Diversity print: a model of “armored” inclusion on the German subway

Resumen

This article aims at analyzing the effects of meaning produced as contribution to diversity in the media discourse, commonly understood or perceived as inclusive. We used the theoretical paradigm provided by materialistic discourse analysis, especially when it comes to the concept of discourse as defined by Pêcheux (1997[1969]), and subjection/historical determination, as defined by Orlandi (1986). In order to accomplish such research aims, we have analyzed a video campaign created by Berlin’s subway company, used to inaugurate a new seat print in their cars. We have used frames taken from this YouTube campaign as well as texts related to the video: characters’ dialogues, signs and a descriptive text produced by the subway company. The findings point to the fact that, in various levels of significant materiality (Lagazzi 2020), the ways of signifying diversity tend here to erase the meaning of difference/different and thus the potential to produce positive conflicts.