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O ativismo político atual e o surgimento de novos mitos : o potencial retórico aplicado à difusão social
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Este estudo consiste em uma análise dos ativismos atuais em associação com o conceito de mito e retórica. Ao enquadrar-se nos Direitos Humanos, a pesquisa teve como objetos de estudo: Malala Yousafzai e Ahed Tamimi. Através de um mapeamento transversal de assuntos, cenários, identidades e agentes de influência, percebeu-se como estas diversas formas de representações podem chegar a construir um mito. A análise contou metodologicamente com a prática textual mediante uma abordagem semiótica, narrativa e desconstrutiva. Questionou-se a respeito da manutenção da hegemonia destas figuras mediante o movimento de ressignificação discursivo influenciado pelos avanços tecnológicos. Os resultados indicaram o diálogo e o relacionamento interpessoal como processos fundamentais para a difusão e o real engajamento da sociedade em um movimento social. No entanto, devido ao caráter global e digital da realidade atual, a multiplicidade de formatos, veículos de informação, públicos e áreas do conhecimento, se mostraram como características essenciais desta difusão. Por fim, associou-se estas ativistas a perfis inovadores segundo os estudos de difusão de inovação e tendências, indicando a curiosidade e o comportamento cosmopolita como aspectos recorrentes. No entanto, notou-se também que a efetiva influência destes perfis pode depender de uma identificação com os mesmos por parte de potências ocidentais, envolvendo questões de linguagem, aparência, interesses econômicos e até a dimensão psicológica – como o imaginário coletivo e os arquétipos. Sugere-se como aplicação futura a interpretação de possíveis movimentos híbridos, sendo estes concebidos por figuras centralizadores e sustentados por uma massa plural que consegue, ainda assim, garantir a representatividade individual ou de grupos menores.
This study consists of an analysis of contemporary activisms in association with the concept of the myth and rhetoric. Being situated in the field of human rights, this research has as its objects of study Malala Yousafzai and Ahed Tamimi. Through a transversal mapping of topics, scenarios, identities and agents of influence, the ways in which these different forms of representation can construe a myth are discovered. The analysis involves a methodology of textual practice through a semiotic, narrational and deconstructive approach. The maintenance of these figures’ hegemony through the movement of discursive resignification influenced by technological progress is questioned. The results indicate dialogue and the interpersonal relationship as fundamental processes for the diffusion and the engagement of society with a social movement. However, given the global and digital character of the current reality, the multiplicity of formats, information vehicles, audiences and knowledge areas reveal themselves to be the essential characteristics of this diffusion. Finally, these activists are associated with innovative profiles according to studies about the diffusion of innovation and trends, indicating the curiosity and the cosmopolitan behavior as recurring aspects. However, it is also noted that the effective influence of these profiles can depend on western powers’ identification with these profiles, involving matters of language, appearance, economic interests and even the psychological dimension—such as the collective imagination and archetypes. As a possible future development of research in this area, the interpretation of possible hybrid movements is suggested, these movements being founded by centralizing figures and sustained by a plural mass that, nevertheless, manages to guarantee the representativity of individuals or small groups.
This study consists of an analysis of contemporary activisms in association with the concept of the myth and rhetoric. Being situated in the field of human rights, this research has as its objects of study Malala Yousafzai and Ahed Tamimi. Through a transversal mapping of topics, scenarios, identities and agents of influence, the ways in which these different forms of representation can construe a myth are discovered. The analysis involves a methodology of textual practice through a semiotic, narrational and deconstructive approach. The maintenance of these figures’ hegemony through the movement of discursive resignification influenced by technological progress is questioned. The results indicate dialogue and the interpersonal relationship as fundamental processes for the diffusion and the engagement of society with a social movement. However, given the global and digital character of the current reality, the multiplicity of formats, information vehicles, audiences and knowledge areas reveal themselves to be the essential characteristics of this diffusion. Finally, these activists are associated with innovative profiles according to studies about the diffusion of innovation and trends, indicating the curiosity and the cosmopolitan behavior as recurring aspects. However, it is also noted that the effective influence of these profiles can depend on western powers’ identification with these profiles, involving matters of language, appearance, economic interests and even the psychological dimension—such as the collective imagination and archetypes. As a possible future development of research in this area, the interpretation of possible hybrid movements is suggested, these movements being founded by centralizing figures and sustained by a plural mass that, nevertheless, manages to guarantee the representativity of individuals or small groups.
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Palavras-chave
Yousafzai, Malala, 1997- - Actividade política Tamimi, Ahed, 2001 - Actividade política Mitos políticos Movimentos sociais - séc.21 Inovações tecnológicas - Difusão - Aspectos sociais Marketing social Teses de mestrado - 2019