Still “Paquita-ized”? Body, Memory and Aesthetic Persistence in Post-Television Brazil

Authors

• Mario Abel Bressan Júnior Universidade do Sul de Santa Catarina - UNISUL - Pós-Graduação em Ciências da Linguagem https://orcid.org/0000-0002-8309-1723
• Jamile Rosa Ladislau Centro Universitário Univinte https://orcid.org/0009-0007-0149-4750

DOI:

https://doi.org/10.17058/rzm.v15i1.21143

Keywords:

affective empaquitamento;, bodily memory, Brazilian television culture, aesthetic standards, media visuality, 1980s and 1990s

Abstract

This article analyzes the persistence of televised aesthetic references from the 1980s and 1990s in contemporary Brazil, based on the question: “Are we still Paquita-ized?”. The central problem is to understand how these patterns persist in a context that promotes body diversity. Methodologically, this is a theoretical-analytical essay grounded in a bibliographic review within the fields of collective memory, cultural memory, visual culture, and gender studies. As a contribution, the article proposes the concept of affective empaquitamento as a regime of bodily memory, showing that certain aesthetic patterns remain as implicit matrices of recognition, even amid the discursive expansion of diversity in contemporary digital culture.