O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental
Ano de defesa: | 2023 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Estadual da Paraíba
|
Programa de Pós-Graduação: |
Programa de Pós-Graduação Profissional em Letras - PROFLETRAS
|
Departamento: |
Centro de Humanidades - CH
|
País: |
Brasil
|
Palavras-chave em Português: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://tede.bc.uepb.edu.br/jspui/handle/tede/4745 |
Resumo: | Bearing in mind the importance of teaching-learning proficient reading of discursive genres, in this current contemporary socio-historical context, marked by the profusion of information and exacerbated consumerism (BAUMAN, 2008) and, bearing in mind the need to expand the possibilities of reading these genres, among them, the advertisement - responsible for propagating, among subjects (students, too) - consumerist ideas and behaviors, the aim was to discuss and develop a didactic proposal, focusing on practices of reading of the advertisement genre under the discursive bias, to be carried out in the 7th year of elementary school (Public School) And so, to debate the production conditions of these genres, their socio-ideological contexts, their hegemonic ideologies and their relations with the production of needs and desires, often excessive and exclusive. In this sense, the research found theoretical support in the assumptions of Discourse Analysis, mainly in Pêcheux (2015), Foucault (2008), Orlandi (2020) and on AD and teaching, reading in Coracini (1995), in Cultural Studies in Bauman (2008) and, about the consumer society and studies of Gregolin (2003), Carvalho (2000), among other authors (as). This study was anchored in qualitative, bibliographical, interpretive and propositional research - bringing the AD methodological framework and its discursive categories to analyze the advertising materialities, such as subject, production conditions, discursive formation, ideological formations, discursive memory, effects of meaning, among others. The proposal was aimed at students from a public school in the city of Campina Grande/PB. The results pointed to the possibility of students perceiving significant (discursive) elements that are uncommon in the strategies proposed in the classroom, based on textbooks. It was concluded that the school, in the set of its disciplines and, in particular, the Portuguese language discipline, can effectively contribute to the formation of new subjects, knowledgeable of the tricks of advertising discourses, their sayings and silencing, in the constitution of identities. And the didactic activities proposed here were aimed at expanding the reflective capacity of advertising readers. |
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Lins, Juarez NogueiraSousa, Gilderlane Guimarães2023-09-11T18:08:52Z2023-07-26SOUSA, Gilderlane Guimaraes. O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental. 2023. 102 f. Dissertação (Programa de Pós-Graduação Profissional em Letras - PROFLETRAS) - Universidade Estadual da Paraíba, Guarabira, 2023.http://tede.bc.uepb.edu.br/jspui/handle/tede/4745Bearing in mind the importance of teaching-learning proficient reading of discursive genres, in this current contemporary socio-historical context, marked by the profusion of information and exacerbated consumerism (BAUMAN, 2008) and, bearing in mind the need to expand the possibilities of reading these genres, among them, the advertisement - responsible for propagating, among subjects (students, too) - consumerist ideas and behaviors, the aim was to discuss and develop a didactic proposal, focusing on practices of reading of the advertisement genre under the discursive bias, to be carried out in the 7th year of elementary school (Public School) And so, to debate the production conditions of these genres, their socio-ideological contexts, their hegemonic ideologies and their relations with the production of needs and desires, often excessive and exclusive. In this sense, the research found theoretical support in the assumptions of Discourse Analysis, mainly in Pêcheux (2015), Foucault (2008), Orlandi (2020) and on AD and teaching, reading in Coracini (1995), in Cultural Studies in Bauman (2008) and, about the consumer society and studies of Gregolin (2003), Carvalho (2000), among other authors (as). This study was anchored in qualitative, bibliographical, interpretive and propositional research - bringing the AD methodological framework and its discursive categories to analyze the advertising materialities, such as subject, production conditions, discursive formation, ideological formations, discursive memory, effects of meaning, among others. The proposal was aimed at students from a public school in the city of Campina Grande/PB. The results pointed to the possibility of students perceiving significant (discursive) elements that are uncommon in the strategies proposed in the classroom, based on textbooks. It was concluded that the school, in the set of its disciplines and, in particular, the Portuguese language discipline, can effectively contribute to the formation of new subjects, knowledgeable of the tricks of advertising discourses, their sayings and silencing, in the constitution of identities. And the didactic activities proposed here were aimed at expanding the reflective capacity of advertising readers.Dada a importância do ensino-aprendizagem da leitura proficiente de gêneros discursivos, neste atual contexto sociohistórico contemporâneo, marcado pela profusão de informações e pelo consumismo exacerbado (BAUMAN, 2008) e, tendo em vista a necessidade de ampliar as possibilidades de leitura desses gêneros, dentre eles, o anúncio publicitário – responsável por propagar, entre os sujeitos (alunos, também) – ideias e comportamentos consumistas, objetivou-se: discutir e desenvolver uma proposta didática, com foco nas práticas de leitura do gênero anúncio publicitário sob o viés discursivo, a ser realizada no 7º ano do ensino fundamental (Escola Pública). E assim, debater as condições de produção desses gêneros, seus contextos socioideológicos, suas ideologias hegemônicas e suas relações com a produção de necessidades e desejos, muitas vezes excessiva e excludente. Nesse sentido, a pesquisa encontrou respaldo teórico nos pressupostos da Análise do Discurso, principalmente em Pêcheux (2015), Foucault (2008), Orlandi (2020) e sobre AD e ensino, leitura em Coracini (1995), nos Estudos Culturais em Bauman (2008) e, acerca da sociedade de consumo e estudos de Gregolin (2003), Carvalho (2000), entre outros autores (as). Este estudo ancorou-se na pesquisa qualitativa, de base bibliográfica, interpretativista e propositiva – trazendo para analisar as materialidades publicitárias o arcabouço metodológico da AD e suas categorias discursivas, a exemplo de sujeito, condições de produção, formação discursiva, formações ideológicas, memória discursiva, efeitos de sentido, entre outras. A proposta destinou-se aos alunos de uma Escola Pública, no município de Campina Grande/PB. Os resultados apontaram para a possibilidade de os alunos perceberem elementos significativos (discursivos) poucos comuns nas estratégias propostas na sala de aula, a partir dos livros didáticos. Concluiu-se que a escola, no conjunto de suas disciplinas e, em especial, a disciplina de língua portuguesa, podem contribuir, efetivamente para formação de novos sujeitos, conhecedores das artimanhas dos discursos publicitários, seus ditos e silenciamentos, na constituição de identidades. E as atividades didáticas, propostas aqui, se encaminharam no sentido de ampliar a capacidade reflexiva dos leitores de publicidade.Submitted by Milena Ferreira Monteiro (milenamonteiro@servidor.uepb.edu.br) on 2023-09-11T18:06:56Z No. of bitstreams: 2 DS - GILDERLANE GUIMARÃES SOUSA.pdf: 2296568 bytes, checksum: 555672ca40629f88ae0ecb68bfc426a2 (MD5) Termo de cadastramento e autorização - Gilderlane Guimarães Sousa.pdf: 906062 bytes, checksum: edb7bd22c22a6d9136d4d8b2ee17f43f (MD5)Approved for entry into archive by Milena Ferreira Monteiro (milenamonteiro@servidor.uepb.edu.br) on 2023-09-11T18:07:39Z (GMT) No. of bitstreams: 2 DS - GILDERLANE GUIMARÃES SOUSA.pdf: 2296568 bytes, checksum: 555672ca40629f88ae0ecb68bfc426a2 (MD5) Termo de cadastramento e autorização - Gilderlane Guimarães Sousa.pdf: 906062 bytes, checksum: edb7bd22c22a6d9136d4d8b2ee17f43f (MD5)Made available in DSpace on 2023-09-11T18:08:52Z (GMT). No. of bitstreams: 2 DS - GILDERLANE GUIMARÃES SOUSA.pdf: 2296568 bytes, checksum: 555672ca40629f88ae0ecb68bfc426a2 (MD5) Termo de cadastramento e autorização - Gilderlane Guimarães Sousa.pdf: 906062 bytes, checksum: edb7bd22c22a6d9136d4d8b2ee17f43f (MD5) Previous issue date: 2023-07-26CAPESapplication/pdfporUniversidade Estadual da ParaíbaPrograma de Pós-Graduação Profissional em Letras - PROFLETRASUEPBBrasilCentro de Humanidades - CHLeitura discursivaAnúncio publicitárioConsumoLINGUISTICA::LINGUISTICA APLICADAO gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamentalinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis4495011797356805261600600600-1110377152916495157-552208380650306735info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UEPBinstname:Universidade Estadual da Paraíba (UEPB)instacron:UEPBORIGINALDS - GILDERLANE GUIMARÃES SOUSA.pdfDS - GILDERLANE GUIMARÃES SOUSA.pdfapplication/pdf2296568http://tede.bc.uepb.edu.br/jspui/bitstream/tede/4745/2/DS+-+GILDERLANE+GUIMAR%C3%83ES+SOUSA.pdf555672ca40629f88ae0ecb68bfc426a2MD52Termo de cadastramento e autorização - Gilderlane Guimarães Sousa.pdfTermo de cadastramento e autorização - Gilderlane Guimarães Sousa.pdfapplication/pdf906062http://tede.bc.uepb.edu.br/jspui/bitstream/tede/4745/3/Termo+de+cadastramento+e+autoriza%C3%A7%C3%A3o+-+Gilderlane+Guimar%C3%A3es+Sousa.pdfedb7bd22c22a6d9136d4d8b2ee17f43fMD53LICENSElicense.txtlicense.txttext/plain; charset=utf-81960http://tede.bc.uepb.edu.br/jspui/bitstream/tede/4745/1/license.txt6052ae61e77222b2086e666b7ae213ceMD51tede/47452023-09-11 15:08:52.695oai:tede.bc.uepb.edu.br: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Biblioteca Digital de Teses e Dissertaçõeshttp://tede.bc.uepb.edu.br/jspui/PUBhttp://tede.bc.uepb.edu.br/oai/requestbc@uepb.edu.br||opendoar:2023-09-11T18:08:52Biblioteca Digital de Teses e Dissertações da UEPB - Universidade Estadual da Paraíba (UEPB)false |
dc.title.por.fl_str_mv |
O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental |
title |
O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental |
spellingShingle |
O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental Sousa, Gilderlane Guimarães Leitura discursiva Anúncio publicitário Consumo LINGUISTICA::LINGUISTICA APLICADA |
title_short |
O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental |
title_full |
O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental |
title_fullStr |
O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental |
title_full_unstemmed |
O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental |
title_sort |
O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental |
author |
Sousa, Gilderlane Guimarães |
author_facet |
Sousa, Gilderlane Guimarães |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Lins, Juarez Nogueira |
dc.contributor.author.fl_str_mv |
Sousa, Gilderlane Guimarães |
contributor_str_mv |
Lins, Juarez Nogueira |
dc.subject.por.fl_str_mv |
Leitura discursiva Anúncio publicitário Consumo |
topic |
Leitura discursiva Anúncio publicitário Consumo LINGUISTICA::LINGUISTICA APLICADA |
dc.subject.cnpq.fl_str_mv |
LINGUISTICA::LINGUISTICA APLICADA |
description |
Bearing in mind the importance of teaching-learning proficient reading of discursive genres, in this current contemporary socio-historical context, marked by the profusion of information and exacerbated consumerism (BAUMAN, 2008) and, bearing in mind the need to expand the possibilities of reading these genres, among them, the advertisement - responsible for propagating, among subjects (students, too) - consumerist ideas and behaviors, the aim was to discuss and develop a didactic proposal, focusing on practices of reading of the advertisement genre under the discursive bias, to be carried out in the 7th year of elementary school (Public School) And so, to debate the production conditions of these genres, their socio-ideological contexts, their hegemonic ideologies and their relations with the production of needs and desires, often excessive and exclusive. In this sense, the research found theoretical support in the assumptions of Discourse Analysis, mainly in Pêcheux (2015), Foucault (2008), Orlandi (2020) and on AD and teaching, reading in Coracini (1995), in Cultural Studies in Bauman (2008) and, about the consumer society and studies of Gregolin (2003), Carvalho (2000), among other authors (as). This study was anchored in qualitative, bibliographical, interpretive and propositional research - bringing the AD methodological framework and its discursive categories to analyze the advertising materialities, such as subject, production conditions, discursive formation, ideological formations, discursive memory, effects of meaning, among others. The proposal was aimed at students from a public school in the city of Campina Grande/PB. The results pointed to the possibility of students perceiving significant (discursive) elements that are uncommon in the strategies proposed in the classroom, based on textbooks. It was concluded that the school, in the set of its disciplines and, in particular, the Portuguese language discipline, can effectively contribute to the formation of new subjects, knowledgeable of the tricks of advertising discourses, their sayings and silencing, in the constitution of identities. And the didactic activities proposed here were aimed at expanding the reflective capacity of advertising readers. |
publishDate |
2023 |
dc.date.accessioned.fl_str_mv |
2023-09-11T18:08:52Z |
dc.date.issued.fl_str_mv |
2023-07-26 |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
SOUSA, Gilderlane Guimaraes. O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental. 2023. 102 f. Dissertação (Programa de Pós-Graduação Profissional em Letras - PROFLETRAS) - Universidade Estadual da Paraíba, Guarabira, 2023. |
dc.identifier.uri.fl_str_mv |
http://tede.bc.uepb.edu.br/jspui/handle/tede/4745 |
identifier_str_mv |
SOUSA, Gilderlane Guimaraes. O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental. 2023. 102 f. Dissertação (Programa de Pós-Graduação Profissional em Letras - PROFLETRAS) - Universidade Estadual da Paraíba, Guarabira, 2023. |
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http://tede.bc.uepb.edu.br/jspui/handle/tede/4745 |
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