TRANSMEDIA ACTIVISM IN THE 2018 ELECTIONS IN BRAZIL

the semiosis of #CadêAProva [#WhereIsTheProof]

Authors

DOI:

https://doi.org/10.30962/ec.2017

Keywords:

Transmedia Activism. Semiosis. Elections. Hashtags. Interpretants.

Abstract

The hashtag #CadêAProva emerged during Lula's trial in January 2018 and was appropriated by supporters of Jair Bolsonaro's candidacy in the presidential election. Through collection on social networks, we verified this process of resignification, characterized here as transmedia activism because it involves social mobilization in online/offline connections. Given this, we seek to understand what characterizes #CadêAProva's semiosis and how this process reveals unique aspects of transmedia activism in the context of Brazil's presidential election in 2018. As a result, the transmedia resignification of the narrative mediated by #CadêAProva occurred through the hybrid set of signs able to potentiate the symbolic chain of hashtags and thereby promote engagement by adherence (emotional interpretant), mobilization (energetic interpretant) and activism (logical interpretant). 

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Author Biographies

Geane Carvalho Alzamora, Universidade Federal de Minas Gerais, Belo Horizonte, Minas Gerais, Brasil

Doutora pelo Programa de Pós-Graduação em Comunicação e Semiótica da Pontifícia Universidade Católica de São Paulo (PUC-SP). Professora Associada da Universidade Federal de Minas Gerais, membro do corpo docente permanente do Programa de Pós-Graduação em Comunicação Social (UFMG). Bolsista de Produtividade em Pesquisa, nível 2, pelo CNPq.

Luciana Andrade Gomes Bicalho, Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Minas Gerais, Brasil

Doutora pelo Programa de Pós-Graduação em Comunicação Social da Universidade Federal de Minas Gerais. Professora dos cursos de MBA do IEC Pontifícia Universidade Católica de Minas Gerais e de graduação do UniBH.

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Published

03-11-2020

How to Cite

Alzamora, G. C., & Andrade Gomes Bicalho, L. (2020). TRANSMEDIA ACTIVISM IN THE 2018 ELECTIONS IN BRAZIL: the semiosis of #CadêAProva [#WhereIsTheProof]. E-Compós, 23. https://doi.org/10.30962/ec.2017

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Vol. 23 (2020)

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Artigos Originais

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