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
Related Articles
- EP ID EP689450
- DOI -
- Views 208
- Downloads 0
DO SAMBA DE UMA NOTA SÓ A ONE NOTE SAMBA: A TRADUÇÃO DE ANTÔNIO CARLOS JOBIM.
It is believed that the haiku in Brazil comprises distinct characteristics from the traditional Japanese haiku, consolidating another genre called the Brazilian haiku. From the contributions of the Bakhtinian theory,...
LA INTERDISCIPLINARIEDAD: UNA REFLEXIÓN PARA EL DESEMPEÑO PROFESIONAL DEL MAESTRO PRIMARIO EN LAS ESCUELAS RURALES
The interdisciplinary work of the primary teacher in Cuba, demands an integrating formation, where the interdisciplinary procedure becomes a coherent way to the fulfillment of the objectives of the primary school in the...
PROFISSIONAL NUTRICIONISTA: SUA PERCEPÇÃO SOBRE AS COBRANÇAS EXTERNAS RELACIONADAS À SUA IMAGEM CORPORAL E ESTEREÓTIPOS
In the constitution of the professional profile many people are faced with stereotypes related, in most cases, to the body appearance considered as a criterion for the assessment of the professional quality of individu...
VARIAÇÃO LINGUÍSTICA E O ENSINO DE LÍNGUA MATERNA: UMA ANÁLISE DE LIVROS DIDÁTICOS NA EDUCAÇÃO DE JOVENS E ADULTOS-EJA
Language is a social phenomenon, since it is built and gains meaning through a process of interaction with others. It is present in all human activities, assuming a multiform character. Linguistic variation is a resul...
O PANTANAL MATO-GROSSENSE: ESPAÇO VIVIDO, PAISAGEM E MEMÓRIA EM MANOEL DE BARROS
This study aims to present the Pantanal of Mato-Grosso delineated in the poetry of Manoel de Barros, in what concerns the lived space, landscape and memory. This is possible due to the integration of the perspectives...