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 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. 

THE REPETITION AS A FORMULATION STRATEGY OF ORAL DISCOURSE AND THE TOPICAL ORGANIZATION

The purpose of this paper is to discuss the repetition as construction strategy and textual-interactive formulation, in order to see how this trick is directly related to the topic of discourse, through its concentration and organicity properties. In this way, the use of a word or syntactic structure is classified as a repetition if it operates for the construction of a topical concentration, establishing a relation of reference with the matrix. The main interest of this research is to analyze to what extent the strategy of repetition establishes the maintenance function and the topical conduction, as well as other strategies of textual-interactive constructions, such as parentheses, paraphrases and corrections. We also intend to observe how a topic, being an analytic unit, can particularize the functions of repetition.  

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.  

THE ASSUMPTION IN STATEMENTS QUESTIONING SPEECH OF CLASSROOM

This study aims to make a linguistic analysis, in a semantic-discursive perspective, of the assumptions that are encoded in the question-answer pair (P-R) in the classroom discourse in terms of Ducrot (1987), Levinson (1983), Moura (2006). For this, we made an analysis and a description of the interrogative utterrances, qualitatively, using data which are part of the corpus The Study of Discourse Interaction in classes of elementary school (Cf. Santos, 2002), consist of ten classes recorded, to identify the interrogative contexts in which the assumptions are encoded; and the relationship that these establish with the activities developed in the classroom. The results show that the assumptions encoded in the questions are related to the structuring of the discourse, with regard to return information given, to project  the topic that will be developed and establish contact with students through interactivity.

NOTES ON THE PRESENT OF THE CONCEPT OF DISCURSIVE FORMATION

This paper aims to discuss some points on the concept of discursive formation’s formulation and application. I elaborate my point by putting in relation three French texts equally stated in Brazilian soil. Jean-Jacques Courtine, Jacques Guilhaumou and Dominique Maingueneau separately wrote each one of these three texts. Moreover, I have not randomly chosen their names: they are three authors who constitute concepts across theoretical formulations of Discourse Analysis in France, and, because of that, they are often cited in order to keep this area of knowledge in Brazil. So that my argument is justified by the need of analyzing, throughout the meeting of those three statements, an attempt to define the current status of the concept of discursive formation to the historical a priori for the Discourse Analysis’ discourse in Brazil. In order to be guaranteed of some theoretical approach, I turn my attention to the famous conference by Michel Foucault (1971), L’ordre du discours, in which he exposes four principles to examine the statement’s function of existence: specificity, inversion, discontinuity, and exteriority. Underlining the principle of specificity of a statement through the series of statements, I aim to demonstrate that a concept’s circulation does not depend on an ontological truth, or on a founding text, or on the specificity of a father; it is determined by the will to truth, which offers historical conditions to the underlying discursive practices.

The Constitution of Subject Slave in the Journal: “Dezenove de Dezembro"

  ABSTRACT: This article is based on the contributions of discourse analysis from French orientation, which combines the linguistic aspect to the socio-historical, it understands, therefore, that the speech is the place of ideological manifestations (ORLANDI, 1984) and can not be dissociated from its production condition, that is, of all his surroundings and constituent: who, when, where. Starting with four announcement on runaway slaves and two missing pets, published in the Journal: Dezenove de Dezembro, in circulation in the State of Paraná, in the nineteenth century, we analyze the position of the press at the time to refer to the runaway slave. The appreciation of the words used by the enunciator has revealed that he had the intention to highlight the condition of "object" of the black slave, limiting his identity to their physical particulars, referring to aspects found in the missing pets announcements. Thereby, we find, in these analyzed announcements, which the formation of the subject slave in the Paraná society of the nineteenth century is subjected, and it can not be disconnected of ideological and historical instances.

TOWARDS A DISCURSIVE LOOK TO THE SUBJECT AND SENSE PRODUCTION IN THE AESTHETIC FIELD OF LITERATURE

This paper aims at presenting an epistemological discussion of the literary fact in order to build a theoretical and conceptual understanding of how subjects and senses can be analysed in the discursive dynamic of the Literature aesthetic field. From the theoretical place of discourse analysis (DA), especially Pêcheux’s ideias in synchrony to dialogical polyphonic assumptions developped by Bakhtin Circle, and from literature concepts in Barthes, Blanchot and Foucault’s studies, it is its goal to put up a theoretical reflection on the dynamic of meaning and subject construction in the literary space as a way of a starting-support-reflective point that can help those who interests and seeks an analysis exercise of the literary by a discursive prism.

THE FORMATION OF THE READER: BETWEEN IMPOSITIONS AND FREEDOMS

In this article, we intend to focus on the theme of reading and the formation of reader, already so saturated universe of discourse, prioritizing the reader's perspective and their reading stories inside and outside school. To realize this goal, we will analyze reports of reading students letters course of Federal University of Paraíba. Data were collected from a textual production, in which the students should make an account of their stories reading, requested for the period 2013.1 The teacher of Reading and Textual Production I discipline, offered in the first sentence of that course. We aimed to analyze concepts, functions and values assigned to the reading underlying the speeches of these readers. As theoretical and methodological basis for the analysis of data, this work is guided mainly by authors who think of reading as a social and cultural practice - like Certeau (1994), Chartier (1999a, 1999b, 2009) Abreu (1999), Sousa (2009, 2011 and 2014). In this perspective, the reader is a figure that oscillates between what the institutions determine and actual read operations that denounce the existence of an action which does not overlies the passivity. The analysis showed that the training of reader walks between freedom of choice of reading objects and obligations mainly established within the school institution. Also, we realize that the lector assigns different values and functions to read, due mainly to the mode from which it appropriates reading objects.KEYWORDS: Reading. reading history. Formation of the reader. 

THE MINIMUM VOICE: FEMININE MODES OF SUBJECTIVITY IN THE SONG

This paper  analyses  the relation of feminine voice performance  in the years of radio age and the way the brazilians singers sings today.  The goal is to analyze enunciative traces of a singular subjectivity anchored in the singing voice. The paper focus the moment, since the years of 1980, when the feminine voice no longer sounds like the  singers of the  gold radio time. In this period, to display a dramatic mark  in the voice was the production conditions of the singing woman. In the area of ​​the French school of discourse analysis, this paper is a part of a larger research in progress. We intend to describe the certain mode of feminine subjectivity acting  in the voice as an act of enonciation.

ACCESS TO CULTURE: PLAY OF POWERS BETWEEN THE RIGHT TO AND THE RIGHT OF PROPERTY

In this text, under the perspective of Discourse Analysis (DA) grounded in Michel Pêcheux, we examine the way in which the phrase “access to culture” works and triggers effects of meaning in the process of reshaping the Copyright Law (LDA) nº 9.610 from February, 1998. We initially discuss the relation between the notion of culture and the sphere of Copyright Laws. We then analyze two discursive sequences from the primer Consulta Pública para Modernização da Lei de Direito Autoral produced by the Ministry of Culture (MinC). Our aim is to guide through the reshaping of the law. In order to support analysis, throughout the text, were also mobilized some theoretical notions such as archive, phrase, formulation, discursive formation and subject position. The theoretic-analytical gesture allowed us to understand that the effects of meaning produced - through the operation of the phrase "access to culture" - result from the materialization of a play of powers, nourished by new technologies, between protection (rights of property) and access (right to property).

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.

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.