Do governo dos vivos na sociedade de controle: produção e vigilância da saúde no Instagram

Abstract

This study had as its general objective to problematize the operationalization strategies of a government of the living and health surveillance in the context of the emergence of a control society, based on a discursive analysis of publications with the hashtags #health and #corpo present on Instagram. As its specific objectives, it aimed at analyzing texts and images of Instagram posts tagged with the hashtags #saúde (health) and #corpo (body), considering the particularities among the posts without any commercial intents, and those with the explicit purpose of selling a product or offering a service. The website Netlytic was used as a means to collect the data from the social network posts and the software LibreOffice Calc helped sorting out the data to be analyzed. The analytical and methodological perspective of the study consisted in an discourse analysis under the foucauldian perspective. The research culminated in two scientific papers: paper 1 and paper 2. The results of the analysis of posts without any commercial intent (paper 1) point to the presence of discursive practices which, in turn, illustrate confession, intervention and body manipulation techniques: strategies pertaining to the operationalization of a government of the living and the surveillance of health oriented in regard to the production of truths for the conduction of the subjectivity of social network users in the current society of control. Diversely, the results of the analysis of posts with the explicit purpose of selling a product or offering a service (paper 2) indicate the strategies of a government of life and surveillance of health directed towards a market rationale, which transcends the economical field and establishes a control stemming from the power of modulation: a process of dividualization of the individual in the production of "multiworlds" of consumption to objectify the modes of relation with oneself or, still, the modes of subjectification. The study concludes that the evolution of the technological processes of communication, especially the development and popularization of online social platforms, like Instagram, lays the foundation to and demonstrates the processes of capillary ramification of power relations in a network, processes regarding the operationalization of a society of control, with strategies for a government of life and for the surveillance of health oriented to the market rationale.