Inclusion in the media: engagement practices in contemporary

Abstract

This work questions an emblematic aspect of the present time: persuasion to social engagement and inclusion through the media. The study entangles to some analytical possibilities launched by the notion of governmentality, coined by Michel Foucault, aiming to understand how the processes of connection of the subjects to the truth of the inclusion have been mobilized, from some media discourses in the present time. Thus, this article aims to problematize how the engagement to the inclusive cause produces subjectivation effects from the media discourses. As material for analysis, it was chosen two contemporary cultural artifacts: an advertisement and an event that address the need of inclusion and surveillance of all citizens for such a process to take effect in Brazil. At the end of the research, it was possible to highlight as effects of subjectivation a set of statements that capture the subjects in three vertices: the politically correct sense of inclusion, the self-improvement and the notion of a lucrative partnership or association with diversity.