No rastro dos sentidos: funcionamentos discursivos de/sobre masculinidade viril na mídia

Abstract

We invest in understanding the effects of senses/on virile masculinity at work in contemporary media. Based on the theoretical framework of the materialistic orientation of Discourse Analysis, we seek to ask ourselves, first, about the obvious way male and understand the historical and discursive processes that have circulated the virility code - a series of behaviors and qualities of man considered the most perfect male (VIGARELLO, 2013). From this, we understand how masculinity is linked to the virility and how this worked over the centuries from the injunctions given historical form-subject, constructing discourses that are not exempt from conflicts and contradictions. We view the current demand for cosmetic use among men as a discursive event, a point that is tangent today and discursive memory, making us not take for random media publications such as newspaper reports that thematize man and his relationship to beauty, as well as cosmetics advertising for men. Are such communications that make up our corpus: two subjects newspapers and four cosmetics advertisements. This is made possible because we face the media as Ideological State Apparatus, which enables us to question how such materialities interfere in the meanings attributed to the male. For this, we draw the conditions of production of material, media aimed at this audience, thinking much advertising as journalism as a possible way of managing senses and realize speeches / circumscribed about masculinity in a given discursive formation, determining sayings and silencing senses. The analyzes also called for a reflection on the subjectivity in the contemporary world and the subject's relationship with the consumer and the values of the market society. With them, we conclude that masculinity senses are overdetermined by the dictates of our current historical form-subject, forming what we consider capitalist manly discursive formation.