Reflections on the need for a new discourse on development

This issue of the FAL bulletin reflects on the need to place a new discourse at the centre of the academic, social and political debate, in relation to developing infrastructure services in a sustainable way.

O programa Café com o presidente à luz da semiótica

Pós-graduação em Linguística e Língua Portuguesa - FCLAR

Trailer: análise da linguagem utilizada por esta peça publicitária cinematográfica

This final project intends to discourse about the cinematographic publicity piece that is the trailer and its main features. Its relation with the publicity is studied so we can understand how this relation occurs, once the trailer is found in between the cinema and the publicity. The trailer features are exposed, such as the persuasive features, so it becomes evident the importance of studying this advertising tool from a broad perspective. In addition, we seek to determine its aesthetics, its compositional characteristics and their relevance in movie marketing. The paper discusses briefly about the universe of the movie marketing, as a way of situating the trailer as a tool in a set of publicity techniques that help in selling movies. A case study is conducted, involving the analysis of 5 trailers from different categories of gender, in order to capture the essence of the overall trailer, such from the persuasive perspective as the audiovisual perspective. Finally the is the addition of a current universe of characteristics that can be found in the contemporary trailers, grounded by theorists and film scholars that accompanied the evolution of this advertising tool

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

Os recursos publicitários como ferramenta de valorização do fazer-jornalístico: um estudo das capas da Revista Veja

This study focuses on an analysis of the convergence of Journalism and Publicity on the covers of the magazine. This paper aims to clarify how the dynamics of that relationship, understanding that in contemporary society, both Journalism and Publicity to perform the same function-to inform, differing only in the objective-journalism sells news, Publicity sells dream. The magazine Veja was chosen for this study because its importance and scope in publishing. Inspired by Time magazine, founded in 1922 by Henry Luce, Veja was the 2nd review of gender information in Brazil. Today a record run of more than 1 million copies, occupying the 3rd position in the ranking of news magazines sold over the world and the largest weekly magazine of the U.S. Among the media, the magazine is the most identified with the publicity, because as disseminator of advertising, the magazine has the advantage of being able to achieve precisely the widest range of public and the possibility of dealing with many different subjects; In addition, the number of people who have contact with the advertising is much greater because, on average, four people read each issue and is also common that the same reader review the revised more than once, which helps in setting the message advertising. This affinity between magazine and publicity is in its essence as both are prepared for the market, seek to promote, show themselves to be bought. Accordingly, we intend to find out how media discourse of Veja and publicity, approach in the writing of magazine covers

O discurso publicitário em foco: questões sobre dialogismo e gênero do dicurso

The subject of this research is the publicity discourse, in its configuration as speech genres, according to theoretical-methodological perspective in Bakhtinian Studies. Considering that there are infinite fields of human communication, Bakhtin says that there is also infinity of speech genres. However, according to the author, every sphere of human activity produces, and even requires, certain genres, with theirs thematic, compositional and stylistics aspects defined according to social-ideological values that materialize in that sphere and in the dialogue in which the texts are produced. The objective of this research is to study, according to this theoretical-methodological perspective, a print advertising piece by the Brazilian Federal Government, conveyed in the Língua Portuguesa magazine, with themes concerning the national public education. We analyze how the image of author is built and how the image of the Other is outlined by that author. It is assumed that the gender to which an advertising piece belongs intends to sell a product or idea. One of the specific objectives of this research is to identify what is being sold in the advertising piece that we analyze and what discursive and stylistic resources are utilized to achieve success in what it intends to promote. The results show that the author (in the voice of the Federal Government), while adopting the position of information-holder, also puts himself in the same plane of the reader, where everyone is responsible for the development of education in the country. The advertising piece intends to project a positive image of the Government, and this project of saying is realized, in the analysis, in the compositional aspects of the text as well in the stylistic aspects

O conceito de informação em Hitler, presidentes e no projeto editorial de 1997: a Folha de S. Paulo em perspectiva dialógica

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

The illuminist discourse of the digital divide: a critic to the Post-Fordist Informatic Mundaneum from Knoxville, Tennessee

This article discusses the project of the Information Society and the discourses that undergo it, as part of a political and ideological conception universalized by those countries that created and dominate computer technology, which is in turn is aligned with the Post-Fordist industrial capitalist order and its emphasis on economic accumulation and consumerism. We explain how information technology creates routines and legitimate social orders, taking for analyzes the case of the Clinton-Gore policy in the United States, when the discourse of the computer society was associated with the development and social welfare. This association is revealed in the speech made by Clinton in the city of Knoxville in year 1996. There we see the beginnings of the concern about the Digital Divide as a new form of "social disease" that prevents the passage to a better world, focused on productivity, accumulation and consumption in information-dense societies. This generates a clash between the industrial-graph-centric world and the oral-pre-industrial communities, as a result of attempting to transplant the institutional forms of the developed West. We explain the pillars of the new computerized order, and how they replaced previous epic narratives creating techno-deterministic or techno-phobic discourses in prejudice of more critical approaches. We identify the effects such deterministic discourses that connote the association between the Information Society, welfare and development, questioning the urgency of deploying this system at global level without profound critical discussion, clear goals focused on the benefit of the human beings, and the open participation of the users of the system.

O discurso do humor politicamente incorreto no mundo contemporâneo

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

How to progress from discourse to practice? a new agenda for change in medical schools into the next decade

In the context of medical school instruction, the segmented approach of a focus on specialties and excessive use of technology seem to hamper the development of the professional-patient relationship and an understanding of the ethics of this relationship. The real world presents complexities that require multiple approaches. Engagement in the community where health competence is developed allows extending the usefulness of what is learned. Health services are spaces where the relationship between theory and practice in health care are real and where the social role of the university can be revealed. Yet some competencies are still lacking and may require an explicit agenda to enact. Ten topics are presented for focus here: environmental awareness, involvement of students in medical school, social networks, interprofessional learning, new technologies for the management of care, virtual reality, working with errors, training in management for results, concept of leadership, and internationalization of schools. Potential barriers to this agenda are an underinvestment in ambulatory care infrastructure and community-based health care facilities, as well as in information technology offered at these facilities; an inflexible departmental culture; and an environment centered on a discipline-based medical curriculum.

Discourse and Cooperative Learning in the Math Classroom

In this action research study of my 6th grade math classroom I investigated the effects of increased student discourse and cooperative learning on the students’ ability to explain and understand math concepts and problem solving, as well as its effects on their use of vocabulary and written explanations. I also investigated how it affected students’ attitudes. I discovered that increased student discourse and cooperative learning resulted in positive changes in students’ attitudes about their ability to explain and understand math, as well as their actual ability to explain and understand math concepts. Evidence in regard to use of vocabulary and written explanations generally showed little change, but this may have been related to insufficient data. As a result of this research, I plan to continue to use cooperative learning groups and increased student discourse as a teaching practice in all of my math classes. I also plan to include training on cooperative learning strategies as well as more emphasis on vocabulary and writing in my math classroom.

The Effects Improving Student Discourse Has on Learning Mathematics

In this action research study of my 8th grade mathematics classroom, I investigated how improving student discourse affects learning mathematics. I conducted this study because I wanted to give students more opportunities to develop and share their ideas with their peers as well as with me. My idea was to create a learning environment that encouraged students to voice their opinions. In order to do so, I needed to reassure and model with my students that they were in a classroom where it was safe to take risks, and they should feel comfortable sharing their ideas. By facilitating activities for students to complete in groups, asking students to prepare work to share with the class, and offering more opportunities for students to work with each other on discovering and exploring math skills being presented, I set the tone for abundant student discourse to take place in the mathematics classroom. I discovered that students became more comfortable with math skills the more opportunities they had to discuss the ideas in various settings. I also found that as the study went on, students discovered the importance of being able to share their mathematical ideas and valued the ability to verbalize their thoughts with others. As a result of this study, I plan to continue offering many opportunities for students to work in groups as well as to share their ideas with the class.

Discourse and bipolar disorder: Narrative therapy on northeast Brazil

Background: The expression 'bipolar disorder' refers to any of several psychological disorders of mood that alternate episodes of depression and mania. Also called manic depression or manic-depressive illness, it is a relatively common but unknown pathology that brings some stigmas for patients and provokes deleterious effects for their lives. This research aimed to comprehend actions, behaviors and emotions involved with bipolar disorder, through narratives of patient's personal and familiar histories. Methods: We surveyed 30 patients from a psychiatric service located in Aparecida, Paraiba, Brazil. Selected patients had bipolar disorder according to DSM-IV. For data collection, we used non-structured interview, approaching specific aspects related to bipolar disorder. Quantitative and qualitative analysis were done and Hamilton Rating Scale for Depression (HAMD) was used. Results: Most of patients presented depressive actions associated with moderate euphoria. 11 of them related familiar history of psychopathology. Mania and hippomania were prevalent on male gender, while psychotic symptoms overlay ate female. Conclusion: Patients lack a translation of behavioral and temperamental processes to minimize harm caused to their lives.

Scientific metaphors in the journalistic discourse

Scientific education and divulgation not only amplify people's vocabulary and repertory of scientific concepts but, at the same time, promote the diffusion of certain conceptual and cognitive metaphors. Here we describe this process and propose a classification in terms of visible, invisible, basic and derived metaphors. We focus our attention on physical metaphors applied to psychological and socio-economical phenomena, by studying two exemplar cases through an exhaustive exam of the online content of large Brazilian journalistic portals. Finally, we present implications and suggestions from Lakiff and Johnson's cognitive metaphor theory for the scientific education and divulgation process.