O que vale para a Vale: a construção do imperativo verde na comunicação publicitária

• Autor(a) principal: Aquino, Filipe Cantanhede
• Data de Publicação: 2012
• 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/4434
• topic: Publicidade; Ambientalismo; Análise do discurso; Mineradora Vale; Advertising; Environmentalism; Discourse analysis; Miner Vale; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This research investigates, in their contracts of communication, schedules themes of advertising of mining Vale in the state of Maranhão. It is examining the social construction of the idea of sustainable development and the importance that this issue has acquired social-environmental agenda in communication, especially to understand the transformations in the Brazilian advertising, and in particular, the time that the socioenvironmental commitment became the focus of construction of identity. Are studied regimes of visibility established considering the before and after the change of visual identity of the company, which was implanted in 2007. The corpus of work shall consist of advertisements in print media by mining between 1999 and 2011. Analyses verb-visuals to be developed will be based in plastic-semiotic discursive from Diana and Vicente Barros Pietroforte, as well as the social theory of discourse, from Norman Fairclough, in the communication contracts, as Patrick Charadeau points and the discursive theories from Ernesto Laclau, focusing the research on constructions of sense of environmental responsibility within a totalizing ideological discourse which selects this theme as a standard. From theorical considerations from Laymert Garcia dos Santos, Anthony Giddens, Luc Ferry and, in particular, Joan Martínez Alier, we will discuss the green discuss, the figures of the different currents of environmentalism and its implications in Brazilian advertising