CINEMA, IDEOLOGY AND CONSUMPTION: A STUDY ABOUT THE MOVIE “QUE HORAS ELA VOLTA?”

Abstract

This paper aims to understand how cinema can operate as an ideological instrument under the Cultural Studies angle. The theoretical contributions used to indicate the concepts of hegemony and ideology are sustained by Ana Carolina Escosteguy (2001) and Stuart Hall (1997); Our debate is supported by Jesús Martín-Barbero and Germán Rey (2004); the culture of the media discussed by Douglas Kellner (2001); and contributions on the identification process that takes place in the cinema from Béla Baláz (1945) and on the construction of filmic diegesis characterized by Étienne Souriau (1953). We also discuss, from Néstor García Canclini (2008, 2012), the communication and consumption dynamics presented in the movie Que horas ela volta? (Anna Muylaert, 2015), to demonstrate how cinema is configured in the face of ideological struggles and through a scene of social representations derived from the act of consuming.