O IMAGINÁRIO DA DOR NA FANPAGE DO MEDICAMENTO DORFLEX

Abstract

Pain is a physiological phenomenon, but it has a symbolic character, since it rely on the meaning crossings that the social body attached to its occurrence. Understanding and dealing with pain, therefore stem from an imaginary. In the contemporary background, crossed by the cyberculture, the notion of pain seems to be intertwined with playful, dreamlike, affective and marketing aspects of choices that were once supposedly anchored in the ambit of reason. The research aims to comprehend the shifts in the pain notion in digital social networks and its resonance in post-modern society, as of a case study (YIN, 2001) of the fanpage of the Dorflex medicinal drug. The investigation applied the documentary and bibliographic research (DUARTE, 2010), content analysis by thematic category (BARDIN, 1977) and is based on the socio-anthropology of the imaginary theories from Maffesoli (2001, 2003, 2011, 2012, 2014, 2016, 2018, 2019), Silva (2012) and Gomes (2016, 2017, 2018, 2019), in addition to Foucault's concept of biopower (1979, 1999, 2011). The research corpus comprise 146 posts from the fanpage timeline published between 2013 and 2019 and splits into five themes: institutional, entertainment, relationship, motivational and daily routine. The outcome study's point out that Dorflex's fanpage acts in the management and control of body; it is a method of biopower that is updated with the digital social media advent. The images involves internet users in a playful and pleasurable way so that are answerable for their own well-being. The notion of pain on the fanpage exceed the body sphere to transfigure itself into an ambience; a common feeling. Pain is a symbolic reality triggered by technology of imaginary, the advertising, and is linked to hedonism and the difusion of therapeutic culture. Suffering is geared as a circumstantial symptom to be medicalized and not as a immanent condition of human existence. The consumption of information on the page is devoid of utilitarian purposes and disclose itself as a social practice in which the playful, emotional sphere and fostering social ties gain relevance. If pain brings self-centredness, analgesia encourages communion. The posts displayed Dorflex medicine drug as a magical device that unleash Internet users from pain harm and involving them in a happiness and satisfaction climate. Advertising is an effective device to meddle in the imaginary; it seduces without restrict, points to risk without punish excess and convert the use of medication into a daily rite. As an imaginary technology, the fanpage displaces the sense of pain, which is no longer a condition that subordinate the individual to becoming a occurence submitted to choice and control. Technical intervention overcomes the bounds of human nature, enhancing the enjoyment of life. The images emphasise the post-modern hedonism that seeks to banish any sign of malaise.