La rhétorique de la congolité dans la publicité en RD Congo. Enjeux d’un discours de populisme nationaliste en Afrique francophone

The field of advertising is a melting pot of ideologies, that is, of both cultural and politicalidentities. Today, these are built in and through social discourses specific to thecontemporary context. In DR Congo, the instrumentation of the Congolese paradigm witha hint of sovereignty has increasingly become a constant in the advertising discourse. It is amedia dynamic of expression of a certain autarky against Western and Sino-Americaneconomic imperialism, through the promotion of the local industry. It is deployed throughthe rhetoric of « Congolity » which is understood in terms of a catalyst for the issues of adiscourse of nationalist populism in a country of French-speaking sub-Saharan Africa.