Banca de DEFESA: MÁRCIA REGINA DE SOUZA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
DISCENTE : MÁRCIA REGINA DE SOUZA
DATA : 05/12/2022
HORA: 13:00
LOCAL: Web conferência
TÍTULO:

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

PALAVRAS-CHAVES:

Discourse Analysis; Advertising Discourse; Racism; Stereotype.

PÁGINAS: 128
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 the 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 about 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 advertising and propaganda in Brazil, seeking to understand the process of constitution of meanings about black people and the imaginary that sustains their erasure in the advertising space. Under current production conditions, we reflect on how the circulation of digital produces new forms of subjection of the black subject and new relationships between companies, institutions and subjects, affecting consumption practices. In a second moment, we propose an analytical device that allows us to think about the discursive functioning of stereotyping that, through Discourse Analysis, is constituted in the relationship with interdiscourse, producing the stabilization of meanings about blacks. This reflection is necessary, as we understand that many meanings produced about black people 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 their enunciators, companies, brands and institutions, textualized as apology, retraction, justification for the accusations of racism. . The analysis gestures that we carried out on the meanings that are being produced about 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 slave 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 - UEM