Abstract
This article discusses the constitution of the smoker subject in anti-smoking campaigns present in the statements molded over the syncretic materiality of cigarette packs. We reflect about two dimensions that involve the body of this subject, considered a discursive surface where knowledge/power relations operate: the body vested by the biopower, through which are promoted the biopolitics of the population, and the body as an aesthetic of self, in order to reflect about the care and the government of self. We use the theory of the Discourse Analysis, mobilizing Foucaultian concepts/notions of subject, governmentality, biopower, biopolitics and selfcare as analytical categories. Methodologically, our analysis has a qualitative approach with a descriptive and interpretative nature and draws on a corpus consisting of nine of the statements above. We conclude that the anti-smoking campaigns intersect medical, legal and aesthetic discourses, which indicate ways of taking care of oneself while also allowing a glimpse at a power that aims to manage people's lives with the ultimate goal of making them more productive and less costly to the State.
Highlights
Abstract his article discusses the constitution of the smoker subject in anti-smoking campaigns present in the statements molded over the syncretic materiality of cigarette packs
We relect about two dimensions that involve the body of this subject, considered a discursive surface where knowledge/power relations operate: the body vested by the biopower, through which are promoted the biopolitics of the population, and the body as an aesthetic of self, in order to relect about the care and the government of self
We use the theory of the Discourse Analysis, mobilizing Foucaultian concepts/notions of subject, governmentality, biopower, biopolitics and selfcare as analytical categories
Summary
Este trabalho é resultante da pesquisa de Mestrado intitulada “Governamentalidade, Corpo e imagem: a constituição do sujeito fumante em campanhas antitabagistas nas embalagens de cigarro”, desenvolvida no Programa de Pós-Graduação em Linguística (PROLING), da Universidade Federal da Paraíba (UFPB), cujo objetivo principal já se encontra no título: analisar a constituição do sujeito fumante em campanhas de prevenção ao tabagismo, a partir de enunciados que circulam na materialidade sincrética das embalagens de cigarro. Optamos por utilizar as noções-conceitos de sujeito, governamentalidade, biopoder, biopolítica e cuidado de si, de Foucault para conduzir nossas análises. Mudam-se os hábitos dos sujeitos de forma minuciosa, até mesmo a relação de si para si, mediante o uso do que estamos chamando metodologicamente de dispositivo de combate ao tabagismo, partindo da noção de dispositivo de Foucault (2013b). O discurso de combate ao tabagismo é atravessado por vários discursos, como o da Economia, Saúde, Política, Estética, Moral, etc., que incidem sobre os sujeitos e se materializam sob a forma de enunciados, indicando-nos formas de conduzir nossas vidas, de estabelecer práticas com nós mesmos, com nossos corpos e com os outros. Nossas discussões objetivam analisar como o sujeito fumante é constituído nesse discurso
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