Banca de QUALIFICAÇÃO: MÁRCIA REGINA DE SOUZA

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
DISCENTE : MÁRCIA REGINA DE SOUZA
DATA : 05/09/2022
HORA: 13:30
LOCAL: Webconferência
TÍTULO:

DISCURSIVITIES ABOUT BLACKS IN ADVERTISING MEDIA: DIVISION OF SUBJECTS AND SENSES

PALAVRAS-CHAVES:

Discourse Analysis; Advertising Discourse; Racism; Stereotype.

PÁGINAS: 118
GRANDE ÁREA: Lingüística, Letras e Artes
ÁREA: Lingüística
SUBÁREA: Teoria e Análise Lingüística
RESUMO:

This thesis work, which is part of the research line of Study of Discursive Processes, of the Stricto Sensu Postgraduate Program in Linguistics at UNEMAT, aims to analyze, from the theoretical perspective of materialist Discourse Analysis, the meanings produced for the Black people in/through contemporary advertising discourse, from advertisements and advertising pieces interpreted as racist, which were circulated in digital media: news websites and blogs, social networks such as Facebook, Twitter, Instagram and video platforms such as YouTube. First, we made a journey through the historical production conditions of the institutionalization of publicity and advertising in Brazil, seeking to understand the process of constitution of meanings for black people in advertising space. In a second moment, we propose an analytical device that allows us to think about the discursive functioning of stereotyping, to understand not only its circulation, but its historical-ideological constitution, thinking about the way in which language, subject and history are articulated in the production of the stabilization of the senses. about blacks. This reflection is necessary, as we understand that many meanings produced for the black in the analyzed clippings occur through stereotypes. Then, from the interpretation gestures that give visibility to the effects of racism senses in the advertising discourse, we analyze the way in which language, subject and history are articulated in the production of meanings about black people in advertising pieces and advertisements that make up our corpus. . We also analyze the functioning of the imaginary formations that produce the effect of intentionality of the subjects and sustain the illusion of control of the senses by the enunciator, from the texts formulated by companies, brands and institutions, such as apologies, retraction, justification for accusations of racism. The analysis gestures that we carried out on the meanings that are being produced for the black by the advertising discourse, in current production conditions, showed us that there are, in the analyzed materials, effects of meanings of racism that are updated from a memory of a slaveholder country, historically-ideologically constituted as racist, which reinforces the division between subjects and senses.

MEMBROS DA BANCA:
Presidente - 55846009 - JOELMA APARECIDA BRESSANIN
Interno - 131921001 - SILVIA REGINA NUNES
Externo à Instituição - ALAN LOBO DE SOUZA - UESPI
Externo à Instituição - FLAVIO DA ROCHA BENAYON -
Externo à Instituição - GUILHERME ADORNO DE OLIVEIRA - UNICAMP