Discurso empresarial: o house-organ como instrumento ideológico nas organizações

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Agosto: do enunciado à enunciação

Este estudo pretende discutir algumas questões relacionadas às estratégias persuasivas adotadas em Agosto, de Rubem Fonseca, buscando desvendar na relação dialética entre enunciador e enunciatário, o modo como se opera o entrecruzamento da ficção e da história e os efeitos de sentido que daí decorrem.  Palavras-chave: Ficção, discurso histórico, enunciação, persuasão, sentido.

Agosto: os simulacros passionais

Este trabalho tem por objetivo discutir as relações entre o discurso ficcional e o histórico tomando por base o romance Agosto, de Rubem Fonseca. Uma vez que a obra utiliza um contexto de referência determinado e explícito, buscamos desvendar nessa relação dialética, como se processa o entrecruzamento entre os campos, como se enredam e se projetam na organização da narrativa e os efeitos de sentido que daí decorrem. Palavras-chave: Ficção; discurso histórico; simulacros; persuasão; sentido.

Jean de La Taille e Gil Vicente: dois casos de paratexto imagético

Propor à leitura dois paratextos imagéticos: o retrato de Jean de La Taille, composto de um medalhão oval que contém um epigrama, e a imagem in absentia de Gil Vicente, que se apresenta sob a forma de um enquadramento retangular do qual participam motivos ornamentais e igualmente um epigrama. A leitura destas imagens autorais apresenta a hipótese de uma representação visual, ou mesmo icônica, da atitude literária de dois dramaturgos que se apresentam ao leitor, ao mesmo tempo em que se presentificam, a fim de indicar a maneira mais conveniente de se aproximar da obra - processo essencialmente retórico conhecido sob a apelação de captatio benevolentiae. Palavras-chave: Retrato; paratexto; imagem; representação; interpelação; persuasão; figuração.

A ambigüidade na linguagem da propaganda

Este trabalho pretende fornecer uma classificação tipológica da ambigüidade, enquanto recurso expressivo, e, ao mesmo tempo, examinar seus efeitos de sentido para a ação perlocutória de persuasão, presente, seja implícita seja explicitamente, na mensagem verbal da publicidade.

Professores iniciantes de educação física: discussões a partir das fontes de autoeficácia docente

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

O leitor machadiano das crônicas da Gazeta de Notícias

Pós-graduação em Linguística e Língua Portuguesa - FCLAR

Autoeficácia de professores do ensino fundamental: um estudo a partir dos memoriais de formação

The practice of teaching is a complex, dynamic and challenging. Several obstacles are faced by educators, among them, excessive workload, classrooms with large numbers of students, reducing the support team manager etc. These experiences call into question the belief that such teachers have in their own ability to teach and motivate your students, including those with the greatest difficulties. Studies show that this belief, called self-efficacy, mediates the action of teachers and are related to the goals, persistence and motivation of teachers. The teacher self-efficacy is formed by direct experience, by observation, persuasion and psychophysiological states. The objective of the study is to identify aspects of the formation of self-efficacy teacher in-service teacher. This is a documentary study, after online search using the keywords memorials training and school as keywords, was found eight jobs at the State University of Campinas, two of which were dropped from the analysis due to not meeting the pre-established criteria. The data were organized into spreadsheets for analysis specifically designed for the study, considering the theoretical framework proposed by Bandura (1997) and Tschannen-Moran & Woolfolk Hoy (2001). The results indicate that family support throughout schooling, the role of teachers as models from basic education and teaching experiences are widely cited in memorials analyzed. These results offer from further reflections, indicating contribute to discussions on the formation and performance of teachers regarding the ability to teach, especially in the early years of elementary school

Determinantes da expansão da soja transgênica no Brasil

O presente trabalho procura descrever o histórico e a trajetória percorrida pela soja em sua expansão pelo território nacional, considerando a utilização da soja transgênica. Explica quais diferenças e melhorias a soja transgênica apresenta em comparação a soja convencional, discutindo-se a liberalização ou não do uso e consumo de produtos derivados de transgênicos. Expõem ainda, quais foram os fatores preponderantes para a escolha do uso dessa técnica: a rede de persuasão e controle criada e coordenada pela Monsanto e a redução do custo de produção, através da diminuição do uso de herbicidas

Análise dialógica do discurso publicitário

From the questions raised by Bakhtin Circle, especially those intended to gender and dialogue, this work aims to study the relationships of meaning that are established between the statements present in commercial advertising discourse. For each sphere of production, circulation and reception of discourses, genres are appropriate, therefore, all discourse requires a different choice of language resources, which determines, among other things, the style of the message. The advertising genre, a genre characterized as complex, as it works, reframes and incorporates primary genres, has the central objective of building the next one idea being to buy something more frequent. This process occurs mainly through the use of persuasive speeches, compelling, authoritative, imperative and seduction. Our goal is to analyze an advertising piece, discussing how the resources used in advertising participate in the process of enunciation and persuasion and the manner in which the voices of others (previous authors, recipients hypothetical ) mingle with the voice of the subject's explicit enunciation. (Bakhtin, 2010, p. XXVII). Thus, based on Bakhtinian studies, we will think about the relation of the dialogical voices raised in question in advertising, and attend to the role of the other, with his active responsive understanding, how to be active and modifying agent

Concepção de infância em comerciais infantis de emissora de tv aberta

With the growing market for advertising geared towards the infant public, inserting since small children in the capitalist world with his powers of persuasion, raises concerns in knowing what are the subjective messages that advertisements are transmitting to them. The television since its appearance has the power to normalize and regulate society imposing the mode of life and how they should act, think and dress. Starting this strand to analyze the influence of television on society, this work explores the current advertisements for children to check whether messages meets reality, or have an ideological conception of the world, focusing, besides consumerism, the relationship about the issue of gender of being male and being female

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 influência da mídia para crianças de educação infantil

It is through the media that information is transmitted, both educational or noneducational. Among the various forms of media there’s television, as one of the means of communication most used since the 50’s. Most of the time, television displays images and words to reach the target audience, something that is done in a simple, but often appealing way. Media is present in our daily lives and takes a significant educational role in the constitution of subjects. That is to say, the persuasive power of television is amazing, in order to influence children in their habits and their ways of thinking and acting. It was intended to discuss in this paper the influence of media on kindergarten children. For this, the historic rescue of television in Brazil was presented and also its trajectory to the present day and the power of media on children in preschool

Discurso e identidade feminina na mídia impressa: a evolução da mulher no mercado de trabalho

The female identity in relation to the multiplicity of roles of contemporary women and their evolution in the labor market is the focus of the work that is developed from studies of French line Discourse Analysis refered to Michel Pêcheux and Michel Foucault. The objective is to reflect on the discursive mechanisms of print media, focusing on Veja magazines covers, which, by its verbal and visual language, constructs meaning effects and disseminates certain social thruths about the female changes. Considering that this media aspect plays an important role on society's opinion formation, it is worth to investigate, analyse and describe the elements present on the covers, as seduction and persuasion objects. The work analysis material is formed by six covers published by Veja magazine in the period of 1968-2012, which raise the theme of women in the labor market and show us their evolution and the changes in the representations about the female universe and the work in society

A divulgação do pensamento saussuriano no Brasil

The ideas of Ferdinand de Saussure (1857-1913) still stimulate keen interest among language scholars today, be it complementary or contradictory. Saussurean thought has become widespread, in a more or less explicit manner, in undergraduate and graduate education in the humanities. Since the mid-1950s, Saussure’s ideas have been introduced and debated as part of the training of first-language and foreign-language teachers, communicators, anthropologists, sociologists and psychologists. In the majority of undergraduate and graduate disciplines in the areas of Linguistics and Communication, from the moment academics begin to address the nature of human signification and communication, it is impossible to ignore Saussure’s reflections on language and parole. The aim of this study is to reflect on the transmission of the general lines of Saussurean thought in Brazil. For this purpose, an inventory and analysis are carried out of Linguistics manuals originally published in Brazil since the 1970s, with the aim of reflecting on their construction in terms of programming and persuasion, categories of analysis of didactic speech proposed by A. J. Greimas.