Hyper(in)visibility and urban-mediatic populism in São Paulo: a sociosemiotic approach

Abstract The aim of this article is to tackle the sociosemiotic strategies through which the relation between power and visibility is articulated in today’s metropolitan São Paulo. Drawing on the theoretical-methodological framework of Greimasian and post-Greimasian semiotics, the following hypotheses are put forth: (1) contemporary São Paulo is characterized by a true visual hypertrophy, which manifests itself, all at once, in both its architectural and mediatic landscapes; (2) in São Paulo, power is hypervisible and apparently transparent; (3) the excess of images, gazes, and perspectives produces, in São Paulo, dense and wide areas of topological, mediatic, and social invisibility; (4) the predominant visibility in São Paulo can be qualified as a “populist” visibility. Based on these assumptions, this article intends to contribute to the consolidation of a critical debate on the visual matrices of power and on social processes of exclusion and inclusion currently in place in global metropolises. Likewise, it is intended to contribute to the elaboration of a theoretical-methodological framework capable of understanding and addressing the complexity of the phenomena that characterize such debate.