Eu e meu Opalão: Psicanálise midiática do desejo automotivo em páginas alternativas de redes sociais digitais

Abstract

In a capitalist logic where products are converted into desire, the car has a special role. However, this does not affect only the classics, but also the so-called old cars, off-line cars, which have their own aesthetic aura coming out of the mainstream and going into alternative layers of Social Communication. This article wants to study an unofficial Facebook page, thus alternative and fan-made, of Opala 4100, a Brazilian Chevrolet car. Using the theoretical framework of Lacanian psychoanalysis, focusing on the phantom concept and its relationship to the desire and identification, the goal here is to understand the elements that create an emotional bond, almost sexual, in their posts with a car and its superiority in terms of identification with the current line of cars from Chevrolet