Gender, race, and nationality orders of indexicality in two consumed objects during the 2014 World Cup

ABSTRACT This paper intends to present the indexicality orders of gender, race, and nationality observed on two T-shirts marketed for the 2014 World Cup. This study is therefore based on the concept of language as performance proposed by (AUSTIN, 1962/1990), (DERRIDA, 1972/1988), (BAUMAN and BRIGGS, 1990), and (PENNYCOOK, 2007), in gender studies proposed by queer theories (LOURO, 2008; BUTLER, 1999; FERREIRA, 2016; MELO; MOITA LOPES, 2013; 2014; 2015) and in the definition of orders of indexicality presented by (BLOMMAERT, 2006). In this qualitative interpretive research (MOITA LOPES, 1994), the analytical framework is grounded on indexical clues suggested by (WORTHAM, 2001), as well as on the perspective of image analysis proposed by (KRESS and LEEUWEN, 1996/2006). In this study, the results point to seven different types of orders of indexicality that mobilize discourses, values, and ideologies concerning Brazil, specifically about a certain type of Brazilian woman.