A invenção do indivíduo pós-humano: imaginação, competência e a expectativa de ser outro nas capas das revistas Superinteressante e Galileu
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Data
2017-08-31
Autores
Damiati, Djaine [UNESP]
Título da Revista
ISSN da Revista
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Com base na análise temática e de conteúdo das capas das revistas Superinteressante e Galileu, publicadas entre os anos de 2004 e 2014, este trabalho procura apontar algumas das estratégias de produção de um determinado sentido da realidade social utilizadas pelas principais representantes do gênero midiático no Brasil. A pesquisa também se propõe a demonstrar o modo como este tipo de publicação constrói uma discursividade coerente com a lógica da racionalidade neoliberal que, por sua vez, não apenas modificou o senso de realidade social nas últimas três décadas – gerando a afirmação hegemônica dos valores do hiperindividualismo, da competitividade extrema, do livre mercado, das virtudes inatas do mercado – como também, produziu uma nova forma de vida, uma nova subjetividade: o ser humano compreendido como um empreendedor de si mesmo, um capital humano que deve sempre ser valorizado e potencializado. A pesquisa percorre o universo das capas que retratam, de diferentes formas, as possibilidades oferecidas pelas tecnociências em direção ao “aprimoramento” humano e à criação de uma nova antropologia humana. Nosso objetivo é mostrar como estas revistas assumem estratégias cognitivas que procuram 1) atenuar o sentimento de insegurança e incerteza frente ao futuro nas sociedades pós-industriais, sugerindo técnicas científicas para o alcance da competência necessária para que o indivíduo consiga sobreviver em meio à competitividade dos tempos atuais; 2) atuar no sentido de alterar nossa gramática moral, ao tentar suprimir o criticismo por meio de seu discurso, sob o pretexto de nos auxiliar a lidar com as dificuldades geradas pela constante aceleração social; 3) criar novos horizontes de expectativas e desejos, procurando gerar no indivíduo a superação de restrições quanto ao consumo e a utilização das biotecnologias emergentes. A contribuição da pesquisa consiste primordialmente no esclarecimento do intrincado processo que leva à subjetivação da antropotécnica que se realiza por meio de articulações entre ciência, mercado e mídia, promovendo novas e mais complexas formas de alienação.
Based on thematic and content analysis of the covers of Superinteressante and Galileu magazines published from 2004 to 2014, this research intends to point some production strategies used by the main media representatives in Brazil when it comes to the creation of a specific sense of social reality. The research also proposes to demonstrate the means by which this kind of publication builds a discursivity that is coherent with the neoliberal rationality which, in turn, not only modified the sense of social reality in the last three decades by generating the hegemonic affirmation of Hyperindividualism’s values, extreme competition, free market and innate market virtues, but also produced a new way of life, a new subjectivity: the human being as its own entrepreneur, as human capital that must always be valued and enhanced. This work deals with the magazine cover universe that portrays in different ways the possibilities offered by the technosciences towards human “enhancement” and the creation of a new anthropology. Our objective is to show how these magazines make use of cognitive strategies that seek to 1) attenuate the insecurity feeling and the uncertainty regarding the future in post-industrial societies by suggesting scientific techniques to achieve the necessary competence for the individual to survive in the midst of competitiveness nowadays; 2) alter our moral grammar by trying to suppress criticism through its discourse on the pretext of helping us deal with the difficulties created by constant social acceleration; 3) create new horizons of expectations and desires by trying to generate in the individual the overcoming of restrictions on consumption as well as the use of emerging biotechnologies. The research’s contribution consists primarily in elucidating the intricate process that leads to the anthropotechnics subjectivation, which occurs through articulations between science, market and media, promoting new and more complex forms of alienation.
Based on thematic and content analysis of the covers of Superinteressante and Galileu magazines published from 2004 to 2014, this research intends to point some production strategies used by the main media representatives in Brazil when it comes to the creation of a specific sense of social reality. The research also proposes to demonstrate the means by which this kind of publication builds a discursivity that is coherent with the neoliberal rationality which, in turn, not only modified the sense of social reality in the last three decades by generating the hegemonic affirmation of Hyperindividualism’s values, extreme competition, free market and innate market virtues, but also produced a new way of life, a new subjectivity: the human being as its own entrepreneur, as human capital that must always be valued and enhanced. This work deals with the magazine cover universe that portrays in different ways the possibilities offered by the technosciences towards human “enhancement” and the creation of a new anthropology. Our objective is to show how these magazines make use of cognitive strategies that seek to 1) attenuate the insecurity feeling and the uncertainty regarding the future in post-industrial societies by suggesting scientific techniques to achieve the necessary competence for the individual to survive in the midst of competitiveness nowadays; 2) alter our moral grammar by trying to suppress criticism through its discourse on the pretext of helping us deal with the difficulties created by constant social acceleration; 3) create new horizons of expectations and desires by trying to generate in the individual the overcoming of restrictions on consumption as well as the use of emerging biotechnologies. The research’s contribution consists primarily in elucidating the intricate process that leads to the anthropotechnics subjectivation, which occurs through articulations between science, market and media, promoting new and more complex forms of alienation.
Descrição
Palavras-chave
Pós-humano, Biotecnologias, Mídia, Imaginação, Neoliberalismo, Post-human, Biotechnologies, Media, Imagination, Neoliberalism