Epistemological and philosophical refluxes in the constitution of the Pecheuxtian Discourse Analysis

This article aims at verifying influences of epistemological and philosophical basis constitutive of the French Discourse Analysis (DA), more specifically that one based on the studies of Michel Pêcheux.  For him, the social class, the socio-historic and cultural interpellation of the subject are determining of meanings and are linked with the Marxist historical materialism, via Althusser, as well as with the lacanian Psychoanalysis and with the saussurian Linguistics. His writings also influences by Michel Foucault, especially during the so-called “third phase” of the DA. Thus, between the two philosophical lines which cross science for centuries, that is, the formalist-logicist and the rationalist-idealism, the Discourse Analysis has a strong connection with this last one.

Advertising to children in Brazilian families: a critical discourse analysis of reception

This article aims to contribute to the understanding of the reception of advertising to children in Brazilian families. The topic of children's advertising has gained importance in recent years because of the civil movements for regulation by-law of advertising to children in Brazil. In view of the various interests at stake, the matter has been the subject of discussion and controversy. Therefore the objective of this paper is to cooperate to the debate, in order to understand the reception of children's advertising in family dynamics. We chose here the focus in the perspective of mothers and fathers. Four semi-structured interviews for the mothers and fathers of children aged between six and 10 years, conducted in two schools in the Distrito Federal, were analyzed. The category ‘appraisal’ was considered for analysis of positions, behaviors and feelings present in the discourse of the parents. The reflections were guided on Critical Discourse Analysis and reveal that advertising to children has been responsible for a determinate disharmony in the family environment, while at the same time strengthen traditional roles of social actors.

POSSIBLE CONTRIBUTIONS OF CRITICAL DISCOURSE ANALYSIS TO THE TEACHING OF PORTUGUESE

This essay tackles the contributions that Critical Discourse Analysis can offer to the teaching of Portuguese, especially in terms of reader formation. The deconstruction of the myth of scientific neutrality, and its implications to reading, is the first contribution presented. Next, the need of making Portuguese students aware of the discourse opacity that characterizes the texts that circulate socially is discussed. Finally, the development of the capacity of critical reading of Portuguese students is discussed and an analysis of a journalistic text is carried out by way of exemplification.

Homophobia and the oppressive naturalized practice: A critical discourse analysis.

This paper seeks to analyze the statements of a teacher of basic education in the city of Cocalinho-MT on homosexuality. I try to identify possible ideological traits through the theoretical framework of Critical Discourse Analysis (Fairclough, 2003a), with support from Systemic Functional Linguistics (Halliday, 1994). The analytical categories used are representational meaning, interdiscursivity and ideational metafunction. The studies of Rios (2009), Louro (2000, 2010) and Borrillo (2009) are used for the conceptualization of issues related to gender, sexuality and homophobia. The results show the presence of discourses that contribute to the strengthening of homophobia as oppressive naturalized practice, as the silencing of diversity discourse, the heteronormative and the nuclear family discourse. I make a reflection, to deconstruct these discourses that we educators can take advantage of rights and duties without hiding in a heteronormative profile for fear of suffer with the physical and psychological prejudice.

Cafuza, Mulata, Negra: body and memory in the discourse of brazilian beers

This article aims to undertake a discursive analysis of the label and advertising material of three beers sold in Brazil: the Cafuza beer, the Mulata beer and Devassa Negra beer. Starting from the regularity that binds and weaves the statements in question - the reference to the African-Brazilian woman - the objective is to present an analysis that considers the semiotic nature of these statements, and bring out their enunciation margins and its historical dimension. The purpose is to analyze the discursive thread that provides conditions of emergence, providing visibility to the scenario of enslavement still perdurable here as historical a priori, in a game of memories that echo through time. What we will see is the body of the black woman (also mulatto and black-indian woman) caught by a discourse that comes from the image of the female sexual slavery and reaches today its exacerbation, especially if we think of the (con)fusion established between the brand names of those beers and the women printed on their labels: products to be consumed? As a theoretical and methodological framework, this article will have as a starting point the discussions made within the French Discourse Analysis in the course of the 1980s. We will bring forward a discussion, although in general, on how emerges, in that decade, the concerns about a semiotic materiality of discourse, beyond the linguistic materiality. Anchored by this panorama, our goal is to work out new perspectives through its analytical application. It is the attempt to take the statement considering the different languages that comprise it, as well as to provide it with the historical density intrinsic to it, making it appear, in the light of the day, what was not visible immediately.

The effects of sense and the production conditions of the discourse about woman in the newspaper "the mentor of Brazilian women"

More than understanding a speech, we need to decode it to then seek to understand how this discourse was made and what direction effects it produces. The Mentor of the Brazilians from Sao Joao del Rei - our object of study in this article - since its announcement in 1829, it was proposed to be like the newspaper's name itself shows, a Mentor, a newspaper to guide, advise women the inclusion in the political and moral life of the country, but without forgetting the family and their deveres. Para rationale of this study are taken as the essence of the studies Pêcheux and Eni Orlandi, the French Discourse Analysis (DA), trying to understand the speech of the mining journal in their production conditions in the nineteenth century. Understanding that social memory leads to a discursive memory that formulates the speeches already in place, giving rise to the social-historical context of ideological and enunciator statement. In addition, it is necessary to establish the role of the analyst in the process of understanding of the subject matter, because according to Orlandi (2008), the subject has his body tied to the body of the senses; subject and senses has its corporeality, made at the meeting of the materiality of language and history. In this perspective, enunciator and analyst embody the senses three cutouts of the weekly newsletter: a) the ad in the Astro de Minas newspaper talking about the first Mentor of the Brazilians women edition, b) the No. 1 edition and c) No.10 edition of the Mentor of the Brazilians women.

The family in the discourse of television advertising campaign margarine "Qualy": another model, the same story

This work is part of the result of masters degree research that aims to analyze how the margarine commercials "Qualy", through television, create a particular imagery around the very concept of family. For this purpose, we raise the following question: how are the effects of meaning, concerning this concept, created in the “Qualy” margarine television advertising? To answer this question we focus on the goal of understanding Sadia discourse using a “Qualy” advertise campaign, produced in 2009, which consist of eight commercials. Our theoretical purpose is to seek the light of French Discourse Analysis of Michel Pecheux and Eni Orlandi, trying to understand the workings of these effects of sense on family which come from this advertising intent. The campaign propagation took place through open national television media between 2009 and 2010. In the course of its eight episodes it tells a little story about a particular family dynamic, composed of three members: a mother (Anne), son (Rafa) and grandmother (Theresa), plus a fourth character who does not live with his family but is often around, it is the mother's boyfriend (Beto). With the analysis process it was possible to notice that although the surface of discourse reveal an organization of contemporary family, the relationships established in this family, even if sometimes conflicting, substantially reveal that the traditional family, which has always been present in commercials, above all, the margarine ones. 

Inter-discourse, Pre-constructed and meaning effects in Advertisin

This study is the result of observations and reflections that do not, and are not intended to be, deriving from a single area of ​​scientific knowledge, or from certain sets of disciplines guided by a specific field of knowledge. Here, five points (although distinct) intersect and complement each other on the matter of (re)production of the advertising discursive practices. The first two points deal with outlines and theoretical routes related to the development of fundamental concepts of the French School of Discourse Analysis. The third point aims to make a theoretical approach between issues of discourse and copywriting techniques. Afterwards, we weave some discursive analysis, starting from a particular case study. And finally, in the section Notes on Copywriting from the discourse, we present a set of considerations regarding the problem of understanding the copywriting as a discursive practice from the perspective of the materialist theory of discourse.

DISCOURSES ON EDUCATION IN COMIC STRIPS

This work aims to analyze the discourses and discursive formation about education, materialized in the following comic strips: Calvin and Hobbes, by Bill Watterson, Mafalda by Quino and Chico Bento, by Maurício de Sousa, and also establish some possible connections among them. The theoretical background is linked to the French orientation on Discourse Analysis focused on Michel Pêcheux’s works (1990a; 1990b; 1999; 2006; 2009), taking into account the notions of meaning’s effect, conditions for production as well as discursive formation. It is also taken conceptions of historicization by Maldidier (2003); concepts of theoretical and analytical device of interpretation by Orlandi (2002) and also the contributions for the concept of discursive formation by Foucault (2004). It is also added the notions of ideology, polyphony and heterogeneity according to Bakhtin (1997; 2003) and Authier-Revuz (2004), as they contribute for the A.D theory. For the comic strips theorization it is used Eisner’s works (2001; 2005), focused on the concepts of sequential and graphic narrative art; as well as Ramos’ (2009a; 2009b; 2010) with contributions for the language in comic strips. The theory about education is based on the synthesis/work by Mizukami (1986) and the limits for the teaching/learning approach. To problematize the discourses and discursive formations materialized in comic strips about school education the focus is on Paulo Freire’s works (1979; 1987; 1991; 1996; 1997). From the analysis of the discourses and, specially, discursive formations, in Calvin and Hobbes, Mafalda, and Chico Bento’s comic strips, we come to the conclusion that there is approximation among them, as the critics on the traditional teaching/learning approach. It is built up a rejection to the oppressive education, based on the repetition and on teacher’s authority; to an education merely utilitarian and capitalist; to the rigid lesson planning that don’t allow interdisciplinarity; to the evaluation methodology; to a teaching/ learning approach far from students’ reality; to the linguistic prejudice, and others.

Discourse genres, dialogism and hybridism

Based on a(n) (in)transdisciplinary view, we aim at discussing the relationship between utterance and hybridism upon Bakhtin’s Circle perspective (BAKHTIN, 2003[1979]; 1998[1975]; 2008[1963]; BAKHTIN/VOLOCHÍNOV, 2006[1929]; MEDVIÉDEV, 2012[1928]), by objectiving to construct a comprehension concerning the hybrid genres, in special, to this present study, the hybrid genres from the journalism sphere. To do so, we follow an epistemological, theoretical and methodological way in accordance with Bakhtin’s Circle studies and we selected utterances from the talk show discourse genre. We believe that the study is relevant, because it doesn’t only confirm the importance to join dialogues between Applied Linguistics and Discourse Analysis, in terms of ratifying the permeability among the disciplinary boundaries in order to understand the social life (MOITA LOPES, 2006) but also it contributes to sediment plural views about discourse genres in bakhtinian analysis of discourse/utterance.

Educational advertising on youtube: a discursive analysis

The internet has been an increasingly important support for advertising various products. We witness the proliferation of educational advertisements on youtube, aiming for membership of an audience that craves attend university. Thus, the advertising discourse uses linguistic and imagistic strategies increasingly effective. The image constructed in discourse this is a strategy. Therefore, in this study, we aimed to analyze the emerging ethos of sceneries built in educational advertising on youtube. Therefore, we analyzed five videos aimed at pre-university students, adopting as theoretical presuppositions of discourse analysis (AD) French oriented, based on Maingueneau research on the scenes of enunciation. The analysis revealed the variation of topographies and cronografias featuring sceneries, linked to the scenic framework of educational advertising discourse on youtube. Therefore, based on scenes of enunciation, we see the construction of a bold ethos, brave, challenging, among others.

THE CONSTRUCTION OF FHE FUTURE IN THE PRESS DISCOURSE ON THE PRIVATIZATION OF TELECOMMUNICATIONS

In the 90s of the 20th century, Brazil has undergone significant changes in its development model, with the withdrawal of the state from economic activities. We consider how the discourse on privatization constitutes a relevant place for observation of recent Brazilian history. In this period, the privatization of state companies, among them telecommunications ones are performed. This article analyzes, based on the theoretical and methodological principles of discourse analysis in the tradition opened by Michel Pecheux, as the press feeds the imagination of future in the discourse on privatization of telecommunications companies. To do so, in order to understand the discursive relationships established in dominant commercial media, we devote our analysis to a corpus of reports and articles extracted from newspapers Folha de S. Paulo and O Estado de S. Paulo, which, in general, have taken a position in favor of privatization and changes in the Brazilian development model. The analysis shows that the future benefits are designed for the whole society. Thus, the past is represented negatively, because it would have produced bad effects on society and must therefore be rejected and denied in its historical continuity. In this discursive practice, privatization is introduced as a symbolic milestone period related to modernity and the construction of citizenship prosperity that will fall in the future to be built from this event. Positive meanings are focused in the future, which is directly related to privatization. Thus, the privatist position of the analyzed newspapers try to crystallize the sense of 'privado' as something beneficial and desirable, stabilizing a memory for the discursive event of privatization. This management of historical time, therefore, produces a line of continuity between present and future and a rupture between past and present, whose links are deleted to produce positive meaning for the privatization of the telecommunications.