Abstract

BERNAL MAZ, PATRICIA. Hybrid Men: The ghost of immortality in advertising and audiovisual narratives. Inmediac. Comun [online]. 2021, vol.16, n.1, pp.159-178.  Epub June 01, 2021. ISSN 1510-5091.  https://doi.org/10.18861/ic.2021.16.1.2969.

Today’s world prevents us from being capable of describing with ontologically adequate terms cultural phenomena such as tools, signs, works of art, machines, and any other kind of artifacts. Their very nature makes them hybrid. The world has become no place for human existence; it is an artificial space of existence, of cohabitation, and of body transformation. For this reason, the core of analysis of this text responds to the study of body, subjectivity and its relationship with technology. This is approached from the observation of the audiovisual narrative, Señorita María, la falda de la montaña, of Rubén Mendoza (2017), from the homeotechnological perspective proposed by Sloterdijk (2006) and, on the other hand, from the observation of the advertising narrative from Red Bull commercials (2010-2020), addressing the body-aging and its relationship with technology, from the perspective of Le Bretón (2002) and Redeker (2014). Therefore, this article presents some preliminary results that are discussed in the following sections: 1. Homeotechnology in the field of subjectivity, the thinking and feeling “Me”, that lives and dies in the audiovisual narrative. 2. The ghost of immortality and loneliness. The advertising narratives of seduction.

Keywords : advertising and audiovisual narratives; philosophical anthropology; body; aging; homeotechnology.

        · abstract in Spanish | Portuguese     · text in Spanish     · Spanish ( pdf )