Do pertencimento ao vínculo: Breakfast at Tiffany's o luxo recriado pelo imaginário midiático

Abstract

The objective of this research is to make an analysis about the media imaginary (re) created in the present time about the luxury industry, having as basis the text of the culture. In order to substantiate this discussion, it was necessary to seek a means of communication as a corpus, the chosen one was the feature film: Breakfast at Tiffany's, USA, 1961). For more than five decades, this film has contributed to the construction of a collective imaginary about luxury. Analyzing Cinema from the point of view of Communication, more specifically under the semiotics of Culture, allows us to bring light to the question of the Cinema / Luxury / Imaginary interface. Under this triad, we sought to assess the desire for social belonging and linkage between human beings. How luxury is represented and how it has become, through the media imaginary, a desire for belonging and bonding in human beings all over the world. The premise is to do an update thesis. Cinema, like the manifestations of art as a whole, supplies human need for the so-called "existential evil"; which stems from the inescapable problems of the physical world and the fear of finitude. Culture is, for this reason, one of the most important escape valves found by human beings to circumvent the certainty that, at birth, one begins to die. And, before dying, humans want to belong, to bond. The luxury, portrayed in the feature film, is one of the ways found by humans to make this bridge of belonging and bonding. The relegation of consciousness effected by cinema as a medium, however, has contributed to the sedation of bodies and minds by images. Just like all the other media did. We have seen, from this angle, the alienation of the body and its complex experiences and not the belonging or bond sought. It is necessary, for this reason, to study why luxury is perpetuated in the images of the cinema and to be able to attract so many spectators desirous for luxurious objects. Even if these are mere copies and do not guarantee the genuinely intended status or link. From these assumptions, it became even more evident to us that man is still co-dependent on another man to communicate, to make himself understood, to perpetuate himself. As Pross put it in his theory, "all communication begins and ends in the body." There is, therefore, no communication, no imaginary, no continuity without living and pulsating bodies. To base this research, will be used the studies of Norval Baitello Junior, Aby Warburg and Hans Belting about the image and its power of seduction. Also will be used researches of Dietmar Kamper, Aby Warburg, Carl Gustav Jung and Ivan Bystrina regarding the imaginary. Yuri Lotman assists us when the subject is cinema and its insertion in the second reality and the concept of text of the culture. Harry Pross lends us his studies on media and communication and Boris Cyrulnik helps us ground the studies on the human feeling of belonging and resilience