Tan solo mirada
Fecha
2005
Autores
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Editor
UNR Editora
Resumen
El cuerpo es a la vez uno de los espacios privilegiados de consumo y uno de los objetos más frecuentemente mercantilizados: como agente del mercado (el cuerpo consumidor) y como mercancía sujeta a la lógica de la globalización (el cuerpo-consumido); por lo tanto ha crecido globalmente su presencia en los medios y en el contexto de la publicidad, irrumpiendo desde el universo de lo privado, haciéndose público a través de la libre circulación por los espacios mediáticos, siendo lo privado consumido como tal públicamente.
La moda se inscribe sobre el cuerpo de una manera distinta según la época. Las marcas y la moda se remiten mutuamente, rescatan la diferencia y convocan a la mirada.
A través del estudio de los posters de una marca rosarina de jeans podemos reconocer que el cuerpo se funde con la marca y ésta funciona a modo de rasgo fundante de la subjetividad, una suerte de señal, de convocatoria a la mirada a partir de lo que no está presente. Fotografía y marca se articulan en tanto existe la mirada del espectador, una mirada subjetiva y cultural al mismo tiempo, intencional e ilimitada. Una mirada sin la cual la imagen no tendría razón de ser.
The body is at the same time one of the privileged spaces of consumption and one of the most frequently commercialized objects: as a market agent (the consumer body) and as a merchandise bound to the logic of globalization (the body-consumed). Therefore, in media and in the publicity context, the presence of the body has grown globally, bursting in from the universe of the private sphere, making itself public through free circulation around media spaces, the private sphere being consumed as such in public. Fashion inscribes itself upon the body in different ways according to different times. Brands and fashion refer to each other, rescue the difference and demand the gaze. Through the study of advertisements belonging to a brand of jeans from Rosario, we can recognize the body merging with the brand, the latter functioning as a grounding feature of subjectivity, some sort of sign, of call for the gaze arising from that which is not present. Photography and brand are articulated as long as the gaze of the spectator exists, a gaze that is subjective and cultural at the same time, intentional and limitless. A gaze without which the image would not have a reason to be.
The body is at the same time one of the privileged spaces of consumption and one of the most frequently commercialized objects: as a market agent (the consumer body) and as a merchandise bound to the logic of globalization (the body-consumed). Therefore, in media and in the publicity context, the presence of the body has grown globally, bursting in from the universe of the private sphere, making itself public through free circulation around media spaces, the private sphere being consumed as such in public. Fashion inscribes itself upon the body in different ways according to different times. Brands and fashion refer to each other, rescue the difference and demand the gaze. Through the study of advertisements belonging to a brand of jeans from Rosario, we can recognize the body merging with the brand, the latter functioning as a grounding feature of subjectivity, some sort of sign, of call for the gaze arising from that which is not present. Photography and brand are articulated as long as the gaze of the spectator exists, a gaze that is subjective and cultural at the same time, intentional and limitless. A gaze without which the image would not have a reason to be.
Descripción
Palabras clave
imagen, cuerpo, mirada, dispositivo, marca, image, body, gaze, Dispositif, brand
Citación
GASTALDO, Silvia y MARCHETTI, Viviana. “Tan Solo Mirada”, en La Trama de la Comunicación Vol. 10, Anuario del Departamento de Ciencias de la Comunicación. Facultad de Ciencia Política y Relaciones Internacionales, Universidad Nacional de Rosario. Rosario. Argentina. UNR Editora, 2005.