A esperança: O papel das representações de marketing político na construção da distopia de Panem

Abstract

This monograph analyzes the novel Mockingjay, by Suzanne Collins, the third volume of The Hunger Games trilogy, from the perspective of communication, political marketing, and political propaganda as structuring elements of its dystopian narrative. Based on the concepts of utopia and dystopia, the study investigates how the work constructs a society marked by ideological control, symbolic manipulation, and the spectacularization of politics, establishing parallels with real-world practices of political propaganda. The central objective is to understand how political marketing and propaganda strategies are represented within the narrative and how they influence both the development of the plot and the construction of the protagonist Katniss Everdeen as a political symbol. The research adopts a qualitative approach, grounded in narratological analysis, examining elements such as plot, characters, space, time, and narrator, articulated with theoretical frameworks from political marketing and propaganda studies. This monograph demonstrates that, throughout the narrative, Katniss is instrumentalized by opposing political forces, being transformed into a communicational product and a tool for mass mobilization. Finally, it concludes that Mockingjay critically reveals that, even within discourses presented as liberating, mechanisms of manipulation, symbolic control, and propaganda remain active, reinforcing the dystopian logic of the work and problematizing the relationships between power, communication, and politics.