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

Detalhes bibliográficos
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
Resumo: 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
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spelling Silva, Maria Cecília Pérez de Souza ehttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8729588U6Val, Lais Queiroz do2021-05-25T13:41:43Z2021-04-16Val, Lais Queiroz do. Playboy sem filtro: uma análise do discurso da playboy na era digital. 2021. 115 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, 2021.https://tede2.pucsp.br/handle/handle/23582It 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 videoÉ cada vez mais comum o surgimento de ferramentas que tornam público aquilo que, durante muito tempo, era restrito ao domínio privado. Nesse contexto, tem-se por objetivo observar como se dá a construção dos relatos íntimos, “reais” e “sem filtros” que se manifestam nos dias atuais, época em que as redes sociais, mais especificamente aquelas que possuem a função Stories (como Snapchat e Instagram), ganham enorme relevância. Objetiva-se, também, investigar como alguns desses relatos se aproximam do erotismo, chamando a atenção de grandes marcas, como a Playboy. Do ponto de vista teórico-metodológico, a pesquisa está ancorada na Análise do Discurso francesa, a partir da perspectiva enunciativo-discursiva, formulada por Dominique Maingueneau, de quem acionamos as noções de discurso pornográfico, ethos discursivo, cenografia e atopia. O corpus é constituído por um vídeo publicitário da Playboy que anunciava a edição de março de 2016. A produção audiovisual simula a linguagem do SnapChat e foi divulgada no meio online pela empresa, por meio da plataforma Youtube. Os resultados dessa pesquisa mostram que a Playboy, ao escolher uma influenciadora digital para a edição, apostou na ambiguidade e no duplo sentido, uma escolha coerente, já que a política de uso das redes sociais, como Instagram e SnapChat, não permite o compartilhamento de conteúdo explícito.. Por esse motivo, uma peça publicitária (principalmente aquela voltada para o público masculino) consegue, nos dias de hoje, flertar com o discurso pornográfico. Devido à sua atopia, a pornografia, muitas vezes, restringiu-se aos gêneros filme, série, revista e livro. Agora, é possível identificar uma “pornografização” de gêneros distintos, como o vídeo publicitárioCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/53518/Lais%20Queiroz%20do%20Val.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Linguística Aplicada e Estudos da LinguagemPUC-SPBrasilFaculdade de Filosofia, Comunicação, Letras e ArtesDiscurso pornográficoRedes sociaisPlayboy (Revista)Pornographic discourseSocial networksDiscursive EthosCNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADAPlayboy sem filtro: uma análise do discurso da playboy na era digitalinfo: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_SPTEXTLais Queiroz do Val.pdf.txtLais Queiroz do Val.pdf.txtExtracted texttext/plain224853https://repositorio.pucsp.br/xmlui/bitstream/handle/23582/4/Lais%20Queiroz%20do%20Val.pdf.txte30e1f7fcc0eaf121e71516a78581907MD54LICENSElicense.txtlicense.txttext/plain; charset=utf-82165https://repositorio.pucsp.br/xmlui/bitstream/handle/23582/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51ORIGINALLais Queiroz do Val.pdfLais Queiroz do Val.pdfapplication/pdf4082690https://repositorio.pucsp.br/xmlui/bitstream/handle/23582/2/Lais%20Queiroz%20do%20Val.pdf89da709fe1707796970950042837f79bMD52THUMBNAILLais Queiroz do Val.pdf.jpgLais Queiroz do Val.pdf.jpgGenerated Thumbnailimage/jpeg1943https://repositorio.pucsp.br/xmlui/bitstream/handle/23582/3/Lais%20Queiroz%20do%20Val.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD53handle/235822022-04-28 05:55:01.111oai:repositorio.pucsp.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T08:55:01Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.por.fl_str_mv Playboy sem filtro: uma análise do discurso da playboy na era digital
title Playboy sem filtro: uma análise do discurso da playboy na era digital
spellingShingle Playboy sem filtro: uma análise do discurso da playboy na era digital
Val, Lais Queiroz do
Discurso pornográfico
Redes sociais
Playboy (Revista)
Pornographic discourse
Social networks
Discursive Ethos
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
title_short Playboy sem filtro: uma análise do discurso da playboy na era digital
title_full Playboy sem filtro: uma análise do discurso da playboy na era digital
title_fullStr Playboy sem filtro: uma análise do discurso da playboy na era digital
title_full_unstemmed Playboy sem filtro: uma análise do discurso da playboy na era digital
title_sort Playboy sem filtro: uma análise do discurso da playboy na era digital
author Val, Lais Queiroz do
author_facet Val, Lais Queiroz do
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=K8729588U6
dc.contributor.author.fl_str_mv Val, Lais Queiroz do
contributor_str_mv Silva, Maria Cecília Pérez de Souza e
dc.subject.eng.fl_str_mv Discurso pornográfico
Redes sociais
Playboy (Revista)
Pornographic discourse
Social networks
Discursive Ethos
topic Discurso pornográfico
Redes sociais
Playboy (Revista)
Pornographic discourse
Social networks
Discursive Ethos
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
dc.subject.cnpq.fl_str_mv CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
description 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
publishDate 2021
dc.date.accessioned.fl_str_mv 2021-05-25T13:41:43Z
dc.date.issued.fl_str_mv 2021-04-16
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.citation.fl_str_mv Val, Lais Queiroz do. Playboy sem filtro: uma análise do discurso da playboy na era digital. 2021. 115 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, 2021.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/23582
identifier_str_mv Val, Lais Queiroz do. Playboy sem filtro: uma análise do discurso da playboy na era digital. 2021. 115 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, 2021.
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dc.publisher.program.fl_str_mv Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem
dc.publisher.initials.fl_str_mv PUC-SP
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Faculdade de Filosofia, Comunicação, Letras e Artes
publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
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