THE (RE)CREATION OF ELIS REGINA BY AI: DIALOGISMS, AUTHENTICITY AND IMPACTS ON THE INDIGENOUS COMMUNITY

DIALOGISMOS, AUTENTICIDADE E IMPACTOS NA COMUNIDADE INDÍGENA

Abstract

This study aims to understand how the advertising that (re)created the image of Elis Regina using Artificial Intelligence (AI) has impacted and continues to impact the indigenous community, particularly concerning issues of authenticity and representation. Drawing on the theoretical frameworks of Benveniste (1976) and Kristeva (1969), the research explores how language, as an object of reflection, contributes to the construction of meaning and communication. Additionally, it establishes connections with the theories of the Bakhtinian Circle, as articulated by Bakhtin/Voloshinov (2017), demonstrating how the reflections of these intellectuals provide a theoretical foundation for understanding advertising communication. The study also engages with Critical Literacy, as proposed by Janks (2014) and Luke and Freebody (1997), encouraging a critical analysis of cultural representations and underlying power relations. Methodologically, the study adopts a quali-quantitative bibliographic approach, allowing for a comprehensive and in-depth investigation of the phenomena studied. The research seeks to reflect on the issues of authenticity and representation, emphasizing the necessity of understanding the cultural impact of advertising campaigns. By examining the influence of technologies on contemporary communication and power dynamics, the study invites a critical reflection on how new technologies are shaping cultural perceptions and identity within historically marginalized communities, such as the indigenous population. The findings reveal the pertinence of examining power dynamics, identity, and cultural memory in advertising to better understand its transformative role within and beyond the indigenous community.