“Um caminho novo”: o sujeito das ações governamentais no jingle eu sou o novo Maranhão do governo Flávio Dino (2019-2022)

Abstract

This research aims to analyze how the governmental subject emerges as a representative of governmental actions in the advertising jingle titled "This is the New Maranhão," produced by the state government and broadcast in local media. To this end, we analyze the power strategies in the process of governmental management through the discourse "I am the new Maranhão." In analyzing this issue, we adopt as theoretical support the concepts of Michel Foucault, which contribute, above all, to a reflection on how biopolitical mechanisms are present in this advertising resource produced as a discourse of truth. We aim to present Foucault's theory as the foundation for understanding how power manifests and distributes itself in societies through discourse, social practices, and institutions; we propose to verify how the jingle "I am the new Maranhão" explicitly presents a discourse of truth regarding governmental practices of the State; we explain how the techniques of governmentality and biopolitics are present in the political-social context stated in the jingle; and finally, we identify the mode of subjectivation of the subject who self-declares "I am the new Maranhão." The discursive content present in the jingle is quite relevant in the construction of the subjectivity of a new subject who is inserted into the political and advertising campaign of the state government, who sees in this subject the reason to put into practice the promises of a reconfiguration of the State through a discourse that emphasizes change and socioeconomic progress. Methodologically, this work proposes a qualitative approach to the corpus, as its aim is to analyze how this jingle functions as a discourse of truth and to understand how subjects are constituted through discursive practices, with the support of Michel Foucault's archeogenealogy, regarding his studies on discourse and discursive practices, subject and subjectivity, discursive formation, enunciation and archive, and the relationship between knowledge and power.