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

A caridade é, em tudo, a regra de proceder: análise do discurso espírita kardecista

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

O ethos das obras de autoajuda para terceira idade

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Aforização no discurso de autoajuda

In this paper, based on Maingueneau’s (2006, 2010) thoughts on aphorisation and on the differences between aphorising and textual enunciation, we analyze some detached utterances from the self-help discourse, by highlighting some of their meaning effects and their role in such discourse. The analysis shows that the aphorising detachments support the self-help discourse enunciator in the process of guiding the interlocutors. Such aphorizing detachments allow the enunciator to give order as if he or she were enunciating the truth, which attenuates the enunciator’s authoritative character, who is supposed to give order explicitly. Moreover, such utterances activate the play between “to say and not to say,” by simulating that the self-help discourse is based on an undeniable truth, which reinforces its persuasive power.

A literatura de massa na perspectiva dialógica

Building on some core concepts of dialogic discourse analysis, this article aims to discuss, through an examination of the bestseller lists in Brazil during the years 2000 to 2010, the central features of contemporary mass literature. By the evidence of the prevalence of self-help books, we examine how the phenomenon is consisting. The conclusion that we get is that self-help can be seen both as a discourse genre and as style.

Veridicção e paixão na práxis enunciativa

The aim of this paper is to show how the methodological apparatus of Greimasian semiotics is applied to tackle discourse issues. In particular, focusing on the concepts of veridiction and passion, two specific discourse procedures, it is examined how these concepts are included in the enunciative praxis by analyzing two distinct texts: the short story “O cônego ou a metafísica do estilo”, by Machado de Assis, and the Nova Schin beer ad published in a Brazilian weekly magazine.

O jogo de intermediações enunciativas no romance de Alan Pauls

The novel O passado (2003) by Alan Pauls presents many isotopies which would deserve to be investigated: there is a varied construction of loving relationships among the characters, who reveal different feelings, that would allow a mapping of passions to be studied; there is an activity of translation (role performed by Rimini and Carmen) that engenders a very rich reflection on the literary activity which is taking place. There is also the presence of a visual artist, Jeremy Riltse, revealing a poetic work which was created by this discourse. Due to the dimension that a research of this kind would require, it is not possible to deal with all the isotopies. Thus, the last one was chosen to be investigated, that is, to verify how the fictional visual artist and his singular work operate in the novel.

A palavra poética de Arnaldo Antunes

This article reflects on Arnaldo Antunes‟ (AA) poetics. For this purpose, both the contributions of Fontanille and Zilberberg regarding tensivity, as well as some ideas of Tatit regarding song semiotics. The aim is to think about how the dance between enunciation and enunciate is structured in AA within poetical architecture as exemplified here based on the analysis of the poem “Palavra”. The hypothesis is that the tension between the two central nuclei of the poem, metalanguage and erotism, are the essential compositional marc of AA poetical stylistics. The results lead to the reflection that the musical tension is the game that guarantees the movement between the density of the word and the erotic fluidity of the authorial (metalinguistic) act of production.

O discurso sobre leitura na esfera escolar e sua relação com o discurso científico

In this paper, the discourse about reading skills uttered by teachers and students is analyzed. The analyses are supported by the Bakhtin’s studies concerning the discourse that necessarily consider the meaning affected by the sphere of the activity in which the enunciation occurs. The concrete utterance, in this perspective, has its identity in relation to the social values that constitute the conscience of the author and in the ideologies that materialize in the discourse, which is always marked by the constitutive relation between the other person and me. The results indicate the following conclusions: the common sense discourse about reading appears in the answers of the analyzed teachers, which consider their students like bad readers, these professionals also do not recognize the technology as a source of reading for their students. Thus, reading that interests the students is not acceptable in school. The symbolic violence practiced by school appears at the moment that the teacher does not consider the student’s language and the readings that interest them; it also appears when the teacher prevents their students to have new readings; moreover, reading is always unique as it is neither new, nor unrepeatable, so it the plurality of meanings is impossible.

Sentinelas poéticas: os elefantes de Drummond, Alvim e Chacal

This article aims to analyze the intertextuality, the dimension of passion, the modal existence of the paternal subjects, enunciators of the poems "The Elephant" (1945), by Carlos Drummond de Andrade, "Elephant" (2000), by Francisco Alvim and "Sentinel" (2005), by Chacal.

Do politicamente correto ao incorretamente polido

The text argues that a linguistic analysis paired with the appreciation of the context of current social stands is highly legitimate, observing, however, that, in different situations, this so-called investigative-appreciative attitude has been transformed in actions and reactions that might become vulgarized in common place, or might even become disfigured in stupidity. The distortions in the assessment of the discourse of the other are now a widespread, the hunt for what is now conventionalized as the politically incorrect in language is just a sample of such a distortion. In this presentation, a number of cases of such a nature is analyzed against cases in which, inversely, the use of language is markedly polite, but the deviation of conduct is made more evident. The objective is to evaluate both cases via the role of intersubjectivity in the construal of discourse, aiming at verifying its conceptual counterpart, with special attention to evidence on the mutual conceptual engagement between interlocutors.

O sentido da República em Esaú e Jacó, de Machado de Assis

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Por uma imagem da literatura: a poética do escancaramento do diretor Luiz Fernando Carvalho

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Identidade e reconhecimento na cultura de rua

Direct descendant of the music of the Black Atlantic, hip hop became the spokesman of excluded minorities, for example setting up of the reunification that is geographically separated through communication. The hip hop appropriated new forms of mass communication, allowing the reworking of the story through a counter-hegemonic discourse that seeks self-knowledge and appreciation of the roots of black people. The street culture is the narrative of disenfranchised youth, generating narrative of inclusion, which gave a space of enunciation periphery enabling them to intersubjective recognition. This project aims to discuss the role of hip hop as an agent conscientizing youth peripherals in order to bring to the debate the form of identity construction around the peripheral street culture since, as an intervention that acts as a symbolic system guiding cultural practices and attitudes of these young people. Methodologically, we analyzed specific bibliographical about hip hop and literature originating from the periphery itself. Selected discography of some rap groups. They are Racionais Mc's, 509-E and DJ Hum and Thaíde that constitute the vanguard of hip hop in Brazil. We use music from rapper Emicida this while some contemporary exponents of rap, with national and international. State of São Paulo in order to demonstrate that there is similarity between the questions proposed by the hip hop and the interior of the capital, the group selected Survey. We have used also press material, raising the issue in research on the internet, periodicals include the Rolling Stones and Caros Amigos

A representação em Memórias póstumas de Brás Cubas e A consciência de Zeno

Pós-graduação em Letras - IBILCE