A rosticidade da tecnocultura na galáxia National Geographic

Abstract

This thesis deals with the nature of the becoming-face in the mediatic processes and their reverberations in technoculture under the prism of the audiovisualities. From the discussion of a virtual communicational quality that is updated in face images - or something that stands in the place of the face - that lasts in time and keeps in memory all the potentiality of what is recognized as singular, I have tried to construct the concept of Rosticity. The proposal was based on the epistemological bases and the theoretical-methodological principles found in Bergson's thought, especially in the concepts of duration, memory, perception, consciousness and image. Also fundamental were the expropriations of the concepts of Benjamin, Deleuze, Canevacci, Balázs and Benso, who dedicated themselves to the face as a special image that guides sensory and memory experiences. The production of the corpus followed two methodological procedures that succeeded: 1) constitution of the universe of research in the observation of the marks of rosticity expressed in a plurality of technoimages that circulate through the media, in addition to objects not recognized as media; 2) a progressive trimming of the research galaxy formed by the cartography of National Geographic physiognomies (as a media device), with special attention to National Geographic Magazine face images and, more specifically, to the transformations of the magazine's face through movements in the cover’s design. It is questioned: how and what does the National Geographic's rosticity communicate about the rosticity of technoculture? Or more specifically: What and how does the National Geographic cover, taken as a face, communicate about the magazine, the media device and the rosticity as a quality of technoculture? In order to offer solutions, a method was developed in the research progress itself. It starts from the invention of the problem through the Bergsonian intuition, to later produce the empirical objects through multiple cartographies. Dynamic maps are thus composed by forming constellations of seemingly disconnected fragments. Ethicities are made on the basis of mapping frames and frames of elements that would otherwise remain discrete in the communicational flow and make up relations, previously unperceived, from what seems strange or foreign to the researcher. In the end, it is proposed that the physiognomics of National Geographic transform over time, but its face continues to express its singular rosticity. It updates in the form of face images are the visible marks of this updated rosticity. Rosticity itself does not allow to be grasped, it only leaves its traces. The face is an image of synthesis and the rosticity is the set of these syntheses that last in time and are engendered in the memory.