De consumidora a empreendedora institucional: um estudo de caso sobre o uso de estratégias discursivas na indústria de moda

A indústria criativa de moda está sendo impactada pela ação de consumidores que utilizam novos meios de comunicação como forma de interação, tais como blogs, Instagram e Twitter. Os consumidores que, nesse contexto, assumiram o papel de empreendedores, não estavam insatisfeitos com o mercado, apenas queriam compartilhar suas ideias e aquisições com outros usuários da rede. Com o decorrer do tempo, no entanto, essa ação, inicialmente despretensiosa, alcançou popularidade e captou a atenção de leitores e de empresas do setor, ganhando escala (DIAMANDIS & KOTLER, 2015) e visibilidade. Sendo assim, a pesquisa terá como objetivo identificar e analisar as estratégias discursivas que conduziram consumidores, que apenas desejavam se comunicar e trocar suas ideias em torno de um tema que lhes interessava, à categoria de empreendedores institucionais (ANSARI & PHILLIPS, 2011; DOLBEC & FISCHER, 2015). A pergunta de pesquisa respondida foi: Quais são as estratégias discursivas utilizadas por consumidores que se tornaram empreendedores institucionais? Para tal foi realizado um estudo exploratório, na forma de estudo de caso, com a blogger Camila Coutinho, do blog Garotas Estúpidas. Foram analisadas as estratégias discursivas da empreendedora, compiladas principalmente por meio de postagens do blog, materiais divulgados na mídia e entrevistas. Os dados foram analisados pelo método de análise de discurso (VAN DIJK, 1997; PHILLIPS & HARDY, 2002). Esta pesquisa contribui para a teoria de empreendedorismo institucional ao identificar e analisar as estratégias discursivas usadas por um empreendedor institucional. Além disso, contribui para a prática gerencial ao identificar as mudanças geradas por empreendedores no campo de mídia virtual.

Vannevar Bush e as matrizes discursivas de As we may think: por uma possível história da Ciência da Informação

MEDEIROS, A. L.; VANTI, Nadia. Vannevar Bush e as matrizes discursivas de As we may think: por uma possível história da Ciência da Informação. Informação & sociedade:Estudos. João Pessoa, v. 21, p. 31-39, 2011

Representações sociais e práticas discursivas de profissionais do programa saúde da família sobre o pré-natal

The present study had the objective to identify to the Social Representations of the professionals of medicine and nursing superior level of the Program Health of the Family concerning the assistance for the gestation. The research was qualitative under the optics of the Theory of the Social Representations of Serge Moscovici, of the Central Nucleus of Jean-Claude Abric and of the Analysis of Content of Laurence Bardin. We worked with the following instruments for the collection of data: Questionnaires, with social-demographic data; Free association of Words, with the inductive terms Pregnancy, Assistance for Gestation and Care; Production of mental image and half-structuralized Interview, with the following question: What does the assistance for the gestation represent for you? . We interviewed all the professionals of nursing and medicine of the Program Health of the Family in the city of Santa Cruz /RN (ten for each profession) in the period of February and March of 2007. From the analysis of the social-demographics data, we respectively identified the following percentages for nursing and medicine: the feminine sex for nursing predominated (90%); the age between 24 and 33 (70 and 60%); the religion catholic (80 and 50%) and 50% of the two groups has up to two years of formation and work in the score of the research. The analysis of the others instruments resulted in two categories: Institutionalized vision and Vision of the Common-sense. In the free association of words, the category institutionalized vision is configured as Central Nucleus and of the common sense one as nucleus Peripheral, demonstrating that the Social Representations of the assistance for the gestation attendance are in the universes consensual. In the mental images, we identified to this same construction. In the content of the interviews, the institutionalized vision is permeated by the responsibility of making and the availability of having - assistance for the gestation is recommended by the Health department and necessary genders - while the vision of the common-sense can be represented by the category sort, whose role of professionals of the assistance for the gestation is to strengthen the responsibility for the woman of a maternity socially constructed. In short, the analyzed speeches reflect that, to the knowledge acquired in the academy, are incorporated in the knowledge of the daily professional, and conducted by popular myths. Medicine and nursing recognize the importance of the attendance in such a way for the chance to educate the women for the maternity as for the possibility to prevent complications, but in its speeches they had excluded from this process the masculine figure. We conclude that the meaning of the inductive term take care, part of the common-sense and is incorporated the institutionalized speech to humanize the assistance. However, the pregnancy ceases from being seen in its natural biological direction and starts to be analyzed as a moment of fragility and predisposition the illnesses. Finally, the social nursing and the central nucleus representations for the assistance in gestation for medicine is anchored in the speeches institutionalized and of the common-sense, reflecting the concern in establishing a humanized assistance with quality

Processos de constituição de subjetividades em práticas discursivas institucionalizadas: entre a disciplina, a performatividade e a biopolítica

Esta es una pesquisa de naturaleza cualitativa de abordaje socio-histórico, con procedimientos etnográficos. Tiene como temática prácticas a constitución de subjetividades en relaciones interdiscursivas entre los discursos propalados por la Medicina Legal con prácticas discursivas de futuros(as) profesionales de la educación. En consecuencia de ese objeto de investigación, establecemos como cuestión central: ¿en qué medida prácticas discursivas producidas por la Medicina Legal producen sentidos en enunciados de alumnos y alumnas del curso de Pedagogía de UFRN, de modo a constituir subjetividades pautadas por el trastorno, por la anormalidad y por la enfermedad? En ese sentido, el objetivo de este trabajo es analizar prácticas discursivas institucionalizadas que constituyen subjetividades del género y sexualidad pautadas por efectos de sentidos que traducen las sexualidades disidentes como trastorno, perversión y anormalidad. Como herramientas teórico-analíticas actualizamos, principalmente, algunas reflexiones de Michel Foucault concernientes a la temática del biopoder y de la disciplina, algunas teorizaciones advenidas de los estudios Queer y nociones del Análisis del Discurso de línea francesa, como el discurso, memoria discursiva e interdiscurso. Los resultados de esta pesquisa demuestran que las subjetividades son constituidas en un proceso que alía el lenguaje de prácticas médicas, científicas, al habla de nuestros(as) colaboradores(as), en una relación interdiscursiva. Así, las subjetividades se constituyen pautadas por la anormalidad, por el trastorno, por la medicalización de las conductas y de los deseos. Todavía, percibimos el cruce de conductas biopolíticas y disciplinarizadoras en ese proceso de constitución de subjetividades, por medio de sanciones y posibles perjuicios que esos individuos anormales causan a la sociedad, justificadas tanto por los discursos de la Medicina Legal, como de los(as) colaboradores(as) de la pesquisa.

Práticas discursivas e relações afetivas na contemporaneidade: o caso dos verbos ficar e namorar no contexto do vestibular da UFRN

This work is inserted to Applied Linguistic studies, concerned to the understanding that language is a social practice, bringing a qualitative research, discussing essential aspects that involve the subject and his/her discursive practice: signification and valuation. Due to this, we have elected as subject study, the sense and values attributed to the verbs make out and date searched on the articles written in the Vestibular 2005 process promoted by the Universidade Federal do Rio Grande do Norte (UFRN), that had the following instruction: In a relationship, is it better make out , just date , or, both, make out and date ? This research is based on the Circle of Bakhtin s dialogic theory, as well as in the notions of instability in the affective relationships nowadays and in the individualization and multiplicity of contemporaneous subjectivity. Those papers are important to analyze the meaning and values that the verbs make out and date present, nowadays, as expressions of an affective relationship and how this situation can interfere in the positions of subjectivity in a formal instance as a vestibular. Those textual productions reflect those relationships, confronting temporary ones, whose discuss is marked, in general, by social voices that evaluate to make out negatively and to date positively

A constituição de identidades de mulheres : práticas discursivas e relações de poder

This research investigates the discursive constitution of identities; in spe-cial, it aim to problematize women identities constitution, pointing discursive prac-tices and power relations which involve them. The interviewed subjects had been adult women who had resumed their school trajectory, after certain period without frequenting educational establishments. Aware of that those identities can be per-ceived through the observations of the discursive practices, we question: which discursive practices and power relations involve and constitute those women? Which identity positionings they take through the discursive practices and power relations that include them and that are identified in their stories? Which linguistic marks characterize, in the speech of those women, forms of resistance in the con-stitution of identities? We intend to investigate the constitution of woman identities in the contemporanity; pointing discursive practices and power relations which in-volve women that converge to their identity constitution; exploring in the linguistic materiality effects of senses that emanate of the discursive practices and power relations which involve the collaborators in the identity constitution in private and public spaces. Research corpus is composed by stories of life granted by three women, collected through semidirected interview between 2004 and 2005. To ana-lyze the data, we base in authors as Pêcheux (1993; 2002), Foucault (1979; 1988; etc.), Butler (2003), Scott (1992; 1995), Hall (2000; 2004; 2005), Bauman (1999; 2005), among others that problematize questions as discourse, identity, social gender, power and its interfaces. The life stories had allowed to analyze: the gen-der identity constitution from discursive practices and relations of forces lived in the familiar scenery; assumed identity positionings from discursive practices in globalized urban contexts; power positions in the domestic and extradomestic sphere and new identity positionings

Representações discursivas no discurso político. Não me fiz sigla e legenda por acaso : o discurso de renúncia do senador Antonio Carlos Magalhães (30/05/2001)

O objetivo deste trabalho é investigar como as representações discursivas do locutor e dos alocutários são construídas no discurso de renúncia ao mandato de senador, proferido por Antonio Carlos Magalhães (ACM), na 62ª sessão deliberativa ordinária, em 30/5/2001. A perspectiva teórica que adotamos situa-se no campo da Linguística do Texto, com foco na abordagem da Análise Textual dos Discursos ATD (Adam, 2011). A noção de representação discursiva apresentada pela ATD constitui um dos aspectos da dimensão semântica do texto e baseia-se parcialmente nos trabalhos de Grize sobre a esquematização (1990, 1996). Complementamos as categorias de análise com contribuições que nos permitem detalhar a expressão linguística, textual, e discursiva das representações discursivas (Neves, 2006; Castilho 2010; Rodrigues, Passeggi, Silva Neto, 2010; Rodrigues et al. 2012; Passeggi, 2012). O enfoque metodológico é qualitativo, descritivo e interpretativista (Minayo, 1994; Trivinõs; 1987; Gil, 2002). Os procedimentos de análise utilizam as categorias semânticas de referenciação, predicação, modificação (de referentes e predicações), localização espacial e temporal, conexão e comparação. A representação discursiva do locutor (ACM) é constituída pelo conjunto de representações mais específicas, expressas nas referenciações e nas suas modificações: vítima; político; sigla; baiano, nordestino; presidente do senado; senador confiante; condenado. ACM, como protagonista, assume sempre a sua voz no discurso, manifesta seus pontos de vista e posiciona-se como sujeito ativo, consciente da importância do seu papel político e social, que o torna alvo e vítima das ações dos adversários. Complementando essa referenciação, as predicações e suas modificações se expressam através de verbos de ação, em especial, verbos na 1ª pessoa do singular que marcam o tempo presente, real e conclusivo de ações que constroem um cenário positivo para si mesmo. A localização temporal e espacial, indica as ações realizadas pelos participantes nas diversas etapas temporais selecionadas pelo texto, articuladas a três espaços principais: o Senado Federal, o Brasil e, naturalmente, a Bahia. Por sua vez, conectores adversativos (sobretudo, mas ), explicativos e condicionais acompanham e estruturam o ritmo argumentativo do discurso de renúncia de ACM

Práticas discursivas de regulamentação e liberdade no processo de desenvolvimento profissional: a constituição de subjetividades de professores na Revista Nova Escola

This present thesis has the object to study the discursive constitution the teacher s subjectivities of practice permeating the sections of the magazine Nova Escola between the years 2000-2005. Problematizes how the teacher s subjectivities are produced facing the discourse of truth, which effects establishes a program for autonomist professional development in a perspective of neo-liberal governmentality. Then from this uneasiness arises some requisite questions: in the new century how teacher s subjectivities are discursively produced in magazine s sections Nova Escola during those five years of governmentality? In which perspective the discourses throughout government documents in related with professional development reflect in the linguistic-discursive repertories adopted by Nova Escola? How the experts belonging to the cadre from and/or guests from the magazine, seeking equip discursive the teacher s subjectivities for the XXI Century? Therefore, this paper objective is to examine the linguistics strategies used to produce these subjectivities at magazine s sections, what it admittedly teaches another method how to be teacher; and also it analyzes the discursive practices that compound and set boundaries to the autonomist professional development proposed by sections the magazine; describe technologies used by experts to equip and conduct of conduct the teacher to govern the self. This research is inserted theoretically in the field of Applied Linguistis, to the Cultural Studies and about the contribution of Michel Foucault s theories and methodologically in the perspective discursive interpretative. The results seek to show that the teacher s subjectivities are produced by many technologies of the self, traversed by government discourses and ratified by discursive practices of the magazine s experts. That discourse, without any oppressing or authoritarian connotation, opens space for practice of Freedom and self guiding to both constitute the subjectivity process of the teacher in the XXI Century s path

Samba e negritude: práticas discursivas identitárias negras em sambas de enredo de temática africana

The study object of this thesis is the process of affirmation, (re)construction and (re)signification of the black identities in the discourses which cross the samba-enredo of African theme of the samba schools belonging to the elite group from the carioca carnival, in the period from 1960 and 2007. The main question which guides this research is the following: How does this discursive process occur and which are the possible effects resulting from it? This research aims to understand, through interpretation gestures of such discourses and from those which undergo the interview statements and the answers given to the questionnaires applied to spectators and parade exhibiters of these samba schools, in what way the negritude conception and the citizenship practice of the black Brazilian people, especially those from Rio de Janeiro, can be affected by the meaning production circulating in the discursive practices of these sambas. The research was theoretically related to the Applied Linguistics, however it articulates theories originated from Cultural Studies and Ethnic-racial Studies as well as it presents some theoretical and methodological fundamentals from the Discourse Analysis of French line. As concerns the methodology, it is of interpretative, qualitative basis with procedures of discursive character. The interview analysis did not reveal, as consequence of the discourses circulating in the sambas, a direct involvement of the black people who were interviewed in struggle for their citizenship practice, but it pointed out sliding of meaning in regard to the negritude emergence