Abstract

FERREIRA, Wilson Roberto Vieira. How to get ahead in advertising with Massumi, Shaviro and Whitehead: cinema and communicational event. Tempo psicanal. [online]. 2022, vol.54, n.2, pp.46-60. ISSN 0101-4838.

Could cinema provide communication? Or only in certain circumstances? And under these circumstances, what kind of event would we be facing? A "communicational event"? From the details of Shaviro's concept of "cinematic body", Massumi's "image intensity" and Whitehead's phenomenology, we will make a case study: the event provided by the exhibition of the film How to Get Ahead in Advertising (1989) to a graduate class of the Advertising and Propaganda course. Are ideological effects through non-ideological means (affections, intensities, and feelings) the ones resulting from communicational events?

Keywords : Cinema; Communicational Event; Phenomenology; Philosophy.

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