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La rhétorique de la congolité dans la publicité en RD Congo. Enjeux d'un discours de populisme nationaliste en Afrique francophone

Jean-Claude Mapendano Byamungu

  • ISP of Kichanga, Democratic Republic of the Congo

DOI https://doi.org/10.24818/DLG/2021/38/09

Pages 143–166

Licence © 2021 the authors · CC BY 4.0

Abstract

The field of advertising is a melting pot of ideologies, that is, of both cultural and political identities. Today, these are built in and through social discourses specific to the contemporary context. In DR Congo, the instrumentation of the Congolese paradigm with a hint of sovereignty has increasingly become a constant in the advertising discourse. It is a media dynamic of expression of a certain autarky against Western and Sino-American economic imperialism, through the promotion of the local industry. It is deployed through the rhetoric of « Congolity » which is understood in terms of a catalyst for the issues of a discourse of nationalist populism in a country of French-speaking sub-Saharan Africa.

Keywords —

argumentation · discourse analysis · Congolity · nationalist populism · advertising
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Cite this article

Byamungu, J.-C. M. (2021). La rhétorique de la congolité dans la publicité en RD Congo. Enjeux d'un discours de populisme nationaliste en Afrique francophone. Dialogos, 38, 143–166. https://doi.org/10.24818/DLG/2021/38/09

Byamungu, Jean-Claude Mapendano. “La rhétorique de la congolité dans la publicité en RD Congo. Enjeux d'un discours de populisme nationaliste en Afrique francophone.” Dialogos, vol. 38, 2021, pp. 143–66, https://doi.org/10.24818/DLG/2021/38/09.

Byamungu, Jean-Claude Mapendano. 2021. “La rhétorique de la congolité dans la publicité en RD Congo. Enjeux d'un discours de populisme nationaliste en Afrique francophone.” Dialogos 38: 143–66. https://doi.org/10.24818/DLG/2021/38/09.

@article{byamungu2021rhetorique,
  author  = {Byamungu, Jean-Claude Mapendano},
  title   = {La rhétorique de la congolité dans la publicité en RD Congo. Enjeux d'un discours de populisme nationaliste en Afrique francophone},
  journal = {Dialogos},
  year    = {2021},
  volume  = {38},
  pages   = {143--166},
  doi     = {10.24818/DLG/2021/38/09}
}
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