The aim of this article is to tackle the sociosemiotic strategies through which the relation between power and visibility is articulated in today’s metropolitan São Paulo. Drawing on the theoretical-methodological framework of Greimasian and post-Greimasian semiotics, the following hypotheses are put forth: (1) contemporary São Paulo is characterized by a true visual hypertrophy, which manifests itself, all at once, in both its architectural and mediatic landscapes; (2) in São Paulo, power is hypervisible and apparently transparent; (3) the excess of images, gazes, and perspectives produces, in São Paulo, dense and wide areas of topological, mediatic, and social invisibility; (4) the predominant visibility in São Paulo can be qualified as a “populist” visibility. Based on these assumptions, this article intends to contribute to the consolidation of a critical debate on the visual matrices of power and on social processes of exclusion and inclusion currently in place in global metropolises. Likewise, it is intended to contribute to the elaboration of a theoretical-methodological framework capable of understanding and addressing the complexity of the phenomena that characterize such debate.

中文翻译：

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圣保罗的超（不）可见性和城市媒介民粹主义：一种社会符号学方法

本文的目的是要解决社会符号化策略，通过这种策略，在当今的大都市圣保罗中可以清晰地表达出权力与知名度之间的关系。利用希腊和后希腊符号学的理论方法框架，提出以下假设：（1）当代圣保罗具有真实的视觉肥大特征，它在建筑和媒介上都一次显现出来风景 （2）在圣保罗，权力是超可见的，而且显然是透明的；（3）在圣保罗，过多的图像，凝视和透视图会导致拓扑，媒体和社会隐身的密集和广泛区域；（4）圣保罗的主要知名度可以被视为“民粹主义”知名度。基于这些假设，本文旨在为就全球大都市中当前存在的权力的视觉矩阵以及社会排斥和包容的社会过程的批判性辩论的巩固做出贡献。同样，它也旨在为能够理解和解决这种辩论所特有现象的复杂性的理论方法框架做出贡献。