Banca de DEFESA: RENATO FERREIRA DE MORAES

Coronelism in retrofit version on TV: a case study of Luciano Huck’s neokitsch welfare discourse

Luciano Huck; Neokitsch assistencialism; Retrofit coronelism; Discourse Analysis;
Electronic halter.

Personal needs (material and affective) are exposed daily on Brazilian television in politically
and business-interested shows, a symbolic violence with traces of abuse of power disguised as
social action. It is in this media environment that this research is framed, which has as its object
the assistencialism practiced by the presenter Luciano Huck and, as a starting point, the
following problem: how this television strategy establishes material and affective relationships
with the public. The objective is to identify and analyze the characteristics of the presenter's
speech, which, among other categories, we propose to call neokitsch assistencialism, as a
retrofit of coronelism. We understand that the study can contribute to the field of research in
communication by proposing, in addition to an aesthetic rating of assistencialism, the
discussion of concepts such as the electronic halter: an affective link with political connections
established with the public from the resolution of emotional and material problems, as did the
colonel, a historical character from a period that Vilaça and Albuquerque (1978) call
“feudalismo matuto”. Furthermore, we consider the importance of analyzing this strategy
within the spectrum of media discourse studies. We apply adapted methodological tools, which
include televisual analysis, discourse analysis (French school) and critical discourse analysis.
Regarding coronelism, the theoretical framework is based on Leal (2012), Vilaça and
Albuquerque (1978) and Vilela (2008). Regarding assistencialism, we adopted Alayón (1995),
Mota (2010) and Sitcovsky (2009) as reference. We also take as a reference Weber's (2004)
concept of charismatic domination, as well as reflections on popular TV programs by França
(2006) and Araújo (2006). About the political bias, reference in Gomes (2004) and Aldé (2004).
In the exercise of assistentialist actions, Luciano Huck has difficulties in dialoguing with poorer
people and with that reverberates prejudices typical of a conservative (with an air of modernism)
and elitist discourse. Based on this panorama, we argue that this discourse of coronelism in a
retrofit version is presented as an electronic halter project based on solidarity. Paradoxically, it
separates the two sides of the issue, as it contributes little or nothing to solving the assisted's
problems, from a structural point of view.