Silent Calls to Political Consumption
Meanings of Silence in the Mediatization of Bolsonaro’s Dermocosmetics
DOI:
https://doi.org/10.30962/ecomps.3130Keywords:
Communication, Consumption, Political consumption, Mediatization of Consumption, DiscourseAbstract
The article analyzes the media-discursive calls to political consumption of cosmetics endorsed by the Bolsonaro family between 2023 and 2024. Unlike other political support consumer goods, beauty products offer a silent form of identity and political reaffirmation. Drawing on the french approach Discourse Analysis, we examine the advertising campaigns shared on Instagram, observing how silence is discursively mobilized to encourage consumption. Whether as an integral part of meaning production or as discursive control, the material reveals a form of political consumption summons in which invisibility is mobilized to construct meaning effects.
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