MADONNA NO CHÃO? UMA REFLEXÃO SOBRE FETICHISMO, MODA E INDÚSTRIA CULTURAL EM PEÇAS PUBLICITÁRIAS DA DOLCE E GABBANA
Journal Title: Ideação - Year 2013, Vol 15, Issue 1
Abstract
The objective of the article is to analyze how the media commoditizes fashion and fetish through subliminal messages of gender, power and submission. Fashion, together with Cultural Industry and the fetish manipulate the mass and media is a key mode to this process. In this article, we worked with the concepts of fashion, sex and power of Steele (1997) and the concept of cultural industry from Horkheimer and Adorno (1947). We analyzed two Dolce & Gabbana advertisements starring Madonna, from the image rhetoric of Barthes (1964). It was observed that the objects of the fetish entangle a recurrence, the maternal figure, which is the basis of understanding fetishism. The fashionable discourse corroborates with powerful forms of control, disguised in innocent-looking arrangements, because uses fetishists elements that will be allied to imaginary constructions and psychic subjects, ensuring legitimacy to the message conveyed by the media.
Authors and Affiliations
Lilian Bambirra de Assis, Kelen Vanzin Moura da Silva, Fernanda Tarabal Lopes
Keywords
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