O côncavo e o convexo: uma história do negro pelo viés da publicidade

Abstract

This research investigates how the black individual is enunciated within advertising as a body that materializes and moves, a product of ordinary stories that strip and transform an official History. We understand that the tension between the discursives ethé, product of an official History and the black individual seen from below and told in the ordinary narratives, moves and revolves the periphery of a discursive archive that transforms, reactivates or makes disappear knowledge that circulates socially. Based on the French Line of Discourse Analysis, under the guidance of Dominique Maingueneau (1993, 2001, 2005, 2008, 2015) and the New History (CERTEAU, 1982, 2014), for whom history is a practice that has a discourse as the product, this investigation presents and analyzes advertising pieces, using the metaphor of the rhizome (DELEUZE, GUATTARI, 1995) for the metodological contribution, as a form of work in the dispersion, aligning the dispersions that arise from the fissures of a history without compromise with the linearity. In order to do so, the analyzes was be oriented, firstly, through the categories of the mode of enunciation and positioning, as a form of presentation and analysis as to the discursive course; and secondly, the advertising pieces are presented in tables, observing the organization of the series found from the principle of dissimetry linked to the order of genesis, on another way, locating the first discourse of the second one. From this point on it was be possible to glimpse the transformations, multiplications or competition between the products from the events. The tension between the official and the narratives that are born "from below", provides the emergence of a frontier where the discursive ethé are transformed, revolved or nearly exterminated in the authorization and circulation of the multiple subjections to which the black individual is subject historically.