The body as a wandering publicity

Authors

  • Antônio Álvaro Soares Zuin Universidade Federal de São Carlos

DOI:

https://doi.org/10.5007/%25x

Abstract

In the present society of the spectacle, in which persons and
things become ever more replaceable, many people feel the
necessity to establish for themselves some kind of icon in
order to be recognized by others. This article discusses and
investigates the process through which one’s body is transformed in an advertisement display which allows its owner to avoid the freighting feeling of being undifferentiated within a crowd. It also aim to discuss that such a publicity of the body is founded into an “educative” process which can be identified by its psychosocial substratum of sadomasochistic integration, features identified by Theodor W. Adorno as a disciplinarian education by means of severity.

Author Biography

Antônio Álvaro Soares Zuin, Universidade Federal de São Carlos

Graduação em Psicologia pela USP (1989), mestrado em Educação pela Universidade Federal de São Carlos (1993) e doutorado em Educação pela Universidade Estadual de Campinas (1998), com estágios doutoral na Alemanha. Atualmente é professor-doutor associado da Universidade Federal de São Carlos.

Mais informações: Currículo Lattes - CNPq.

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Published

2003-01-01

How to Cite

Zuin, A. Álvaro S. (2003). The body as a wandering publicity. Perspectiva, 21(1), 39–53. https://doi.org/10.5007/%x

Issue

Vol. 21 No. 1 (2003): Da polifonia do corpo à multiplicidade de sua educação

Section

Articles

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