La transgression discursive que constitue le street art peut s’exprimer dans divers espaces. Si les œuvres apparaissent tout d’abord dans la rue, leurs reprises sur les réseaux socionumériques leur octroient de nouvelles spatialité et temporalité ; elles sont alors non seulement inscrites dans la durée, mais également intégrées dans un nouvel « effet de sens ». Passant d’un mur urbain à un mur socionumérique, cet acte subversif engage à la constitution d’une communauté autour d’une thématique ou un centre d’intérêt plus ou moins politisé. L’Egypte voit le street art soudainement apparaître dans ses rues et se répandre comme une traînée de poudre sur les réseaux socionumériques dès le soulèvement insurrectionnel de janvier-février 2011. A partir de ce constat, il s’agit d’étudier la contribution de la médiation socionumérique du street art, prise en charge par des communautés activistes, à un agir des collectifs politiques. Ce travail de thèse a pour principal objectif de vérifier dans quelle mesure ces collectifs s’instituent en un public politique revendiquant la chute d’un régime ainsi que la mise en place d’un pouvoir civil et démocratique. Une approche pragmatiste, associant une « théorie de l’action » deweyienne à une sémiotique peircienne, est mise à l’œuvre afin d’observer les actions d’un public. Celles-ci sont suscitées par des dispositifs médiatiques, dont les auteurs insèrent dans leur discours des images street artivistes, générant des récits mythographiques victimaires et martyrologiques. / The discursive transgression of street art can be expressed in various spaces. In the street for a first appearance, but the coverings on the social networks give new spatiality and temporality to a work, they now inscribe it in duration as well as in a new "effect of meaning". Moving from an urban wall to a sociodigital wall, subversion commits to the constitution of a community around a thematic or a more or less politicized center of interest. Egypt in 2010 sees street art suddenly appearing in its streets and spreading like wildfire on the sociodigital networks from the insurrectional uprising of January-February 2011.From this observation, it will be necessary to study the contribution of the social media mediation of street art, taken over by activist communities, to incite political collectives to an action. This work of thesis will try to verify to what extent these collectives are instituted in a political public demanding the fall of a political regime as well as the establishment of a civil and democratic power. A pragmatist approach will combine a deweyian "theory of action" with a Peircian semiotics in order to observe the actions of a political public. These are aroused by media devices, which include street artivist images in their speeches, generating victimary and martyrological mythographic narratives.

Este estudio analiza cómo son utilizados los recursos verbo-visuales del ciberartivismo, fenómeno que combina el arte y activismo como trasformador social en la red, y cómo se desenvuelven en la estrategia digital publicitaria de Project Pietà para promover identidad en sus consumidores. Esta marca de moda presenta un concepto artístico y socialmente comprometido al trabajar con personas privadas de su libertad. Se optó por una metodología cualitativa, donde a través de la técnica de muestreo por bola de nieve se realizaron 20 entrevistas semiestructuradas a jóvenes trabajadores y consumidores de la marca entre los 25 a 34 años. El estudio concluye que el ciberartivismo no se desenvuelve únicamente como parte de una estrategia publicitaria, en cambio, posee la capacidad de ser la estrategia per se de la marca. La autenticidad y representatividad son los pilares que promueven la identidad en sus consumidores, quienes edifican sus identidades personales y refuerzan el de la marca anunciante construyendo un terreno de percepciones favorables. / This study analyzes how the verb-visual resources of cyber-activism are used, a phenomenon that combines art and activism as a social transformer on the Internet, and how they develop in Project Pietà's digital advertising strategy to promote identity in its consumers. This fashion brand presents an artistic and socially committed concept when working with people deprived of their freedom. A qualitative methodology was chosen, where through the snowball sampling technique 20 semi-structured interviews were conducted with young workers and consumers of the brand between 25 and 34 years old. The study concludes that cyber-activism does not develop solely as part of an advertising strategy, instead, it has the ability to be the brand's strategy per se. Authenticity and representativeness are the pillars that promote identity in its consumers, build their personal identities and reinforce that of the advertising brand, building a terrain of favorable perceptions. / Tesis

[pt] A presente tese aborda os atos que tomaram as ruas do Brasil a partir de junho de 2013, sob perspectiva ao mesmo tempo estética e política. Seguindo a própria estética múltipla dos atos, o texto, escrito na forma de diários, lança mão de um vasto universo de referências culturais. Escrito na primeira pessoa e trazendo as questões para o momento atual, o trabalho evidencia a dimensão da presença na experiência estética (assim como na política pela via da ação direta). Em um processo antropofágico, a escrita transita por postagens no Facebook, fotografias, poesia, performance, teatro, cinema, grafite, desenhos animados, filosofia, história e carnaval. A tese não se propõe a explicar os atos ou fixá-los na História, mas, ao contar histórias, usa os acontecimentos como fonte de inspiração para uma nova criação, com uma escrita reflexiva sobre o mundo, a cultura, a arte, a política, a vida urbana e o próprio momento presente. O foco está em um corpo singular que atravessou as ruas do Rio de Janeiro em certos momentos de intensidade (de 2013 a 2016), deixando também seus rastros na cidade. Ao afirmar que 2013 não acabou, o que a autora pretende não é revelar o que seriam as suas consequências no Brasil de hoje, mas sim chamar a atenção para a sua abertura inexorável, que não permite conclusões fáceis. Por isso, a própria tese permanece inconclusa. É um ensaio poético, que busca captar aquilo que de 2013 a autora considera a sua poesia inesgotável. 2013 era um grande movimento de ocupação das cidades ressignificando espaços e vidas. E como aqueles manifestantes que sempre retornavam após os ataques da polícia cantando Olha eu aqui de novo!, há algo que sempre volta, que não se rende à dispersão imposta e ainda faz questão de tirar sarro dançando. A tese é essa dança. / [en] This thesis approaches the acts that took the streets of Brazil from June 2013, from both na aesthetic and political perspective. Following the very multiple aesthetics of the acts, the text, written in the form of diaries, makes use of a broad universe of cultural references. Written in the first person and bringing the issues to the current moment, the work evidences the dimension of the presence in the aesthetic experience (as well as in politics through direct actions). In an anthropophagic process, the writing transits through Facebook posts, photographs, poetry, performance, theater, cinema, graffiti, cartoons, philosophy, history and carnival. The thesis does not propose to explain the acts or to set them in the History, but in telling stories, uses the events as a source of inspiration for a new creation, with a reflective writing about the world, culture, art, politics, urban life and the very current moment. The focus is on a singular body that has passed through the streets of Rio de Janeiro in certain moments of intensity (from 2013 to 2016), leaving also its traces in the city. In saying that 2013 is not over, what the author intends is not to reveal what would be its consequences in Brazil today, but to draw attention to its inexorable opening, which does not allow easy conclusions. Therefore, the thesis itself remains unfinished. It is a poetic essay, which seeks to capture what of 2013 the author considers its inexhaustible poetry. 2013 was a great movement of occupation of cities, resignifying spaces and lives. And like those demonstrators who always have returned after the police attacks, singing Look at me here again!, there is something that always comes back, that does not surrender to the imposed dispersion and even makes a point of making fun dancing. The thesis is this dance.

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