A IMPORTÂNCIA DA ATUAÇÃO DE INTELECTUAIS ORGÂNICOS PARA O ENGAJAMENTO DO PÚBLICO CONSERVADOR NO CINEMA: UMA ANÁLISE EM TORNO DO FILME “SOM DA LIBERDADE” (2023)

Abstract

This research analyzes the film “Sound of Freedom” (Alejandro Gómez Monteverde, 2023) beyond the screen, examining it as a sociopolitical phenomenon that engages in narrative and moralizing disputes, rather than limiting itself to the study of its visual and discursive elements. Drawing on the theoretical categories developed by Antonio Gramsci—particularly his notions regarding the characteristics of intellectuals, the Private Apparatuses of Hegemony, and methods of consensus formation—the investigation shows why the film’s success cannot be reduced solely to its box-office performance, since its impact was driven by the actions of social agents who mobilized the narrative of “good versus evil.” In addition to discussing the power of art in shaping the popular imaginary, the study explores how far-right groups in Brazil and the United States used the feature film to lend an appearance of authenticity to conspiracy theories and instrumentalize it in the so-called cultural war. The results are relevant for demonstrating how audiovisual works and their promoters can, today, contribute to the formation of political and moral hegemonies.