming is alsofrustrated,inaccessible,depressed,according toMia’s perspec- amanthat aristocrat thatrulesalittlecountryofEuropebyinheritance, a princess, but she is forcedto do itbecause she does not haveany the manuponwoman,and male subject,that"aweeklater,sendsthewomanoff"Thepower isfrom where and with who is from the but the final decision over who stays comfort andwealth.Theycanserveusesexaspleasureforaseason, comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 As thewholeproblemrevolvesaroundlackofamaleheir, which Still concerning Mia’s father,it’s isvalidtopoint outthatheisan The characterdid seriouslytheissueofbecoming notwanttotake heiress (CABOT, 2014,p.111). princess classesaspartofmyduties ment, soIwasobligedtotake Daddy saysIdon’thaveachoice [...].HesaidIhavesigned acommit- princess lessons with my grandmother. [...] the Plaza, in order to take I amnotjoking.havetogostraightfrommyalgebrarevision classesto Lessons onhow tobeaprincess. of patriarchalism(CASTELLS,2001,p.169). domination andviolencethathasitsorigininthecultureinstitutions sonal relationshipse,consequently, thepersonalityarealsomarkedby the consumptiontopolitics,legislationandculture.Interper- chalism surroundsalltheorganization ofthesociety, theproductionand […] sothatthisauthoritycanbeexerted,itisnecessarythepatriar- alleid ribeiromachado 99

ARTIGO [...] It is kind of difficult, when all these beautiful, elegant people, say how how say people, elegant beautiful, these all when difficult, of kind is It [...] come to life with our cheekbones we look so well wearing that and how and environmentalist and do not that, we remember that we are feminist products that are harmful to the believe in wearing make up or chemical a little bit. Grandmère is Not even planet […]. But I don’t feel happy. I look nothing like Mia Ther- happy […] with my appearance. Because Mia Thermopolis never wear mopolis. Mia Thermopolis never had nails. or Christian Dior bra [...]. I don’t shoes, Chanel skirts make up, Gucci me into somebody else who I am anymore. She is making even know 2014, p. 135-136). (CABOT, female ways of representation in the teen chick lits teen chick in the of representation ways female Mia was not a role model of femininity, not on Grandmère standards. not on Grandmère model of femininity, Mia was not a role a character that would in building The great idea of the author resides adaptationthis pain causes identity new this to story, Cabot's Meg In Mia’s identity crisis reminds us of the feminist draft. She needs to play us of the feminist identity crisis reminds Mia’s comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, She did not use feminine accessories, such as nylon socks, or even make accessories, such as not use feminine She did was messy; she was and bit her nails, her hair up, she was tall, awkward - consumerist desires, she was a Green girls regarding not like the other started in that sense, to be inadequate different, Being peace supporter. of behav- into the new paradigm and Mia felt obligated to mold herself imposed to her. ior that was being ideal gender, body and beauty models, which not fit into the socially would be relatable a standard to some readers, to then put her right into with the audience. and then form an empathy network on Mia. alternative. This way, Mia goes on receiving, day after day, Grandmère’s Grandmère’s after day, day goes on receiving, Mia This way, alternative. Not mesh. wear nylon stockings. to are going you lessons: “Tomorrow, for mesh and knee-high up grown are too socks. You Not knee-high are You snickers. shoes to school, not to wear you are going socks. And p. 2014, (CABOT, nails your do and lipstick wear hair, your do to going to the girl on are intended to teach proper manner 117). These lessons to behave. to be and how how 100 a role she does not feel prepared to. The tension of the narrative lies narrative the of tension The to. prepared feel not does she role a

ARTIGO it funnyhow itallworksoutintheend”(CABOT, 2014,p.281)and ally amaveryhappygirl. Things seemedsobadforawhile,butisn’t is alreadytransformed,she isalreadyaprincess:“IthoughtthatIre- to the other teenager, who was only “handsome”. The main character always liked, whose predominantly quality is the intelligence, contrary best friend,Lilly. He,acommonteenager,lesspopular,butwhoshe where MiafinallydatesMichael,heroldlove,theolder brotherofher right. Thestorydoesnotendupinabigpalace,but ratheronaparty tobe canchoosewhom tobewith.Everythingstarts the protagonist of her fame.Sheturnsaroundandpicksanotherboy.advantage Now, comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 school, thatinviteshertogowithhimaball: tobehitonbythemostinterestingyoungmanof 194), alsostarting p. 189),seesthat“suddenly, [were]very popular”(CABOT, 2014,p. a giraffe […] no beauty” (CABOT,in her school for being “tall, 2014, print, theauthenticNewYork Royalty” (CABOT, 2014,p.187). York Post with the following headline: Mia enduphavingherimagepublishedonthefirstpageofNew typeofconformism. Thiswillhappenproperlywhen toacertain tance and resis- gradually changing her behavior, going from non-acceptance (CABOT, 2014,p.183).Therefore,throughout thenarrative,sheis them onFriday night, Imust bringagiftandwearmyGucci loafers.” quate tohernewlife:“Grandmèresaid that, whenIgotodinner with acceptingtoweartheaccessoriesthatseembemore ade- standard, body, behaviorandbeautystereotypes. tohernewidentity,on hernon-acceptance basically,linkedtogender, Mia, in the end, will not end up with Josh, who only wanted to take Mia, in the end, will not end up with Josh, who only wanted to take From thismomenton,Mia,whobefore feltrejectedbytheboys However, thefactisthatMiawillsettleandfitinto“princess” him (CABOT, 2014,p.253). no signofJosh[…].ThankGodtheintercomrangatthatmoment.It’s my new hair, my professionally done face, it is seven o’clock and there’s nails, my new pantyhose, with my legs and my armpits properly shaved, Well, hereIam,sitting,wearingmynewdress,shoes, “Princess Amelia and, in smaller alleid ribeiromachado 101

ARTIGO female ways of representation in the teen chick lits teen chick in the of representation ways female In this sense, some feminist theoreticians linked to the third-wave theoreticians In this sense, some feminist this literature would be overlaid with gender oppressive However, For Naomi Woolf (1992), these desired paradigms of body, beauty of body, (1992), these desired paradigms Woolf Naomi For comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, feminism seek to consider chick lit as a type of post-feminist literature literature seek to consider chick lit as a type of post-feminist feminism of gen- of an oppressive society because it exposes women not as victims as such experience, female to related fiction a is it and anymore der profession, activism, sex, etc. The same would apply to dating, beauty, teen chick lit. As we can observe, what content linked to the industry of consumption. present "well dressed and with good is interesting to teen chick lit is to critical thinking and appearance” main characters that have, however, of the reality in the cultural context that they are inserted in. are aware is that the same young women also represent “a place” in The question actions. Either Mia, main character and their voice which they use their of Princess Diaries, or the other main characters of teen chick lits are, in Final considerations book is an example of the genre chick lit or teen chick lit, i. Meg Cabot’s within female authorship fiction e., a type of literature that is produced of contempo- related to the universe that has as a common agenda issues it as a novel seeing of the novel allowed rary young women. The reading an image culture, looking to show with a light plot, located in the mass cultured women. of well-informed, independent and and behavior for the feminine do not only represent the object, person not only represent the object, person do feminine and behavior for the easily not always but bring us deeper meanings, or event they illustrate, empowerment when these images may represent identified. In fact, unworthiness for the contribute in a counterpart, girlie attitude, and of of the stigma for the reinforcement and consequently, of feminism, against women. and culturally social constructed, theoretically, beauty, What prevails in the end of the story is in the end . What prevails happy conclusion there is the and is to dress how knows in a girl who image of a woman the ideal and a aristocratic position well the to please, who represents educated beauty standard. 102

ARTIGO array of possible interpretations andconsiderations, PrincessDiariesfits array ofpossibleinterpretations adequate make upandbrandedclothes.Itisinthissensethat,among the any girliecanfeelthis"empowerment", theyjustneed etiquette lessons, common girlcanbecomean"independent"princess inafewmonths, underlies hereis:how manygirlscannotfeellikeMia?Afterall,ifa sumption, butunfoldsinpracticesofasocial impact,thequestion that mates, themedia’s approval. success inhavingtheboyofherdreams,admiration ofotherschool- favor ofanewidentity:being a“princess”.Alongwiththat,camethe behavior,turning imagein intoasociallyinto astandard acceptable endsupfitting ism ofherschoolcolleagues.Intheend,protagonist nails, havingmessyhairandmostofall,forquestioning theconsumer- skinny and with big feet, for biting her , for being tall, out of standards perceive that,if,inthe beginning ofthenovel,sheperceived herself as they shouldproceed. also distributing waysofbeing andevenwhattheyshouldlikehow massively anextensivearrayofinformationaboutavarietysubjects, for young women, among such artifacts, the teen chick lit novel, sharing cultural artifactsbuilt,oftentimes,exactlyforthistypeofaudience. As of identitiesisarticulatedtodiscourses sharedandsupportedbymany as social constructs (HALL, 2005),wecan infer thattheconstruction cence, thinkingintermsofculturalidentityandconstitutionsubjects constituent conditions ofexistenceinthis practice”.Regarding adoles- mension andadiscursive character:“consequently, cultureisoneofthe ofthesecategories. only normativeidealstandards to excluding issuesofsexuality, social classandracewhenprivileging culture thatseemstobenotreadyforfemaleempowerment, inaddition representagender that thedramafacedbyteenchicklitprotagonists contexts, asSuzanneFerriss andYoung Mallory(2006)attest.Itseems general, white,straight,middle tohighclass,inmisoginistic, patriarchal comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 Since, as we know, the reading of a novel does not end on their con- asanexampletheanalysisofyoungMia,we Therefore, whentaking For StuartHall(1997,p.33),allsocial practiceshaveaculturaldi - alleid ribeiromachado 103

ARTIGO female ways of representation in the teen chick lits teen chick in the of representation ways female In the end of this text, the impression we have is that the engagement is that the engagement we have of this text, the impression In the end comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, References - misti como o iluminismo – cultural indústria A M. HORKHEIMER, T.; ADORNO, e Paz Indústria cultural e sociedade. São Paulo: ficação das massas. In: ADORNO, T. 2002. Terra, Afron- Dicionário da crítica feminista. Porto: AMARAL, A. L.; MACEDO, A. G. (Orgs.). tamento, 2005. and the Feminism, Women, : Young BAUMGARDNER, J.; RICHARDS, A. Manifesta Straus and Giroux, 2000. Farrar, Future. Nova York: Difusão Sérgio Milliet. 4. ed. São Paulo: BEAUVOIR, S. de. O segundo sexo. Trad. publicado em 1949). (Originalmente do Livro, 1970. 2v. Europeia Galera Record, 2014. M. O diário da princesa. Rio de Janeiro: CABOT, 2001. e Terra, Paz CASTELLS, M. O poder da identidade. Rio de Janeiro: of popular romance studies, Journal FERRISS, S. Review: Chick Lit and Postfeminism. 2.1, 2011. Disponível em: http://jprstudies.org/wp-content/uploads/2011/11/JPRS2.1_ 2016. . Acesso em: 23 mar. Ferriss_ReviewHarzewski.pdf - Londres: Rou fiction. Nova York: lit : The new woman’s Chick Y. ______.; MALLORY, tledge, 2006. proposed by the DIY feminism, in which chick lit (and its subgenres chick lit (and in which by the DIY feminism, proposed presupposes lit, for example) became an expression, such as teen chick are linked norms and moral values that of symbolic the reinforcement for have been questioning feminists that academic to forms of conduct re- novel of type this of reading attentive more a words, other In years. whose a society of this “new female autonomy” into veals a realignment If, on one and regulates human behavior. patriarchalism authorizes of the idea of female em- for the dissemination hand, it contributes and active protagonists through independent with critical powerment stigma of behavior and beauty thinking, on the other hand, it reinforces that act completely against the empowerment. into as a commercial product which content linked to the field of fights to the field of fights content linked product which commercial into as a of consumption. of the market acts in favor emancipation for female 104

ARTIGO About theauthor WOLF, N.Omitodabeleza.RiodeJaneiro: Rocco,1992. mg00000004. Acessoem:17nov. 2015. com.br/2015/11/03/rolling-stone-adele-capa_n_8463608.html?ncid=fcbklnkbrhp ROLLING STONE,ed.1.248,nov. 2015.Disponível em:http://www.brasilpost. Acesso em:4abr. 2017. jan.-jun 2007.Disponívelem:http://www.labrys.net.br/labrys11/ecrivaines/zahide.htm. MUZART, Z.L.Literaturademulherzinha. Labrys,étudesféministes/estudosfeministas, -outubro.html. Acessoem:14mar. 2016. noticia/157756-meg-cabot-autora-do-best-seller-o-diario-da-princesa-vem-ao-brasil-em- bro. MEG CABOT, autoradobest-sellerODiárioda Princesa, vemaoBrasilemoutu- Identity. NovaYork: Routledge,2004. New Gender Regime. In: HARRIS,A. (Ed.). MCROBBIE, A. Notes on Postfeminism and Popular Culture: BridgetJonesand the 15 set.2015. teratura.blogspot.com.br/2010/05/impressoes-sobre-literatura-chicklit.html. Acessoem: LEIRO, L.Impressõessobrealiteraturachick lit.2010.Disponívelem:http://mulhereli- 1999. KARP, M.;STOLLER,D.The BustGuidetotheNewGirlOrder.NovaYork: Penguin, Press, 2011. HARZEWSKI, S.ChikLitandPostfeminism. Charlottesville:University ofVirginia tions andsignifyingpractices.Londres:SAGE, 1997. In: ______. ______. The work of representation. 2005. HALL, S.Aidentidadeculturalnapós-modernidade.10.ed.RiodeJaneiro: DP&A, extra.shu.ac.uk/wpw/chicklit/gormley.html. Acessoem:23mar. 2016. GORMLEY, S.Introduction.Working intheweb.[201-?].Disponívelem:http:// papers GOFFMAN, E.Arepresentaçãodoeunavidacotidiana.RiodeJaneiro: Vozes, 2009. 20 jan.2016. 2010. Disponível em: https://ojs.uv.es/index.php/RASE/article/view/8715. Acesso em: tización? RevistadelaAsociaciónSociologíaEducación,v. 3,n.p.325-335, FLECHA, A. Las hijas de las feministas. El feminismo del siglo xxi: ¿declive o democra- comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 88-106 , jan/apr.2017 ofSãoPaulofor SupporttoResearchofthe State (FAPESP). Memberofthe in Portuguese Literature byFFLCH/USP, withfinancing oftheFoundation Master and PhD in Languages by the Universidade de São Paulo. Post-doctoral BBC News.Notícias. 29ago.2015.Disponívelem:http://www.bbcnews.com.br/ All About the Girl: Culture,Power, and Representation – Cultural representa- alleid ribeiromachado 105

ARTIGO female ways of representation in the teen chick lits teen chick in the of representation ways female comun. mídia consumo, são paulo, v. 14, n. 39, p. 88-106, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Date of submission: 05/24/2016 Date of submission: Date of acceptance: 11/21/2016 Group of Studies of Literature of Feminine Authorship (USP/CNPq) and the (USP/CNPq) and Authorship of Literature of Feminine Studies Group of the Center and Journalism of between Literature of Relations group of research de of the Universidade Literatures and Cultures and European of Lusophone by research financed is part of a post-doctoral This study Lisboa (CLEPUL). Presbiteriana Mackenzie. Universidade CAPES along with 106

ARTIGO testemunho noprograma:1)há umesforçoemminimizarosconflitospessoaise temunha daexperiêncianarrada.Aanálisebuscadestacarao menosdoisusosdo mas dasimagensque ancoramomomentodopartoetornamtelespectadortes- pelos testemunhosnatelevisão,nãoapenasapartirdorelato dospersonagens, Vindas, exibidopelocanalfechado GNT. Oobjetivoédiscutiropapelassumido lity showbrasileirodedicadoamostraronascimentodebebês: oprogramaBoas dessa questão que opresenteartigoseestrutura,tomandocomorecorteumrea- lespectador, posicionando-ocomoparceiroecúmplicedoque évivido?Éemtorno Resumo: Abstract: Fernanda Silva num testemunho opapeldo dematernidadevividasnaTV: Histórias in aBrazilianrealityshow lived theroleoftestimonyMaternity stories onTV: gmail.com 1 Keywords: testimony;lifehistories;motherhood;realityshow. mony worksasaway ofconstructingthesubjects’authenticityandexperiences. conflictsandvalueis anefforttominimizepersonal theirovercoming;2)testi- The analysisseekstohighlightatleasttwousesoftestimonyintheshow:1)there the momentofbirthandmakeviewerawitnessnarratedexperience. only fromtheaccountofcharactersinstories,butimagesthatanchor GNT. The aimistodiscusstheroleassumedbytestimonyontelevision,not the birth of babies: the program Boas Vindas, displayed by the paid channel structured, focusingspecificallyonaBrazilianrealityshowdedicatedtoshowing thetic withitasapartnerandaccomplice?Itisonthisissuethatarticle Universidade Federal deMinasGerais. Gerais,MG,Brasil.E-mail:fernandamauricio@ De que formamostrarumaexperiêncianatelevisãosolidarizaote- How toshowanexperienceontelevisionmakestheviewersympa- 1 comun. mídiaconsumo,sãopaulo,comun. v. 14, 39,p. n. 107-126, jan/abr. 2017 reality show brasileiro Doi 10.18568/cmc.v14i39.1177

ARTICLE maternity stories lived on tv lived on stories maternity comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, valorizar sua superação; 2) o testemunho funciona como forma de construção de como forma de construção testemunho funciona superação; 2) o sua valorizar experiências. dos sujeitos e das autenticidade show maternidade; reality histórias de vida; testemunho; Palavras-chave: 108

ARTIGO credits ofthesoundbitesorreporters,whatmakesithardertoidentify. at: 2 I ampregnant”. will alwayshavesomeonewithme,apersonthatisgoing tobemine. onds) bringsbackXuxa’s pregnancyannouncement inaTVshow: “I daughter inavideoclip.ThefirstTVreport(twominutes and25sec- ones”, alivereportfromthematernity clinic andahomagetoXuxa’s news reportsaboutthebirthofheiress ofthe“queen oftheyoung about tobeborn. decoration ofSasha’saroundthebabythatwas roomandotherdetails viewers intenselyfollowed Xuxa’s hergrowing belly, expectations, the motherhood storybegins.Throughouthernine monthsofpregnancy, Luciano Szafir,unknown totheaudience sincethen,andthenher ing amother. In1997, Xuxabeganarelationshipwiththebusinessman relationships andthe hope nurtured by thepresenteroffinallybecom- TV viewers,fansofXuxaornot,followed throughthepressherlove throughout media dedicated tocovercelebrities'lives.For manyyears, and made clear her intention of having a child, which was widespread as modeland presenter ofTVshows for children.Xuxawasnotmarried Xuxa Meneghel,whosehistorywereconsolidatedaroundperformances aboutthebirthofSasha,daughterfamousTVpresenter to talk In July 1998,JornalNacional dedicated about10minutes ofitsschedule Introduction comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 throughout thesenine months,thereporthadobjectiveofshowing off ofthereporterwithtestimonies thatthepresentergavetomedia images, directorXuxaandParque. ofPlaneta Mixingthetextin recordings ofthelastshow beforethebirth,allregisteredinJoséMário’s We arealreadymarried”.Beyondtheseexcerpts,thereport bringsthe her partnerLuciano Szafir].[Cut.Xuxalooksatthecameraandsays:] There is a person that helped me get this dream come true [referring to The commentsmadeonthisstudyhave assourcetheNewsreportspostedonYouTube, available https://www.youtube.com/watch?v=Up0IkRgOjEI (acessoem:15out.2015).Theydo nothave Sasha’s birthmadefourdifferent entrancesonJornalNacional: Two 2 Inanotherinterview, Xuxatells:“[rubbingherbelly] fernanda silva 109

ARTIGO , th 3 […] to have her in my arms is, without a doubt, the strongest feeling I […] to have her in my arms is, without I got her in my arms, I started singing know, have ever had in my life. You in her hand, another one with to her, she… She took one of my fingers the other, its… [sigh] it is… I have no words to describe it. maternity stories lived on tv lived on stories maternity The second news report (three minutes and 48 seconds), made by the seconds), made by and 48 minutes news report (three The second was a live re- by Jornal Nacional The third appearance about Sasha . Acessed in: Oct. 15 available at: https://www.youtube.com/watch?v=Up0IkRgOjEI Testimony 2015. comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 3 - the mater birth: How spoke about the actual Canellas, reporter Marcelo fans keeping vigil in front of the Xuxa, her prepared to receive clinic nity staff, second moment, birth, the medical etc. In this hospital, the child’s of the unpredictability of narrative aimed at showing the construction speech: “a as it's clear on the reporter’s overcoming, the event and its The umbil- cesarean had to be rescheduled. The last-hour misfortune. well”. neck. But everything went around Sasha’s ical cord got wrapped go Szafir, preparing himself to dad, Luciano the The news report shows Xuxa, the and into the operating room. However, in the surgical floor to have her dream child, does not appear in the celebrity that was going her with a hospital do not see we do gown, preparation for birth. We through only know, We the surgery. not have access to her fears before with a member of the medical the reporter's speech and by a soundbite staff,tells doctor the soundbite, another In well". went "everything that all “She [Xuxa] was conscious what happened in the operating room: her chest, she placed Sasha on the time. And when the pediatrician This was started did”. crying, crying, crying. She cried more than Sasha birth, that only appear in the child’s the only testimony we have about to takebath. the arms of a nurse her first Roberto Kovalic and 43 seconds) made by the reporter port (one minute Szafir talked Luciano about his feel- clinic. straight from the maternity ings when her daughter was born: the emotion and joy of being a mother and, most of all, the achievement all, the achievement and, most of a mother and joy of being the emotion of a dream. 110

ARTIGO expectations regardingexpectations the birthofherdaughter. Inthatcase,therewas her vulnerabilities to theaudience, she didabout herfearsand nottalk request with the reporter'snarration.Xuxa,celebrity, didn’t reveal being born.We onlyknow herinfirstbath,filmedbythemother’s did nothearSashacryingandXuxa’s emotion,wedid notseethebaby narrated byhermother,weweredeprivedfromthemoment ofbirth.We the birthofbabies.Itisnecessary, however, tonoticesomedifferences. ture and relation totheaudience having asthecentral objective toshow this, realityshows, especially thoserelatedtolifestyle,basetheir struc- broadcast journalism works with reality does not comprise a theme like its existenceandsocial legitimacy. Ifforapartoftheaudience theway other, morerecently, thesubjectfound initsown formatsaspacefor letters ofreaderspublishedbytheJornaldoBrasil: was stronglycriticized, especially bytheaudience, aswecanseeinthe compilation ofimagesherupcoming show. finish, JornalNacional, byXuxa’s request, showed avideoclipwith around theemotionsthatbabyhadawaken intheir parents.To around fatherhood.Allthetestimonyandperformancerevolved comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 Although we have, as TV viewers, followed the path toSasha’s birth If ontheotherhandeventwasconsideredafutility, onthe At thetime,visibilitythatJornalNacional gavetothegirl’s birth The objectiveherewastoget,inthefather’s testimony, thefeelings I can’t take itanymore!Heeeeelp…(XUXA&XAXA,JulyI can’ttake 29 Sudan? else? [...]Whydidn’tonthehungerin anyonelendXuxaaVHStape have tobetreatedlikeademigod ifshewasconceived justlikeeveryone I can’tbeartohearaboutXuxa’s childanymore!!!Whydoesthis sion infacing herpregnancyastheeventofcentury. everyone andevenkissedbyadulatorseverywhere.Anundisclosed obses- cold weather)wasimposedtousassomethingbeadored,idolizedby all humblelady, whosebelly, extensively showing (sometimes, evenin [...] Itisalmostasubservientattitudeofjournalismworkingtothisnotat Maybe it wouldwake her up a littleand stop with this nonsense? fernanda silva th 1998). 111

ARTIGO maternity stories lived on tv lived on stories maternity In reality shows, as it is common on the genre, there are common the genre, there it is common on as shows, In reality study has as the objective to reflect upon this form of The following comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, people that become celebrities when bringing to television the story of to television the when bringing become celebrities people that not book celebrities, common people do lives. Differently from their and child's birth (as Xuxa did), for their clinic the floor of the maternity that is the pain and suffering. And vulnerabilities, they do reveal their These shows shared with the audience. of these testimonies authenticity First, the nar- the testimony of two modalities: are structured around until the baby’s tone of the story of the parents rative in a confessional any that rejects the birth, of visual narrative the secondly, and, arrival the narrative, are enough to legitimize of the event: Images mediation story and, therefore, own the viewer into an eye witness of their turning happiness. an accomplice of their of the viewer. implications on summoning testimony on TV and their sympathetic an experience on television makes the viewer to show How the that question this around It is accomplice? and partner a it as with on dedicated on a reality show present article is structured, focusing a on GNT, broadcast Vindas, Boas TV show the births: baby’s showing with a schedule based on cook- paid channel which focus on lifestyle debate programs and interviews, TV series and reality shows, ing shows, The life of common people is present in a majority of in its majority. objective of sharing problems and the schedule of the channel with the to cook (Que Mar- common people learn how That way, solutions. their e Santa homes (Decora their Ajuda) ravilha!), renovate and organize meal (Socorro! children a balanced, healthy to feed their learn how a whole mediatic circus around the birth of a celebrity baby, but her a celebrity baby, the birth of around circus mediatic a whole viewers. private from the the world was kept arrival to get a Festa), throw parties (Fazendo Meu filho Come Mal), learn how to want to de Arroz). With this schedule, GNT seem to married (Chuva possible conflicts of minimizing capable that makes it assume a posture it is possible to live a happy, how personal life, showing of the viewer’s 112

ARTIGO ingly signuptoparticipate ontheshow andtelltheir lifestories. and quality oflife. ery Home andHealth, channel that is also focused on lifestyle, health Per Minute andIdidn’t know Iwaspregnant,shown inBrazilbyDiscov- focus is the birth of babies, as it is the case of shows such as One Born episodes. Itdialogues withatrendofthe internationalschedulewhose cast: theoneverballynarrated (throughthefamily’s interview)andthe gives onthetwotestimonydimensionsthroughout thebroad- juxtaposed The TVshow BoasVindas isontheir 8 ofreality as aneffect the testimony testimonies”: honest and real “Emotional, the privatelife. viewer lookingforquality oflifeandanaccomplicethechallenges building healthyrelationships.Thechannelis,thus,apartnerofthe referred toit,being placedinthemostintimatepartofpeople’s lives, balanced life.Apartoftheshows arefilmedintopeople’s homesoris comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 Dec. 16 at: 5 Available 4 the viewers: page oftheprogramonInternetanticipates apartofthispromise to The analysisofthisstudyisreferred to theepisodesof6thseason,broadcastinyear2014. Boas Vindas show, in its 30 minutes, the story of two families that will- In thisexcerpt,itispossibletoperceive theemphasisthatshow of achild.(ourhighlights) ate way, with honest testimonies of a family that is reborn with the arrival cameras. Thedaytolifeofamaternity clinic captured in anaffection- preparation forthelabor,birtharesomemomentsregistered bythe and sadnesslivedinaunique moment.Thearrivalatthematernity, the ponents, socialclassesandtraditions. clinics beforeandafterbirthwillbringstoriesoffamilies withdifferentcom- birth ofachild.Emocionalandrealtestimoniesrecordedinmaternity dayofsomanypeople’sThe seriesfollow themostimportant lives: th , 2015. http://gnt.globo.com/programas/boas-vindas/episodios.html#pag=5. Accessedin: 5 You willfollowtheapprehension,joy th season,eachonehaving13 fernanda silva 113 4 The

ARTIGO The re- 6 7 , the testimony narrated 8 […] to supply the visualization (hillarious, touching, inspirational) of “the […] to supply the visualization (hillarious, spontaneous” authentic” emotions of “real” people behavior and “the as actors, say- professionally that are not acting - that is, of individuals ing lines and taking on a script created by TV channels based decisions (FREIRE FILHO, 2011, p. 115). maternity stories lived on tv lived on stories maternity In the case of programs focused on lifestyle In the case of programs focused on Considering that other TV genre are also based on reality, in this in this reality, other TV genre are also based on Considering that Reporter Esso, a historic TV and radio show from show Reporter Esso, a historic TV and radio of It is interesting to remember the slogan In October, 2015, french and brazilian researchers gathered on the 2nd International Seminary that work as games offering prizes, what is at stakeDifferent from reality shows on lifestyle shows by the subjects creates a dimension on something that is happening in is happening that on something dimension a creates the subjects by process the of accomplice an is viewer the Therefore, broadcast. the comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 6 Brazil, was “eye witness for history”. 7 Identi- the theme “Eyewitness, Media, (UFBA) to discuss Studies Television of French-Brazilian on journalism, whether they were a problem or a was about testimonies of the discussion ty”. Part cut-out.. 8 growth body or home) which promotes an individual is the transformation in one's life (on their and/or the resolution of a problem. one told visually (what we see, what the camera shows). That way, each That way, shows). see, what the camera visually (what we one told testimony own their constitute they share this experience, when family, the when using the show, the other hand, of a kind. On that is one as an constitutes the viewer it strategy, as a communicative testimony that, in the national narrated experience, dimension “eyewitness” of the journalism. attributed to broadcast is frequently bibliography, 114 lation between testimony and journalism, we believe, is related to the and journalism, we believe, lation between testimony - The recon reality. effect of the to create narrative of the authentication is constituted in through a verbal or visual narrative struction of events why the testimony has been the and that is veracity, an evidence of its of many researches in journalism. object of analysis study, we seek to expand the discussions on the field of broadcast jour- on the field of broadcast to expand the discussions we seek study, with relation its and television on reality the about think to nalism our object genre that comprises the case of reality shows, It is testimony. (2011), even though the label real- Filho to Freire of analysis. According are they programs, of group heterogeneous very a to applied is show ity by a common promise: unified

ARTIGO the birth. Vindas seektoexplorethe difficulties facedbycouplesbeforeorduring Boas the couple. In episode 10, entitled “Not everything is a fairy tale”, difficulty thatoccurredalongthewayandimplicationsofto aboutsome the pregnancyannouncement.Sometimes,show talks they met,thebeginning oftheir relationshipupuntiltheir marriageand aboutthe generalscenario. talk specialists appeartocommentonthecasethatisbeing shown, notto the show resorttospecialists todealwiththetheme,andevenso, on thechildthatisabouttobeborn.Therearerare moments inwhich tions –father,mother,grandmother,uncle,godmother -,whichfocus are fromthechild’s relativespresented to theviewerinitsfamily func- pregnancy untilshehadabigscare").From this,thevoices thatappear many insecurities with her pregnancy", "Fernanda enjoyed calmly her queue forpossibleconflicts("becauseshe triedforsolong,Rosanahad and, sometimes,throughouttheshow toconductthenarrative,leaving year, morethanamillion babiesareborn");beforeandafterthebreak; sentencetointroducetheepisodecharacters("Every somewhat standard is restricted to specific moments: in the opening of the program, with a gether throughout the broadcast. The narrator’s voice rarely appears and legitimacy tothegenre,according towhat wearegoing todiscuss. lived byanyperson.Authenticity, therefore,isavaluethat attributes information supplied by specialists for the authenticity of experiences an exampleforothers.Stillaccording to author,thetestimonyreplaces because ofthat,canbeanexamplemorebroadquestions andbe play, thefeelingthatcanbetoldbysomeone wholivedasituationand, and, hence,hastheauthoritytotellothers,orputexperienceinto mony canvalidatethenarrativeofsomeonewhowitnessedevent see" (JOST, 2003,p.62).According toFrançois Jost(2003),thetesti- it isa“constructionoftheeyewitnessthatfoundsimageswe of transformation–theweight loss,thehouserenovation,etc–since comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 In thefirstpartofprogram,coupletells audience how Boas Vindas hasthe mediationofanarratorthattiesthecasesto- fernanda silva 115

ARTIGO Mother: It is a complete change, because you are not desiring it… It isn’t Ev- that: like be should things think don't also I Because planned. even erything calculated and all. perfect, let's That’s it wasn’t like: “are you pregnant? Wow! Yeah, Father: have a family”. Narrator: Carolina have always wanted to be a mother and it seemed that and it seemed wanted to be a mother Carolina have always Narrator: the first try. would come true in her dream I only thought that We a mother. of being always dreamed Mother: I’ve taking I stopped my birth control quickly. get pregnant that would not first excited, I was pregnant. And everyone was very pills and 15 days later in the a lot of euphoria. And then, of my family, child, first grandchild the for I went When heartbeat. the little hear we could ultrasound, first that his little heart wasn't beating anymore. we saw second appointment, is very difficult that I had him dead inside of me. It There was two weeks to talk the same time. it because you feel anger and sadness at about An obstacle, path. to us, is only a different difficulty. There is no Father: 6, episode 10). (BOAS VINDAS, season maternity stories lived on tv lived on stories maternity The story is followed by scenes of the couple giving their testimony by scenes of the couple giving their The story is followed cases of Boas Vindas as an example: In the first, the see two Let’s comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 116 along with images showing their love and affection - kisses, hugs - sup- love and affection their along with images showing posedly captured as spontaneous.is an effort of It is clear that there acceptable people's life story to be more of transforming for the show that, it is necessary to act moments the viewer, even if, in order to do the experience. After showing their of intimacy of the couple narrating goes on talking relationship, the show of the about the baby’s steadiness and intensifying the feelings lived by the couple, be- birth, publicizing Therefore, even though there are life story. the peak of their coming are always the feelings of the show in society, of family models different positive. that – brings the story of two families family” “Suddenly, – entitled show about but, when it happened, were excited pregnancy, not plan the did Lívia and Thiago The young couple member. the arrival of a new family them even more. told that the early pregnancy united

ARTIGO ticipants' performance,alongwiththeimages and narrativebroadcast. rounding the child. showing hasconflictssurpassedbyloveandcomplicity ofpeoplesur- and authentic.The“realme"thattheshow intendson spontaneous overcoming life’s obstacles.In this sense, the self-narrative must seem reflects aboutsocialquestions, butitputsdifferentstoriesasamodelfor moment ofovercoming allstruggle.BoasVindas isnotashowthat of birthoreveninthebackgroundstory, themomentofbirthis fact ofbecoming asolo mom,Ericasaid: struggles andformafamily composedbybrothersandfriends.Onthe before gettingpregnant and thenewsmadeherovercome her emotional arise forbeing single canbeovercome.Éricasufferedfromdepression comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 The senseofauthenticity canbeperceived andspontaneity bythepar- Therefore, even though the TV show reveals struggles in the process Erica’s testimony, inturn,highlightsthatanydifficulties thatmay 6, episode01). someone besideyou,mommy, daddyandchild(BOASVINDAS,season No. Thereareotherwaysofhavingachildwithoutnecessarily be asinglemother. Whatnow? How isitgoing tobefromnow on?”. know? Heisaware thatitishisloss.Therenosuchdrama:“Oh,Iwill sible tobeangryatapersonthatgivesyougift,babylikethis, Mother: I cannot be angry [at the children's father] because it is impos- isode 1). Mother: We wanted to be mom and dad (BOAS VINDAS, season 6, ep- Father: Everythingchanged.From thatdayon,wewerestoked. heartbeat… you know? Too much responsibility. But when we heard the baby’s Mother: Iusedtohavealotoffearaboutputtingsomeoneintheworld, children". Father: Yeah, aboutchildren:“Oh,Idon’twanttohave wealreadytalked Mother: Itwasn’tourplan. fernanda silva 117

ARTIGO maternity stories lived on tv lived on stories maternity François Jost, when talkingwhen Jost, “first the that says world”, “real the about François the pleasure that the viewers Filho (2009), João Freire to According comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, reflection of the viewer is to determine whether the images speak to our reflection of the viewer is to determine 2003, p. has of this world" (JOST, world. Whatever the idea the viewer 42). Because of that is that the spontaneity emerges as a criterion for val- an attempt of getting in of television testimonies, idation of authenticity closer to the day do day practices. the show of honesty and spon- consists on seeking points have on reality shows the television scene. in taneityof the individuals in the performance Filho talks to whom the according about the work of Adrejevic, Freire in the pleasure of peek into are not measurement of value of these shows According to Erving Goffman (2005), meetings between individuals in in individuals between (2005), meetings to Erving Goffman According way specific a that denote operations basic by marked life are everyday certain share ba- Because of that, individuals in this situation. of acting supplied that can be another, information about one sic information that, Goffman says the interaction. As consequence, before or during are they are in contactevery time, when each other, individuals with is the belief and what is different of an audience, playing a role in front or the belief the belief of the interlocutor role, either they have on that per- between When there is a coincidence of the speaker in themselves. attitudes and the on interlocutors other belief of the and belief sonal calls the author is what happens what an individual, by spoken words in many situations. behavior of an individual’s façade, that is, a pattern a set of actions that characterize The façade represents the “real me”, participants that the other and, because of that, allows the individual, It is that correspondence between the to act before him/her. how know the belief that the others have about impression you want to create and speaker, the of attitudes the and me” “real the between interlocutor, the spheres are not When these to the individual. that gives authenticity consequence, and as of fakeness, the impression there is corresponding, the effort Then there is of the individual. there is a lack of credibility when the in making life stories seem authentic, especially of TV shows of reality. anchored on a dimension are shows 118

ARTIGO the subjects'movements. preferably varyfromthemedium totheclosed-upshotinorder show when theyarelivingtheir experience:becauseofthat,theseframings induce the viewer to look for the expressive aspects the subjects imply in thismomentas an accomplice.The framings ofthecamera seek to which weshareasviewers. this achievement, because of that it is necessary to show with details Hence the moment of birth implicates the achievement of this dream, labor, thedreamofhavingagirl/boy, thedreamofhavingabigfamily. the dreamofbecoming afather/mother,thedreamofhavingnormal and their overcoming. Alotoftheprogramissurroundedonadream: experiences isbuiltonthevisibilityBoasVindasgivestostruggles – as it was done in case of Xuxa. The authenticity of the stories and bellishment orreducing the“televisionintervention”aboutevent not hide their bodies, as if the show wanted to show reality without em- the narrator,charactersdonothidetheir vulnerability, womendo the trueevent.Theshow elongates thelaborpainsthroughvoice of for thebaby’s birth,ontheother,images ofthebirthseektocreate story seekstoberevealedwithoutconflictscreatethisfavorablemood comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 screen thatbuildsthepleasureofreceptionintheseshows. manifested anditis in thisattributionofveracity intheroleplayedon 2009, p.7).Itisinmomentsofemotionalfrailtythatthe“realme” glimpses (notscriptedorplanned)ofthesubjective"(FREIREFILHO, is apathologyofourcontemporarysociety), butseekingforobjective someone else’s life(typical conception ofauthorsthatsayvoyeurism When it shows the labor room, the show is also inserting the viewer On BoasVindas,if,ononehand,thenarrativeofbackground 11). and adistinctive imagetruetoourown self(FREIREFILHO,2009,p. ofelaboratingauthenticity,tions, totheimportance ofsettinganidentity We aresensitized,throughnarrativesandemotionallypersuasiveexplana- fernanda silva 119

ARTIGO Images hospitalSign on the saying “Operation Admission Room” Maternal-fetal ITU. of natural childbirth”. Rooms nursery team mas- Member of the medical Horizontal baby. saging the newborn the father, who framing until panoramic crying. Zoom in watched the procedure on the father. - foreground, receiv in the The baby, member of the ing a massage from the the background, the team. In medical watches the mother, lying over a gurney, procedure. crying. Close-up on the father crying. Close-up on the father Close-up on the father giving the interview after what happened. his to baby the crying gives nurse The father; in the background, the mother, watches the moment. still lying down, turns his back to the cam- [cut] Father her to give wife to his over and walks era him in a The camera follows the baby. shot. sequence maternity stories lived on tv lived on stories maternity This sequence had 53 seconds of duration and intended to show not had 53 seconds of duration and intended to show This sequence Verbal text Verbal [Instrumental music of suspense] [Instrumental music baby was born, but Narrator [off]: Thaís’ he hasn’t cried yet. suspense] [Instrumental of music [Baby starts crying] mo- only the was it think I [off]: Father I want ment I cried, that I said: “Oh wow, to see my child ok”. My relief came in the moment my son took his first breath. “My son is ok, man, my son is Father: ok”. [Baby soundtrack] [looking at the child]: “Welcome, Father to be my are always going my son. You son”. comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Verbal and visual narrative at the moment of labor. Source: My own My own Source: and visual narrative at the moment of labor. 1. Verbal Table making 120 only the labor, but the moment of vulnerability that happened, with the only the labor, but the moment of vulnerability voice begun with the narrator’s vital The sequence low signs of the baby. talking since it was after the images of another about what happened, events in of the father sews together the After that, only the voice family. Boas Vindas usually puts room. When the labor happens, the maternity

ARTIGO few momentsinwhichmembersofthemedical speakasexperts: staff stetrician) comes onlytoconfirm what is said byher. Thisisoneofthe her wishofhavingavaginalbirthandthevoice ofthespecialist (theob- about on thesixthseasonofBoasVindas.ThecharacterAndréatalks lived experiences.Itisthecaseofepisode“Semprecabemaisum”, of thegenre,thesetypesinformationcomebypersonaltestimonies of of anesthetic,overcoming individual struggle,etc.).However, astypical information abouttheprocessoflabor(typelabor,waterbirth,type plays aroleofhelpingpeoplelivingsimilar situationsorevengiving By centeringtheprogramonsharingpersonalexperiences,BoasVindas experiences asaway ofinformation “Now Iamgoingtoread,getinformed”:Sharing between thecharactersonscreenandtheir viewers. way theyspeak–seekstopromoteastrongidentificationandintimacy here isformulated bythepersonherself, withtheir languageandthe ment, whatsuggeststhatthelinkbetweenimageandverbaltext– directing what we see in the images with the feelings lived in that mo- took thebabyinhisarms,aftercried. feelings oflove.Inthisepisode,songjustenteredwhenthefather about the "babysong".Thesoundtrackisusuallyacalmsongthattalks thebabyforfirsttime,asif itwas a soundtrackforwhentheytake comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 The relatives build the momentof birth in their personal narratives, Two weeks before,shesaidwouldchangedoctors.Ok.Itisher rightto kept thesabeobstetrician, and, according toher itwouldbeacesarean. Grandmother: She saidshewanted the natural[birth] so badly, butshe informed”: Andthen,in38weeks,Isaid:“Baby, let’s tryanotherdoctor”. pregnancy, whenIfoundout,said:“No.“Now Iamgoing toread,get stetrician] willtry, Ihope…”trusted.Itdidn’t workout.Andinthethird and itdidn’t workout.Inthesecondpregnancy, Isaid:“Oh,she[theob- pregnancy. Butinthefirstonetherewasaconfusiononsomeprocedures Mother: Ialwayswantedtohavevaginal,naturalchildbirth. Sincemyfirst fernanda silva 121

ARTIGO (obstetrician): The bigger risk is that uterus rupture ex- The (obstetrician): 9

10 actly where there is a scar (or scars) of a previous cesarean. But here we a scar (or scars) of a previous cesarean. actly where there is are talking a spontaneous about (BOAS VINDAS, season 6, delivery […] episode 4). have a normal delivery. Could it have consequences to her? I don’t know. don’t know. to her? I consequences Could it have delivery. have a normal child. of their feel the impact We So, it is worrying. doctor. I’m not a baby. dangerous for the if it would be the end I felt worried Mother: Until a impossible having almost It is that: is exactly people say what Because risk, of a too big is that two cesareans, or having one after delivery vaginal cesarian, even. bigger than another Bernadette Dr. maternity stories lived on tv lived on stories maternity As we already discussed previously, the testimony can give private life the testimony can give private previously, As we already discussed This case is beneficial given the high percentageThis case is beneficial of cesareans In Brazil, there’s a movement getting stronger that aims at raising awareness on the various a movement getting stronger that aims at raising awareness In Brazil, there’s

Dra. Bernadette appears as an obstetrician for many character of the show. Dra. Bernadette appears as an obstetrician 9 10 intervention a patient to accept medical forms of obstetric violence, which constitutes as forcing risk. when there is no diagnosed 122 a dimension that surpasses voyeurism, but allows a reflection on broader a reflection surpasses voyeurism, but allows that a dimension base ar- To through the experiences of these people. questions social guments having as a starting an everyday situation and to awake point characters – supposedly "people like common interests between the TV testimony of the mediatized us” – and the viewers are other attributions to ex- 2011). Another function is giving meaning on television (SILVA, reality the that believe We narrative. own their through lived periences experience as an experi- their of TV “works for the reader to interpret (MEAD, 1926, to which they belong” ence shared by the community p. 390). George Mead's statement and its social applies to journalism of uniting and reaches a dimension role, that goes beyond information other that believe we that, Despite interests. same the around people can also play that role, which is ways of dealing with reality in television confirmed by the television critic Artur de Távola when he says that the performed in Brazil, especially in private hospitals. For the women in private hospitals. especially performed in Brazil, For to their Boas Vindas gives voice that choose vaginal birth, the show testimony. comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo,

ARTIGO STONE; LUNT, 1994,p.83). learn somethingaboutthesocial worldthroughtheseshows” (LIVING- rearrange everyday practices through testimonies; “Some think they can roots linked to the exposure of the private life of common people – can show viewers–anothergenrethathasits (1994), whichshow thattalk characteristic washighlightedbySonia LivingstoneandPeter Lunt aboutthemselves.Such listening andwatching anotherpersontalking build. Atthesametime,viewerislocatedaroundpleasureof perience tostrengthentheir bondsofintimacythattheshow intendsto rival ofababy. Thedifferences areintheformat–Jornal Nacional tells lies on the preparation of the family and the emotions lived with the ar- Sasha’s birth and whatisdoneonBoasVindas:Onbothcases,the focus content ofthecoveragemade byJornalNacional ofthemomentsbefore It ispossibletonoticethattherearenotmuch evidentdifferences onthe Final considerations everything wouldbehopeless"(TÁVOLA,Dec.22 of solidarityandlovemust begrowing (anditis,Iknow that),otherwise drama of reality surpasses fiction and everyone participates, a new form of dramaticimagesbuildanemotionalbondamongviewers:“Whenthe simultaneous characterofTVreception,and,especially, thereception comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 When they narrate themselves, Boas Vindas characters use their ex- simple factofbeing sharedwithothers(SILVA, 2011,p.328-329). the imagerythatgeneratesafeelingofappreciation and pleasure bythe perception of a “real” world and the socialization of individuals through others. Itisthesemeanings that,according toMead(1926),allow the and thewayhe/shecangivemeaning toexperiencesandshareitwith the emotion,thatismanifested bywhatislivedthecommonperson story of personal experiences capture the viewer by the sensitivity and by about somethingnew, butofapersonthatsharesthesameworld.The the viewertooccupyaplacenotasmuch ofapersonwhowantstolearn and shareitthroughthefeelingsconveys.Personal testimonies invite To beawitness,therefore,isnotonlytowitnessanevent,butliveit nd , 1972). fernanda silva 123

ARTIGO A part of these spaces is formed by mothers that simply share their that simply share their A part of these spaces is formed by mothers 11 maternity stories lived on tv lived on stories maternity TV shows like Boas Vindas suggest the existence of conditions that suggest the existence of conditions like Boas Vindas TV shows is structured around the diversity of families – young – young of families is structured around the diversity Boas Vindas , besides special magazines websites, such Maternar, Dona Mamãe, Mamatraca, A Mãe Coruja, besides special comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 11 e Filhos, are some of them. as Crescer e Pais allow their legitimacy on the television schedule through a dimension schedule through a dimension legitimacy on the television their allow demonstrate trans- of the delivery of Sasha, which of nonexistent sharing expectationsthe on formations television. of role the about society of of the absence of newsworthiness of the audience, The perception, desire of contrasts with the in the end of the 90’s pregnancy of Xuxa’s common people’s of the story of watching and participating knowing, outside the environment of television. It lives, tendency that is shown the variety of channels of information (blogs is noticeable, nowadays, child rearing, among other sub- and websites) about maternity/paternity, jects. the story with the mediation of renowned reporters, while Boas Vindas while Boas Vindas reporters, of renowned with the mediation the story and, espe- involved – to the characters the narrative authority delegate the first case, silencing delivery itself - on approach of the on the cially, detailing. case, visibility and on the second and absence; of In the birth renowned the around revolves coverage the of conduction the Sasha, of the story is in the case of Boas Vindas, the center celebrity – Xuxa; struggles. their common people and 124 everyday experiences with the intention of helping other moms with everyday experiences with the intention “Pregnancy Boas Vindas' website has a section called dilemmas. their child devel- with information on types of birth, Period” and Post-Partum women for pregnant recommended diets opment during the pregnancy, Even though there the delivery. and when to go back to the routine after (psychologists, educationalists, doctors) they also identify are specialists layer of the expert humanized as mothers or fathers, creating a more are looking for in- with common people that and a proximity knowledge from is dislocated of authenticity formation. The construction of a sense for the lived experience. the distanced testimony of reporters couples, experienced couples, homosexual couples, single women -, but context. It is whose conflicts are lived and overcome in an individual

ARTIGO success. because thecontextthatsurroundsthemarealwaysfavorabletotheir implying thatthischildhadjustbornmayhaveabrilliantfuture, the duration of the program, everything is built in an uplifting mood, an unwantedpregnancy, amiscarriage, acouple’s divorce. Throughout domestic relationshipsandreducestheambiguitythatmaycomefrom and shows achild’s birth,theshow confirmsthestrengthofindividual place forexperiencesthatwillstillbebuilt.Whenitnarrateslifestories das, isrelatedtothehome,whichstrengthenandbecomesaprivileged lic debate.Londres:NovaYork: Routledge,1994. LIVINGSTONE, S.M.;LUNT, P. Talk onTelevision : audience participation andpub- 2003. JOST, F. Latélévisionduquotidien. Entreréalitéetfiction.Paris: DeBoeckUniversité, GOFFMAN, E.ARepresentaçãodoEunaVida Cotidiana . Petrópolis: Vozes, 2005. Acessoem:jan.2010. org.br/data/biblioteca_1077.pdf. ciabilidade”. BeloHorizonte:PUC-MG, jun.2009.Disponívelem:http://www.compos. In: XVIIIENCONTRODACOMPÓS.Texto noGT“Comunicação apresentado eSo- televisivas. FREIRE FILHO,J.Avidaprivada,modosdeusar:revelaçõese restaurações et télévision.Paris: DeBoeck,2006.p.165-184. DAYAN, D.Quandmontrerc’estfaire.In:______.(Ed.).Laterreurspetacle . Terrorisme Janeiro: Rocco,1997. DAMATTA, R. References about thestreetandhome: says torememberwhattheanthropologistRobertodaMatta important comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 107-126 , jan/apr.2017 Certainly, asitwasinXuxa’s case,thetheme thatisaroundBoasVin- 1997, p.9). it wasa“bigfamily” livingunderawideandgenerousroof(DAMATTA, street [withourproblems]tohome,treatingtheBraziliansociety asif Facing someproblemsandrelations[we,Brazilians]prefertoincludethe A Casa & a Rua: espaço, cidadania, mulher e morte no Brasil. Rio de fernanda silva 125

ARTIGO , 22 dez. 1972. dez. 1972. 22 Globo, O maternity stories lived on tv lived on stories maternity On the author University Culture by the Federal and Contemporary PhD on Communication - Uni of the Federal of Communication of Bahia. Professor of the Department course of Journalism on the Federal versity of Minas Gerais. Professor of the of Minas Gerais. University comun. mídia consumo, são paulo, v. 14, n. 39, p. 107-126, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Date of submission: 06/10/2016 Date of submission: Date of acceptance: 02/09/2017 , v. 36, , v. of Ethics Journal experience. International The nature of aesthetics MEAD, G. 1926. n. 4, p. 382-393, no tele- pessoais testemunhos dos papel o privada: vida a M. Reposicionando F. SILVA, n. 1, p. 319-331, 2011. 14, v. Revista EcoPós, Rio de Janeiro, jornalismo. tragédia. na agora imagem, a Ainda da. A. TÁVOLA, - Disponível em: http://www.tv-pesquisa.com.pucrio.br/mostraregistro.asp?CodRegistro 2013. Acesso em: 19 abr. =50952&PageNo=1. em: http://www.tv-pesquisa. , 29 jul. 1998. Disponível do Brasil XUXA & XAXA. Jornal Acesso em: 13 out. com.puc-rio.br/mostraregistro.asp?CodRegistro=38966&PageNo=3. 2015. 126

ARTIGO Como premissa,considera-seque acomida,quando exploradamidiaticamente, geográfica esocialdoscompetidoresamaneiracomolidam comaalimentação. ções entreoglobalelocal.Aanáliseenfatiza aidentidadedosjurados,origem para compreenderdeque maneiraassimilaridadesediferençasexplicitamrela- exibido. ApropostaécompararoMasterChefBrasilao Colômbia zados, lidacomquestões vinculadasaocontextoondeoprogramaéproduzidoe a despeitodeserumformatotelevisivoe,portanto,trabalhar elementosglobali- Abstract: Ariane DinizHolzbach 1 Resumo: MasterChef Brasil versus MasterChef Colômbia BrasilMasterChef versus A comidacomo Brazil versus Colombia MasterChef MasterChef Food ofatelevision aschef format: 2 Meeting ofCompós,atUFG,Goiânia, fromJune 07 TV. Keywords: televisionformat;MasterChefBrazil;Colombia;reality culture and,atthesametime,withlocalidentitiesandmediacharacteristics. thatfood,whenconsiders mediaticallyexplored,evokeselementsrelatedtoglobal geographic andsocialoriginshowtheseTVshowsdealwithfood.The work The thejudges’identities,contestants’ analysispointsoutthreeperspectives: able toexplaintherelationbetweenglobalandlocalinbothcontexts. MasterChef Colombiainordertoseehowtheirsimilaritiesanddifferencesare emphasizes globalelements.To doso,thepaperanalysesMasterChefBraziland show ofcookerydealswithlocalphenomena,despitebeingaTVformatthat A versionofthispaperwaspresented attheworkgroupStudies ofTelevision atthe25 Universidade Federal Fluminense. Niterói,RJ,Brasil.E-mail: [email protected] The howareality mainobjectiveofthispaperistounderstand O objetivodotrabalhoéentendercomoumrealityshowde comida, comun. mídiaconsumo,sãopaulo,comun. v. 14, 39,p. n. 127-146, jan/abr. 2017 2 deumformatotelevisivo:chef th to10 th , 2016. Doi 10.18568/cmc.v14i39.1241 th 1 Annual

ARTICLE food as chef of a television format a television as chef of food comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, evoca elementos vinculados à cultura globalizada e à identidade do local onde e à identidade do cultura globalizada vinculados à evoca elementos se desenvolve. Colômbia; Brasil; MasterChef MasterChef televisivo; formato Palavras-chave: reality show. 128

ARTIGO ena relatedtoeachcontext. pieces that “speak” and help clarify phenom- perceived as fundamental offered tothecompetitors and otherelementslinkedtothefoodmaybe in thechallenges,gastronomic identityofthe judges,theingredients element thatindividualize theMasterChefs.Thetypeofcuisinevalued through whichthecompetitorsarehierarchized; foodisthemain main character. Thefood,inturn,doesnotactonlyasaninstrument ondly, itisessentialtohaveinmind thatMasterChefturnsfoodintothe global elements that the format demands to be recognized as such. Sec- are necessarilylinkedtoeachcountry, whichworkinperspectivewith they areproducedindifferent contexts,eachshow evokeselementsthat MasterChef Colombiaareverydifferent fromeachother. Firstly, since (CHALABY, 2015). transnationalization of a model that is potentially developed anywhere mat, atypeofcontentwhichproductionlogichasasanobjectivethe that createunity with theMasterchefbrand.Itis,thus,atelevisionfor- thecharacteristics be doneinregionalgrounds,aslongitmaintains tries, andeverytimeachannelintendstoproducetheshow, thishasto developed byBBC,thefranchisewasalreadyproducedinover40coun- produced: Australia, Bulgaria,Chile, Mexico, Ukraine…Originally inated. Thesamedynamic isdevelopedwhereverMasterchefbeing suchaschoosingtheonewhowouldbeelim- moments ofexpectation, challenges havesimilar objectives,theedition dramaticallyexploresthe prepared bythecompetitors,onepresenterexplainschallenges, edition thedishes rhythm:Threejudgesspecialized ingastronomytaste tive asitsbraziliancolleague.Eachversionusessimilar strategiesand broadcasts MasterchefColômbia,TVshow thatsharesthesameobjec- who wouldbethechefofhour. Ontheotherside,RCNTelevisión the objectivetochoose,throughanintensegastronomic competition, nel Bandeirantes broadcastsMasterchefBrazil,arealityshow whichhas At a first glance, both shows seem to be the same. On one side, the chan- Introduction comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 What happensis,whenanalyzedclosely, MasterChefBraziland ariane dinizholzbach 129

ARTIGO food as chef of a television format a television as chef of food The objective of this paper, however, is to understand is however, paper, of this The objective way in what comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Food that stratifies Food vitalthe to due Probably act. physical mere a was never eat function To transforms it in importantthat food carries, it holds an aura that social contexts. Lévi-Strauss (2004, p. 1) argues that, foundations in different deals with food, there are “conceptual tools to behind the way society together in propositions”. The isolate abstract notions and chain them The ways in which food is handled; anthropologist emphasizes that: 1) cooked, rotten, (raw, manipulation 2) the expressions used during the certainvalue of the and 3) fresh…); con- to others are in relation foods textual forms of interpretation of the world that hierarchize specifically elements of contemporary elements. One of the most revealing social people have on the table, in turn, is based on the manners societies, that us reminds (2011) Norbert Elias matter, About this during meals. 130 a television format linked to food clarify phenomena related to the phenomena related to food clarify format linked a television with the global the way it relates is made and the show culture where of two make an analysis so, the idea is to do it demands. To phenomena The Brazilian and MasterChefs of Latin America: of the most popular In order to do that, both broadcasted in 2015. the Colombian versions, around food as a tool which translates a discussion first the paper creates the Later, produced. is it where place the to related phenomena social and the relation TV formats will be discussed role of the contemporary the idea is to analyze local and global. Finally, which mark between three categories: and MasterChef Colombia through MasterChef Brazil the contes- origin of judges, the geographic and social the identity of the tants cuisine. It and the value of native food in relation to international analysis is important a mediatic to emphasize that, instead of performing of analyzing the content of these per se, the approach has the intention aspects, wider social elements relate with and the way their TV shows developed in each con- culture those necessarily linked to the mediatic in a social phenomena perceived mediatic text and added to different perspective.

ARTIGO phenomena relatedtofoodinthe20 reference. bol ofsocial stratification thathasthewesternEuropeasanimportant to theactofeating.Goodmanners,thus,constituteapowerful sym- utensilsthatencouragedspecific behaviorsrelated to culinaryandtable tiate themfromthecommoners,thatdid nothaveaccesstoeducationor supporttodifferenby thebourgeoisie, had intheseritualsanimportant - Middle AgeandModernity. These,formedbythearistocracyandlater that putinprominence thebehaviorofEurocentricelites based on“goodmanners”wasanintenseverticalizedprocess author considersthatthehistoricalprocesssettledbehavior natural behaviordoesnotexist,itisratherhistoricallyconstructed.The comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 17 ification. Iftheexistence of culinarybooksdatesbacktoatleastthe phenomenon, whichintensifies therelationoffoodwithsocial strat- types offoodareusuallyconsumedonlybypeoplewho canaffordit. foodsinpopularwhileother of brandsandpricesthatturncertain relation betweensociety andfood;evenso,thereis,currently, adiversity seasonings, forexample,causedaprofoundchangeinthe stantaneous that technologygotinpreparations.Tinned andfrozenfoodsin- and food, especially because the huge importance tween capitalism processes suchastheIndustrialRevolutionintensified therelationbe- ple), whileotherswerehistoricallylinkedtothepoor (guts).Historical of meat,inawaythatsomearerelatedtotheelite(lambforexam- Bourdieu (1996),itispossibletosocially hierarchizethetypesandcuts the aristocracy. Andinthiscontext,from alogicthathasitsoriginsin tive “noble”,either by being rareorbybeing morecommon between foods.Meat,forexample,inmanycases,receive theadjec- of certain consolidated bythejunctionofsocial stratificationandtheofferorlack in different societies and historic periods, and that characteristic was us, forexample,thatmanyfoodsarehistoricallylinkedtotheelite,even th The sociology offood hasappropriatedthisobservationtoexplain Nowadays, theingestionoffoodwastransformedintoamediatic century(BRAGA, 2008),the20 th centurywatchedtheproliferation th century. Goody(1982)reminds ariane dinizholzbach 131

ARTIGO Cookery (1946) in the United Kingdom, and I Love to Eat (1946- Eat to I Love and Kingdom, United the in (1946) Cookery food as chef of a television format a television as chef of food From the media company’s point of view, formats are one of the most of view, point company’s the media From comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, strategic television contents, considering they are models that gather strategic television contents, considering they are models that gather Television formats between global and local formats between Television although the idea was since the 50’s, The television formats exist, at least, 2012). since the previous decade (CHALABY, already present in radio in number television formats have grown In the last 20 years, however, that the context for two characteristics which points and complexity, - holds: 1) its great capability of flexibility and adaptation so to different a product that intents to be international contexts; and 2) being cial (KEANE; MORAN, 2008). of journalistic and entertainmentof journalistic main have food as the programs that has been columns existence of gastronomy journalism, the theme. In that seem and websites magazines common in newspapers, increasingly to the aristocratic much well” that still owes ideal of “eating to sell the act in the choice by Elias. Furthermore, they eurocentrism evidenced points Cole (2014) food for many people, as Jennifer and preparation of the as an institution that directs the role of media out, which boosts value of certain In entertainment, preparations over others. the TV which talkshows cooking in one of the about food transform the act of chef" Xavier Mar- since 1937, when the "TV most celebrated practices after the Second on BBC (OREN, 2013). Right cel Boulestin appeared in the anglo-saxon shows there were at least two cooking War, World context: premiered 1947), in the United States. In Brazil, Ofélia Ramos Anunciato and, later on, hosted for 30 years in 1958 on TV Tupi a cooking show (DEMOZZI, 2012). Bandeirantes A Cozinha Maravilhosa de Ofélia on the for ABC’s gastronomic of kind a brand as had shows these Initially, had as content which that they carried highly didactic given audience, to cook "well". on how the female audience objective to teach especially compe- on based dynamic, different a have shows TV most Nowadays, 2015), primetime (WEI; MARTIN, titions that are broadcast on TV’s shows. which is the case in cooking reality 132

ARTIGO markets” (HETSRONI,2010, p.VII).Realityshows areatelevision the capabilityofovercoming culturalbarriersandsellingfordifferent is particularlyvisibleonrealityshows, "aglobalphenomenonthathas Europe region. countries such as Australia, New Zealand, Argentina and in the East ducers thathavebeenspecializing increatingandsellingformats on theother,itisincreasinglyhighernumber ofindependentpro- the mainstreammedia, benefitfromabiggerdemandforthiscontent, thermore, if,ononehand,bigformatexporters,usually coming from comprise acomplexmixture ofglobalandlocalcharacteristics.Fur- show. From thispoint ofview, formatsdevelophybridcontentthat bring somekindoflocalidentity, even toraiseaudience ratingstothe sense ifitenables,withanice dosageofflexibility, thattheproducers teristics fromtheplacewheretheyareproduced.Aformatonlymakes bigger economic integration and present in their content many charac- What happensis,as Waisbord (2004)points out,formats encourage a teurization ofcontentandtheerasurelocaltelevisioncharacteristics. expanded their audience. schedule andtheir potentiallyattainable vision schedule,but,mainly, tobeginworking withnewcontent,which which allowed themnotonly tohaveabiggerparticipation onthetele- of mediatic contentandtheprivatization ofalargenumber ofchannels, Between 1980-1990,formatsbenefitfromabiggertransnationalization expansion inchannelsthroughouttheworld(CHALABY, 2012,2015). low costandeasyproduction, suchasgameshows, whichencouragedits and/or exhibition.Ina first moment,thismodeldevelopedshows with those who acquire them and become responsible for their production Companies specialized inthecreationand saleoftheseformatsand With that,theysupplyforatleasttwogeographicallydifferent markets: basic rulesandthat,aftertheyarelicensed,canbegloballyproduced. comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 The relationshipbetweenlocalandglobalinthecontext offormats At afirstglance,thepopularizationofformatsseemstoboostpas- ariane dinizholzbach 133

ARTIGO that, in general, work with work with that, in general, 3 food as chef of a television format a television as chef of food Cooking reality shows, in turn, complexify the relation between local Cooking reality shows, The idea of gender is associated with the narrative structure developed in reference to more The idea of gender is associated and global, especially due to the way they build the authority of the and global, especially with food. Instead of highlighting judges and the relationship they have the daily life of the contestants, focus on the food prepara- these shows in turn, is, usually, of the “best” cook. This choice, tion and the choice of participation the without therefore, - judges the by made integrally (who usually cannot taste and through highly the dishes) the audience say that such preparation is not subjective criteria. The judges usually or they praise a of the ingredients good because they "don't like it" of one author- judges' The "original". the to similar is it that saying preparation because of the place of speech they ity is not put to the test, especially context, chefs in a global and mediatic they are renowned have - usually, famous restaurants of reviews. owners are filled with gastronomic that As the bigger objective of the contestants is to please the judges, they the premise that the contestants that the premise is, they are the people; that are “real” dosage of giving a high the format, for regionalizing main responsible Survivor and such as Big Brother, shows, Some reality local culture. because they the regionalization of the genre potentialize The Farm ways, the day-to-day life of these contestantsexplore, in many (CANN, 2006; RAICHEVA-STOVER, DUNBAR, 2010; HUFF, 2013; HAYES; local develops a daily ritual linked to the each program 2010). This way, to dress, historically contex- how which comprises, for example, identity, for a certain tualized accents, preference (pool, sunbath, kind of leisure im- an has audience the Moreover, activities. other among etc) parties, portant formats related to reality shows. role in the regionalization of the select, in many cases, the winner After all, they are the ones who help expand the television experience in to, at times, in addition of the show. (2012) and Hill and other spaces, as Campanella virtual communities out. (2005) pointed comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 3 establishedor less socially of pro- conventions. The television forma tis linked mainly tom odes and marketing strategies (KEANE e MORAN, and publicity duction, business models, workflows 2008). genre commonly transformed into a format transformed genre commonly 134

ARTIGO global withlocal Brazil Colombia: MasterChef vsMasterChef television andtheprivate companies explored the productionand controlled property, regulationandconcessionofthecommercial In 1963, the country created a mixed system, in which the government RojasPinilla. this countrywasinstitutedbythedictatorshipofGustavo that wasmorecontrolledbythegovernment.In1954, thetelevisionin participation ofprivatecorporations,Colombiadevelopedatelevision telenovelas. WhileinBraziltheopentelevisionwas developed withbig ofGlobo’sthan Colombiantelevision,especially duetotheexportation owner oftheRCNTelevisión. mingo group,owner ofCaracol Televisión, and theArdila Lullegroup, private, sharethemainsliceoftelevisionincountry:SantoDo- of themainopentelevisionchannels,inColombia,twobiggroups,also cially in open TV. While in Brazil great conglomerates are proprietors consolidated media companies, whichactalmostasmonopolies,espe- and inColombiashow similar characteristics.Bothcountrieshavebig, Even thoughtheyaredevelopedindifferent ways,televisioninBrazil regional experiences. develops strategiestodealwiththeseelements,adding splashesoftheir the hegemonic references of"goodcooking"Eachcompetitor,however, can travelthroughglobaltypesofcuisineandhaveknowledge about that that whosucceedsinthesecompetitionsusuallyisthecontestant mands thatthecandidates reproducethe preparation.Itisveryexplicit with. Inmanycases,theshow choosesaninternationaldish andde- the show, regardlessofthetypecuisinethateachoneisacquainted ing realityshows areobligatedtouseingredients exclusivelychosenby and amoreglobaldemandfromthejudges. need tocreateadialog betweentheir localexperiencesandknowledge comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 Until the90’s, Braziliantelevisionhadmoreinternationalprojection In regards to the relation they have with the food, contestants ofcook - In regardstotherelationtheyhavewithfood,contestants ariane dinizholzbach 135 Combining

ARTIGO . Accessed in: jun. 2015. MasterChef Colombia was the eighth MasterChef Colombia was the eighth 4 5 food as chef of a television format a television as chef of food In Brazil, MasterChef is broadcasted by Bandeirantes and they have and they is broadcasted by Bandeirantes In Brazil, MasterChef MasterChef franchise, in turn, is one of the most importantMasterChef franchise, in turn, is one shows Information available at: http://goo.gl/pZx3oF Information available at http://goo.gl/14IBHe. Accessed in: jun. 2015. most watched program in 2015 and the fourth most popular program of program popular most fourth the and 2015 in program watched most RCN throughout the year. comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 4 5 produced four seasons already (2014-2017), all presented by the jour- already (2014-2017), all presented produced four seasons Fogaça, by the chefs Henrique and judged Padrão nalist Ana Paula the first season was Carosella. In Colombia, and Paola Erick Jacquin and presented by the model and released in 2015, broadcasted by RCN Ron- Bahamón. The three judges were the chefs Paco presenter Claudia is show the cases, both In Zubiría. de Nicolás and Rausch Jorge cero, at 10:30 PM, in (Tuesdays, evening broadcasted during the week, in the 8PM, in Colombia) and 18 contestants Brazil; Mondays and Fridays, ratings: In Brazil, the good audience are selected to compete. They had example, leaded the ratings during last episode of the season in 2015, for to Ibope. according 19 minutes programming of the channels. Because of a big market pressure, César César pressure, market big a of Because channels. the of programming 1991, the pri- Constitution of instituted, in the government Gaviria’s giving this companies, telecommunication of television and vatization - (MONTOYA-LON groups big economic the market to the space of is one of the seven biggest television Colombia DOÑO, 2014). Today, the last 10 years, Latina (PIÑON, 2014). During markets in America for- array of television have imported a significant Brazil and Colombia reality shows. mats, especially 136 - main creators, producers and dis of Endemol Shine Group, one of the Kingdom. The format was already tributors of content in the United in at least 200 territories. exported for over 30 countries and broadcasted Roddam produced it for Franc The idea was created in 1990, when into a format, and transformed was modified BBC. In 2005, the show ratings in many countries that and, since then, reaches high audience for example, it became in prime time. In Australia, broadcast the show 2010). in history (ETTER, the third most watched show

ARTIGO of nativefoodinrelationtointernationalcuisine. andthevalue judges, thegeographicandsocial originofthecontestants versions willbeanalyzedunderthreeperspectives:theidentityof works therelationglobalvslocalinBrazilandColombia,both individually how MasterChef andingroups.Inorderto understand out sparingcriticism andthechallengesincludepreparationsmade must bemadeinafixedtimeframe,the judgesappraisethedishes with- Thepreparations generate anenvironmentoftensionandexpectation: the challenges,allversionsuseatleastthreestrategiesthat,combined, dren’s birthday, happyhouretc.).To createarhythmofcompetitionto celebrated (French, vegan,Amazonian…) oranevent(wedding, chil- worked on(pork,goatcheese,chocolate,etc.),atypeofcuisinetobe themed challenges,whichmaycompriseaspecific ingredient tobe dishes thatareappraisedbythreeorfourrenowned chefsthrough a cookingcompetition.Ineachepisode,thecompetitorsmust prepare haute cuisine and values complex preparations and artistic presentation haute cuisineandvaluescomplex preparationsandartisticpresentation about thistypeofcuisine, Jacquin isclearlyaconnoisseur ofFrench grandmothersandthat,therefore, shehasagreatknowledge with Italian uations. WhilePaola frequently repeats,duringtheshow, thatshegrew naturetotheeval- intention oftheprogramtoconceive acosmopolitan Paola Carosella,andaFrench judge,ErickJacquin, whichindicates the Brazilian judge,Henrique Fogaça, inaddition toanArgentinian judge, uate their preparations.InBrazil,MasterChefchosetohaveonlyone versions of MasterChef adopted a format with a triad of judges to eval - constructed, as Lévi-Strauss observed. The Brazilian and Colombian than another. Theperceptionofflavorishistoricandcontextually preferences caninfluencetheir selectionofadish asbeing "tastier" tohaveinmind thehistoryofjudgeandtheiris important food example, how much saltseparatesadullplatefromsaltyone?),it intheevaluationofadishConsidering thesubjectivitycontained (for Identity ofthejudges comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 The objectiveofMasterChefistofindthebestamateurcookthrough ariane dinizholzbach 137

ARTIGO food as chef of a television format a television as chef of food The Brazilian judge Fogaça brings to the show an urban identity and an urban brings to the show Fogaça The Brazilian judge the identity of the judges in a MasterChef Colombia deals with comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, he is known in the gastronomic field as an expert in street food, normally as an expert in street food, normally field in the gastronomic he is known concept of urban is contextu- his However, way. made in an artisanal of São Paulo. his career entirely in the streets alized: He developed state,This mean would of what metonymy into a transformed thus, is three judges run to that, the In addition the show. Brazilian food for and artists are targetwhose restaurantsfamous audience Paulo, São in important it is of the “paulista Finally, to highlight connoisseurs night”. happens on the mainstream media, the legitimacy of the three judges and prizes from magazines such as Veja because all of them received Prazeres da Mesa. – Jorge Rausch and there are two Colombians Firstly, way. different char- This Roncero. Paco – judge Spanish one and – Zubiría de Nicolás the nationality and the Hispanic acteristic enhances the presence of has Jorge Rausch, particularly, identity through the eyes of the judges. restaurants Medellín and in many parts of Colômbia, such as Bogotá, Cartagena, of many parts of the coun- which makes him knowledgeable turn, has restaurants Nicolás, in in Bogota,try. from but he is originally Cartagena, in street food. The cosmopolitan an expert besides being part gastron- since the three judges studied indirectly, is shown of the show cuisine. French in and Jorge was specialized omy outside of the country, importantis Roncero sense, because, besides this in Paco image of The many restaurants he owns throughout the world, in a foreigner, being like the Brazilian version, the judges Madrid, Ibiza and Shanghai. Just Guide, Michelin the importantfrom prizes won including institutions, guide. gastronomic French renowned of the plates. Jacquin, in numerous occasions, criticized a preparation a preparation criticized occasions, numerous in Jacquin, plates. of the inspired that were dishes to criticizing was “ugly”, in addition saying it in executed. Paola, were badly in his opinion, cuisine, but, by French ep- In the second of a preparation. the professionalization turn, values to taste of a contestantisode, she refused because he had used a dish saying that "I don't eat canned things". pickled palm hearts, 138

ARTIGO a certain tendencyfromthejudgestovalueamoreglobalizedcuisine. a certain other thingsthatarenotalwaysinspiredbyyourland”,whichclarified reason forthatwasgivenbyPaco Roncero: “Ibelieveyouhavetocook motherland, the city of Valledupar, but she was eliminated. The only Mayramadeadishwould betheegg.Thecontestant inspiredonher They,18 contestants. then,hadtocreateadish whoseprotagonist bia, theparticipants were stillappraisedsotheshow wouldgettothefinal cuisine hasadifferent tone.InthefourthepisodeofMasterChefColôm- international cuisine;itonlymeansthatthewaytheyperceive regional not meanthattheregionalcuisineismorevaluedinrelationto parts ofBrazilassecondary. heterogeneity, thus,ismarkedby anassumptionthatconsidersother fromtheNorth.The the world,eventhoughthere aren’tanycontestants erogeneous landscape that addspeople fromdifferent partsofBraziland six participants, inturn, seem tobe selected ina way of composing ahet- ipants -lessthanthenumberarefrom other regions.The ofpaulistas region ofBrazil,especially SãoPaulo, consideringthatonlysixpartic- fromtheSoutheast that MasterChefBrazilprioritizestherepresentation It is very clear nese participant, representing the “global” contestant. from thefederaldistrict. Besidesthe17participants, thereisoneChi- ofParanástate (Londrina),onefromMatoGrosso (Cuiabá), andone Porto Seguro,respectively)Finally, thereisoneparticipant fromthe Horizonte andSalvador)onefromthecountryside(Araguari (Belo and Bahia,withtwoparticipants each(11%),onefromthecapital withthreeparticipants (16%),followedthe capital), byMinasGerais Santos eParapuã). Insecondplacethere isRiodeJaneiro (exclusively and three from the countryside(São Roque,pants being from the capital Paulo, four partici - which represents approximately 38% of the total, ofSão In MasterChefBrazil,outof18competitors,7arefromthestate Geographic andsocialoriginofthecontestants comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 The biggest presence of a Colombian identity among the judges do ariane dinizholzbach 139

ARTIGO food as chef of a television format a television as chef of food The 18 competitors from Colombia act towards a slightly more a towards Colombia act competitors from The 18 status when we com- The social is also different of the competitors comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 140 heterogeneous representation. Four competitors are from the capital, are from competitors representation.heterogeneous Four three are from Barranquilla Medellín and four are from Bogotá (22%), Ipiales, from Palmira, there is a competitor the other cases, (16%). In Ocaña, Santa Marta, Cúcuta Quibdó, Cauca Even though e Bordo de seven of the 33 Colombian states, belong to only these cities they geo- case In only one regions from the whole country. graphically comprise same state: from a there is two cities Cúcuta, Ocaña and that integrate the northern state of Santander. The priority for choosing competitors importantpolitically more the on lies Bogota, cities: and Medellín the of the country that dominates but there isn't a region Barranquilla, in the Brazilian as it happens with São Paulo identity of the competitors that they have exactly the same the other hand, the fact version. On from Bogotá and Medellín, two of the most pop- of competitors number history political recent the in present strongly being besides cities, ulated is symptomatic. There seems to be a selection with a of the country, although there is a bigger representation in high degree of direction, relation to the geography of the country. Colombia. The vast majority is pare MasterChef Brazil to MasterChef com- the of part bigger a version, Brazilian the in however, employed, class: Event to the urban middle petitors holds positions usually related statician, artist, etc. lawyer, producer, advertising person, administrator, social professionally into a different Only one competitor can be framed category: Iranete Santana, In the from Bahia, who is a housekeeper. competitors with professions that Colombian version, there are many to the Brazilian contestants: advertising person, ar- are similar Lawyer, are linked whose professions of participants chitect, etc., but the number agent, housekeeper, telemarketing classes is bigger: Painter, to lower restaurant better the Colombia seems to conciliate clerk and barman. status with the social complexity of the country by dealing of the social way. in a slightly more heterogeneous participants

ARTIGO edge asatooltoboostthetension.In14 preparationsconsideredpopular,usingthislackofknowl- know certain version explores many situations in which many competitors do not pants causesamajor difference intheshow’s narrative.TheColombian 14 general consulofFrance, Damien Loras.InMasterchefColômbia,the dish,prepare alasagna,typicalItalian andserveitatthehouseof dom. InthesixthepisodeofMasterChefBrazil,competitorshadto had tomakeabeefWellington, typicaldish fromtheUnited King- ences ofeating“well”.OnbothversionsMasterChef,thecompetitors according tothecommonsense,especially regarding Eurocentricrefer- of prioritizingtheinternationalcuisineconsideredas“goodcooking” Both intheBrazilianandColombianversions,thereistendency Native elements:Regional food inrelationtointernationalcuisine comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 ing ahighlyEurocentrictone tothedemandsmadeforcompetitors. the preparation,show invitedtheFrench chefFabrice LeNud,giv- of acrèmepatissière,one thebasesforFrench sweetcuisine.To teach of themostdifficult challengeswasthecreation,inseventhepisode, soup thatwasunknown tothecompetitors.InBrazilianversion,one hadto guesstheingredientstestants andreproducea borsch,aRussian according to the competitors eyes. In the Colombian version, the con- mon for MasterChef to elaborate challenges that include unusual dishes dishes:create threeItalian Risotto,lasagnaandgnocchi. flict generatedinsidethecompetition. less thepersonalproblemsofparticipants andfocusonlyonthecon- career ofbeing achef. TheBrazilianversion,ontheotherhand,explore struggle shehadthatmadeherchangepathsinsteadofinvestingonthe show buildsabiographyofDiorlin sothattheycanclarifythefinancial make next.Atthesametime,invariousoccasions,edition ofthe Diorlin Andradesayssheneverhadrisotto,adish shewouldhaveto th This difference ofthepartici inrelationtothesocial- representation Beyond thestrongpresenceofanEurocentriccuisine, itisverycom- episodedivided theparticipants intothreecategoriesthatshould th episode,thecompetitor ariane dinizholzbach 141

ARTIGO episode, the competitors episode, the competitors th food as chef of a television format a television as chef of food In MasterChef Colombia: Regional cuisine is shown in a particular cuisine is shown In MasterChef Colombia: Regional What differentiates MasterChef Brazil from MasterChef Colombia from MasterChef Brazil MasterChef What differentiates comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 142 way and defines the identity of the competitors; and 2) the regional as- way and defines the identity of the aspects, but it comprises pect is defined not only through Colombian sense. Although, as previously South American elements in a broader com- cuisine, international an to accustomed are judges the analyzed, their petitors, in many cases, use the challenges as a way of reinforcing celebrate to planned are challenges many side, one On identity. local South American cuisine: In the fifth episode, the competitors had to flew to Manaus, place filled with “different", "unusual”, “weird" ingre- “weird" "unusual”, filled with “different", flew to Manaus, place throughout the episode. They strolled as the competitors said dients, built an environment Market and the video edition around the City from the about the ingredients of surprise, fear and lack of knowledge looked chocked when they saw competitors perspective. Some of them fish) and handled Amazonian "for the first time" a pirarucu (typical to root), in addition sauce extracted from wild manioc tucupi (yellow they had to cook with some of looking overwhelmed when they knew of a famous Schaedler, owner invited Felipe The show these delicacies. restaurant the use of in Manaus, who worked as a teacher, teaching and helping competitors understand ingredients the food of Amazonian competitors had to create increase the exotic experience, the region. To Kawasaki, Fernando on boats crossing the Amazonas river. dishes their described what his team prepared and said he felt like from São Paulo, that distances the competitor from “talking in a behavior like an indian”, the place. this regional cuisine and stereotypes in the way they deal with food is the presence of cuisines related to the of cuisines related is the presence they deal with food in the way the regional Brazilian version: In the identity of each country. regional region; to the Southeast does not belong defined by what is normally the regional food of distancing 2) there is a tendency and, generally, the to deal with decides . When the show dish into an exotic and turning North and North- emphasis on the cuisine from the regional, there is an from of distancing challenges are thought in a way east region and the In the 12 of the participants. the familiarity

ARTIGO other momentsoftheshow. which endsupbalancing thevalueonglobalcuisinethathappensin ing abouttheapproximationthereisbetweenfoodandcook, by them. During the episode, the elimination challenge is made think- plate”. Healsocites his parentsandgrandmothersaysheisinspired represent myland,Ocaña.For meitisanhonortomakethisdelicious mar says,moved,thathewashavingthechancetouseingredients “that and looksverycalmwhileshecooks.Intheendofpreparation,Wil- Diorlin,inturn,saysshealreadypreparedcevichebefore contestant ticipant WilmarSánchez sighssmiling andsays:“Ah,ceviche!”.The Next, heshows apreparation madeinsideacup.Immediately,- thepar Rica,Mexico…Inallthecountriesofregion”. Colombia, Costa dish. This dish is prepared in Peru. It is also prepared in Chile, Ecuador, said thatthecompetitorsmust prepare "a completelySouthAmerican was possibletoperceive how atelevisionformathassimilar elements two seemingly oppositesidesofthesamephenomenon. Ononeside,it revealingcharacteristicsfromthe mediastarts itself. ofamediaticdeveloped. Whenitturnsintoaprotagonist product,food ofthesociety whereitis contextualwaysofinterpretation strumentalizes reality shows, giventhatthefoodisanomnipresent elementwhichin- This phenomenonisparticularlyrelevantwhenwe analyzecooking transnationalization, butalsototheregionalizationof culturalproducts. show. Itbrings together, inacomplexway, social elementsrelatedtothe A televisionformatissomuch morethanaformula ofaglobaltelevision Final considerations their roots.Atthebeginning ofthe15 homage totheir family, expressingwithpridemanyfeelingslinkedto petitors createddishes inspiredbytheir regions,inaddition topayan judge Paco Roncero.Ontheotherside,inmanyepisodes,com- iterranean cuisine,butalsofoundhereinthePacific ocean”,saidthe work withlambfromPatagonia and withtuna– “typical fromtheMed- comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 The analysisofMasterChef BrazilandMasterChefColombiashowed th episode,thejudgeJorgeRausch ariane dinizholzbach 143

ARTIGO food as chef of a television format a television as chef of food Both in MasterChef Brazil and in MasterChef Colombia, the effort the Colombia, MasterChef in and Brazil MasterChef in Both reveal many sides in relation The origin of the competitors, in turn, both versions deal with food. how central to perceive it is Finally, comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, made by the production was very clear in giving a more cosmopolitan was very clear in giving a more made by the production contes- the of preparations the regarding environment Eurocentric and and Italian,tants. are recurrently Remarkable cuisines, such as French Brazil while in However, judges. from the judgement and mark the cited in Colombia this construction is attention, cuisine gains special French to sharing space with in addition less dependent from legitimate figures, this characteristic identity of the judges. Perhaps the local and Hispanic country related to what is foreign. reveal the judgement created by each in particular, Europe, and France, In Brazil, for example, the western form an important reference of good cuisine. the in While audience. their perceive media mainstream way the to and the Southeast are highlighted with MasterChef Brazil São Paulo bigger representation, lies on in MasterChef Colombia the emphasis the three most populated and important Bogota, cities: Medellín and of representa almost omnipresence the - way, In a similar Barranquilla. class in the Brazilian version reveals, perhaps, tion of the urban middle to build an "ideal" group of characters that relates with desire a mediatic In the case of MasterChef Colombia, there is a slightly the audience. from ideal) in relation to the social bigger balance (although it is far the country. of differences especially cuisine, international on reinforcing a tendency there is If European, the presence of regional cuisine is relevant in both versions builds the idea of regional of MasterChef. In Brazil, the reality show for what it as an exotic element, whose elements are defined especially even though it is produced in different contexts. In both versions, the contexts. In both in different it is produced even though challenges, by similar competition formed presented a food program intense dramatical with edition judges, and an highly critical by three turned dealt with food the shows way how the other side, the load. On and characteristics reflected social experiences, whose them into unique act of cooking. behaviors around the mediatic 144

ARTIGO CAMPANELLA, B. portuguesas. CadernoEspaçoFeminino, v. 19,n.1,2008. BRAGA, I.M.D.Culinária nofeminino: osprimeiros escritospor livrosdereceitas Companhia dasLetras,1996. BOURDIEU, P. Asregrasdaarte:gêneseeestruturadocampoliterário.SãoPaulo: References what theycook. petitors, whouseelementslinkedtotheir rootsasawayoflegitimizing the otherhand,regionalisdefinedinanexpressivewaybycom- does notbelongtotheSoutheastregion.InColumbianversion,on comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 127-146 , jan/apr.2017 Routledge, 2005. HILL, A.RealityTV:audiences andpopular factualtelevision.Londres:NovaYork: Nova Science Publishers,2010. HETSRONI, A.(Ed.).RealityTelevision : mergingdeglobalandthelocal. NovaYork: Publishers, 2010. (Ed.). Patterns andAlliancesontheRealityTelevision Show Survivor. In:HETSRONI,A. HAYES, E;DUNBAR,N.DoYou Know whoyourFriends are?AnAnalysisofVoting GOODY, J.Cocina,CuisineyClase.Barcelona:Gedisa Editorial, 1982. Australasian Policing, v. 2,n.2010. ETTER, B.TheMasterChefPhenomenon–aNewStyleofLeadership forPolicing? Zahar, 2011. ELIAS, N. Acesso em:fev. 2017. cados epossibilidadesdeentrelaçamentos.2012.Disponívelem: http://goo.gl/eCC0fp. DEMOZZI, S. F. practices. InternationalJournal ofCulturalStudies,v.18, n.3,2014. COLE, J.Makingoverpractice:usingfoodmagazinestomakeconsumption chain analysis.Media,Culture&Society,v. 1,n.19,2015. ______. TheadventofthetransnationalTVformattrading system:aglobalcommodity ican invention.Media,Culture&Society,v. 1,n.34,2012. CHALABY, J.Attheoriginofaglobalindustry:TVformattradeasanAnglo-Amer- Journal ofMedia&CulturalStudies,v. 27,n.5,2013. CANN, V. ConstructingthenationinrealityTV: acomparativestudy. Continuum: Brasil. Porto Alegre:Sulina,2012. Reality Television: mergingdeglobalandthelocal.NovaYork: Nova Science O processo civilizador. v. 1. Uma História dos Costumes. Rio de Janeiro: : representações, signifi- Cozinha do cotidiano e cozinha profissional: representações, Os olhos do Grande Irmão: uma etnografia dos fãs do Big Brother ariane dinizholzbach 145

ARTIGO – Mitológicas I. São Paulo: Cosac & Naify, 2004. Naify, & Cosac Paulo: São I. Mitológicas – o Cozido e Cru O food as chef of a television format a television as chef of food comun. mídia consumo, são paulo, v. 14, n. 39, p. 127-146, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Date of submission: 08/08/2016 Date of submission: Date of acceptance: 03/15/2017 Associate teacher of Media Studies at the Universidade Federal Fluminense Fluminense Federal at the Universidade Studies teacher of Media Associate by UFF, Communication PhD in (UFF) and a part of the PPGCOM-UFF. Uerj. with postdoctoral degree in History by About the author . Londres: Praeger, 2006. . Londres: R. Reality Television HUFF, 2, 9, n. New Media, v. Engines. Television New MORAN, A. Television’s KEANE, M; 2008. C. LÉVI-STRAUSS, System Media for the Colombian C. In Search of a Model MONTOYA-LONDOÑO, (Orgs.). Media Systems M. A.; MÁRQUEZ-RAMÍREZ, M. GUERRERO, In: Today. 2014. Macmillan, in Latin America. México: Palgrave and Communication Policies Criti- Values. as Television Cooking and Competition Line: Format, On the OREN, T. 8, n. 2, 2013. , v. cal Studies in Television industry: The case of transnational broadcasting television PIÑÓN, J. A multilayered 73, n. 3, 2014. Gazette, v. International Communication Latin America. The Brother in The Success of Big Watch: See, You‘ll M. You‘ll RAICHEVA-STOVER, : merging de Bulgaria. In: HETSRONI, A. (Ed.). Reality Television Post-Communist 2010. Publishers, Nova Science York: global and the local. Nova Formats. Television of Popularity the Global Understanding McTV: S. WAISBORD, 4, n. 4, 2004. New Media, v. Television in of food and ethical personhood: TV cooking shows Pedagogies F. WEI, T; MARTIN, 25, n. 6, 2015. of Communication, v. Asian Journal postwar Taiwan. 146

ARTIGO Palavras-chave: oralidade;leitura;escrita;escravos;séculoXIX. práticas orais,deleituraeescritadosescravosbrasileiros noséculoXIX. da escritaeleitura.Revela,assim,umpoucodomundo comunicaçãoedas a partirdapesquisa emfontesprimárias,descreverassuashabilidadestorno procura inicialmentemostrar as habilidadesoraiscotidianaspara, na sequência, desses atoressociaisfundamentaisdahistóriadoBrasil.Dividido emduaspartes, leiros do século XIX, dando ênfase, sobretudo, às práticas de leitura e de escrita Resumo: Abstract: Marialva CarlosBarbosa escravos doséculoXIX Modos decomunicaçãoepráticasleiturados slaves inthe19thcentury Modes ofcommunicationandreadingpractices 1 Keywords: orality;reading;writing;slaves;nineteenthcentury. ing ofBrazilianslavesinthenineteenthcentury. reveals partoftheworldcommunicationandoralpractices,readingwrit- primary sourceresearch, describetheirskillsaroundwritingandreading.Itthus parts, itinitially seeks toshowthe oral skills ofeverydaylife,tosequentially, from inthehistoryofBrazil.Dividedintotwo tices ofthesefundamentalsocialactors of thenineteenthcentury,emphasizing,aboveall,readingandwritingprac- Universidade Federal doRiodeJaneiro. RiodeJaneiro, RJ,Brasil.E-mail: [email protected] Oartigomostraalgunsmodosdecomunicaçãodosescravosbrasi- The articleshowssomemodesofcommunicationBrazilianslaves comun. mídiaconsumo,sãopaulo,comun. v. 14, 39,p. n. 147-166, jan/abr. 2017 1 Doi 10.18568/cmc.v14i39.1310

ARTICLE modes of communication and reading practices and reading of communication modes century, the path begins by the noise, deemed as deafening, that deemed as deafening, noise, the path begins by the century, Echoes that, from the past, travel until the present show the many the many present show until the travel the past, from that, Echoes of the modes of communication What is the reason for disregarding If the memory is the most important the tes- gate to access the past, the reinterpretation of the past, are which allow The testimonies, also have to consider that the past is only accessible through the We th modes of communication of those who formed, on the 1800’s, the big- formed, on the 1800’s, of those who modes of communication of modes their had but who population, Brazilian of the parcel gest and only the possibility of reading which included not communication, relegated of handling written codes, for so long writing, but the capacity seem. this expression might oxymoronic silence, however to a deafening list could We the 1800’s? from population the Brazilian majority of the but it is necessary to call attention to issues that are reasons, numerous and value. testimonies synthetized into three words: remains, have to we of the past. Yet, timony is the living proof of the reliability can be consid- the past located in not only the processes consider that until is everything that, from the past, traveled ered historical: Historical the present. orders: Documentary texts located in archives that keep from multiple textualities that were the memory of a certain place in time; multiple we call past; remainders of a lasting ma- produced in a world that now supports; live in different remaining terial culture; images that insist on in the past and that attest their memory of those who were inscribed existence by the oral testimony. of men lo- trails and remainders that, as an action of communication cated in these past times, traveled until the present. Different trails, but these men and women made around public spaces in many Brazilian made around public spaces these men and women cities. comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, The silence we produce regarding the acts of men that lived before acts of men that the regarding we produce The silence many future comes from of a possible had in us an image us and that - the modes of com to show objective is to this article, whose reasons. In in the of Brazilian slaves and writing practices and reading munication 19 148

ARTIGO competences intheoralityworld. loudandclear. Storytellingwasthefirstof But theycouldsimplytalk a landthatconstituted,especially fortheelderly, atypeofparadise lost. and womencouldgathertotellstories,and,through them,remember of immemorialnarratives.Nearthefire,afteratiring dayofwork,men techniques placefortherepetition thatmadememorybeafundamental Among themanyoralitycompetences,wehighlightcommunication Orality competences the 19 over acentury, thereading andwritingculturalpracticesfromslavesin historical conscience. Thisseemstobetheprocesswhichneglected,for degreeof Some oftheseknowledges only arisewhenwereachacertain know, knowledge known asunholy,shouldknow. thingsthatnomortal in eachplacetime:Therealwaysweresomethingthatcouldnotbe edge. AsAgnesHeller(1993)emphasizes,knowledge hasapropervalue times sparselyandimprecisely, beinterpreted. they need to beindicatively often read so thatthemessage they contain, comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 3 2 call indications ofaliterateorder. again: thefirstonewecalloralitycompetencesandsecond sceneries in which the modes of communication are highlighted once reading andwritingpracticesfromtheslaves, itisinterestingtoshow two Quite tothecontrary. For thatreason,beforegoing intotheterritoryof not meanthattheso-called"oralitycompetences"arerecognized. Senzalas aretheslavecampsincolonial Brazil. Tarimba istheplacewhereslavesusedtosleep. Finally, it is important to talk abouttheissueofvalueknowl - Finally, totalk itisimportant The factweemphasizereading andwriting practicesfromslavesdoes of thecorridor.Thesenzalas 3 feetofheight, having a blanketor a mattocover the entrancetoside 3 feetofwidthareseparatedfromoneanotherbyawooden division with and gesticulating,inabigfuss.Thetarimbas Black folkslikegatheringatnightfall aroundthefire,smoking, lecturing th century. 3 stay open at 10PM,havinguntilthistime, stay marialva carlosbarbosa 149 2 , eachonemeasuring2.5to

ARTIGO Once, I was looking this extraordinary scene through the windows of through the windows scene Once, I was looking this extraordinary was a buzz. Men the square all Saint Anthony's Covent when, suddenly, everywhere and the police used cans, women spilled water threw their and laughed in great confusion. the whip; everyone fought, screamed 1985, p. 211, our italic markings). (WALSH, a mixed conviviality there. With a signal made by a bell, men and women a bell, men and women a signal made by there. With conviviality a mixed in, opening the guard locks them lodging, and own to their leave, each labor of the daily hour before the beginning one next morning, again the italic 1980, p. 56, our (TSCHUDI, markings). modes of communication and reading practices and reading of communication modes The modes of communication between imprisoned slaves point to a point between imprisoned slaves The modes of communication Around the fountain, slaves con- used to gather libambos, prisioner But the senzala was not the only place where this murmur of voices of voices not the only place where this murmur But the senzala was comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 150 pact with information which was absent as possibility for many. For sol- For as possibility for many. pact with information which was absent could for those who modes of communication in they transform idarity, the of the technology and bodies their case, this In the daylight. see not in contact were the possibility of others to come voice with the news of - the world. There were men who widened the horizon of vision (by infor that, from the prison, constituted as windows, mation) to others, being the world that existed outside. would open towards demned to carry water to the public institutions. Chained by the neck demned to carry water to the public they used to go to these places deemed by the high con- during the day, was the place where the libambos centration of people walking. There gathering information and takingmade contact people, it with different 2008, p. 93). (ARAÚJO, ‘prison windows’” to the prison, becoming was present. Many regions were gathering points of slaves that, between of slaves that, regions were gathering points was present. Many one task by oral modes of com- presence and another, made echo their As, for example, the fountains. for water The time to look munication. what was knowing of updating people's lives, of was also the moment of theme was the new contingency when the main in town, happening described the Africa. In 1828, reverend Robert Walsh new-comers from the fountain of men and women around howl the street of the Ditch on Rio de Janeiro). called rua Uruguaiana, at Downtown (nowadays

ARTIGO oral communication. sounds. Therepetitionofthechorusattestspresence ofdialogue in tion ofothersthatwouldfollow thesingingwithmanual andbodily that would have the role of master of ceremonies, with the participa- music and body would begin . The percussion was directed by an “extra” The rhythmic clap of hands was the communication that the show of adialogestablish capableofinvitingotherstojoin thesamenarrative. notice thewayhow theyexecuted thesedances.Excited, theywould shared compositionwasalwayscreated. of thefollowing, thedance gestures andeventheversesofsongs.A reactions, theactorsoforalcommunication couldchangetheintensity of thedialogicFacing scenethatwasestablished. theaudience and their the actionofexecutionsonorouscommunicational acts,arepartners and theyareperceived assomebodythat,eveniftheyareoutsidefrom assuming anaudience, anexternalaudience fromtheonewhospeaks dances. that couldbeornotparticipating directly onthecircle ofsongsand sion, andexecutedsongstobepublished,i.e.,directed foranaudience and followings, makingtheir handsprivilegedinstruments forpercus- comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 In thebodymovementsafterworkofday, itisinterestingto The communication orallycreatedwasalwaysorientedfortheother, Another oralitycompetencewasmusical. pressive; mainlythethighsthat shake,whilethedancersnapstongue bodymovementsthatmaylookoverly ex- an “extra”;itconsistsoncertain of thecallingandinvitation forthedance.Thebatuque isdirected by gather andsoonyoucanheartherhythmicclapping ofhands;itisthesign The usualdanceoftheslaveisbatuque. Onlyafewblack people markings). in frontofoureyes.(RUGENDAS,1972,p.147,italic labor, andwecannotpersuadeourselvesinbelievingthatthereareslaves would hardlybelievethattheyperformed,duringtheday, theharshest find slavesgatheredthatwouldnotbeexcited bysongsanddances;one duce the same effect as rest would give to the slave. At night, it is rare to One would say that after the labor ofthe day, theloudest pleasures pro- marialva carlosbarbosa 151 They improvisedsounds

ARTIGO and the fingers, following a monotone singing, the others create a circle create a circle singing, the others a monotone following and the fingers, italic 1972, p. 147, our (RUGENDAS, and repeat the chorus around him markings). modes of communication and reading practices and reading of communication modes By the possibilities of the technologic device of speech – the mouth of the technologic device of speech By the possibilities participated by Rugendas, the way the body In the scene described The vissungos, African songs, Song was also a part of the labor world. of approximately 3.850 If, by around 1660, there was a population comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 152 – they would transmit the code of a illiterate culture whose competence code of a illiterate culture whose competence the – they would transmit com- senses and of transmitting by the capacity would also be brought that came from the by rhythms The singing was followed munication. repeat- emitted, and others understood the sounds body and the mouth the which frequency the of because memorized was that chorus, the ing act was executed. dialogic musical the rhythm with Following is highlighted. in the acts of communication with the movement of the thighs, the hands or inviting people to dance The body was speech was expanded with body gestures. the enunciated that could be reused. place of storage of a cultural information activities, but could also become ways of worked not only to rhythmize The repetition of the chorus of establishing encrypted communication. certain others about verses could be used, for example, as a signal to warn The sound defined, thus, the rhythm of work, the slave driver coming. and turned something that could not be told directly communicating . The enslaved life was organized the spare time into something shared oral practices of a communication in a particular way around complex as a way of survival. that made music 750 portuguese and only souls, amongst them 3.000 were indigenous, had 43.376 already 1987), in 1799, the city 100 black people (ABREU, inhabitants, 2000, p. 109). from which, 34.6% were slaves (KARASCH, decades. In would not cease to rise on the following And this number during 1849, there were approximately 80 thousand slaves and the city, the three previous decades, would shelter the biggest slave population - of the continent. In the 40-year period between the arrival of the Portu (1808) and the end of slave traffic, in 1850, more guese Royal Family

ARTIGO source ofinformationabout theworldthatwouldopentheir eyes. environment,wasa ment isthattheprint,inwildandinhospitable ele- assume itwasamaporscientific textbook.Themostimportant ahead, crouching on the floor looking at a book. By the format,we can first oneisstandingupinfrontoftheslaveswhile thesecondoneis two whitemen,apparentlyscientists, arefollowed bytwoslaves.The printed material taking upthespaces. printed materialtaking in thecities andinthefields,newspapers,maps,books,adiversity of sews and a child reading the first letters of the ABC. But we see, overall, in apaintingofhome,slavesarearoundthefloorbesidewomanwho her schoolsupplies.We seethemovementinsideresidenceswhen, of pupils.We alsoseeawhitegirlgoing toschoolwithaslavecarrying students shakingtheir writingsinthepartyofSantoAleixo, saintpatron signs ondoorsofbarsandbarbershops.We alsoseethemovementof in publicspaces,printlettersmarkingdifferent shipmentsorfixedas reading andwritingpopulation,therewere alsotheslaves. in1821.And,withinthis almost alltheprovincesofcountrystarting that would result in an exponential expansion of magazines throughout 1800’s, weseeagradualconstructionof theliterateandreading sphere munication practices.Asalastingregisteroftheseconddecade to considerthattheslavesalsobecomecharactersofthisscenecom- sell everythingandwherethereareimagesofthehumanbuzz,wehave the cities dive intoadeafening noise ofthestreets,wherepeopleusedto tial modifications in the practices of most of the population that made communication- arising:Theliterateorder. Despitethelackofsubstan 1999). Africans thatcameinthreecenturiesofhistoryBrazil(MARCÍLIO, than 1.4million slaveswereintroducedinBrazil,i.e.,around40%of comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 4 Available at:https://bdlb.bn.gov.br//acervo/handle/123456789/19898. In theimageofRugendasPraiaRodriguespertodo Rio deJaneiro, Out ofthepaintingsDebretandRugendas,weseearisingreadings We graduallyobserve,fromremaindersofthepast,aneworder marialva carlosbarbosa 153 4

ARTIGO a group of 5 modes of communication and reading practices and reading of communication modes It does not matter if Debret and Rugendas really saw these scenes, really saw It does not matter if Debret and Rugendas how not know who still did The experience shared even by those Thinking about the image of the man kneeling on the floor, we can on the floor, of the man kneeling about the image Thinking , also from Rugendas, Matosinhos In the second image, Available at: http://bdlb.bn.br/acervo/handle/123456789/423038. Available if the garments were that exact ones, if the gesture that each one of if the garments were that exact ones, or even artists traveler by the fixed accurately were did characters these intentionally produced distortions if there was a critical sense when they they register in that, when What matters is to perceive on the drawings. images of notebooks, books, written sheets, novels, paintings different they were textbooks glued to these subjects bodies, maps and scientific order that started to exist. The hand- new communicational a showing the oral modes of communication, written printed letters would add to the technologic possibilities of the world of communication. widening as the slaves, when they lived in a to handle the written literate code, place of speech, the very parcially, world which the letters assumed, yet - of everyone in this world. Even without know implicated a participation code, slaves in the scene of the communicational to decipher ing how in it a artifact and saw of the new Praia do Rodrigues took knowledge travelers pass through a road between the mountainstravelers pass through of São João Del by horse and one on the others follow One handles an oxcart while Rey. when direction, full of products. In the opposite foot, pulling his donkey a man takescrossing by the latter, him, a hat. By foot, following off his pages of a big print stops so he could turn the slave, also full of products, we see that the black the drawing, hand. Expanding that is on the man’s a it is a map and he is indicating at an image. Perhaps man is pointing location. comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 5 154 observe that he goes through the pages of a big book looking for some- big book looking the pages of a he goes through observe that was he his gesture. Perhaps waits the end of the other man thing while spe- to go or compared where he wanted the exact location looking for in the eye with those that were registered found with the naked cies book.

ARTIGO printed letters would start tooccupycentral place,theslavesof19 printed letterswouldstart Like menoftheir time,surroundedbyanatmosphere inwhichthe Modes ofcommunication andslaves over now. see reading andwritingways.Theworldinwhichwearegoing togo are now presentedasimmerseincommunication practicesthatletthem thus,tobea part ofthedailylifeslaves,that into thesociety start, those codes. streets andtheimaginationofthosewhoarecapable(or not)todecipher the written and/or printed letters assume a symbolic place in the cities’ they perform.Despiteitwasnotthedominant wayofcommunication, troducing themdirectly orindirectly tothecommunicational processes withthesematerialsandinmultiplegroups makecontact forms,inan abstractthought,relatingtheimagetoaplace,code,direction. scene notonlyrecognizes themateriality, butheiscapabletoestablish that isfixedintheprint–woulditbeamap?-,slaveoffollowing could bedeciphered. that wouldallow thefollowing step;inittheylookedforsomethingthat text materiallyfixedinthebigbook.Inthatprinttherewassomething ture that was produced in the relation of the probable scientist with the formulateRodrigues tocompletetheir tasks animpressionabouttheges- book, indicating thepossibilityofbeing thedecipherer ofthatcode. more: Now heistheonewho, facing theprint,points andtouchesthe He isnotwaitingforthegestureofreading oftheliteratecharacterany- munication, the slave becomes an active character in the composition. tions inthepracticesaroundprintwasflowing. - possibility oflookingforsomething.Theworldsensesandexpecta comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 The worldofprintedlettersandthewaysreading alsogetspread We observe that the expansion of the world of print allows that many And, finally, itisdisclosed. Whenpointing withthefingerimage Thus, theslaveswhowaitdeciphering ofthetextinPraiado Maybe that is why, in the following painting, in the process of com- marialva carlosbarbosa 155 th

ARTIGO , 1872, p. 4, our italic markings). century. From the announcements newspa- From century. th , the below signed, the slave named Pio, with the signed, the slave named Pio, with , the below th st Ran away on April 1 Ran away following signals: mulato, straight black hair, medium height, slightly height, straight black hair, medium signals: mulato, following on his back and good teeth; thin nose, has a sign of burning overweight, DE to read and write and works a little as a tailor how knows (GAZETA CAMPINAS, April 28 modes of communication and reading practices and reading of communication modes Many, however, even without knowing how to handle the written to handle the how even without knowing however, Many, its impor- the printed letters knew know But even those who didn’t past let inscribed in the present, Through the remainders that the In the lost and found ad, we can see that, beside body marks, some comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, codes, were literate: They knew how to count; they were capable of they were capable count; to how knew literate: They were codes, to know it was indispensable to which carpentry and masonry, doing - mul they did printers; finally, codes; they could be salespeople; numeric which the lettered codes were fundamental.tiple professions in freedom was a paper full tance. their After all, what would conceive letter would grant freedom by writ- of inscriptions: the emancipation aspiration of all was inscribed in a simple ing. Therefore, the maximum freedom. Literacy would equal piece of paper which was added letters: had with the world of reading we can recreate the relationship slaves (and printing) on the 19 century were also reading in multiple natures: readers by knowing effec- by knowing natures: readers in multiple also reading century were writing and in codes of immersed and write, being to read tively how for read directly which ones the texts, the to readers by listening reading; owners; the houses of their spread through ones which were them or the by of the printed letters and the meaning knowing readers, at last, by in frequently displayed and bodies faces the images of their following the cities. at the countryside and were circulating the newspapers that 156 pers published, texts emerged looking for those who would rebel and pers published, texts emerged looking many aptitudes and their bodies In these, the marks of their run away. among them, it appeared recognition: were described to facilitate their to read and write”. how the fact “to know due to common punishments of the captive world, Pio knew how to read world, Pio knew how of the captive due to common punishments - the profession of tayloring,and write, knowing was indispens for which Other able to have the ability to handle codes of the world of literacy.

ARTIGO the 19 forthetechnologicworldofcities in machinery thatwerefundamental very articulate,whichdenotesonceagaintheability he hadwithwords. correction?), helikedtorecite verses.Moreover,hewaswell-spokenand he readwiththeaptitudeofliteratepeople,thatis,velocity and write regularly(perhapsheusedtoreadallthetime,withregularity, or many codes from theworldofliteracy: Besides knowing how to readand foot, sinceitwasforbiddenforslavestouseanykindofshoe-hehad kept manypapersontheir pocketsandlikedreciting verses? knew how toreadandwrite, spokewellandinanarticulatemanner, ity due to their cognitive abilities. How could someone be aslave if they oneself free,tosaytheywereitwasnotalie,ascredible possibil- to recite versesandmanycarriedpapersnexttotheir body. used tosaytheywerefree,eventhoughnot.Someknewhow ads show, sometimes,thecraftinesspresentontheir speecheswhenthey comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 If somecarriedpapersnexttotheir bodies, otherswereabletohandle Even thoughLuizhasthemostvisiblecodeofslavery–walkingbare- To saytobelonginaworldthatisnoteffectivelyyours:To consider 1987, p. 142, our italic markings). 1987, p.142,ouritalic ber 2 Slave – Ran from Bierrenbach & Brothers, at Campinas, on Septem- (CORREIO PAULISTANO, August 18 usually says he is freed, walks barefoot. He is from Macaé, Rio De Janeiro papers on his pockets, likes to recite verses, is a mason and a footman and write regularly, iswellspokenandarticulate,laughsalotalwayshas eyes, hassometeethmissing infrontofhishead,knows how toreadand medium height andoverweight, bigfeet,tousledhair,livelyandsmall Ran outofthecity theslavenamedLuiz,22year-oldman, ofItapetininga read sewing machine, hadworkedinasteammachine inpractice.Knowshowto telligent, borninCampos(RJ), hatterteacher, butknows howtosewina heavybody,stature, speakswell,firmstep[…]Heisveryactiveandin - 141-142, our italic markings). 141-142, ouritalic th century. (CORREIO PAULISTANO, September 11 nd of this year, the mulato Rodolpho, 24 years old, medium to short th, 1877 in SCHWARCZ, 1987, p. marialva carlosbarbosa 157 th , 1877 in SCHWARCZ,

ARTIGO century: The steam machine and the sewing machine, machine and the sewing machine, century: The steam th My husband Mr. Luis My husband Mr. modes of communication and reading practices and reading of communication modes The reading and writing capability of slaves, at times, were even more of slaves, at times, were even more and writing capability The reading being was that house a front of in passing when Teodora, slave The practice of the slave had in that the meaning The first indicates to tell histories, to perform memory But it was more. The letter served Rodolpho, as young as Luiz, could be identified by his firm step. Be- by his firm step. could be identified as young as Luiz, Rodolpho, novelties technologic machinery, handle to how knew mulato The evident. Written testimonies that lasted in time can clearly indicate the that lasted in time can clearly indicate evident. Written testimonies dos Santos, The case of the mason Claro Antonio mastery of this ability. - di the shows (2002), Wissenbach Cortez Cristina Maria by described writing. mension of involvement of slaves with he, in a moment of rest, writes in the floored by Claro, casually sees that to pennies, six of exchange in him, asks she then, residence; the of back In total,write letters to her husband and child. seven letters Claro writes to her. her husbands By writing, perhaps she could discover communication: beyond Writing, be. could he where felt vaguely she since location, were creating between her and her husband, as if they dialogue a being to establisha conversation, was also the possibility a communicational connection beyond restricted spaces. writing in Everything promises. to reaffirm beliefs, to emphasize labor, codes loud. The out again, was read, it if deciphered be only could that - creating a communica to the world of writing, of the orality migrated between oral practices and literate universes. of mixtures tional universe which made him much more than a mere hatter. Making hats is not than a mere hatter. more much which made him was the one who but he was more than that: He something simple, the Moreover, to others with less conceptual ability. teached the craft characteristics to is one of the highlighted fact that he is “intelligent” possible. make his identification comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 158 yond that, he was well-spoken, being “very active and intelligent”. Knew intelligent”. Knew “very active and being he was well-spoken, yond that, one of these words What each a “hatter teacher”. to read and was how Rodolpho? world of about the conceptual indicates from the 19

ARTIGO their hoesandmake(wecanpresume)themostabsolutesilence.They seven men,twowomenandachild,listentoitstupefied. Theyleanon Theother slaveswhocomposethecircle,from Conselheiro Dantas”. forhispartnerstohearanabolitionist speechtothem in theplantation tion: “a farmer also made a discovery that left him surprised! A slaveread first pageofthenewspaper. Inthehandwrittendescription,anexplana- of reading, standingup,surroundedby others,thisslaveisreading the who hasanedition ofthenewspaperO Paiz inhishands.Inanattitude countryside had.Inthedrawing, 10slaves formacircle aroundoneslave the reading capabilitythatmanyoftheslaves wholivedincities orinthe shows animagethatreveals the mixture ofcommunicational modesand The Revista Ilustrada,forexample,intheeditionThe Revista ofOctober15 o homemchamaMarciano quina eufisumapormeçaemcomgovoçé morando.Quemmearematoufoi ummoçómuito parahandevoçéesta ricodecampinas contar Muito heide estimar que va achar voçé esteije com saude que esta meu deseijo voçe me mande 6 comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 Sigmaringa deMoraes,1868-1872in WISSENBACH,2002,p.114-115).” esteja comcabelosbracos... no marnãopodeseçalvareporiço eu nãofacilito comsantoseuesperohindacompiraindaque rainha emaiordomundopersa nomalenãopodesesalvarporque eesta SãoBendicto perdeuella comsantoseporiçovoçéveija persanomaleporiçofacillital quee nãocompiragoraellaesta a pormeça que dormindo. me avisou denoite Rainha temcompanheiro eu estava de fasepormeça pormeça que voçéque eufisvoçé “Meu MaridoSnr°Luis Newspapers, often times,alsoreproducescenes of slaveswho read. Moraes, 1868-1872inWISSENBACH,2002,p.114-115). versus Claro e Pedro, escravos do cônego Fidélis Alves Sigmaringa de hope tostillaccomplishthatevenifIhavegreyhair... the seaandcan'tsaveherbecauseofthatIamcarefulwithsaints, is lostinevilandcan'tsaveherselfbecauseSaintBenedict haslostherin because of that you see that the queen is the biggest in the world and she ing it,andnow sheislostinevilandbecauseofthathasnosaints was sleeping.Queenhasacompanion ofmakingpromises andnotkeep- father sold you to remember the promise that you warn me in the night I don‘t rememberthepromise Imadeyou,youdon'trememberthatyour Campinas, the man is called Marciano, I made a promise in Congo, you where are you living. The man who bought me was a very rich man from I reallywantyoutobehealthyandwishsendsomeonetellme (AESP, AJustiça versusClaroePedro, escravosdocônego FidélisAlves não esta lembradoqueesta voçé paivendeuparaselembrada marialva carlosbarbosa 159

não (AESP, AJustiça 6 esta lembradoda esta

th , 1887,

ARTIGO century remained. This is the case of century remained. This is the case th , 1862. th , 1862 th century and the possibility of them being, in fact, newspaper in fact, of them being, and the possibility century th Your slave will be satisfied to hear that you found those lines with perfect Your health. My lord, for the love of your children, I’ll ask that you’ll be kind well the way and patient with your slave Arnaldo, because my Lord knows I was raised and today I see myself whipped every time not because I am My Sir Antonio Coelho My Sir Antonio Rio, April 6 modes of communication and reading practices and reading of communication modes The scene shows, once again, the practice of reading of the slaves in of the slaves of reading once again, the practice shows, The scene In this communicational world characterized by mixtures, there is there mixtures, by characterized world communicational this In the letter of the slave Arnaldo Rigão destined to his slaveholder, Antonio destined to his slaveholder, Antonio the letter of the slave Arnaldo Rigão Coelho, from April 6 comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Many others also write Many summa- not are slaves the of write to ability the about indications The In the archives, other for Teodora. rized to the letters that Claro wrote letters written by slaves in the 19 the 19 listen carefully to the words that, in a printed world, invade the oral the invade printed world, a words that, in to the listen carefully 2010). world (BARBOSA, 160 a triple economy of writing. In the text of the letter written by Cosme of writing. In the text of the letter a triple economy in shapes ably composed the oral modes prevail to the slave Teodora, slave, the printed modes as writing. In the text read by the anonymous into words that, in the shape of sound, invade the oral/ are transmuted Dantas. of those who listen to the speech of conselheiro literate universe the description that completes the illustration of Revista And, finally, way of writing through handwriting, the dominant Ilustrada indicates, that spread into the environment. that, also read, transforms into sounds readers. Readers of first instance is in the center of the as the one who of second in- Readers to the ears listening. directed in a reading circle, stance closely the printed words that as the 10 others that, waiting, listen of third instance And readers echo as voice. those who, near or far for news that there was, in the plantation,from there, knew slaves reading through these readings. received and the type of information

ARTIGO in OLIVEIRA,2009,p.212). Rigão (CARTA pelo escravoArnaldoRigãonacidade do RiodeJaneiro escrita em1862 Senhora maidemêoSenhornão sesqueça deSêoEscravomuito Respeito Arnaldo ainda hirahiparaagradecerobem que mêosenhormefaça,epecomaisabencãode mai parapedir-lhe odinheiro que ellatenhaque eucáarranjooresto,eesperoemDêos senhores’ porissopecoamêosenhor que tenhapaciência emmandarprocurarminha pois quando andoemmandado nãoandocorroeassimmesmosatisfaçoaosmêos deminha parte fui criadoehojemevejochicoteadotodososmomentosnãopor faltas tenha paciência comosêoescravoArnaldopois mêoSenhorsabebemamaneira que Senhor peloamordevossosfilhoslhevourogarque pela bondadedemêoSenhor saúde.Mêo linhasoencontrarcomperfeita Será satisfaçãoparasêoescravoseestas Rio 6deabril1862 slave". of alltherespecthehasabout"hisowner", afterallhestillwas"his Lastly, heasksthattheowner donotforget“hisslave”andreminds him that hisowner might doandalsoasksfortheblessinghisowner’s mother. him toaskhisowner tolook forArnaldo'smother. him rememberthewayhow hewasraised.Alltheseargumentsallow written letters,herefersabouthisowner's motherwithrespect,making ishments hewassuffering.Withthecraftinessofaspeechfilledwith obedience, askshimforpatienceandtries tobrieflydescribethepun- initially abouttheintention ofhisletter. Hereminds hisowner ofhis and thatservedtointroducethecentralsubject,Arnaldodoesnottalk a sentenceindicating thedesiretofind therecipient inperfecthealth oftheletters,with which itreproducesthedominant wayofthestart tion –hasalltheelementsofliteracyslave.Afterabeginning in for Arnaldo’stobuyhisemancipa - mothertoaskformoney– certainly comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 7

Mêo SenhorAntônio Coelho In theexpressionofhisfeelings,hewishesthatGodthankgood The letter,whosemainobjectivewasthattheslaveholderwouldlook the city ofRiodeJaneiro in1862OLIVEIRA,2009,p.212). slave respectArnaldoRigão(LETTERwrittenbyin and Iasktheblessingofyourlord'smother,lorddonotforget hope toGodIcouldcometherethankthegoodthatyourlordisdoing, look formymomtoaskherthemoneyshehasthatIcangetrest,and my lordsbecauseofthatIasklordtobepatiencesending someoneto bad becauseIwalkwhenasked,walk,notrunandevensodon’tsatisfy marialva carlosbarbosa 7

161

ARTIGO Forgiveness however time I wish not to exist because life had annoyed There is a long - not existing not anymore because those who can live without having dis for very greatful I’m family her and all Pombinha Jaia keep living. gust modes of communication and reading practices and reading of communication modes The letter also indicates certain deemed to that Arnaldo proximity also indicates The letter under the writ- goes way beyond writing a thought The act to writing out the words inscribed into a surface are those pronounced Initially, we can notice, in all the exam- In the compositions written by slaves, comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 162 have in relation to his owner, but reveal, over all, the traces of orality traces of orality over all, the but reveal, to his owner, have in relation On the was composed. in which the text the written form present in on the writing both the codes of epistolary we can also see other hand, the letter on its closing, when Arnaldo ends of the letter and opening talkingowner. about the respect he has for his that presupposes to a set of historic phenomena ten form. It also refers hand the by performed operation the is one first The dimensions. three case, (in this instrument of an the help with characters tracing when that exceeds of communication an interaction on paper), assuming quill future and also is capable of an assumed towards the gift and is directed refers to a set of (biologic, dimension reaching other spaces. The second and circumstances that are in- etc.) conditions psychologic, sociologic, refers operation of writing. And the third dimension herent to the own at elements is redefined these one of Each the operation. of the result to 2009, p. 101). an always historical moment (ZUMTHOR, surface than a written surface. loud, referring to another feasible verbal into composition, with a type Only gradually the writing is converted effectively speaking out loud is of speech which the feeling of someone absent (ONG, 1987, p. 34). which makes, words with the orality, ples, the strong bonds of the written same composition to have different for example, a single word in the to the melody of speech in a certain moment. written forms according and repeti- the rhythm of reading can also notice that, in writing, We the logic of composition is directly tions of the spoken text, in which of pauses of thought. related to a bigger velocity

ARTIGO says hedoesnotthinkitis crazytoactthatwayandsays:“Thereisno suicide. surprising revelation:That wasthethirdtimehewouldtrytocommit his gratitudeto“JaiaPombinha andallherfamily”. He,then,makesa existing, hewouldnothaveanymoredisgust. Afterthat,heexpressesall time hewishednottoexist,becauselifewasannoying tohim.Bynot was whathewished,evenfacing theactthatwouldpossiblyendhislife. synthesis of what would follow.producing an interpretative Forgiveness simple wordrevealtheindexofliteracyslave,who werecapableof of hisact.To askforgivenessfortheactionhewoulddonext. his writing with a title thatclearly synthesizes the purpose Timóteo starts capable ofgoing beyond time,producing theperennial ofcomposition, Knowing thattheinscription intheshapeofhandwrittenletterswere cipient, oncethemain purposeistoproduceaneverlastinggoodbye. In thetextwrittenbyslaveTimóteo in1861,thereisnoexplicit re- comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 Weaving considerationsabout thewayhecouldendhislife,Timóteo After that,heclearlyexposesthereasonsofhisact: There isalong To condensethepurposeofgoodbyeletterthatwasproduced in a Timóteo inthecity ofSalvadorin1861OLIVEIRA,2009,p.212-213). this infamousplaceandnotlandofthealive(TEXTwrittenbyslave nothing tofear:Thereasonsareothersbecausethegravewillbewise,not forfearingwhatwasbeing done;notforfeelingbetter,therewas attack, They willnotbepersuadedbywhatIdid said:ThatI’vecommited this conscience!... tion istofreethosewho'llgohell,thesesoulsthatwillmislead their that infamous role, and he thought I'm innocent, if I make this declara- Because Ineedtodeclarethatitwasn’tme,anddon’tknow whodid There isnotimetowaste!!! because Idon’tthinkit'scrazythiswayofproceeding. me fornotbeing afraidofmygenius notmakinganarrangementforme glassorpoison becausetheyareslowtake whohasloveforlifeadmired againstmyexistencehowever whodoesnotwanttoliveshould tacked that IaskfortheloveofgodForgiveness being thatthethirdtimeIhaveat- marialva carlosbarbosa 163

ARTIGO 8 modes of communication and reading practices and reading of communication modes The letter of farewell of Timóteo has all the indexes of complex liter- has all the indexes of complex of Timóteo The letter of farewell appearing his writings, there are orality indexes Despite that, in the transcription of a little ex- I would like to close this article with to maintain the slaves had The fire permanently lit was the way their About this theme, see “Calunga: a comunicação dos vivos e dos mortos” (BARBOSA, 2016). dos vivos e dos About this theme, see “Calunga: a comunicação comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, 8 acy, since the arguments he makes show the mental he was show since the arguments he makes formulations acy, network, tying the arguments into a textual He goes capable of doing. at the same and ending middle beginning, a narrative with producing a writing the senses present in to clearly know time he demonstrates possibility of lasting in time. the which he recognized in one more time out loud, perhaps Only reading throughout the text. we can recover the wishes present the same way the text was produced, is to last in meaning. in a composition whose last purpose Charles Ribeyrolles, that, in 1859, cerpt of the testimony of the traveler the senzalas present here, registered his impressions facing when seeing about the past - which is painful - the hovels where “no one never speaks said. What caused more strangeness nor the future - which is closed", he and with hovels, without windows was the fact that, in all senzalas, little (the little entrance), there was a permanent fire lit one only opening would grime the of view, point all the time. The fire, in the foreigner’s and the walls, beyond making the unbearable heat even more ceiling go out (and it could not go out). unbearable. But the fire would never cubicles, I have never seen people’s And he highlighted: "In the black is because there isn‘t any hope or remembrances there”. that a flower: the conti- The fire symbolized most complex form of communication. founder”. The fire “ancestral origins in a group and their of the nuity - so that they would find a way of communica a window opening allowed tion between the world of the dead and the world of the living, calunga. time to waste!!!”. Classifies his act and consider his innocence as an his innocence his act and consider Classifies time to waste!!!”. He an “infamous place”. land of the alive was role; to him, the infamous to justify and seeks, thus, in the fires of hell soul would burn feared his his act. 164

ARTIGO the othersthathadlivedbeforeusandareancestors. thebiggestcommunicationestablish ofall:thecommunication withall fire, asRobertSleneswellsaid(2011),wastheflower. Thepossibilityto be synthesizedbytheflower -wasnotintheflower, but inthefire.The WALSH, SãoPaulo: R.NotíciasdoBrasil . BeloHorizonte:Itatiaia; EdUSP, 1985. SãoPaulo:Itatiaia; EdUSP, 1980. TSCHUDI, J.V. Viagem àsprovínciasdoRiodeJaneiro eSãoPaulo. BeloHorizonte: escrava. Campinas:Unicamp, 2011. SLANES, R. W. São Paulo: CompanhiadasLetras,1987. SCHWARCZ, L. RUGENDAS, J.Viagem pitorescaatravésdoBrasil . SãoPaulo: Martins:EdUSP, 1972. Cultura Econômica, 1987. ONG, W. Oralidadyescritura:tecnologiasdelapalavra.CidadedoMéxico:Fondo de gia eLinguísticaPortuguesa. SãoPaulo: USP, n.10-11,p.189-220,2009. dealgunsfatoslinguísticos.RevistaFilolo - filológica edeumaantologiacomentada OLIVEIRA, K.Textos ostemposdeumaedição deescravosnoBrasil oitocentista: 1999. História da América Latina. v. 2: América Latina colonial. São Paulo: Edusp: Funag, MARCÍLIO, M.L.ApopulaçãodoBrasilcolonial. In:BETHELL,Leslie.(Org.). das Letras,2000. KARASCH, M.C.AvidadosescravosnoRiodeJaneiro. RiodeJaneiro: Companhia HELLER, A.Umateoriadahistória.RiodeJaneiro: CivilizaçãoBrasileira, 1993. CHALHOUB, S.Visões daliberdade.SãoPaulo: CompanhiadasLetras,1990. ______. Históriaculturaldaimprensa.RiodeJaneiro: MauadX,2010. século XIX.RiodeJaneiro: MauadX,2016. no BARBOSA, M.C.Escravoseomundodacomunicação:oralidade,leitura eescrita 99, 2008. Janeiro, 1790-1821).RevistadoArquivo Geralda CidadedoRiodeJaneiro, n.2,p.81- ARAÚJO, C.E.M.de.Oduplocativeiro: escravoseprisõesnaCorteJoanina (Riode 1987. ABREU, M.deA.AevoluçãourbanadoRioJaneiro. RiodeJaneiro: Inplanrio:Zahar, References comun. mídiaconsumo, sãopaulo, v. 14,n.39,p. 147-166 , jan/apr.2017 The joythatRibeyrollesdid notsee-since,according tohim,itwould Na senzala, uma flor. Esperanças e recordações na formação da família Retrato em branco e preto. Jornais, escravos e cidadãos em São Paulo. marialva carlosbarbosa 165

ARTIGO modes of communication and reading practices and reading of communication modes comun. mídia consumo, são paulo, v. 14, n. 39, p. 147-166, jan/apr. 2017 14, n. 39, p. v. comun. mídia consumo, são paulo, Date of submission: 12/27/2016 Date of submission: Date of acceptance: 03/09/2017 About the author Federal course at the Universidade Communication’s Full professor at the Fluminense. Federal Retired professor at the Universidade do Rio de Janeiro. - Program in Communica staffMember of the academic of the Post-Graduate UFRJ. tion and Culture at WISSENBACH, M. C. C. Cartas,WISSENBACH, sig- e patuás: os múltiplos procurações, escapulários da escrita.nificados 2002. Educação, n. 4, jul.-dez. de História da Revista Brasileira 2009. Perspectiva, Média. São Paulo: de Idade Falando P. ZUMTHOR, 166

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