Abstract
Body control in media-normalizing politics within the context of the Brazilian presidential candidate Luiz Inacio Lula da Silva's electoral campaign in 2002 is analyzed and discussed. Photographs exhibited by three Brazilian weekly reviews, Epoca, IstoE and Veja, are analyzed according to French Discourse Analysis, mainly under the aegis of Foucault's investigations. An analysis of the candidate's photographic images reveals the social media's concern in presenting Lula's campaign through a representation featured by contrasting expositions. In fact, the 2002 election campaign is contrasted to that of former electoral periods. The normatization for a docile representation policy in the media comprises a regular 'behavioral norm' and a 'gesture norm'when broadcasting Lula's dociled body. The denunciation of body docilization by the social media also questioned the Brazilian Labor Party campaign as a possible de- characterization of Lula and his party to guarantee positive results in the elections. However, the historical review of body treatment and the contemporary overlaying of politics and the media show that the process of modifying Lula's presidential campaign was an adaptation stance towards the needs of politics being more immersed in the communication media.
Highlights
Even when cross-sectioned according to each aim, the history of the body is always a challenging affair
Our focus is how one historicizes the use of the political body in a specific event, the 2002 Brazilian presidential elections, involving politics and the communication media
This fact has been mainly underlined when politics started to be highlighted within the various media materialities, as it occurred during the 2002 polemical presidential campaign in Brazil
Summary
Even when cross-sectioned according to each aim, the history of the body is always a challenging affair. The control overthe body described by the author comprises much more than the prison It works in all social spheres, especially in politics. 143-151, July-Dec., 2012 our post-modern present, public peoplehad to be provided with a power overtheir body This fact has been mainly underlined when politics started to be highlighted within the various media materialities, as it occurred during the 2002 polemical presidential campaign in Brazil. Since the social media’s role in the spreadof these policies is highly significant, we will focus on Brazilian political and communication media archives of the 2002 presidential elections This event struck our interest since it brings about discussions on the use of the body and gestures by the presidential candidate and the most favorite in popular opinion, Luiz Inácio Lula da Silva. The translation of all quoted references from the Portuguese and French sources is mine
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