Prejudice in visual argument
Hidden argumentativeness of weight prejudice memes
Resumo
Este artigo discute diferentes tipos de “argumentatividade” em três memes relacionados a piadas sobre excesso de peso postadas em uma comunidade de geração de memes (quickmeme.com) em julho de 2021. Nosso objetivo é mostrar como a argumentação visual, a retórica da imagem e os dispositivos de preconceito social possibilitam a criação de memes de “brincadeira” que enquadram a construção de significado de uma audiência em relação a ideias preconceituosas. O procedimento metodológico baseou-se em um processo analítico dos memes selecionados a partir de um referencial teórico sobre argumentação visual, estudos de mídia, atitudes e crenças em torno da imagem corporal. Os resultados sugerem que as imagens de preconceito de corpo gordo nos memes operam no nível de persuasão da audiência de certa racionalidade por meio de esquemas argumentativos facilmente reconhecíveis por uma audiência.
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