O discurso de auto-ajuda em revistas femininas : aspectos retóricos e discursivos

• Ano de defesa: 2009
• Autor(a) principal: Aguiar, André Effgen de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Espírito Santo; BR; Mestrado em Estudos Linguísticos; UFES; Programa de Pós-Graduação em Linguística
• Palavras-chave em Português: Self-help discourse; Women’s magazines; Rhetoric; Discurso de auto-ajuda; Revistas femininas; Análise do discurso; Técnicas de auto-ajuda; Periódicos para mulheres; Retórica; Linguística; 80
• Link de acesso: http://repositorio.ufes.br/handle/10/3708

This dissertation presents the results of a study on the self-help discourse on thirteen reports extracted from two Brazilian women’s magazines: “Claudia” and “Nova” published in 2007. Rhetorical aspects are understood according to Aristotles and to Perelman and Olbrechts–Tyteca’s (1996) Treaty of Argumentation. The discursive and rethorical aspects were investigated by means of strategies and techniques used by the orator, whenever he tries to conquer adhesion of the audience. At first we demonstrate the relation that the rising of individuality in modern society becomes visible as the self-help is emphasized. Then, we define the conception of self-help guided by the postulations of Bakhtin on discourse genres as relative stable types (with some peculiarities). We also make a brief story of the magazines “’Claudia” and “Nova” – object of analysis – trying to demonstrate the way self-help is shaped throughout the magazines as a whole. From now on we analyze strategies used by the orator whenever he tries to persuade the audience. We notice that the ethos of the orator reveals himself as a firm, determined and self-confident individual, who owns the truth and who acts according to his own objectives and interests – according to the individualism found in “pos- modernity”. Then, we verify that as pathos is arisen, the orator promotes changes in the audience leading them to action, which is a fundamental tool to the efficacy of self-help discourse. Through the study of rhetorical questions we find out that the orator builds up a monological relationship with the audience by means of these strategies, manipulating the public according to his wills. Next, we analyze the argumentative techniques proposed by Perelman (1996) in relation to the contribution they give to the orator in order to persuade the audience and also how to make them act according to his principles.