O eterno retorno como paródia e como colagem na filosofia da diferença de Gilles Deleuze

Gilles Deleuze hás commented on many philosophers, but his relationship with Nietzsche plays a singular role in his thought: appropriating the concept of the “eternal return” to think the central axis of his thesis, Difference and repetition (1968). Terms “difference” and “repetition” appeared associated to eternal return in his Nietzsche and philosophy (1962). Our dissertation thesis analyzes the presentations of that concept in bothworks. Chapter one presents the style construction and critical, methodological aspects of Nietzschean philosophy, fundamental elements to understand Deleuze’s interpretation. It subsequently analyzes the first presentation of that concept, expressed in the following terms: the aesthetic existence, either innocent or justified from the figure of game. We will see how the image of game implies another concept of chance, that leads Deleuze to think of an affirmative philosophical “type”, capable of creating new values. Chapter two evaluates the existential, “ethical-selective”, “physicalcosmological” character of the concept of eternal return, as much as the difficulties it imposes upon Nietzsche’s interpreter. We present afterwards Deleuzian comprehension of eternal return as a “parody” or a “simulacrum of doctrine”. Chapter three analyzes that interpretive position as a transvaluation of values from a rearrange of perspectives in order to overcome the negative comprehensions of existence. We want to question the way Deleuze builds another image of thought from the concept of eternal return – an image that, by a sort of “colagem” and selective elimination of the negativity, proposes a historiographic work and unfolds a lineage of thinkers of immanence and difference, a detour from the thought of identity, the same and the similar. We want thus to understand Deleuze’s critique of “dogmatic image of thought”.

Anúncio publicitário direcionado ao público masculino: uma abordagem dialógica

In this study, we intend to focus on the printed advertisement genre which reveals its discursive genre condition circulating in printed media sphere, specifically in four magazines: Playboy, Score, GQ and Men's Health. The overall objective of this study is to analyze the identity in advertisement gender directed at male audience in printing, by considering how commercials work in the consumer society by seeking to satisfy a particular group, the reader/male consumer with modern customs and behaviors. For this, advertisements from four magazines of January, April, July and October were gathered, totaling sixteen magazines and twenty-seven types of genre pieces over a period of one year: from January to December 2012. We have selected about 27 pieces that advertisers tried to expose the body on the space of advertisements, resulting in a heightened appreciation of physical appearance. So we divide our corpus in a category, adiáforo body, and three sub-categories: the body building; the tattooed body and the consumption body. This work is part of a qualitative-interpretative approach, in order to investigate the social reality, paradigm advocated by applied linguists. Thus, our study is turned to a related activity with language issues present in the printed media sphere. Advertisement is understood as real unity of discursive and inter-subjective communication, maintaining relationships with others statements already said and prefigured and calling others to settle. Based on these assumptions, we have presented an analysis of the printed advertisement gender in men's magazines basing ourselves in contemporary research on Discourse Dialogic Analysis in Circle studies by Mikhail Bakhtin, revisiting his theoretical and methodological aspects and the identity concepts and culture as well as authors of the advertising sphere. This research has been presented relevant as it has contributed to an analysis of the verbal-visual dimension of advertising directed at male audience, considered as a discursive genre that circulates in the printed media and advertising, steeped in dialogical relations and have also contributed to the construction and development of theoretical and methodological frameworks, and applied to teachers and professionals interested in the theme. Results have shown data demonstrating that the search for a completeness never come, the man have built himself the search of the perfect body, the pursuit of exquisite stereotype, the search for products that contribute to this his self-assertion always transient and in construction. It is concluded that the body is a recurring theme in the four magazines. The body tailored is always presented as the ideal to which every man must achieve.