Revisão de discursos sobre cabelos cacheados em mídias digitais: corpo e disciplina

Abstract

Analysis of constituent discourses of advertisements related to curly hair that circulate in digital media. The work aims to investigate discursive regularities in a variety of statements, with the purpose of making (re) appear formations of discourses from different spheres. For that, thirteen advertisements that convey these hairs were collected in search sites and in advertisement sites. Based on Michel Foucault 's archaeogeneal method (2014), we describe the research object based on the analysis of the concepts of History, Archeology and Genealogy, the concepts of Discursive Formation, Statement and rules of body discipline. In the Foucaultian conceptions there is the understanding that the statements do not break out in a casuistic way, for they depend on a network of relations (social, political, historical, economic, etc.) to emerge at a given moment in a given society (FOUCAULT, 2014). Thus, the analysis of the object required an archaeological research, which made it possible to find, on the linguistic surface of the ads, discourses on the Afrodescendant body. In addition to Foucault (2014), the theoretical basis of this research, we focus on studies of different areas, such as researches by Gomes (2006), Lopes (2011), Freyre (2006), Santos (2012), Quintão Braga (2015) and others, in which we could verify that the body can be ordered in its different dimensions, among them, the hair. The results showed that there are regularities of speeches in these announcements that, at times exalted, sometimes lower the hair of the afrodescendant, triggering memories already crystallized on the black population in our society. Thus, several senses emerge in these discourses that propose to aesthetically "improve" the appearance of the Afro hair, especially the hair of the afrodescendant woman. Among the regularities, we emphasize that of a disciplinary discourse, determinant of a truth, which attempts, in the most subtle forms possible, to control or shape the bodies of individuals.