Análise do discurso de Renato Cariani sobre o corpo, estética e influência no tempo livre: um estudo no contexto do fisiculturismo

Abstract

The present study investigates whether Mr. Renato Cariani's discourse reflects or challenges predominant values in contemporary society, focusing on individualism, consumerism, toxic positivity, and influences on the leisure time of his followers. Grounded in Pêcheux's discourse analysis, it explores both the spoken and unspoken in 250 Instagram posts, including visual and narrative elements. The research adopts a qualitative approach to map social representations and understand whether such discourses construct subjectivities and reinforce dominant ideologies. It is observed that Mr. Cariani promotes a narrative of overcoming and self-development, positioning the individual as the sole agent of their achievements, aligning with neoliberal logics of autonomy and self-improvement. Consumerism appears implicitly, particularly in the promotion of products and lifestyles related to the body. While not predominant, toxic positivity emerges occasionally, reflecting tensions between motivation and the idealization of success. Regarding leisure time, his discourse reinforces the commodification of leisure, emphasizing aesthetic standards and performance during free time, yet it can also be interpreted as an opportunity for personal balance. The research concludes that Mr. Cariani strengthens dominant logics while engaging with contemporary values, influencing how followers perceive the body, leisure, and performance.