Estereótipos da mulher no discurso de autoajuda

Building on the foundations of French Discourse Analysis and Social Psychology's developments on the issue of stereotypes, this paper analyzes the images of women available in works of self-help for women. With this purpose in mind, we have especially taken into account aphorizing enunciations present in works of this kind currently circulating in the market. The analysis shows the contradiction inherent to the self-help discourse for women, which proposes to women a pattern of behavior consistent with their emancipation, but, at the same time, contributes to keeping certain female stereotypes associated with their traditional roles.

Aforização no discurso de autoajuda

In this paper, based on Maingueneau’s (2006, 2010) thoughts on aphorisation and on the differences between aphorising and textual enunciation, we analyze some detached utterances from the self-help discourse, by highlighting some of their meaning effects and their role in such discourse. The analysis shows that the aphorising detachments support the self-help discourse enunciator in the process of guiding the interlocutors. Such aphorizing detachments allow the enunciator to give order as if he or she were enunciating the truth, which attenuates the enunciator’s authoritative character, who is supposed to give order explicitly. Moreover, such utterances activate the play between “to say and not to say,” by simulating that the self-help discourse is based on an undeniable truth, which reinforces its persuasive power.

Mona Lisa: sentidos múltiplos de um sorriso enigmático

This article reviews the history of the famous painting by Leonardo da Vinci, the Mona Lisa or Gioconda, sixteenth century, aiming to discuss about some of the multiple senses (or discourses) around its meaning, with the support of the French branch of the Discourse Analysis, especially based on concepts developed by D. Maingueneau. As it is characteristic of the work of art, the senses are open, which does not exclude the possibility of detachment, among which we accentuated the "Mona Lisa smile" as one of the main traits of the authorship by Leonardo Da Vinci and, simultaneously, a trait propitious to aphorisation. Thus, the work of art is releasing of the exclusive authorship of Da Vinci and it suscitates several rereadings, which help composing a discursive ethos around this consecrated painting and, at the same time, which make circulating distinct stereotypes.