O design gráfico e as mensagens socioambientais: a fotografia como linguagem no discurso do Greenpeace Brasil

Pós-graduação em Design - FAAC

O processo de aprendizagem e as epifanias em Os anjos, de Teolinda Gersão

Pós-graduação em Letras - IBILCE

A abordagem de questões sociocientíficas na formação continuada de professores de ciências: contribuições e dificuldades

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Discurso empresarial: o house-organ como instrumento ideológico nas organizações

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

O leitor machadiano das crônicas da Gazeta de Notícias

Pós-graduação em Linguística e Língua Portuguesa - FCLAR

Estudo semiótico sobre a verbovisualidade em manuais de língua inglesa

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Análise dialógica do discurso publicitário

From the questions raised by Bakhtin Circle, especially those intended to gender and dialogue, this work aims to study the relationships of meaning that are established between the statements present in commercial advertising discourse. For each sphere of production, circulation and reception of discourses, genres are appropriate, therefore, all discourse requires a different choice of language resources, which determines, among other things, the style of the message. The advertising genre, a genre characterized as complex, as it works, reframes and incorporates primary genres, has the central objective of building the next one idea being to buy something more frequent. This process occurs mainly through the use of persuasive speeches, compelling, authoritative, imperative and seduction. Our goal is to analyze an advertising piece, discussing how the resources used in advertising participate in the process of enunciation and persuasion and the manner in which the voices of others (previous authors, recipients hypothetical ) mingle with the voice of the subject's explicit enunciation. (Bakhtin, 2010, p. XXVII). Thus, based on Bakhtinian studies, we will think about the relation of the dialogical voices raised in question in advertising, and attend to the role of the other, with his active responsive understanding, how to be active and modifying agent

Propaganda e inclusão social: uma análise dialógica do discurso publicitário

The means of mass communication are powerful tools to the spread of a concept as persuasion is a strong characteristic of discourses that gather around the sphere of communication, especially in advertising discourses. By the end of the 90’s, the advertisement “Down: the worst syndrome is prejudice”, did great success approaching prejudice / pre-concept in a subtle and innovative way, due its outstanding purpose and style inserting two boys in a carousel, one is a street child, the other a Down syndrome patient. The advertisement reveals a speak project of diffusion and spread of ideas that down syndrome patients are capable of dealing and supporting a routine full of activities, making a opposition to the campaigns and ideas that, in spite of raising the respect towards these kids, only contributed with the attenuation of their handicaps. Our objective is to investigate the presence of these social values in the quoted audio-visual material, and for that we’ve searched the contextualization of the advertisement in its own time period. The theory and methodological aspects got their base in Bakhtinian studies and concepts; we used the concepts of discourse gender, chronotope and mainly dialogism and enunciation. We analyzed the style utilized in the advertisement, the dialogue between the politically correct and the prejudice speeches, the verbal discourse of the music that flows with the progress of the enunciation, the non-verbal discourse of the photography (nostalgic, producing effects of sense in its relation with memory), the chronotope present in the utilization of the carousel and its significations. We concluded that the accession of the recipient, in it responsive comprehension of the enunciation at hand, is an effect produced by the well-succeded addition of these different types of discourses

Discurso e identidade feminina na mídia impressa: a evolução da mulher no mercado de trabalho

The female identity in relation to the multiplicity of roles of contemporary women and their evolution in the labor market is the focus of the work that is developed from studies of French line Discourse Analysis refered to Michel Pêcheux and Michel Foucault. The objective is to reflect on the discursive mechanisms of print media, focusing on Veja magazines covers, which, by its verbal and visual language, constructs meaning effects and disseminates certain social thruths about the female changes. Considering that this media aspect plays an important role on society's opinion formation, it is worth to investigate, analyse and describe the elements present on the covers, as seduction and persuasion objects. The work analysis material is formed by six covers published by Veja magazine in the period of 1968-2012, which raise the theme of women in the labor market and show us their evolution and the changes in the representations about the female universe and the work in society

Revista o cruzeiro: a figura feminina em publicidades de sabonetes de 1949

This article aims at the application of semiotic theory of French line to soap advertisements publicized in the magazine O Cruzeiro in the year 1949. Our objective is to reconstruct the women’s figure present in these texts and to establish its relation to the persuasion of the reader who is led to acquire not only the products, but mainly the values hidden in the announced objects. From the theory we use the generative course of meaning, focusing on the discourse level and assimilating the consumption axiologies proposed by each advertisement. Finally, we intend to assimilate the standard behavior of that society post-Second World War.

The illuminist discourse of the digital divide: a critic to the Post-Fordist Informatic Mundaneum from Knoxville, Tennessee

This article discusses the project of the Information Society and the discourses that undergo it, as part of a political and ideological conception universalized by those countries that created and dominate computer technology, which is in turn is aligned with the Post-Fordist industrial capitalist order and its emphasis on economic accumulation and consumerism. We explain how information technology creates routines and legitimate social orders, taking for analyzes the case of the Clinton-Gore policy in the United States, when the discourse of the computer society was associated with the development and social welfare. This association is revealed in the speech made by Clinton in the city of Knoxville in year 1996. There we see the beginnings of the concern about the Digital Divide as a new form of "social disease" that prevents the passage to a better world, focused on productivity, accumulation and consumption in information-dense societies. This generates a clash between the industrial-graph-centric world and the oral-pre-industrial communities, as a result of attempting to transplant the institutional forms of the developed West. We explain the pillars of the new computerized order, and how they replaced previous epic narratives creating techno-deterministic or techno-phobic discourses in prejudice of more critical approaches. We identify the effects such deterministic discourses that connote the association between the Information Society, welfare and development, questioning the urgency of deploying this system at global level without profound critical discussion, clear goals focused on the benefit of the human beings, and the open participation of the users of the system.

How to progress from discourse to practice? a new agenda for change in medical schools into the next decade

In the context of medical school instruction, the segmented approach of a focus on specialties and excessive use of technology seem to hamper the development of the professional-patient relationship and an understanding of the ethics of this relationship. The real world presents complexities that require multiple approaches. Engagement in the community where health competence is developed allows extending the usefulness of what is learned. Health services are spaces where the relationship between theory and practice in health care are real and where the social role of the university can be revealed. Yet some competencies are still lacking and may require an explicit agenda to enact. Ten topics are presented for focus here: environmental awareness, involvement of students in medical school, social networks, interprofessional learning, new technologies for the management of care, virtual reality, working with errors, training in management for results, concept of leadership, and internationalization of schools. Potential barriers to this agenda are an underinvestment in ambulatory care infrastructure and community-based health care facilities, as well as in information technology offered at these facilities; an inflexible departmental culture; and an environment centered on a discipline-based medical curriculum.