O passado como promessa : a narrativa nostálgica midiatizada na eleição presidencial de 2018.

Abstract

This dissertation seeks to reflect the emergence of nostalgic narratives in the 2018 presidential elections in Brazil. To this end, it makes an exploratory case study of the statements published on the Facebook pages of the candidates who went to the second round, Jair Bolsonaro (PSL) and Fernando Haddad (PT). To do so, it starts from the concept of nostalgia as an emotion of escape from the present (BOYM, 2017), based on the nostalgia of imaginary safer and less turbulent times that generate a bittersweet sensation (NIEMEYER, 2014), whose forms of expression — restorative and reflexive — give rise to certain discursive conditions. The theoretical framework discusses, at first, the conditions for the emergence of manifestations of this order in the contemporary world. It then discusses the evolution of media phenomena (VERÓN, 2013), its impact on the perception of time and the socio-technical-discursive environment that mediatization, as an interactional process of reference (BRAGA, 2007) constitutes in its technologically mediated interaction. Through the ascending and descending dialectical method of approaching the empirical object, as conceptualized by Marre (1992), the discursive movement in the semiosis chain (VERÓN, 2013) is observed in an attempt to narratively explain the forms of nostalgia provoked by the presidential candidates. Based on the statements analyzed in the social network Facebook, in a qualitative way, it is discovered that the advent of nostalgia concerns a new way of perceiving the time of the world. This is constituted by the growing availability of mediatized signs and new social understandings of time and space, resulting from the acceleration of historical temporality in the media, whose discursivity is progressively conditioned by the logic of media conflict, based on a tribal retroactive search, which, therefore, it contains the promise of future bliss.