Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário

Detalhes bibliográficos
Ano de defesa: 2015
Autor(a) principal: Coutinho, Renata Patricia Corrêa lattes
Orientador(a): Scherer, Amanda Eloina lattes
Banca de defesa: Medeiros, Caciane Souza de, Dias, Cristiane Pereira Costa, Dela-Silva, Silmara Cristina, Silva, Telma Domingues da
Tipo de documento: Tese
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Universidade Federal de Santa Maria
Centro de Artes e Letras
Programa de Pós-Graduação: Programa de Pós-Graduação em Letras
Departamento: Letras
País: Brasil
Palavras-chave em Português:
Discurso publicitário
Sistema
Tecnologia
Poder
Palavras-chave em Inglês:
Advertising discourse
System
Technology
Power
Área do conhecimento CNPq:
CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
Link de acesso: http://repositorio.ufsm.br/handle/1/28228
Resumo: The purpose of this dissertation is to analyze the meanings that are produced in/by the textualization of politicians in the advertising discourse and are considered as key elements in the constitution-formulation-circulation process. Therefore, we found in the theoretical-methodological Pecheutian Discourse Analysis approach - as it has been developed in Brazil - the guiding concepts that allowed us to narrow down our analysis corpus to three commercial videos that depicted cars as objects of power. The methodological procedure adopted consisted of a reading strategy divided in two analysis mo(ve)ments: I) description-interpretation of discursive materiality from the mobilization of DA theoretical domain notions, followed by a reflection on the roles of subjects and positions, and II) the production of discursive excerpts (DEs) taken from three analysis concepts defined in terms of discursive regularities observed in the speech: (i) completeness, (ii) appearance and (iii) work. Regularities considered to be system values were discursively materialized in significant elements [text-image], from which we proposed reflections in order to denaturalize the meanings that appear as evident. Thus, the scope of this analysis is to question the notion of system, a nuclear concept orbited by the notions of power, technology and progress, ideological constructs textualized in the core of the advertising discourse.
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spelling 2023-03-16T13:38:45Z2023-03-16T13:38:45Z2015-03-30http://repositorio.ufsm.br/handle/1/28228The purpose of this dissertation is to analyze the meanings that are produced in/by the textualization of politicians in the advertising discourse and are considered as key elements in the constitution-formulation-circulation process. Therefore, we found in the theoretical-methodological Pecheutian Discourse Analysis approach - as it has been developed in Brazil - the guiding concepts that allowed us to narrow down our analysis corpus to three commercial videos that depicted cars as objects of power. The methodological procedure adopted consisted of a reading strategy divided in two analysis mo(ve)ments: I) description-interpretation of discursive materiality from the mobilization of DA theoretical domain notions, followed by a reflection on the roles of subjects and positions, and II) the production of discursive excerpts (DEs) taken from three analysis concepts defined in terms of discursive regularities observed in the speech: (i) completeness, (ii) appearance and (iii) work. Regularities considered to be system values were discursively materialized in significant elements [text-image], from which we proposed reflections in order to denaturalize the meanings that appear as evident. Thus, the scope of this analysis is to question the notion of system, a nuclear concept orbited by the notions of power, technology and progress, ideological constructs textualized in the core of the advertising discourse.Na presente tese, analisamos os sentidos que se produzem na/pela textualização do político no discurso publicitário partindo do processo de constituição-formulaçãocirculação como instâncias determinantes dessa realização. Para tanto, buscamos no dispositivo teórico-metodológico da Análise de Discurso de orientação pecheutiana – tal como tem sido desenvolvida no Brasil –, os conceitos norteadores que permitiram definir nosso corpus de análise em três filmes publicitários que discursivizam o automóvel como objeto de poder. Nosso procedimento metodológico apresentou-se configurado por um gesto de leitura pensado em dois mo(vi)mentos de análise: I) descrição-interpretação das materialidades discursivas a partir da mobilização de noções do domínio teórico da AD, seguido da reflexão sobre o funcionamento das posições-sujeitos e, II) realização de recortes discursivos (RDs) a partir de três eixos de análise definidos em função das regularidades discursivas observadas no discurso: (i) completude, (ii) aparência e (iii) trabalho. Regularidades a que compreendemos como valores do sistema foram materializadas discursivamente em elementos significantes [texto-imagem] a partir dos quais, propusemos reflexões com o objetivo de desnaturalização de sentidos que se afiguram como evidentes. Sendo assim, o escopo desta análise é a problematização da noção de sistema, uma noção nuclear em torno da qual orbitam as noções de poder, tecnologia e progresso, construtos ideológicos textualizados no fio do discurso publicitário.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESporUniversidade Federal de Santa MariaCentro de Artes e LetrasPrograma de Pós-Graduação em LetrasUFSMBrasilLetrasAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessDiscurso publicitárioSistemaTecnologiaPoderAdvertising discourseSystemTechnologyPowerCNPQ::LINGUISTICA, LETRAS E ARTES::LETRASEntre o sistema e os valores do sistema: a textualização do político no discurso publicitárioBetween the system and its values: the textualization of the politician in the advertising discourseinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisScherer, Amanda Eloinahttp://lattes.cnpq.br/0683532681929143Medeiros, Caciane Souza deDias, Cristiane Pereira CostaDela-Silva, Silmara CristinaSilva, Telma Domingues dahttp://lattes.cnpq.br/7816234296320593Coutinho, Renata Patricia Corrêa800200000001600600600600600600600e1d75d5a-c36f-4808-87ee-4214a27c0ebe1641b825-5e27-48d0-b22d-30cf08fb0eae22f1e421-3b53-4fa9-aa34-1eccc252e7a22cc1c762-b15f-4d86-aa7e-8f9ce49b7ea667941faf-9aba-44e9-9db8-3a423ccbd277c35770ca-01fc-4f6f-8921-7659e9317ac8reponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMCC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; 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dc.title.por.fl_str_mv Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário
dc.title.alternative.eng.fl_str_mv Between the system and its values: the textualization of the politician in the advertising discourse
title Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário
spellingShingle Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário
Coutinho, Renata Patricia Corrêa
Discurso publicitário
Sistema
Tecnologia
Poder
Advertising discourse
System
Technology
Power
CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
title_short Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário
title_full Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário
title_fullStr Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário
title_full_unstemmed Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário
title_sort Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário
author Coutinho, Renata Patricia Corrêa
author_facet Coutinho, Renata Patricia Corrêa
author_role author
dc.contributor.advisor1.fl_str_mv Scherer, Amanda Eloina
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/0683532681929143
dc.contributor.referee1.fl_str_mv Medeiros, Caciane Souza de
dc.contributor.referee2.fl_str_mv Dias, Cristiane Pereira Costa
dc.contributor.referee3.fl_str_mv Dela-Silva, Silmara Cristina
dc.contributor.referee4.fl_str_mv Silva, Telma Domingues da
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/7816234296320593
dc.contributor.author.fl_str_mv Coutinho, Renata Patricia Corrêa
contributor_str_mv Scherer, Amanda Eloina
Medeiros, Caciane Souza de
Dias, Cristiane Pereira Costa
Dela-Silva, Silmara Cristina
Silva, Telma Domingues da
dc.subject.por.fl_str_mv Discurso publicitário
Sistema
Tecnologia
Poder
topic Discurso publicitário
Sistema
Tecnologia
Poder
Advertising discourse
System
Technology
Power
CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
dc.subject.eng.fl_str_mv Advertising discourse
System
Technology
Power
dc.subject.cnpq.fl_str_mv CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
description The purpose of this dissertation is to analyze the meanings that are produced in/by the textualization of politicians in the advertising discourse and are considered as key elements in the constitution-formulation-circulation process. Therefore, we found in the theoretical-methodological Pecheutian Discourse Analysis approach - as it has been developed in Brazil - the guiding concepts that allowed us to narrow down our analysis corpus to three commercial videos that depicted cars as objects of power. The methodological procedure adopted consisted of a reading strategy divided in two analysis mo(ve)ments: I) description-interpretation of discursive materiality from the mobilization of DA theoretical domain notions, followed by a reflection on the roles of subjects and positions, and II) the production of discursive excerpts (DEs) taken from three analysis concepts defined in terms of discursive regularities observed in the speech: (i) completeness, (ii) appearance and (iii) work. Regularities considered to be system values were discursively materialized in significant elements [text-image], from which we proposed reflections in order to denaturalize the meanings that appear as evident. Thus, the scope of this analysis is to question the notion of system, a nuclear concept orbited by the notions of power, technology and progress, ideological constructs textualized in the core of the advertising discourse.
publishDate 2015
dc.date.issued.fl_str_mv 2015-03-30
dc.date.accessioned.fl_str_mv 2023-03-16T13:38:45Z
dc.date.available.fl_str_mv 2023-03-16T13:38:45Z
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dc.publisher.none.fl_str_mv Universidade Federal de Santa Maria
Centro de Artes e Letras
dc.publisher.program.fl_str_mv Programa de Pós-Graduação em Letras
dc.publisher.initials.fl_str_mv UFSM
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Letras
publisher.none.fl_str_mv Universidade Federal de Santa Maria
Centro de Artes e Letras
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