O AFETO COMO VALOR DE TROCA: AS ESTRATÉGIAS DE ACOPLAGEM ENTRE O REMÉDIO XENICAL E O SITE XENICARE.COM.BR

Abstract

From the concept of coupling Humberto Maturana, the concept of affection, as used by Muniz Sodré, this work seeks to raise some strategies that establish the relationship between weight-loss medicine Xenical and xenicare.com.br site. The concept of affect is taken from a socialized use, mediated. The goal is to establish the strategies that lead to coupling between Xenical and Xenicare. The coupling can be seen in the tactics developed by the site juxtaposed to the primary identity of another, taking as the leitmotif  the "take care of themselves". This figuration is bound to produce a rapid weight loss and apparently without sacrifice. The function of the site would be mailing the consumer a healthy look and effortless and a low rate of side effects. The affect acts as a mediator capable of making common relationship consumer, xenical and xenicare that is established. The site supplies both consumers with a wide menu of tips for making better use of Xenical as the physician as a forum for discussion and report of clinical experiences with the medicine. The xenicare seeks to draw an image outside the circle of Xenical in clinical extent that its use gives a function cosmetic treatment. Therefore, the affection, while the image that emerges from the site, works as a means of contact, "push" in the relationship that the consumer establishes with Xenical. In this context, the site of affection is an exchange value that seeks to infect the way the user handles the drug.