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Arte, Design E Política: Um Estudo Sobre a Imagem Do Poder Nas Campanhas Presidenciais Brasileiras De 1989

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Arte, Design E Política: Um Estudo Sobre a Imagem Do Poder Nas Campanhas Presidenciais Brasileiras De 1989 UNIVERSIDADE FEDERAL DA BAHIA ESCOLA DE BELAS ARTES PROGRAMA DE PÓS-GRADUAÇÃO EM ARTES VISUAIS – PPGAV Linha de Pesquisa: Arte e Design: Processos, Teoria e História MIGUEL ANTÔNIO COTRIM ARTE, DESIGN E POLÍTICA: UM ESTUDO SOBRE A IMAGEM DO PODER NAS CAMPANHAS PRESIDENCIAIS BRASILEIRAS DE 1989 SALVADOR, 2020 MIGUEL ANTÔNIO COTRIM ARTE, DESIGN E POLÍTICA: UM ESTUDO SOBRE A IMAGEM DO PODER NAS CAMPANHAS PRESIDENCIAIS BRASILEIRAS DE 1989 Dissertação apresentada ao Programa de Pós- Graduação em Artes Visuais da Escola de Belas Artes da Universidade Federal da Bahia (PPGAV-EBA- UFBA), como requisito parcial para a obtenção do grau de Mestre em Artes Visuais, linha de pesquisa Arte e Design: processos, teoria e história. Orientador: Prof. Doutor Paulo Fernando de Almeida Souza SALVADOR, 2020 ii Autorizo a reprodução e/ou a divulgação parcial ou total desta Dissertação de Mestrado, por qualquer meio convencional ou eletrônico, somente para propósitos acadêmicos e científicos, desde que citada a fonte. Reservo outros direitos de puBlicação e nenhuma parte desta obra pode ser reproduzida sem minha autorização por escrito. ________________________________________________________________ Miguel Antônio Cotrim [email protected] Ficha Catalográfica ElaBorada pelo Sistema Universitário de BiBliotecas (SIBI/UFBA) com os dados fornecidos pelo(a) autor(a). C845 Cotrim, Miguel Antônio. Arte, design e política: um estudo soBre a imagem do poder nas campanhas eleitorais brasileiras de 1989. / Miguel Antônio Cotrim. – Salvador, 2020. 298 f.: il. Orientador: Prof. Dr. Paulo Fernando de Almeida Souza. Dissertação (Mestrado – Artes Visuais) – Universidade Federal da Bahia. Escola de Belas Artes, 2020. 1. Arte – Poder. 2. Design. 3. Imagem. 4. Política. I. Souza, Paulo Fernando Almeida. II. Universidade Federal da Bahia. Escola de Belas Artes. III. Título. CDU 7:005.58 iii MIGUEL ANTÔNIO COTRIM ARTE, DESIGN E POLÍTICA: UM ESTUDO SOBRE A IMAGEM DO PODER NAS CAMPANHAS PRESIDENCIAIS BRASILEIRAS DE 1989 Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Artes Visuais, Escola de Belas Artes da Universidade Federal da Bahia. Linha de pesquisa Arte e Design: processos, teoria e história. Salvador, 10/07/ 2020 Banca Examinadora _______________________________________________ Prof. Doutor Paulo Fernando de Almeida Souza – Orientador Doutor em Arquitetura e Urbanismo – Universidade Federal da Bahia ________________________________________________ Professor Doutor Emiliano José da Silva Filho Doutor em Comunicação e Cultura Contemporânea – Universidade Federal da Bahia ________________________________________________ Professor Doutor Celso Pereira Guimarães Doutor em Computação de Alto Desempenho – Universidade Federal do Rio de Janeiro (UFRJ) iv Aos profissionais da Educação do Brasil: professores, pesquisadores e alunos que, mesmo enfrentando as graves adversidades que, hoje, se impõem às atividades científicas e acadêmicas, acreditam e trabalham pela produção e difusão do conhecimento no país. v AGRADECIMENTOS Agradeço especialmente à minha família. Aos meus pais pela formação sólida de solidariedade que me proporcionaram, à minha mulher e meus filhos pelo incentivo em voltar para a formação acadêmica e pela compreensão da necessidade de dedicação absoluta no período de produção desta pesquisa, não só por exigir de mim apenas o possível neste momento. À minha mulher, o agradecimento mais especial, pela paciência e capacidade de ouvir e compartilhar minhas dúvidas, angústias, alegrias e euforias com o trabalho. Agradeço à Universidade Federal da Bahia e à Escola de Belas Artes, pelas oportunidades e pelos conhecimentos a mim oferecidos, e à dedicação com que professores e profissionais desta instituição servem à causa da educação e da formação de pesquisadores. Agradeço, também ao programa de Pós-graduação em Artes Visuais desta universidade que, mesmo diante das inúmeras dificuldades por que passa a educação pública de nível superior, proporcionou as condições necessárias ao desenvolvimento deste projeto. Agradeço, também, à Capes pela bolsa de estudos a mim conferida e que permitiu uma dedicação exclusiva ao projeto. Por fim, um agradecimento mais que especial ao meu orientador, Professor Doutor Paulo Souza que, com seu conhecimento, capacidade de organização, comprometimento com o trabalho e paciência conseguiu sempre me manter nos trilhos em todo o percurso desta investigação. vi A cultura é definida pelo ambiente artificial que o homem cria para si próprio, o que cada vez mais significa, muito mais que museus, quadros ou bibliotecas, o universo pessoal de “concha de objetos”, ou serviços de que o homem se rodeia e o universo das imagens, das fórmulas, dos slogans e dos mitos, que ele encontra em sua vida social, girando o botão da televisão ou vagando pelas ruas. Uma nova poesia é proposta, saibamos apreciá-la. Abraham Moles vii COTRIM, Miguel Antônio. Arte, Design e Política. Um estudo sobre as imagens de poder nas campanhas presidenciais de Collor e Lula em 1989. 287 f. 2020. Dissertação (Mestrado em Artes Visuais) Escola de Belas Artes, Universidade Federal da Bahia, 2020. RESUMO Este estudo busca examinar as relações entre arte, design e política por meio do estudo dos modelos imagéticos de representação do poder e de personificação do poder produzidas e veiculadas nas campanhas de Collor e Lula, nas eleições presidenciais de 1989. Investigam-se os modelos de representação imagética do poder utilizados nas campanhas eleitorais brasileiras. A metodologia aplicada nesta investigação é a de pesquisa qualitativa. Trata-se de um estudo de caso que envolve a análise das imagens das campanhas eleitorais presidenciais dos dois candidatos, buscado encontrar a genealogia dos modelos imagéticos de expressão do poder e de personificação do poder. Toma-se por base as imagens que expressam o poder desenvolvidas pelos principais movimentos artísticos até o século XX. O estudo procura, ainda, preencher lacunas de produção de literatura científica sobre o universo imagético das campanhas eleitorais brasileiras, oferecendo um ponto de partida para o aprofundamento da compreensão das relações entre arte, design e política. Este estudo é relevante para os pesquisadores do universo da arte, do design e da comunicação bem como para aos profissionais envolvidos na construção da imagem de candidatos no cenário de campanhas políticas. Palavras chave: imagem do poder; personificação do poder; eleições presidenciais brasileiras de 1989; arte, design e política viii ABSTRACT This study seeks to examine the relationships between art, design and politics through the study of imagery models of power representation and personification of power produced and broadcasted in the campaigns of Collor and Lula, in the 1989 presidential elections. It investigates the models of imagery representation of power used in the Brazilian electoral campaigns. The methodology applied in this investigation is that of qualitative research. This is a case study that involves analyzing the images of the presidential election campaigns of the two candidates, seeking to find the genealogy of the imagery models of expression and personification of power. The bases of this study are the images that express power and have been developed by the main artistic movements until the 20th century. The study also seeks to fill gaps in the production of scientific literature on the imagery universe of Brazilian electoral campaigns, offering a starting point for deepening the understanding of the relationships between art, design and politics. This study is relevant for researchers in the fields of art, design and communications as well as for professionals involved in building the image of candidates in the political campaign scene. Keywords: image of power; personification of power; 1989 Brazilian presidential elections; art, design and politics ix SUMÁRIO Introdução .................................................................................................................................................................. 1 Questões de partida .................................................................................................................................... 2 Justificativas para o estudo ..................................................................................................................... 3 Objetivos do estudo .................................................................................................................................... 5 Metodologia aplicada ................................................................................................................................. 5 Limitações do estudo ................................................................................................................................. 10 Organização da dissertação .................................................................................................................... 11 Capítulo 1 – A genealogia da imagem do poder .................................................................................... 13 1.1 Introdução ao capítulo .............................................................................................................................. 14 1.2 As expressões imagéticas do poder na história da arte .............................................................. 15 1.2.1 Imagens sobreviventes – passado, presente e futuro ..................................................... 15 1.2.2 Grécia Antiga e Império
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