TO BREASTFEED: TO WHOM IS THIS DECISION?

This paper aims to provoke a reflection, in the light of Discourse Analysis, on advertising campaigns in defense of breastfeeding. We understand that a discussion on this discourse, which is becoming more popular in society, deserves a review, especially when the subject seems to transpose the field of the debatable, since it is given as non-controversial. What stands as problematic – which does not relate to the benefits of breastfeeding – is the existence, in these campaigns, of a social problem concerning the treatment that the female body receives when public policies come into play, taking as their responsibility a choice that should be left exclusively to women. The discussion focuses on a discursive practice of expropriation of the mother’s own body when public authorities unilaterally support the discourse of breastfeeding, publicly exposing, through the unsaid, the women who, by choice or impossibility, do not breastfeed. This discursive order conveys questionable judgments on the good mother (the one who gives herself entirely to maternity) and the bad mother (the one who, by choosing not to breastfeed, is seen as less dedicated to the child and, even worse, as the one that deprives her child of better health). The campaigns that comprise the corpus of this study reveal silencing practices that cause a complex process of non-autonomy of women over their own bodies.

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.

INTERDISCURSIVE CONFIGURATION OF COOPERATIVE MOVEMENT IN BRAZIL

The current study has two complementary aims. On the one hand, it was to develop a semiotic analysis under a perspective of the interdircourse; on the other hand, it was to study the structure and functioning of the discourse and the discursive pratictice of the two most important cooperative currents in Brazil nowadays, the Solidarity Economy and the Official Cooperativism and verify the interdiscursive relationship which is at the basis of its constitution. For this, it was analyzed some doctrinal texts of both movements, which socially have different kinds of conflicts, including the discursive. The results have shown that a discourse is the opposite of the other. Therefore, while the Official Cooperativism emphasizes economic success and keeps relationships with the discourse of capitalist companies, the Solidarity Economy adopts the point of view of fighting against social inequalities, establishing a discontinuous relationship with the capitalist discourse. 

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.