POP CULTURE DISCOURSE AND AFFECTIVE MEMORY: MYTHOLOGICAL STRATEGIES IN CONTEMPORARY MEDIA CONSUMPTION

Abstract

This article investigates the relationship between pop culture discourse and affective memory, analyzing how mythological narratives are mobilized as engagement and consumption strategies in the contemporary media context. The research seeks to understand how current cultural products recall and reconfigure elements of the collective imaginary to establish emotional bonds with the public. The methodology is based on an exploratory qualitative approach, supported by a bibliographic study focused on the axes of affective memory, mythical narratives, and pop culture. To this end, two representative case studies are examined: the remake of the soap opera Pantanal (2022) and the series Invisible City (Netflix, 2021). The results demonstrate how affective memory is instrumentalized by the culture industry to create engagement and promote consumption, highlighting the complex relationship between individual memory, collective memory, and teleaffective memory mediated by communication technologies.

Keywords:
Discourse; Pop Culture; Affective Memory; Mythological Narrative