PUBLICIDADE E O POLITICAMENTE CORRETO: INTERDISCURSIVIDADES NA CONSTRUÇÃO SOCIAL DO SENTIDO

Ao que se percebe, paradigmas até então vigentes passam a ser considerados singulares e ditatoriais. Em contrapartida, estabelece-se uma nova acepção, cujo norte é o pensar “politicamente correto”. Entendendo a publicidade como um produto sociocultural, essa pesquisa inicialmente é bibliográfica visando à conceituação e análise de questões inerentes ao seu tema. Com este contexto devidamente apreendido, uma análise pragmática do discurso foi realizada em um corpus de anúncios publicitários veiculados entre 2009 e 2014, no meio televisivo brasileiro de formato aberto. Nossa investigação se concentrou nos modos com que os elementos postulados pelo pensamento politicamente correto vêm sendo incorporados ao gênero publicitário em construções de sentido. Pudemos observar uma tendência de repreensão de determinados grupos a conteúdos publicitários que tocam em temáticas muito específicas, com interpretações marcadas por um alto grau de subjetividade; e o que se busca muitas vezes, através de um empoderamento permitido por nosso contexto atual, é mesmo a supressão de determinadas temáticas dentro da comunicação publicitária.

Linguistic gender identity construction in political discourse : a corpus-assisted analysis of the primary speeches of Barack Obama and Hillary Clinton

The present study is concerned with exploring the linguistic identity construction of Barack Obama and Hillary Clinton in the context of USA 2008 Democratic Party primaries. Thus, their speeches are examined in order to detect the aspects of identity that each politician resorted to in the process of projecting a political identity. The study, however, takes a special interest in the ways in which gender identity is projected by Obama and Clinton. Moreover, the notions of gender bias as well as gender representations are also investigated.

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.