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Title: New Identities for a ‘New Middle Class’: Media Incitements to Class Subjectivity in Brazil, 2008-2012
Our study examines media representations of the so--called “new middle class” during the period 2008-2012, during which the public sphere overflowed with images of new lifestyles and futures as “previously poor” Brazi-lians were invited in national advertising campaigns and in mainstream journalistic accounts to view themselves as members of an ostensibly new demographic sector. Meanwhile, through television, films, and music, Brazi-lians were exposed to stories of socio-economic mobili-ty, usually tied to love, sex, and consumption. Through a detailed review of existing studies of representations in media and advertising campaigns, we reflect on recurring representational patterns, arguing their importance in the construction of new class subjectivities for popular-class Brazilians. Our article seeks to capture the intense discur-sive formations that flourished over a relatively short pe-riod of political and economic stability.  more » « less
Award ID(s):
1534655
NSF-PAR ID:
10181549
Author(s) / Creator(s):
Date Published:
Journal Name:
Eikon
Volume:
1
Issue:
7
ISSN:
2183-6426
Page Range / eLocation ID:
63-76
Format(s):
Medium: X
Sponsoring Org:
National Science Foundation
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