THE FRAGMENTATION OF SUBJECTIVITY AS A CONDITION OF EXISTENCE: ENUNCIATIVE REGULARITIES IN ADVERTISING ABOUT GAY COUPLE

REGULARIDADES ENUNCIATIVAS NA PUBLICIDADE SOBRE CASAIS GAYS

Abstract

In this article, we propose a reflection about the discursive strategies, carried out in the statements that circulate in the advertising sphere, in which we are given to see the relationships between people of the same sex. More broadly, we will show the conditions of possibility through which the gay subject passes in order to constitute himself as a historical experience of the present. This purpose of ours will be anchored by the thinking of Michel Foucault (2008; 2012) about how the subject should be, what position he should occupy in the real or in the imaginary to become a legitimate subject of this or that knowledge. We also return to J-J Courtine (2006) to deal with a historical semiology that constitutes the imagery elements of the corpus. Advertisements from the companies IKEA and Tecnisa and from the VIP magazine will be analyzed. We observe that in this discursive production there is a game of legitimation and control of images and sayings, which works as a truth in the media discursive order of the advertising market through which gay subjectivity is inscribed as a possibility of existence.