Mediatization, polarization, and intolerance (between environments, media, and circulation)

Jacques A. Wainberg 108 ance of personality is obtained by maintaining a certain distance and mystery between the celebrated and the idolaters. Fantasy is, thus, preserved. Another classic example of this type of occur- rence is the popular cult of Kim Jong-un’s leadership in North Korea, as well as his ancestors of the political dynasty. This theme of political mediatization and collective emotions proposes a dense debate about the relevance of form for the diffusion of a particular persuasive message. In the case of monarchical and religious rituals, there is ample emphasis on the communicational medium. It is with it at hand that the con- tent is discernible to fans and believers. The theme is relevant, as everything indicates that the tics and rebates of royalty have infiltrated the collective imagi - nation. The republican idea, more skeptical and less willing to worship and mystify public figures, finds resistance in countries where the monarchical tradition is consolidated. Ideological subversion must be able to generate counter-emotions, which win and align people’s feelings towards the same dissident po- litical goal, which does not happen in the case of the monarchy. The collective emotional effect helps to explain the English decision to crown the young 25-year-old Elisabeth in 1953 with all possible luxury, despite the difficulties faced by the country at that time. The spectacle of that ceremony was ul- timately aimed at providing the people with what they needed most at that moment: hope, joy, and fantasy. Royal court rituals help to generate a collective emo- tion that contributes to the solidity of affective bonds. They unite the different groups that make up the nation. This result explains why there are still 43 countries led by kings and queens (23.3% of the independent states in the world). The natural language captured this type of monarchic fantasy. Metaphors like eating like a king and dressing like a queen are used by people in their day-to-day dialogues. In Bra- zil, there is a King of Football (Pelé), a Queen of Children (Xuxa), a King of Music (Roberto Carlos), and many Queens of Samba , Radio , and Home . Celebrity parades at art and film festivals are done on red carpets that simulate real catwalks. And the head- quarters of the governments are called Palace . In the absence of real kings and queens, the population of the country and several