O Jingle publicitário e sua curva de importância no contexto da comunicação de mercado

O trabalho aborda o papel desempenhado pelo elemento musical, o Jingle, dentro da estrutura da peça publicitária comumente chamada de comercial . Para averiguar a premissa de que o Jingle perdeu importância expressiva pela chegada da Era dos Meios Digitais em relação às mensagens publicitárias veiculadas até o final do século XX pelo Rádio e pela Televisão, as técnicas metodológicas aplicadas foram a Análise de Conteúdo, com a proposta de mensurar e apontar a significativa diminuição no tempo médio destinado ao Jingle nas peças publicitárias na Era dos Meios Digitais e a Análise do Discurso, que possibilitou aferir o empobrecimento no uso dos recursos de linguagem na estruturação do discurso músico-literário do Jingle ao longo da primeira década do século XXI na publicidade brasileira. Após a avaliação dos parâmetros quantitativo e qualitativo da produção do Jingle na Era dos Meios Digitais, o trabalho conclui que houve, de fato, perda de espaço e importância e que o Jingle, que já ocupou o papel de protagonista, hoje é um coadjuvante dentro do processo comunicacional com o mercado.

A revista Veja e a construção da realidade dos evangélicos no Brasil: uma análise do discurso.

A dissertação de mestrado A revista Veja e a construção da realidade dos evangélicos no Brasil: uma análise do discurso , não objetiva julgar como certo ou errado o procedimento das diferentes correntes religiosas do segmento cristão brasileiro ou mesmo do jornalismo que as reporta, mas sim, avaliar como um dos periódicos mais conceituados e lidos no país destaca fatos e temas referentes ao segmento cristão evangélico, em sua cobertura jornalística, participando do processo social de construção da realidade. Para compreender este processo, utilizou-se a técnica de Análise do Discurso, com base no método qualitativo, visando explorar, entender e descobrir a forma como a revista Veja reporta o segmento religioso. O corpus definido são as nove matérias de capa que destacam os evangélicos durante 42 anos de circulação do periódico (1968-2010) que totalizam 2197 edições da revista Veja. Para se estabelecer um comparativo quanto à abordagem sobre outros segmentos cristãos, um mesmo número de edições que destacaram o Catolicismo Romano, foram igualmente analisadas. A pesquisa é orientada pela hipótese de que o discurso contido nas reportagens constrói uma imagem negativa dos evangélicos por meio do recurso a um tom irônico e dá ênfase em situações que envolvem escândalos e questões financeiras. Esta hipótese também se assenta na compreensão de que jornalistas não são profissionais técnicos desprovidos de imaginação e visões de mundo, neste caso, de um imaginário em torno da religião, que faz parte da construção noticiosa da qual participam. As Teorias do Imaginário, juntamente com as Teorias do Discurso e as Teorias do Jornalismo (Produção da Notícia) servirão de base para a compreensão do fenômeno e para a análise do objeto, que será conduzida por meio do método da Análise do Discurso. Espera-se que esta pesquisa contribua na indicação de caminhos para facilitar o diálogo entre a sociedade, entidades religiosas e profissionais envolvidos na produção de mensagem midiáticas, contribuindo para uma cultura de paz e de respeito à diversidade religiosa e à pluralidade de idéias presentes na sociedade brasileira, enfatizando, neste sentido, os valores éticos do profissional de comunicação.

COMUNICAÇÃO E INOVAÇÃO EM PORTAIS CORPORATIVOS Os casos da Embraer, Natura, Faber-Castell e Rigesa

O trabalho analisa a relação entre Comunicação e Inovação nos Portais Corporativos das empresas Embraer, Natura, Faber-Castell e Rigesa. Ou seja, como essas instituições inovam em suas comunicações no meio on-line e como divulgam o conteúdo sobre Inovação. Estas empresas foram selecionadas como corpus central da pesquisa por estarem entre as mais inovadoras do Brasil, de acordo com a primeira versão do Índice Brasil de Inovação de 2007. A metodologia central para o desenvolvimento do projeto é a de Estudos de Caso Múltiplos, a partir da qual foi feita a comparação da comunicação digital por meio dos portais corporativos. Também são utilizados os recursos da Análise de Conteúdo e da Análise do Discurso. A proposta inclui também o exame da utilização das Tecnologias da Informação e Comunicação para a veiculação de informações institucionais e sobre Inovação por meio das Salas de Imprensa. E ainda, são destacadas as características dos profissionais responsáveis pela gestão dos portais corporativos. Os resultados da pesquisa evidenciam que há uma contradição entre as empresas serem inovadoras em produtos e processos, mas não no planejamento, gestão, arquitetura e divulgação da imagem institucional e de informações sobre inovação por meio dos portais corporativos. Revela ainda um nicho de mercado que precisa de profissionais especializados.(AU)

The discourse of climate change: a corpus-based approach

Based on Goffman’s definition that frames are general ‘schemata of interpretation’ that people use to ‘locate, perceive, identify, and label’, other scholars have used the concept in a more specific way to analyze media coverage. Frames are used in the sense of organizing devices that allow journalists to select and emphasise topics, to decide ‘what matters’ (Gitlin 1980). Gamson and Modigliani (1989) consider frames as being embedded within ‘media packages’ that can be seen as ‘giving meaning’ to an issue. According to Entman (1993), framing comprises a combination of different activities such as: problem definition, causal interpretation, moral evaluation, and/or treatment recommendation for the item described. Previous research has analysed climate change with the purpose of testing Downs’s model of the issue attention cycle (Trumbo 1996), to uncover media biases in the US press (Boykoff and Boykoff 2004), to highlight differences between nations (Brossard et al. 2004; Grundmann 2007) or to analyze cultural reconstructions of scientific knowledge (Carvalho and Burgess 2005). In this paper we shall present data from a corpus linguistics-based approach. We will be drawing on results of a pilot study conducted in Spring 2008 based on the Nexis news media archive. Based on comparative data from the US, the UK, France and Germany, we aim to show how the climate change issue has been framed differently in these countries and how this framing indicates differences in national climate change policies.

Discourse-analytic approaches to text and talk

This chapter explores the different ways in which discourse-analytic approaches reveal the ‘meaningfulness’ of text and talk. It reviews four diverse approaches to discourse analysis of particular value for current research in linguistics: Conversation Analysis (CA), Discourse Analysis (DA), Critical Discourse Analysis (CDA) and Feminist Post-structuralist Discourse Analysis (FPDA). Each approach is examined in terms of its background, motivation, key features, and possible strengths and limitations in relation to the field of linguistics. A key way to schematize discourse-analytic methodology is in terms of its relationship between microanalytical approaches, which examine the finer detail of linguistic interactions in transcripts, and macroanalytical approaches, which consider how broader social processes work through language (Heller, 2001). This chapter assesses whether there is a strength in a discourse-analytic approach that aligns itself exclusively with either a micro- or macrostrategy, or whether, as Heller suggests, the field needs to fi nd a way of ‘undoing’ the micro–macro dichotomy in order to produce richer, more complex insights within linguistic research.

Relationship status and identity construction in heterosexual women:A discourse analytic and personal construct study

This thesis reports the findings of three studies examining relationship status and identity construction in the talk of heterosexual women, from a feminist and social constructionist perspective. Semi-structured interviews were conducted with 12 women in study 1 and 13 women for study 2, between the ages of twenty and eighty-seven, discussing their experiences of relationships. All interviews were transcribed and analysed using discourse analysis, by hand and using the Nudist 6 program. The resulting themes create distinct age-related marital status expectations. Unmarried women were aware they had to marry by a ‘certain age’ or face a ‘lonely spinsterhood’. Through marriage women gained a socially accepted position associated with responsibility for others, self-sacrifice, a home-focused lifestyle and relational identification. Divorce was constructed as the consequence of personal faults and poor relationship care, reassuring the married of their own control over their status. Older unmarried women were constructed as deviant and pitiable, occupying social purgatory as a result of transgressing these valued conventions. Study 3 used repertory grid tasks, with 33 women, analysing transcripts and notes alongside numerical data using Web Grid II internet analysis tool, to produce principle components maps demonstrating the relationships between relationship terms and statuses. This study illuminated the consistency with which women of different ages and status saw marriage as their ideal living situation and outlined the domestic responsibilities associated. Spinsters and single-again women were defined primarily by their lack of marriage and by loneliness. This highlighted the devalued position of older unmarried women. The results of these studies indicated a consistent set of age-related expectations of relationship status, acknowledged by women and reinforced by their families and friends, which render many unmarried women deviant and fail to acknowledge the potential variety of women’s ways of living.

The psychology of news influence and development of Media Framing Analysis

HowHow precisely do media influence their readers, listeners and viewers? In this paper, we argue that any serious study of the psychology of media influence must incorporate a systematic analysis of media material. However, psychology presently lacks a methodology for doing this that is sensitive to context, relying on generalised methods like content or discourse analysis. In this paper, we develop an argument to support our development of a technique that we have called Media Framing Analysis (MFA), a formal procedure for conducting analyses of (primarily news) media texts. MFA draws on elements of existing framing research from communication and other social scientific research while at the same time incorporating features of particular relevance to psychology, such as narrative and characterisation.

The development of discourse in a discourse of development:a case study of a group constructing a new discourse.

This thesis is a qualitative case study drawing on discourse analysis and ethnographic traditions. The aim of the study is to provide a description of the discourse consciously constructed by a group of six TESOL professionals in the interests of their own development. Once a week, the group met for one hour and took turns to act as 'Speaker'. The other five individuals acted as Understanders. The extra space given to the Speaker allowed a fuller articulation of a problem or focus than would normally be possible in other professional talk. The Understanders contributed moves to support this articulation. The description covers a two-year period (1998-2000) of this constructed discourse. Data, collected during this period, are drawn from several different sources: recordings, interviews, diaries and critical incident journals. The main recordings are of the actual Group Development Meetings (GDMs). Discussion of six transcribed GDMs demonstrates which discourse choices and decisions were important. In particular, the study looks at the key role played by 'Reflection' in this process. It is argued that Reflection is the key element in supporting the Speaker. The analysis of Reflection, which is considered from four perspectives (values, purpose, form and outcomes) draws on data from the featured cases. Issues relating to the transfer to other groups of this discourse-based approach to professional development are considered.

Metaphors in Hugo Chávez's political discourse:conceptualizing nation, revolution and opposition

This dissertation examines Hugo Chávez's choice of metaphors in his efforts to construct and legitimize his Bolivarian Revolution. It focuses on metaphors drawn from three of the most frequent target domains present in his discourse: the nation, his revolution, and the opposition. The study argues that behind an official discourse of inclusion, Chávez's choice of metaphors contributes to the construction of a polarizing discourse of exclusion in which his political opponents are represented as enemies of the nation.The study shows that Chávez constructs this polarizing discourse of exclusion by combining metaphors that conceptualize: (a) the nation as a person who has been resurrected by his government, as a person ready to fight for his revolution, or as Chávez himself; (b) the revolution as war; and (c) members of the opposition as war combatants or criminals. At the same time, the study shows that by making explicit references in his discourse about the revolution as the continuation of Bolívar's wars of independence, Chávez contributes to represent opponents as enemies of the nation, given that in the Venezuelan collective imaginary Simón Bolívar is the symbol of the nation's emancipation.This research, which covers a period of nine years (from Chávez's first year in office in 1999 through 2007), is part of the discipline of Political Discourse Analysis (PDA). It is anchored both in the theoretical framework provided by the cognitive linguistic metaphor theory developed by George Lakoff and Mark Johnson described in their book Metaphors We Live By, and in Critical Metaphor Analysis (CMA) as defined by Jonathan Charteris-Black in his book Corpus Approaches to Critical Metaphor Analysis.The study provides the first comprehensive analysis of metaphors used by Chávez in his political discourse. It builds upon the findings of previous studies on political discourse analysis in Venezuela by showing that Chávez's discourse not only polarizes the country and represents opponents as detractors of national symbols such as Bolívar or his wars of independence (which have been clearly established in previous studies), but also represents political opponents as enemies of the nation.

Analysis of constructivist, network-based discourses:concepts, prospects, and illustrations

The authors propose a new approach to discourse analysis which is based on meta data from social networking behavior of learners who are submerged in a socially constructivist e-learning environment. It is shown that traditional data modeling techniques can be combined with social network analysis - an approach that promises to yield new insights into the largely uncharted domain of network-based discourse analysis. The chapter is treated as a non-technical introduction and is illustrated with real examples, visual representations, and empirical findings. Within the setting of a constructivist statistics course, the chapter provides an illustration of what network-based discourse analysis is about (mainly from a methodological point of view), how it is implemented in practice, and why it is relevant for researchers and educators.

Follow-ups and interpreter-mediated discourse

The edited volume documents the proceedings of the ESF workshop "Follow-ups across discourse domains: a cross-cultural exploration of their forms and functions". It examines the forms and functions of the dialogue act of a follow-up, viz. accepting or challenging a prior communicative act, in political discourse across spoken and written dialogic genres. Specifically, it considers (1) the discourse domains of political interviews, editorials, op-eds and discussion forums, (2) their sequential organization as regards the status of initial (or 1st order) follow-up, a follow-up of a prior follow-up (2nd order follow-up), or nth-order follow-up, and (3) their discursive realization as regards degrees of indirectness and responsiveness which are conceptualized as a continuum along the lines of degrees of explicitness and degrees of responsiveness. The chapters come from the fields of linguistics, discourse analysis, socio-pragmatics, communication, political science and psychology, examining the heterogeneous field of political discourse and its manifestation in diverse discourse genres with respect to evasiveness, indirectness and redundancy in mediated political discourse, professional discourse, discourse identity and doing politics, to name but the most prominent questions.

Unknown agents in translated political discourse

This article investigates the role of translation and interpreting in political discourse. It illustrates discursive events in the domain of politics and the resulting discourse types, such as jointly produced texts, press conferences and speeches. It shows that methods of Critical Discourse Analysis can be used effectively to reveal translation and interpreting strategies as well as transformations that occur in recontextualisation processes across languages, cultures, and discourse domains, in particular recontextualisation in mass media. It argues that the complexity of translational activities in the field of politics has not yet seen sufficient attention within Translation Studies. The article concludes by outlining a research programme for investigating political discourse in translation. ©2012 John Benjamins Publishing Company.

Learning from a deceptively spacious policy discourse

Networked Learning, e-Learning and Technology Enhanced Learning have each been defined in different ways, as people's understanding about technology in education has developed. Yet each could also be considered as a terminology competing for a contested conceptual space. Theoretically this can be a ‘fertile trans-disciplinary ground for represented disciplines to affect and potentially be re-orientated by others’ (Parchoma and Keefer, 2012), as differing perspectives on terminology and subject disciplines yield new understandings. Yet when used in government policy texts to describe connections between humans, learning and technology, terms tend to become fixed in less fertile positions linguistically. A deceptively spacious policy discourse that suggests people are free to make choices conceals an economically-based assumption that implementing new technologies, in themselves, determines learning. Yet it actually narrows choices open to people as one route is repeatedly in the foreground and humans are not visibly involved in it. An impression that the effective use of technology for endless improvement is inevitable cuts off critical social interactions and new knowledge for multiple understandings of technology in people's lives. This paper explores some findings from a corpus-based Critical Discourse Analysis of UK policy for educational technology during the last 15 years, to help to illuminate the choices made. This is important when through political economy, hierarchical or dominant neoliberal logic promotes a single ‘universal model’ of technology in education, without reference to a wider social context (Rustin, 2013). Discourse matters, because it can ‘mould identities’ (Massey, 2013) in narrow, objective economically-based terms which 'colonise discourses of democracy and student-centredness' (Greener and Perriton, 2005:67). This undermines subjective social, political, material and relational (Jones, 2012: 3) contexts for those learning when humans are omitted. Critically confronting these structures is not considered a negative activity. Whilst deterministic discourse for educational technology may leave people unconsciously restricted, I argue that, through a close analysis, it offers a deceptively spacious theoretical tool for debate about the wider social and economic context of educational technology. Methodologically it provides insights about ways technology, language and learning intersect across disciplinary borders (Giroux, 1992), as powerful, mutually constitutive elements, ever-present in networked learning situations. In sharing a replicable approach for linguistic analysis of policy discourse I hope to contribute to visions others have for a broader theoretical underpinning for educational technology, as a developing field of networked knowledge and research (Conole and Oliver, 2002; Andrews, 2011).

From icon to naturalised icon:a linguistic analysis of media representations of the BP Deepwater Horizon crisis

This research explores how news media reports construct representations of a business crisis through language. In an innovative approach to dealing with the vast pool of potentially relevant texts, media texts concerning the BP Deepwater Horizon oil spill are gathered from three different time points: immediately after the explosion in 2010, one year later in 2011 and again in 2012. The three sets of 'BP texts' are investigated using discourse analysis and semi-quantitative methods within a semiotic framework that gives an account of language at the semiotic levels of sign, code, mythical meaning and ideology. The research finds in the texts three discourses of representation concerning the crisis that show a movement from the ostensibly representational to the symbolic and conventional: a discourse of 'objective factuality', a discourse of 'positioning' and a discourse of 'redeployment'. This progression can be shown to have useful parallels with Peirce's sign classes of Icon, Index and Symbol, with their implied movement from a clear motivation by the Object (in this case the disaster events), to an arbitrary, socially-agreed connection. However, the naturalisation of signs, whereby ideologies are encoded in ways of speaking and writing that present them as 'taken for granted' is at its most complete when it is least discernible. The findings suggest that media coverage is likely to move on from symbolic representation to a new kind of iconicity, through a fourth discourse of 'naturalisation'. Here the representation turns back towards ostensible factuality or iconicity, to become the 'naturalised icon'. This work adds to the study of media representation a heuristic for understanding how the meaning-making of a news story progresses. It offers a detailed account of what the stages of this progression 'look like' linguistically, and suggests scope for future research into both language characteristics of phases and different news-reported phenomena.

Politeness in computer-mediated discourse of a virtual team

Drawing on the newest findings of politeness research, this paper proposes an interactionally grounded approach to computer-mediated discourse (CMD). Through the analysis of naturally occurring text-based synchronous interactions of a virtual team the paper illustrates that the interactional politeness approach can account for linguistic phenomena not yet fully explored in computer-mediated discourse analysis. Strategies used for compensating for the lack of audio-visual information in computer-mediated communication, strategies to compensate for the technological constraints of the medium, and strategies to aid interaction management are examined from an interactional politeness viewpoint and compared to the previous findings of CMD analysis. The conclusion of this preliminary research suggests that the endeavour to communicate along the lines of politeness norms in a work-based virtual environment contradicts some of the previous findings of CMD research (unconventional orthography, capitalization, economizing), and that other areas (such as emoticons, backchannel signals and turn-taking strategies) need to be revisited and re-examined from an interactional perspective to fully understand how language functions in this merely text-based environment.