Mobilidade em potência e discurso publicitário na sociedade contemporânea globalizada: Brasil, 1982-2014

No mundo, hoje, tudo está em movimento. Pessoas, objetos, valores, informação e imagens circulam cada dia mais intensa e extensamente em um ambiente social fluido, em rede e de riscos. Quando a mobilidade torna-se parte importante da experiência cotidiana e os deslocamentos físicos, geográficos, virtuais ou imaginativos tomam a frente nas relações e alteram radicalmente os modos de vida em todas as esferas - social, cultural, política e econômica -, nesse momento uma cultura da mobilidade se impõe e envolve a todos em novas possibilidades e experiências, assim como, em novos constrangimentos, riscos e discursos que devem ser estudados. O cada dia mais intenso imbricamento entre a cultura da mobilidade e o discurso publicitário constitui a base que sustenta a tese e que delineia as duas premissas fundamentais do estudo: a primeira, de que as coisas do mundo chegam até o sujeito apesar de sua imobilidade, por meio dos objetos, das informações e das imagens que circulam globalmente; e, a segunda premissa, de que a despeito de seu caráter comercial, persuasivo e de vendas, a publicidade também pode ser encarada como um bem cultural que expressa a cultura da qual faz parte. É na articulação destas duas premissas que reside o interesse primordial e o objeto de estudo da pesquisa: ao considerar o fazer publicitário como representação da sociedade, investigar, a partir da perspectiva do Paradigma das Novas Mobilidades, como o movimento é expresso discursivamente na publicidade das marcas globais. A interpretação do discurso publicitário global teve como objetivo validar a hipótese de que há um consumo de (i)mobilidade sendo feito quando o indivíduo sai em busca de objetos que, a partir de sua disponibilidade (ready-to-handness) e potencial de uso em relação ao ambiente (affordance), suportem sua (i)mobilidade cotidiana com certa estabilidade e menor risco. O locus da investigação é o Brasil e o estudo focou sua análise nos 32 anos relativos ao período de 1982 a 2014. Foram selecionados anúncios de marcas veiculados na revista Veja durante o período de três Copas do Mundo FIFA: de 1982, na Espanha; de 1998, na França; e de 2014, no Brasil, que cobrem o período proposto pela pesquisa.

Levantamento da diretoria de análise de políticas públicas da Fundação Getúlio Vargas

Leilane Neubarth entrevista Daniel Sarmento no Jornal da Globo News

O discurso expositivo escrito no ensino fundamental: um enfoque cognitivista e seus desdobramentos didáticos

PASSEGGI,Luis Álvaro Sgadari. O discurso expositivo escrito no ensino fundamental: um enfoque cognitivista e seus desdobramentos didáticos. Revista do GELNE, Fortaleza, v.4, n.1, p. 122-124, 2002.

O discurso religioso no processo migratório para o caldeirão do beato José Lourenço

The Caldeirão is a site located in the city of Crato, in the south of Ceará, belonged to priest Cícero Romão Batista. There, was created a religious community led by blessed José Lourenço, who marked the life of thousands of Northeast country people in 1930s, for represent to them a space of religious conviviality, work and devotion. The Caldeirão s population was about three thousand of people, originated from states of Pernambuco, Alagoas, Paraíba, Maranhão, Piauí, Ceará and Rio Grande do Norte, who share the community s daily activities. The misery caused by the dryness and exploration of these country people by the landlords are indicated as the motivator elements of this migratory flux by the greater number of works published about the Caldeirão, turning the community into a primitive experience of class struggles. This present study proposes other comprehension of this migratory movement by the religious speech of salvation taken to country people by the counselor Severino Tavares. Was used as analysis camp the remaining norte-rio-grandenses that migrated to the Caldeirão, and as theoretical and methodological references the understanding model of investigation, the cultural history and the remaining memorial speech analysis. The work follows that pointing the phenomenon of Caldeirão as an campestral revolt is try to impose to this people the aspirations or wishes of others, besides of deny to them the right and the dignity of act by their believes and their own dreams.

O masculino em revista: mídia, discurso e modos de subjetivação afetivos-sexuais

This dissertation has the thematic of the sexual affection of the masculine subjectivity within texts of Universo Masculino and Men‟s Health magazines as object of analysis. The central objective was to describe and interpret the theme on the masculine subjectivity in discourses about the affection of sexuality materialized in discourse practices in those magazines. The main point of the research matters how the discourse structures of texts in those magazines make it possible to comprehend the meanings produced about the masculinity nowadays. On the perspective of the thematic trajectory what consists the main aspect that concerns the leading of corpus in the research under the French discourse analysis, we have searched, in reports of those magazines, an arch-genealogy of masculinity, from a specific sexual-affection disposable of our mediate culture. The analytic trajectory enables us to conclude that the thematic trajectory about the sexual affection of the masculine subjectivity produces a semantic way that confirms hegemony and hetero-normative ideals, rather than what proposes new performances on the masculine subjectivity experiences. In its real effects, such mediate discourse practice pursues to link certain sexual affection knowledge to the male individual‟s lifestyle today, from the thematic choices, enunciation modalities and discourse strategies which are specific to the masculine media

Ideologia e poder no agendamento do discurso polifônico da imprensa em relação à seca no nordeste

This dissertation work is an effort to understand how the ideology and the power interferes in the signification of the speeches immersed in the context of the printed media concerning the drought in the Northeast of Brazil, weather occurrence that punishes 23 million of Brazilians, with all sort of problems. It also has specific concern about the everyday usage of the language and with the routines of the information production, without losing of sight the role of History in the formation of the identity of individuals and people. The research work is also developed in an interdisciplinary environment, applying to the formed corpus five articles from Folha de São Paulo , collected from January to July of 2005, the French Analysis method of the Speech and the theory of the polyphony of Bakhtin, in the Applied Linguistics area, accomplished with Communication beddings as the agenda-setting. The results ended to a good understanding about the ideology and power´s influence and chaining in the speeches formations as well as to comprehend peoples concept in an environment of almost-mediated interaction, bringing a media look about polyphony in the bakhtinian mold, besides showing how all these questions interferes with the half-barren the Northeast media´s vision on the subject

Estratégias argumentativas na construção do discurso ideológico: um estudo da produção didático-pedagógica do meb

This research studies the argumentative process developed by the Basis Educational Movement (MEB), using as corpus the booklet Viver é lutar , and other lesson plans of the Educational Rural Radio from Natal. It has as objectives reveal the argumentative strategies in the discursive production of MEB, exploring the meaning effects suggested by its production conditions, and the ideological positions defended, in addition to this, verify how the booklet and the radio classes dialogued in the argumentation of their theses. So, the study is guided by the Discourse Analysis presuppositions, by the Argumentation Theory, by the conceptions of Popular Education, as well as the conception language dialogical language conception, recurring to Bakhtin (1995). The research adopts the documental characteristic of qualitative nature with an interpretative basis. The analysis of the data permitted us to confirm that the pedagogical didactic material discourse of MEB was produced in a social-historical-ideological context in what the education was seen as a social liberation instrument, being able to transform the Brazilian people and the Brazilian unequal structure. The results reveal that the booklet and the classes assume a position remarkably in favor of the popular classes, structured by the argumentative techniques that intended to convince, and to persuade the auditorium. Thus, the argument was based initially on the convincing of youths and of adults for, afterwards, to construct a persuasion to the learners, in terms of referring to act on the reality to transform it, according to their desires of social justice

Propaganda e discurso ideológico: um estudo dos slogans das campanhas de incentivo à leitura

Considérant que le Brésil est un pays considéré comme «non- lecteurs», nous avons essayé de trouver des solutions pour inverser cette situation d'exclusion sociale à travers des campagnes et des projets. Le slogan était le moyen de la propagande a proposé à cet effet. En étant un peu éclairante, il a été considéré qu'ils étaient peut-être inséré dans un contexte idéologique, en passant, qui faisait alors partie de l'objet d'études en question et, en conséquence, l'objectif était d'étudier comment, dans niveau discursif, les relations sociales de l'idéologie et du pouvoir dans ces dessins slogans verbaux et des campagnes publicitaires pour encourager la lecture. Nous avons utilisé comme instrument de collecte de données en 2007 slogans projets (sept) et l'intensification des campagnes de publicité dans les années 1995 à 2006, peu après la création de la descendance en 1992, où son fonctionnement a été analysé et discours idéologique, en cherchant à identifier les états effets de sens proposé. Nous avons utilisé pour soutenir la perspective de recherche d'analyse du discours de l'école française, affiliée à Pêcheux. Afin de sens les effets sens des tests a été fait une semi-ouverte aux enseignants qui traitent directement avec l'enseignement de la lecture de l'Institut de l'Enseignement Supérieur du Président-Kennedy, situé à Natal / RN. On été appliqués 100 questionnaires, parmi lesquels 60 d‟entre eux utilisés pour l‟analyse. La recherche a démontré par l'analyse, que la façon d'encourager les gens à lire se déplace à travers le modèle principal de la compréhension de la lecture à laquelle les slogans ont été utilisés, en les intégrant dans un discours dominant, qui ne contribue pas de manière significative à l'augmentation le nombre de lecteurs dans le pays. Grâce à l'analyse des slogans et la réception des sujets de recherche, nous nous rendons compte de la diversité et l'idéologie sont présents en elles, révélant tout le temps, la compréhension de la lecture comme une surface pratique, ne mettre en lumière certaines de ses fonctions Importantes au sein d‟um contexte éducatif plus large

O discurso autobiográfico nos relatos de viagem de Nísia Floresta

En plein XIXe siècle, Nísia Floresta Brasileira Augusta a écrit sur deux voyages faits en Europe. Quelques années plus tard, cette norte-rio-grandense a livré au public ses récits de voyage : Itinéraire d un voyage en Allemagne (1857) et Trois ans en Italie Suivis d un Voyage en Grèce (1864/1872). Malgré les particularités qui entourent chacun de ces récits, un aspect y est fortement présent : les marques autobiographiques. Notre travail a comme principal objectif enquêter comment se manifeste ce discours autobiographique. A partir de l‟Analyse du Discours, nous avons travaillé quelques positionnements sur certaines oeuvres littéraires, comme par exemple, le fait qu‟elles aient plus d‟un genre. Ce qui se passe dans les récits de voyage de Nísia Floresta est semblable, car au-délà de raconter le passage de Nísia par ces lieux, nous pouvons trouver des caractéristiques qui appartiennent à l‟écriture fragmentaire, autobiographique et épistolaire. Devant les propositions indiquées par Philippe Lejeune, nous avons pu confirmer que ces récits de Nísia font partie de l‟écriture autobiographique. Sous l‟optique de quelques théories, nous avons parcouru des points intéressants qui enveloppent ces récits et, de cette façon, nous avons voyagé avec Nísia Floresta par l‟Allemagne et ultérieurement par l‟Italie et Grèce, en connaissant ainsi, pas seulement un peu plus sur ces lieux, mais beaucoup de confidences sur cette écrivain potiguar, qui a ouvert son coeur au plublic