Steve Jobs e o discurso religioso-midiático da Apple

Detalhes bibliográficos
Autor(a) principal: Santos, Amanda Moura da Silva dos
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://tede2.pucsp.br/handle/handle/20381
Resumo: Steve Jobs’ speech, that marked the launch of products made by Apple, a technology company, was eagerly anticipated by the market, fans and media. All over the world, many people line up and even set up tents in front of Apple stores on the eve of product launches, and then come out holding their package as a trophy. But what explains Apple’s phenomenon? This study is based on the assumption that Jobs is considered a sort of modern times messiah, making Apple an extension of himself, and aims to understand, within an enunciative-discursive perspective, as developed by Dominique Maingueneau, how the messiah figure is personified in Jobs and unveils a “savior” myth established around him. This investigation is also founded on the hypothesis of sacralization of technology (Noble, 1997), which considers that, by promoting the encounter between the physical and the metaphysical, technology aims at transcendence and appropriates religious ideas. As such, this study is spread across different discursive fields, such as advertising, religion and the media, aiming to understand not only the intertextuality but also the discursive ethos and set design in the conjuncture of the public appearances of Apple’s co-founder. In addition, in order to understand how Steve Jobs’ discourse got acclaimed by the world, using the religious discourse to legitimize his own speech, the notion of constituent discourses is thus mobilized. Considering the evolution in the networks of discourse genres, especially after the emergence of the internet and the widespread dissemination of technology, the study also contemplates the notion of generic valence (Maingueneau, 2015), which allows us to reflect on how discourse genres and consequently the exercise of the discourse have been transforming over time. This reflection is essential, since the analysis of this research focuses on events that happened empirically and were reproduced on YouTube, an online video sharing platform. The results show how the pre-discursive ethos was constructed with an interaction between different genres, the discursive artifices used by the enunciator in the scenography of his presentations to challenge his co-exponents, as well as the links between what Jobs demonstrated and the contents circulating about him, raising expectations of his public appearances
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spelling Silva, Maria Cecília Pérez de Souza ehttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4336473D6Santos, Amanda Moura da Silva dos2017-09-18T12:29:19Z2017-09-05Santos, Amanda Moura da Silva dos. Steve Jobs e o discurso religioso-midiático da Apple. 2017. 292 f. Dissertação (Mestrado em Linguística Aplicada e Estudos da Linguagem) - Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017.https://tede2.pucsp.br/handle/handle/20381Steve Jobs’ speech, that marked the launch of products made by Apple, a technology company, was eagerly anticipated by the market, fans and media. All over the world, many people line up and even set up tents in front of Apple stores on the eve of product launches, and then come out holding their package as a trophy. But what explains Apple’s phenomenon? This study is based on the assumption that Jobs is considered a sort of modern times messiah, making Apple an extension of himself, and aims to understand, within an enunciative-discursive perspective, as developed by Dominique Maingueneau, how the messiah figure is personified in Jobs and unveils a “savior” myth established around him. This investigation is also founded on the hypothesis of sacralization of technology (Noble, 1997), which considers that, by promoting the encounter between the physical and the metaphysical, technology aims at transcendence and appropriates religious ideas. As such, this study is spread across different discursive fields, such as advertising, religion and the media, aiming to understand not only the intertextuality but also the discursive ethos and set design in the conjuncture of the public appearances of Apple’s co-founder. In addition, in order to understand how Steve Jobs’ discourse got acclaimed by the world, using the religious discourse to legitimize his own speech, the notion of constituent discourses is thus mobilized. Considering the evolution in the networks of discourse genres, especially after the emergence of the internet and the widespread dissemination of technology, the study also contemplates the notion of generic valence (Maingueneau, 2015), which allows us to reflect on how discourse genres and consequently the exercise of the discourse have been transforming over time. This reflection is essential, since the analysis of this research focuses on events that happened empirically and were reproduced on YouTube, an online video sharing platform. The results show how the pre-discursive ethos was constructed with an interaction between different genres, the discursive artifices used by the enunciator in the scenography of his presentations to challenge his co-exponents, as well as the links between what Jobs demonstrated and the contents circulating about him, raising expectations of his public appearancesNas apresentações que marcavam o lançamento oficial dos produtos da Apple, empresa de tecnologia, o pronunciamento de Steve Jobs, cofundador e presidente da companhia, era ansiosamente aguardado por todo o mercado, por fãs e pela mídia. Ao redor do mundo, muitos fazem filas e até montam acampamentos em frente às lojas às vésperas do lançamento de algum produto e depois saem exibindo o pacote como um troféu. Mas o que explica esse fenômeno Apple? Esta pesquisa parte do pressuposto de que Jobs se consagrou como uma espécie de messias dos tempos modernos, tornando a Apple uma extensão de si, e objetiva compreender, na perspectiva enunciativo-discursiva, tal como desenvolvida por Dominique Maingueneau, como a figura de messias se personifica em Jobs e desvela uma mítica de “salvador” instaurada sobre ele. Esta investigação também parte da hipótese da sacralização da tecnologia (NOBLE, 1997), a qual considera que, promovendo o encontro entre o físico e o metafísico, a tecnologia visa à transcendência e se apropria de ideias religiosas. Assim, neste trabalho realiza-se um atravessamento por diferentes campos discursivos como o publicitário, o religioso e o midiático, com vistas a depreender não somente a intertextualidade como o ethos discursivo e a cenografia na conjuntura das aparições públicas do cofundador da Apple. Ademais, para compreender o modo como o discurso de Steve Jobs encenou sua consagração ao mundo, recorrendo ao discurso religioso para legitimar a própria fala, mobiliza-se a noção de discurso constituinte. Considerando a evolução nas redes dos gêneros do discurso, especialmente após o surgimento da internet e da ampla disseminação da tecnologia, a pesquisa também contempla a noção de valência genérica (MAINGUENEAU, 2015), que permite refletir sobre o modo como os gêneros do discurso e, consequentemente, o exercício do discurso vêm se transformando. Essa reflexão é essencial, uma vez que a análise desta pesquisa se concentra em eventos que aconteceram de modo empírico e que foram reproduzidos em um site de compartilhamento de vídeos, o YouTube. Os resultados mostram o modo como o ethos pré-discursivo se construiu por meio da interação entre diferentes gêneros, os artifícios discursivos utilizados pelo enunciador na cenografia de suas apresentações para interpelar seus coenunciadores, bem como o encadeamento que havia entre aquilo que Jobs demonstrava e os conteúdos que circulavam a seu respeito, suscitando expectativas em relação a suas aparições públicasConselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPqapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/43221/Amanda%20Moura%20da%20Silva%20dos%20Santos.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Linguística Aplicada e Estudos da LinguagemPUC-SPBrasilFaculdade de Filosofia, Comunicação, Letras e ArtesAnálise do discursoJobs, Steve [1955-2011]CenografiaDiscourse analysisApple Computer, IncScenographyCNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADASteve Jobs e o discurso religioso-midiático da Appleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTAmanda Moura da Silva dos Santos.pdf.txtAmanda Moura da Silva dos Santos.pdf.txtExtracted texttext/plain556803https://repositorio.pucsp.br/xmlui/bitstream/handle/20381/6/Amanda%20Moura%20da%20Silva%20dos%20Santos.pdf.txt71d8ecc2ebd54ccf31affcff20538a07MD56LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv Steve Jobs e o discurso religioso-midiático da Apple
title Steve Jobs e o discurso religioso-midiático da Apple
spellingShingle Steve Jobs e o discurso religioso-midiático da Apple
Santos, Amanda Moura da Silva dos
Análise do discurso
Jobs, Steve [1955-2011]
Cenografia
Discourse analysis
Apple Computer, Inc
Scenography
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
title_short Steve Jobs e o discurso religioso-midiático da Apple
title_full Steve Jobs e o discurso religioso-midiático da Apple
title_fullStr Steve Jobs e o discurso religioso-midiático da Apple
title_full_unstemmed Steve Jobs e o discurso religioso-midiático da Apple
title_sort Steve Jobs e o discurso religioso-midiático da Apple
author Santos, Amanda Moura da Silva dos
author_facet Santos, Amanda Moura da Silva dos
author_role author
dc.contributor.advisor1.fl_str_mv Silva, Maria Cecília Pérez de Souza e
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4336473D6
dc.contributor.author.fl_str_mv Santos, Amanda Moura da Silva dos
contributor_str_mv Silva, Maria Cecília Pérez de Souza e
dc.subject.por.fl_str_mv Análise do discurso
Jobs, Steve [1955-2011]
Cenografia
topic Análise do discurso
Jobs, Steve [1955-2011]
Cenografia
Discourse analysis
Apple Computer, Inc
Scenography
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
dc.subject.eng.fl_str_mv Discourse analysis
Apple Computer, Inc
Scenography
dc.subject.cnpq.fl_str_mv CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
description Steve Jobs’ speech, that marked the launch of products made by Apple, a technology company, was eagerly anticipated by the market, fans and media. All over the world, many people line up and even set up tents in front of Apple stores on the eve of product launches, and then come out holding their package as a trophy. But what explains Apple’s phenomenon? This study is based on the assumption that Jobs is considered a sort of modern times messiah, making Apple an extension of himself, and aims to understand, within an enunciative-discursive perspective, as developed by Dominique Maingueneau, how the messiah figure is personified in Jobs and unveils a “savior” myth established around him. This investigation is also founded on the hypothesis of sacralization of technology (Noble, 1997), which considers that, by promoting the encounter between the physical and the metaphysical, technology aims at transcendence and appropriates religious ideas. As such, this study is spread across different discursive fields, such as advertising, religion and the media, aiming to understand not only the intertextuality but also the discursive ethos and set design in the conjuncture of the public appearances of Apple’s co-founder. In addition, in order to understand how Steve Jobs’ discourse got acclaimed by the world, using the religious discourse to legitimize his own speech, the notion of constituent discourses is thus mobilized. Considering the evolution in the networks of discourse genres, especially after the emergence of the internet and the widespread dissemination of technology, the study also contemplates the notion of generic valence (Maingueneau, 2015), which allows us to reflect on how discourse genres and consequently the exercise of the discourse have been transforming over time. This reflection is essential, since the analysis of this research focuses on events that happened empirically and were reproduced on YouTube, an online video sharing platform. The results show how the pre-discursive ethos was constructed with an interaction between different genres, the discursive artifices used by the enunciator in the scenography of his presentations to challenge his co-exponents, as well as the links between what Jobs demonstrated and the contents circulating about him, raising expectations of his public appearances
publishDate 2017
dc.date.accessioned.fl_str_mv 2017-09-18T12:29:19Z
dc.date.issued.fl_str_mv 2017-09-05
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.citation.fl_str_mv Santos, Amanda Moura da Silva dos. Steve Jobs e o discurso religioso-midiático da Apple. 2017. 292 f. Dissertação (Mestrado em Linguística Aplicada e Estudos da Linguagem) - Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/20381
identifier_str_mv Santos, Amanda Moura da Silva dos. Steve Jobs e o discurso religioso-midiático da Apple. 2017. 292 f. Dissertação (Mestrado em Linguística Aplicada e Estudos da Linguagem) - Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017.
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dc.publisher.initials.fl_str_mv PUC-SP
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dc.publisher.department.fl_str_mv Faculdade de Filosofia, Comunicação, Letras e Artes
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