Playboy sem filtro: uma análise do discurso da playboy na era digital

• Autor(a) principal: Val, Lais Queiroz do
• Data de Publicação: 2021
• 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/23582
• topic: Discurso pornográfico; Redes sociais; Playboy (Revista); Pornographic discourse; Social networks; Discursive Ethos; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA

It is increasingly common for tools to make public what, for a long time, was restricted to the private domain. In this context, the objective is to observe how the intimate, “real” and “unfiltered” reports that are manifested in the present day are constructed, a time when social networks, more specifically those that have the Stories function (as Snapchat and Instagram), gain enormous relevance. It also aims to investigate how some of these reports approach eroticism, drawing the attention of major brands, such as Playboy. From a theoretical-methodological point of view, the research is anchored in the French Discourse Analysis, from the enunciative-discursive perspective, formulated by Dominique Maingueneau, from whom we triggered the notions of pornographic discourse, discursive ethos, scenography and atopy. The corpus consists of a Playboy advertising video that announced the March 2016 edition. The audiovisual production simulates the language of SnapChat and was disseminated online by the company, through the Youtube platform. The results of this research show that Playboy, when choosing a digital influencer for the edition, bet on ambiguity and in the double sense, a coherent choice, since the policy of using social networks, such as Instagram and SnapChat, does not allow sharing explicit content. For this reason, an advertising piece (mainly one aimed at the male audience) manages, nowadays, to flirt with pornographic discourse. Due to its atopy, pornography was often restricted to the film, series, magazine and book genres. It is now possible to identify a pornography of different genres, such as advertising video