ETHOS OF WEALTH: CHARACTER AND CORPORALITY OF THE MUSE OF FINANCE, NATHALIA ARCURI

Abstract

The article develops a reflection about the discursive ethos of Nathalia Arcuri on her YouTube channel, Me Poupel, dedicated to financial entertainment. The channel is addressed to a lay public, interested in enrichment, through a given conception of financial education. With the support in the theoretical-methodological framework of the French Discourse Analysis, the analyzes of three videos seek to understand the enunciation devices that make possible the emergence of discourses that legitimize the image of the specialist in finances. We prioritize the concept of discursive ethos, as developed by Maingueneau, which reveals the character and corporeality that shapes the discourses in the same intensity as the contents that they convey. Ethos 'said' and ethos 'shown' converge to reinforce that there is no relation of exteriority between the device of enunciation and the statement, which constitutes it and is constituted by it. The discussion takes into account the founding tripod of the Discourse Analysis (language, ideology and unconscious) and it values the contribution that psychoanalysis can bring to the development of ethos studies. The analyzes demonstrate the ethos of the steady hand educator, hardworking and self-esteem maker, signaling the construction of a strong subjectivity, treated here in its complexity.