Open AccessBodily regimes and meaning production in Bolsonaro’s visual discourse: a sociosemiotic perspective
Author(s) -
Paolo Demuru,
Felippe Pimenta Rodrigues de Oliveira,
Elder Cuevas-Calderón
Publication year - 2021
Publication title -
comunicación y sociedad
Language(s) - English
Resource type - Journals
eISSN - 2448-9042
pISSN - 0188-252X
DOI - 10.32870/cys.v2021.7949
Subject(s) - semiotics , meaning (existential) , politics , perspective (graphical) , identity (music) , order (exchange) , aesthetics , sociology , psychology , art , political science , visual arts , linguistics , economics , law , philosophy , psychotherapist , finance
In this paper, we analyze the semiotic strategies through which Jair Bolsonaro’s body is represented in his Instagram profile. In order to do that, we build upon Landowski’s elliptic semiotic square, through which we display Bolsonaro’s different bodily postures and lifestyles. The diagram shows four bodily regimes through which the body of the current Brazilian president is portrayed: 1) the military body, 2) the buffoonish body, 3) the institutional body, 4) the popular body. The results show that the institutional body is the least present, while the other three reinforce Bolsonaro’s non-political identity and anti-establishment discourse.