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.

ITEM ATÉ EM ENTREVISTA CONCEDIDA POR IMIGRANTE PARAGUAIA

There is a tendency for language studies propose latest analysis from an approach that considers language use. Therefore, in this research, we decided to use as corpus a transcript of an interview with a trilingual woman. Among the possibilities of studying the corpus, we chose to analyze the term “até” due to the frequency with which appears in the speech of the interviewee and the different functions that it takes in the speech. The analytical development is based on theoretical studies Ducrot (1981, 1987, 1989) with regard to argumentative operators. These strategies are considered activated, explicitly in the textual structure by enunciators to achieve certain goals. The reviews also are guided by studies of NURC in relation to discourse markers, defined as units that aim to give cohesion to the discourse sequences. It is also considered the studies of Marcuschi (1991), Risso, Silva and Urbano (2006) and Koch (2006b) about the question. The analysis of the cuttings where the term “até” appears allows to observe that there is no regularity in regard to the functions performed by this unit and should be considered in the interpretation process, the context of enunciation.