Ditos e não-ditos: uma análise das propagandas autorreferenciais das três maiores emissoras de Santa Catarina, no contexto da pandemia

• Ano de defesa: 2023
• Autor(a) principal: Pereira, Mariana Gonçalves
• Orientador(a): Hoff, Tania Marcia Cezar
• Banca de defesa: Casadei, Eliza Bachega, Marques , José Carlos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; análise do discurso; ditos e não-ditos; publicidade e autorreferencialidade
• Palavras-chave em Inglês: communication and consumption; discourse analysis; said and unsaid; advertising and self-referentiality
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/705

The COVID-19 pandemic has drastically changed everyday life, affecting everything from affective and personal experiences to those in the cultural sphere, production and media consumption. In contemporary society, the media occupies a central position and gained even more prominence during the pandemic. In this research, we approach what is said and not said in self-referential advertisements: an analysis of the three largest broadcasters in Santa Catarina, in the context of the Pandemic. Thus, we have as an empirical object advertisements from the three communication groups with the highest audience in Santa Catarina - NSC (Globo affiliate), NDTV (Record) and SCC (SBT), so that the corpus is composed of two pieces from each broadcaster, broadcast during the pandemic period (years 2020 and 2021). The intention is to answer the following question-problem: How do the three largest broadcasters in Santa Catarina talk about themselves and build their self-image as a brand, what do they say and what do they silence? Through a theoretical-methodological approach of French Discourse Analysis, we mobilized authors such as Orlandi and Maingueneau, as well as specialists in advertising, brands and consumption. The objective is to analyze and problematize the “said and unsaid” in such troubled times, that is, what is said, and what is silenced, in the context of the Santa Catarina political situation in the pandemic period.