A ideologia nos quadrinhos do Capitão América e a apropriação do imaginário pela Indústria Cultural

Resumo (EN)

This dissertation aims to dissect the ideological gear that governs the products of mass culture. From this perspective, the cultural industry is an instrument for propagating ideological discourse in which its media produces appropriate myths and archetypes to domesticate the social imaginary. In the case of the object of study, appropriation specifically refers to the vilification of the hero archetype and the way in which stereotypes and ideologies are embedded in the mass media consumer. To this end, the research analyzes 396 Captain America comic book covers, between the 40s and 90s. The analysis was divided into three distinct historical periods of significant relevance: (i) the 2nd world war, (ii) the counterculture and ( iii) the 90s. The analysis points out that Captain America comics were used as instruments for disseminating American propaganda, in addition to ideological manipulation, manufacturing stereotypes of oriental characters and depreciation of women, framing them in standards that devalue them in relation to men in comic books. Within this horizon, among the main authors of the theoretical framework it is possible to mention Carl G. Jung, Edgar Morin, John B. Thompson and Joseph Campbell. In view of these considerations, the relevance of this study is justified by demonstrating how the cultural appropriation of the archetypal figure of the hero by the cultural industry has trivialized his image, which today has had its meaning totally or partially altered.