A REPRODUTIBILIDADE TÉCNICA E A MUDANÇA DE PERCEPÇÃO DA REALIDADE

Abstract

The main idea of this study is the comprehension of the change of perception of reality, wich people in our society has experienced during the process of industrialization; having the invention of photographie as the starting point of this process, as the first technology that makes possible the production in series of visual images, and its implications for the individual. With the concept of Mechanical Repreduction of Image, developed by Walter Benjamin, it is the intent to discuss de idea of a Image Civilization and its implications to the individual. The scientific character of photographie, since its invention, astonished the people who saw it as the possibility of the proper Real to enroll itself in a support, as if thus, it was given to this representation of reality the Real statute also, neglecting that any representation is a construction. The study initiates with one brief history of photographie pointing out its insertion in the art, the medias and in peoples life; discussing its entry in the mass production system, the loss of the aura as the loss of the notion of autenticity and unicity. As a second moment, thinking about the use of the visual language by the medias, to discuss the behavior of the consumer: the projection of the possibility of acquisition of the product as the desire movement that precedes the purchase. The medias has used the power of the visual language to forge mechanisms that kept people imprisoned to the dynamics of the compulsory consumption, defining and spreading behavior patterns witch are surrounded by innumerable products which acquisition becomes the condition to frame the individual in the pattern.