TY - JOUR
T1 - Bodily regimes and meaning production in bolsonaro's visual discourse: A sociosemiotic perspective
T2 - A sociosemiotic perspective
AU - Demuru, Paolo
AU - de Oliveira, Felippe Pimenta Rodrigues
AU - Cuevas-Calderón, Elder
N1 - Publisher Copyright:
© 2021 Universidad de Guadalajara. All rights reserved.
PY - 2021/6/16
Y1 - 2021/6/16
N2 - In this paper, we analyze the semiotic strategies through which Jair Bolsonaro's body is represented in his Instagram profile. In order to do that, we build upon Landowski's elliptic semiotic square, through which we display Bolsonaro's different bodily postures and lifestyles. The diagram shows four bodily regimes through which the body of the current Brazilian president is portrayed: 1) the military body, 2) the buffoonish body, 3) the institutional body, 4) the popular body. The results show that the institutional body is the least present, while the other three reinforce Bolsonaro's non-political identity and anti-establishment discourse.
AB - In this paper, we analyze the semiotic strategies through which Jair Bolsonaro's body is represented in his Instagram profile. In order to do that, we build upon Landowski's elliptic semiotic square, through which we display Bolsonaro's different bodily postures and lifestyles. The diagram shows four bodily regimes through which the body of the current Brazilian president is portrayed: 1) the military body, 2) the buffoonish body, 3) the institutional body, 4) the popular body. The results show that the institutional body is the least present, while the other three reinforce Bolsonaro's non-political identity and anti-establishment discourse.
KW - Bodily regimes
KW - Bolsonaro
KW - Digital populism
KW - Semiotics
KW - Visual discourse
UR - http://www.scopus.com/inward/record.url?scp=85109433717&partnerID=8YFLogxK
UR - https://hdl.handle.net/20.500.12724/13572
U2 - 10.32870/CYS.V2021.7949
DO - 10.32870/CYS.V2021.7949
M3 - Artículo (Contribución a Revista)
AN - SCOPUS:85109433717
SN - 0188-252X
VL - 2021
JO - Comunicacion y Sociedad (Mexico)
JF - Comunicacion y Sociedad (Mexico)
IS - 18
M1 - e7949
ER -