Abstract

ALEGRIA ARAUZ, Ma. Camila. The desecration of the image of Evo Morales: Analysis of the President image as a messianic figure and floating signifier due to the appearance of Eva Liz Morales.. Rev. aportes de la comunicación [online]. 2015, n.19, pp.21-26. ISSN 2306-8671.

President Evo Morales is a public figure with great symbolic weight on Boliviansocial imaginary. For different reasons the public figure of the president has been desecrated and sacralized, making of him a messianic symbol. His daughter Eva Liz has recently become his companion in public events, since these appearances, the paternal role given to Morales has reinforced the paternal figure of the president as father of the people. Through a semiotic analysis, this paper describes the deification and demystificationprocess of the political figure of Evo Morales, before and after Eva Liz appearances identifying the symbolic impact of these appearances.

Keywords : Evo Morales; Eva Liz morales; image; deification; demystification; messianic figure; floating signifiers.

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