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

Slogans políticos em campanhas eleitorais no Rio Grande do Norte: a mídia na disputa ideológica.

To the observe the periods of electoral campaigns, we can realize sharply the abundance of political propaganda that announces the candidates, their campaign record, their proposed and everything that can carry them to the victory in the urns. The propaganda is today an essential tool in the votes dispute, in consequence of this, there is, in Brazil, the increasing participation of the Politics Parties in seminars of electoral marketing. They are varied strategies of the media used in the divulging of the candidacies, among them the slogan. Instigated by the explicit relation media/political, this work intends to investigate the ideologies (values) announced by the slogans of political propaganda that circulated in electoral periods. Thus, we base on the theory of the Circle of Bakhtin, who considers the statement as unit of the verbal communication, and that conceives the language as phenomenon dialogical, and, too, in the conceptions of alien words, social voices and dialogical relations formulated by the referred theory. We use, for better to comprehend, the slogan as strategy mediatic, of the classical study done by Olivier Reboul concerning the slogan; and, like starting point of a conception about ideology, studied John Thompson to comprehends the ideological phenomenon. Our corpus it constitutes of 14 political slogans announced in the campaigns for mayor of the cities in Natal and Mossoró, both located in Rio Grande do Norte s state, Brazil, in 1996, 2000 and 2004. For the analysis of these slogans, we consider the social-historical context in which were announced, being contemplated the linguistic and discursive aspect, according to the following methodological order: the identification of alien words (interdiscours); the social voices and the kinds dialogical relations established; and, finally, the ideology announced by the statement. This way, we can arrive to the conclusion that in the electoral context occurs a true ideologies war , in other words, in the political game of an electoral campaign, the slogans announces different values, which vary in several factors function, for example, the historicity, the subject that enunciates, the discursive positionings.

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

Um ser (tão) de vozes: o estilo e o acabamento estético na poesia de Patativa do Assaré

The present study aims at investigating the style of the Cearense 1poet Patativa do Assaré in his poetic discourse Cante lá que eu canto cá (2004). Such choice is due to the fact that Assaré‟s poetry is full of regional identities as well of different voices. In other words, our purpose is to analyze the way the author aesthetically expresses his own voice and the voice of others in his work. This study is based on a social and historical model of language, with language construed as a discourse practice with emphasis on the key concepts of style, voices, subject and dialogic relationships (BAKHTIN, 1992, 2003, 1995). Our documental research is situated within the area of Applied Linguistics and presents an interface with Literature. We start out with the premise that in this type of investigation knowledge is built from language. In this sense, we must consider the social relationships in which language is produced, as well as the world which (in) determines, interferes, represents, interpenetrates or else, reformulates language and the indisciplinary character of the research

Vozes sociais em diálogo: uma análise bakhtiniana dos diários de leituras produzidos por alunos do ensino médio

The work aims to analyze high school students utterances, in reading diary discursive genre, starting from the language concept proposed by the Bakhtin Circle. The genre in question has peculiar characteristics which justify its choice for this work, especially with regard to subjectivity marks, that reveal, through the ideological clash, positions on various issues. From the utterances selected for the corpus, categories were created, during the research, according to the guidelines of Guba and Lincoln (2006), Mazzotti and Gewandsznajder (1998) and Amorim (2002), for whom the research in human sciences cannot be based on pre-established categories. We consider diary as a discursive genre (BAKHTIN, 2010a), which carries the characteristics of composition, style and content. Other concepts of the Circle, concerning to utterance, dialogical relations, social voices, responsiveness and exotopy also formed the basis for the study. Moreover, during the analysis of the utterances that compose the corpus of research, we used the concepts of discursive polemics (BAKHTIN, 2010b) and Framework (2010a). At the end of the research, we realized that the assessment situation of students, the fact that they are in an institution whose policy follows national documents, based on diversity and plurality, and live together in a classroom space where there are differences of social class, age, and finally, different realities, were not sufficient factors for this diversity be well accepted in their positions. Thus, their utterances bring voices that demonstrated a difficulty in accepting others that are different from themselves. In view of this, we conclude that teachers need to be prepared to handle these discourses, creating strategies for mediating these dissonant voices, with which must make contact every day at school

A heterogeneidade discursiva em revistas de divulgação científica

This research aiming at show an interpretative description about the form and function of Scientific Publication (SP) discursive genre, in two magazines of national circulation. We analyzed subjects published from 2004 to 2006, in the magazines Revista do Professor and Revista Nova Escola. We see at SP subjects reported discourses, into its two main presentation forms of other voices: direct discourse and indirect discourse. We have established some aims, first, we analyzing different forms to mark the discursive heterogeneity, by the reason the writer conceptualize an image of his/her interlocutor. The second one, we intend to look at the differences between marked heterogeneity according to the writer production, journalists and researchers, and finally, we investigate more or less occurrence of cited discourse, in what is concerned with different perspectives at communities that produce this kind of text. As theoretical background to our discussions we followed socio-historical perspective, its language and subject discourse conceptualizations. We did it mainly based on Bakhtin s works (1929; 1995; 2003). We were also based on theoretical discussions about discursive heterogeneity by Authier-Revuz (1990; 1998; 2004) and Maingueneau (1993; 2001). At analyzing the social dimensions of our data, we identified as relevant elements in the construction of the subjects (stories) the image that the writer (reporter) did/construct about his/her interlocutor as well as the use of different strategies, for example: the text produced by the journalists frequently use of direct discourse forms, while texts produced by researchers are almost fulfilled by indirect discourse. Beside this, texts are different in their social voices that are in their discourse. In the case of text produced by journalist are predominant the discursive scene of the school agents: teachers, students, parents, among others. Otherwise, in the texts produced by researchers already-said utterances, that in their majority of times, come from scientific discourse

Vozes sociais e dimensão ética da lingüística aplicada: a construção discursiva da área nos CBLAs

This research deals with Applied Linguistics and its structure as a scientific field, in compliance with knowledge produced within the range of the Brazilian Congresses of Applied Linguistics (CBLA). The purpose of this research is to understand the meanings disclosed by the voices that make up the scientific discourse on this field, pointing toward its course of development, the ethical position that is peculiar to it and how this position is represented in its scientific practice. The scientific discourse typical of the production of knowledge of Applied Linguistics is now construed as leading to practices that define the production of this field of learning whose object is to study man and man s relationship to language. Theoretical groundwork is anchored on the work the Social Sciences have developed on the paradigmatic crises of science and the social changes resulting from modern and post-modern times, on Applied Linguistics researches on the identity of the field of study, its courses and ethics, and on the bakhtinian theory that supports a view of language as a social practice built under the aegis of the subject s ethics and responsibility. The corpus of this work comprises qualitative and quantitative data made into articles presented at the CBLA. The research methodology conforms to the interpretive paradigm and has the concept of social voices as its category of analysis. Results point towards the progress of Applied Linguistics that, from its role as a mediator discipline between linguistic theory and practical applications, is assuming a position in a field of study of its own, independent, with transdisciplinary characteristics, pursuing through its quests and redefinitions to get closer to the dimension of life and assuming the ethical position of taking on responsibility for its doings and sayings

A construção da imagem de leitor em memórias de leitura

In this work, we analyzed reading memories of mother language teachers in continuing education context. Our objective was to understand how each individual has built his/her reader image. Our theoretical approach to the construction of selfimage was based on the concept of discursive ethos, understanding it with Charaudeau (2006) as something constructed in the intersection of glances (of the self and the other). To understand how each teacher has built his/her reader image in that intertwining of glances (of the self and the other) we are on the contributions of Bakhtin (2003, 2010b) on exotopic glance or distant/external glance. Therefore, in the analysis, we tried to capture the exotopic glance of the teachers about themselves in the various stages of their reader formation and from our exotopic look of researcher; we gave provisional finish of the reader image that teachers built of themselves. For the analysis, we adopted other theoretical assumptions: about genres, theme, composition and style, statement and social voices we based on Bakhtin (1997, 2003, 2010a, 2010b); on the notion of the discursive ethos we anchored in studies conducted by Maingueneau (2008a, 2008b); about reading, we adopted the theoretical references of Rojo (2005, 2008, 2009a, 2009b, 2009c, 2009d), Garcez (2002), Freire (2008) and Silva Neto (2007). For the discursive genre reading memories makes reference to the theme memory as well as is related to the context of teacher training, the study was supported in Aragão (1992) and Nóvoa`s (2007) theory. Situated in the area of Applied Linguistics, the research aligns with qualitative-interpretative approach of socio-historical basis. Finally, from the analysis of the corpus, data that emerged from the findings, we conclude by stating that readers have created images of themselves as active readers, readers interested in both readings, the ones respected and the ones unappreciated by the official culture

As práticas exitosas de leitura no ensino fundamental: vozes sociais de professores e de estudantes

The school is the social place which should provide the formation of critical readers. In this context, the role of the teacher is crucial when it comes to teaching reading. Thus, this doctoral research aims to explicit the reading practices evidenced from social voices of teachers and Fundamental School students from state public schools at RN that have successful results, according to IDEB 2009. Moreover, we seek to explicit, through the positions of teachers, the conceptions of reading underlying their reading activities, as well as elucidate the social voices related to teaching of reading that are present in the National Curriculum Guide for 9 years Fundamental School and in the Political-Pedagogical Projects of the educational institutions investigated. In order to accomplish this goal, we carried out observations in the classroom, applied questionnaires with teachers and students in the 9th grade of Fundamental School, in classes of Portuguese Language, and also performed dialogical meetings with the management and pedagogics schools teams. The theoretical foundation that guides the research comes from bakhtinian thinking (2009, 2010), which addresses the dialogical perspective of language and active responsive comprehension. Furthermore, this work is anchored in theoretical reflections of Antunes (2005, 2009) and Geraldi (2003, 2006, 2010) about the reading and writing in the country, which contribute to the resizing of the teaching and learning process of Portuguese Language. This study belongs to the field of Applied Linguistics, which investigates language as social practice in the context of learning mother language or in contexts where relevant questions about the use of language are evidenced. The parameters of qualitative research in a social-historic perspective are adopted seeking to understand the school context by the subjects involved in research. The research corpus is composed of: (i) information constructed through the use of questionnaires with teachers and students; (ii) information constructed from the observed lesson and dialogue with management and pedagogical teams; (iii) a set of selected information, i.e., empiricism built through documentary analysis of the National Curriculum Guide for 9 years Fundamental School (CONSELHO NACIONAL DE EDUCAÇÃO, 2010) and the Political- Pedagogical Projects of the investigated schools. The analysis of the sayings of teachers and students suggest reading practices from various texts, in particular, from the literary sphere, in activities involving discussions, reading and reading comprehension exercises, interviews, songs, seminars organizations, concerts, dramatizations, literary weeks, among other practices. Furthermore, these analyses reveal that teach Portuguese Language requires commitment, responsibility and satisfaction, as well as more grounded theoretical principles, which make teaching practice more efficient. The research also reveals that the success of the teaching-learning process occurs by virtue of the involvement of school s segments in the educational process, creating therefore a network of responsibilities. In this sense, this research may contribute to the production of knowledge that can guide and enrich the teaching and learning of reading, envisioning a pedagogical practice constructed from the relationship with the other, i.e., from the dialogism which provides formation of young people that exercise their citizenship

O jogo das identidades como fator de mobilização político-eleitoral nas campanhas de Dilma Rousseff e Rosalba Ciarlini em 2010

Starting from the premise that we live in the society of spectacle, as proclaimed by Guy Debbord, and, in this context, the media feeds itself off of this spectacularization and constructs a culture of images and production of goods, providing templates from which the subject can identify himself/herself as being male or female, successful or unsuccessful, powerful or powerless. In other words, the culture conveyed by the media produces material for the creation of identities through which individuals insert and recognize themselves in contemporary society. Observing the election campaigns, we can see clearly that this profusion of identities is fairly explored in the advertising propaganda used by the candidates, particularly in the propaganda broadcasted on the Free Electoral Time on TV. Instigated by the explicit relation between the media and politics within the society of the spectacle, this study aims to investigate the main identities that emerge in the discursive practices of the media in the election campaigns of 2010 for president of the Republic and governor of the State of Rio Grande do Norte that had as protagonists the candidates at that moment Dilma Rousseff (PT) for president and Rosalba Ciarline (DEM) for governor. To do so, we based ourselves on the theory of Bakhtin Circle, which considers the statement as a unit of verbal communication and conceives language as a dialogical phenomena and a discursive practice and also in the conceptions of dialogical relationships, social voices and chronotope formulated by the previous mentioned theory. Still in the theoretical field, we have established an interconnection with the theories coming from the Cultural Studies (Hall, Woodward) about the identity, which conceives it as multiple, fragmented, non-fixed, so that, the subject assumes different identities, not always coherent, at different times, depending on the context in which they are approached. The research is situated in the frames of Applied Linguistics, which considers language as the center of its studies and settles on the border of an open number of areas of knowledge expanding its possibilities of investigation by means of the interdisciplinary. Our corpus consists in 20 electoral propaganda videos aired on TV during the Free Election Time in 2010 campaign; among these, 14 videos are Dilma Rousseff s propaganda and 06 videos are Rosalba Ciarline s propaganda. We seek for the purpose of the analysis to identify the identities which emerge from the discourses about the candidates in propaganda videos broadcasted in the referred campaign, as well as realize the dialogical relations established in these discourses and even if the identity construction of these subjects is located in the same axiological axis. The corpus analysis revealed that the multiple cultural identities of the candidates campaigning emerge in the discourses circulating in the electoral propaganda aired on TV such as: the identities of pioneer woman, competent, sensitive, mother, grandmother, religious. And, yet, those are changeable as the electoral demands, in other words, the need to obtain support and votes, outline a fluid identity construction about the candidate to the position in question

Marcas de singularidade em textos escolares de alunos do 2º ano do ensino fundamental

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

A plasticidade da voz crítica: os textos de Roberto Pompeu de Toledo na revista Veja

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

The god of small things: uma voz poética entre o Oriente e o Ocidente

Pós-graduação em Estudos Literários - FCLAR

O consensual e o polêmico no texto argumentativo escolar

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

O percurso dos gêneros do discurso publicitário: considerações sobre as propagandas da Coca-cola

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)