Espelho de Narciso: a subjetividade, o cenário e o imaginário dos anos 80 e a construção da imagem do caçador de marajás através da mídia e da publicidade.

Abstract

The consolidation of a new subjectivity and a narcissistic culture were the results of a group of transformations that occurred in the core of the familiar unity, in its traditional ways of life, and in the recent imbrications between the public and the private sphere in Brazil. They were also, especially, where desire started to be produced and directed through emotional e seducing images, creating new affective and symbolic needs. As a response to these needs the image of the "Cacador de Marajas" (literally: Hunter of Overpaid Bureaucrats ) was created by the media and publicity. It tried do solve in the political field what was missing in the quotidian life, catalyzing and mobilizing the audience's emotion through drama and show around the personality of brazilian president Collor de Mello. The construction of this Hunter-of-Overpaid-Bureaucrats image was made with constant references to the scenery and the imaginary of the 80"s with all its fears, myths, and fantasies.