A Transposição Didádica dos Gêneros do domínio do discursivo publicitários nos livros didáticos

Advertising text has been a subject of many investigations, because of its multimodal universe. Embodied by a linguistic and discursive materiality laying on scene persuasion, argumentation and power imagery of multissemiotics elements, the advertising text acts as an instrument of power, creating and destroying, promising and denying (CARVALHO, 2007). Advertising not only invites us to act for it, but directs us to look at it. It was under this moving look - of charm and interrogations - that discussions raised in this research were born. Investigations are directed to the school environment, in special, for the discursive advertising domain in Portuguese Language Textbook. It is from this environment that was born our research whose main objective is to analyze how does the didactic transposition of textual genres, described by Marcuschi (2008) as belonging to the "advertising" discourse domain (focusing on advertising genre) in didactic books teaching Portuguese Language before and after the advent of the PCN. Textbooks taken as reference for the study are historically situated in the 90s of the twentieth century and 10 century. Such books refer to elected 7th and 8th grades, currently corresponding to the 8th and 9th grades of elementary school. The choice is justified by the fact that in these Textbook teaching series the presence of advertising domain is recurrent and "didactized". In addition, we are also concerned in analyzing books that circulated around us and our regional reality. Hence, we elected books that were used by two public high schools: Municipal School Clementina Ana da Conceição in Jaçanã city in the Rio Grande do Norte state, State School for Elementary and High school Carlota Barreira in Areia city, Paraíba state. In our research the following categories of analysis were highlighted: (1) presence of advertising in DB, (2) fluctuation terminology: concepts and classifications; (3) The complexity of concepts facilitation, (4) what they propagate, and from which nature are the explored advertisements. From our analysis, we observe how the treatment of textual "advertising" genres have been inserted into Textbooks, and how occurs, in general, their didactic transposition. Focusing on the issue of fluctuating terminology, we noted the difficulty in drawing boundaries between the genres of advertising domain in the Textbooks. However, this also would result in the complexity - in the field of scientific knowledge - of delimiting genres of the same domain. To accomplish our studies, it was required a thorough and systematic dialogue with theories regarding the concept of "Didactic Transposition", due to the theoretical Chevallard Yves (1991), research on the textual genres - Bezerra (2005), Marcuschi (2008), Bazerman (2005), Swales (2004), among others - and studies involving the field of "Advertising" - Sandmann (2002), Carvalho (2007) and others

Em cantos de reis: a tradição discursiva em Autos de Natal

This study incorporates many areas of knowledge to the Linguistics field, as it centers the social historicity of Brazilian and autos potiguares on two analytical proposes: the presence of linguistic formulas - in its macrostructure - into the paradigm of discursive traditions, following Kabatek (2006), Koch and Oesterreicher (2007), besides the theory of Speech Acts, in its microstructure, proposed by Austin (1990) and Searle (1995). Under Zumthor (1993; 1997; 2000; 2005; 2010), the idea of textual variability (mouvance) was alluded, highlighting that the text is always modifying, according to the performance and reception of the language uses. Considering this theoretical framework, we focus on the trinomial linguistic formulas, orality and performance, in order to describe the dynamics of stability, variation and change, emphasizing yet how extra-linguistic social-historic cultural relations influence its composition. Such discuss is inherent more precisely to Textual Analysis in enhancing the orality tradition as a linguistic support. The text, in its turn, becomes effective as an evocation, motivated by the transmission, reception and variability from its conservation and reiteration. Naturally, a methodological support based on quali-quantitative research was chosen, based on Flick (2009), who justifies the corpus composed by Brazilian Folias de Reis chants and Bois de Reis potiguares . Thereby Language dynamics, subjacent to tradition which takes effect by the use of a common social memory, are observed from two dimensions: on the first, it evocates the sacralization (religious) in which they stand their devotion to biblical History; secondly, a dissacralization with identified and ideological values, inherent to a people culture. The chant shows, in this ludic impulse, a contextualized activity which results in the following conclusion: the changing and stability processes in textual macro and microstructures occur, at the same time, by the adjustment to the use of the text accomplishing a social-political function and an ethical-pedagogic one; supposedly, social relationships arise the tradition and it, on its turn, evocates the variability and the nomadism in the text

Esperando Ulisses: o mito de Penélope à luz da comparação diferencial e discursiva

From the many weavers known, the Queen of Ithaca is certainly among the most famous.Over the years,many writers have dedicated themselves to retell the myth of Penelope in their works by their own way. According to Ute Heidmann, the modern writers recurrence to the Greek myths in order to produce their texts is a renewing discursive practice, which gives new writing and relevance to the myth. (2003, p.47). This work deals with a differential and discursive comparative analysis on the myth of Penelope linking it with two short stories from Brazilian authors: Penélope by João do Rio (1919) and Penélope by Dalton Trevisan (1959). In order to do it, we are supported by: the works of Heidmann (2003, 2006, 2008) and Maingueneau (2006). We also concentrate ourselves on the temporal trace presented in both Penelope s myth and in its modern rewriting so that we can identify how each configuration of the classical myth develops into one of the most celebrated acts of this myth: the waiting. In order to so, we seek support on the studies by Paul Ricoeur (2006), Hans Meyerhoff (1976) and Benedito Nunes (1988)