A guerra do look e o figurino das idéias: mídia e moda na campanha eleitoral

摘要

This article accomplishes a methodical exploration about the signes and the processes of the electoral rhetorical game and of the image construction in the sceneries of political representation during the presidencial campaigns of 1994 in Brazil and 1995 in France. The author analyses, under a semiotic-cultural view, the rhetoric that guides the subject of the look's war through the study of the commutations Dressing/Politics operated by the printed media. T he text proposes a barthesian approach between journalism, fashion and politics.