Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Trabalho de conclusão de curso |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFSCAR |
Texto Completo: | https://repositorio.ufscar.br/handle/ufscar/15017 |
Resumo: | As a society, we share a common representation of what it is to “be a reader”, that comes from a historically, socially and culturally constituted “discursive memory” about reading. In 2019, we witnessed an important downturn in the Brazilian economy, rising unemployment and a labor reform with relevant losses of rights on the part of workers. This economic crisis was accompanied, in 2020, by the announcement of the COVID-19 pandemic. In this scenario, several commercial sectors became even more fragile, such as the book sector. Then, the campaign #juntospelolivro was created, conceived by approximately 100 small and medium entrepreneurs in the book and publishing sector. This campaign had national circulation through Instagram and aimed to encourage reading habits and thus supporting the book trade. Besides, it consisted of a series of publications in the form of "posts" with this hashtag. With the analysis of these posts, we aim to analyze the discourses about reading and the reader mobilized in it. For this, we will analyze the verbal and non-verbal languages of these posts, as well as the argumentative strategies used. Our analysis is theoretically and methodologically based on principles of Discourse Analysis and Cultural History of Reading, as well as on studies by Brazilians researchers on reading. Among the results obtained in our analysis, we observed that, in these posts, we frequently resorted to the presentation of reading printed books as a healthy practice in this scenario of pandemic and social isolation. The posts of this campaign made special use of representations of reading as a form of “entertainment and hobby”, “therapy in times of pandemic”, and “company and antidote against loneliness” in times of social isolation. Thus, in a peculiar way to what we generally see about reading, we have more often found medical and therapeutic fields lexicon emerge in the characterization of this practice. |
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Mariano, Laura AndreoliFerreira, Luzmara Curcinohttp://lattes.cnpq.br/4849994635754652Varella, Simone Garavellohttp://lattes.cnpq.br/2960953221144305http://lattes.cnpq.br/2442735951407047b06232b1-f09c-4781-9f94-bfd90a06254b2021-10-18T11:03:44Z2021-10-18T11:03:44Z2021-06-28MARIANO, Laura Andreoli. Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro. 2021. Trabalho de Conclusão de Curso (Graduação em Letras) – Universidade Federal de São Carlos, São Carlos, 2021. Disponível em: https://repositorio.ufscar.br/handle/ufscar/15017.https://repositorio.ufscar.br/handle/ufscar/15017As a society, we share a common representation of what it is to “be a reader”, that comes from a historically, socially and culturally constituted “discursive memory” about reading. In 2019, we witnessed an important downturn in the Brazilian economy, rising unemployment and a labor reform with relevant losses of rights on the part of workers. This economic crisis was accompanied, in 2020, by the announcement of the COVID-19 pandemic. In this scenario, several commercial sectors became even more fragile, such as the book sector. Then, the campaign #juntospelolivro was created, conceived by approximately 100 small and medium entrepreneurs in the book and publishing sector. This campaign had national circulation through Instagram and aimed to encourage reading habits and thus supporting the book trade. Besides, it consisted of a series of publications in the form of "posts" with this hashtag. With the analysis of these posts, we aim to analyze the discourses about reading and the reader mobilized in it. For this, we will analyze the verbal and non-verbal languages of these posts, as well as the argumentative strategies used. Our analysis is theoretically and methodologically based on principles of Discourse Analysis and Cultural History of Reading, as well as on studies by Brazilians researchers on reading. Among the results obtained in our analysis, we observed that, in these posts, we frequently resorted to the presentation of reading printed books as a healthy practice in this scenario of pandemic and social isolation. The posts of this campaign made special use of representations of reading as a form of “entertainment and hobby”, “therapy in times of pandemic”, and “company and antidote against loneliness” in times of social isolation. Thus, in a peculiar way to what we generally see about reading, we have more often found medical and therapeutic fields lexicon emerge in the characterization of this practice.Como sociedade, compartilhamos uma representação comum do que é “ser leitor”, provinda de uma “memória discursiva” histórica, social e culturalmente constituída sobre a leitura. Em 2019, testemunhamos um importante recuo na economia brasileira, o aumento do desemprego e uma reforma trabalhista com perdas relevantes de direitos por parte dos trabalhadores. Essa crise econômica veio acompanhada, em 2020, do anúncio e da instalação da pandemia da COVID-19. Nesse cenário, vários setores comerciais fragilizaram-se ainda mais, tal como o setor livreiro. Criou-se, então, a campanha, idealizada por aproximadamente 100 pequenos e médios empreendedores do setor livreiro e editorial, intitulada #juntospelolivro. Essa campanha, de circulação nacional via Instagram, teve por objetivo o incentivo à leitura, ao hábito leitor e, com isso, ofereceu apoio ao comércio de livros, consistindo em uma série de publicações em formato de “posts” com essa hashtag. Com a análise dessas postagens, objetivamos analisar os discursos sobre a leitura e sobre o leitor nelas mobilizados. Para isso, analisaremos as linguagens verbal e não verbal dessas publicações, bem como as estratégias argumentativas empregadas. Nossa análise subsidia-se teórica e metodologicamente em princípios da Análise do discurso e da História Cultural da leitura, assim como em estudos de pesquisadores brasileiros sobre o tema. Entre os resultados obtidos em nossa análise, observamos que, nelas, recorreu-se com frequência à apresentação da leitura de livros impressos como uma prática salutar nesse cenário de pandemia e isolamento social. As postagens dessa campanha valeram-se especialmente das representações da leitura como forma “de entretenimento e passatempo”, como “terapia em tempos de pandemia” e como “companhia e antídoto contra a solidão” em tempos de isolamento social. Assim, de modo peculiar ao que em geral se diz sobre a leitura, vimos emergir com mais frequência um léxico do campo médico e terapêutico na caracterização dessa prática.Não recebi financiamentoporUniversidade Federal de São CarlosCâmpus São CarlosLetras - Espanhol - LLEUFSCarAttribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/info:eu-repo/semantics/openAccessDiscursos sobre a leituraPandemiaHashtag #juntospelolivroDiscourses about readingPandemicLINGUISTICA, LETRAS E ARTES::LINGUISTICA::TEORIA E ANALISE LINGUISTICALeitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivroReading in times of the COVID-19 pandemic: an analysis of the #togetherspelobook campaigninfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis600356562d9-4e5b-4c96-b885-b13389380cd5reponame:Repositório Institucional da UFSCARinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARORIGINALTrabalho de Conclusão de Curso - Laura Andreoli Mariano.pdfTrabalho de Conclusão de Curso - Laura Andreoli Mariano.pdfArtigoapplication/pdf1169278https://repositorio.ufscar.br/bitstream/ufscar/15017/1/Trabalho%20de%20Conclus%c3%a3o%20de%20Curso%20-%20Laura%20Andreoli%20Mariano.pdf15c8b3fe5f771d97c5b9e5cd3d0050f2MD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8811https://repositorio.ufscar.br/bitstream/ufscar/15017/2/license_rdfe39d27027a6cc9cb039ad269a5db8e34MD52TEXTTrabalho de Conclusão de Curso - Laura Andreoli Mariano.pdf.txtTrabalho de Conclusão de Curso - Laura Andreoli Mariano.pdf.txtExtracted texttext/plain75131https://repositorio.ufscar.br/bitstream/ufscar/15017/3/Trabalho%20de%20Conclus%c3%a3o%20de%20Curso%20-%20Laura%20Andreoli%20Mariano.pdf.txtd6453927759109e9d3558c08e3738bc9MD53THUMBNAILTrabalho de Conclusão de Curso - Laura Andreoli Mariano.pdf.jpgTrabalho de Conclusão de Curso - Laura Andreoli Mariano.pdf.jpgIM Thumbnailimage/jpeg5844https://repositorio.ufscar.br/bitstream/ufscar/15017/4/Trabalho%20de%20Conclus%c3%a3o%20de%20Curso%20-%20Laura%20Andreoli%20Mariano.pdf.jpg8ea12490f591a93fa6e458ed940a4b2dMD54ufscar/150172023-09-18 18:32:18.084oai:repositorio.ufscar.br:ufscar/15017Repositório InstitucionalPUBhttps://repositorio.ufscar.br/oai/requestopendoar:43222023-09-18T18:32:18Repositório Institucional da UFSCAR - Universidade Federal de São Carlos (UFSCAR)false |
dc.title.por.fl_str_mv |
Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro |
dc.title.alternative.eng.fl_str_mv |
Reading in times of the COVID-19 pandemic: an analysis of the #togetherspelobook campaign |
title |
Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro |
spellingShingle |
Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro Mariano, Laura Andreoli Discursos sobre a leitura Pandemia Hashtag #juntospelolivro Discourses about reading Pandemic LINGUISTICA, LETRAS E ARTES::LINGUISTICA::TEORIA E ANALISE LINGUISTICA |
title_short |
Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro |
title_full |
Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro |
title_fullStr |
Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro |
title_full_unstemmed |
Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro |
title_sort |
Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro |
author |
Mariano, Laura Andreoli |
author_facet |
Mariano, Laura Andreoli |
author_role |
author |
dc.contributor.authorlattes.por.fl_str_mv |
http://lattes.cnpq.br/2442735951407047 |
dc.contributor.author.fl_str_mv |
Mariano, Laura Andreoli |
dc.contributor.advisor1.fl_str_mv |
Ferreira, Luzmara Curcino |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/4849994635754652 |
dc.contributor.advisor-co1.fl_str_mv |
Varella, Simone Garavello |
dc.contributor.advisor-co1Lattes.fl_str_mv |
http://lattes.cnpq.br/2960953221144305 |
dc.contributor.authorID.fl_str_mv |
b06232b1-f09c-4781-9f94-bfd90a06254b |
contributor_str_mv |
Ferreira, Luzmara Curcino Varella, Simone Garavello |
dc.subject.por.fl_str_mv |
Discursos sobre a leitura Pandemia Hashtag #juntospelolivro |
topic |
Discursos sobre a leitura Pandemia Hashtag #juntospelolivro Discourses about reading Pandemic LINGUISTICA, LETRAS E ARTES::LINGUISTICA::TEORIA E ANALISE LINGUISTICA |
dc.subject.eng.fl_str_mv |
Discourses about reading Pandemic |
dc.subject.cnpq.fl_str_mv |
LINGUISTICA, LETRAS E ARTES::LINGUISTICA::TEORIA E ANALISE LINGUISTICA |
description |
As a society, we share a common representation of what it is to “be a reader”, that comes from a historically, socially and culturally constituted “discursive memory” about reading. In 2019, we witnessed an important downturn in the Brazilian economy, rising unemployment and a labor reform with relevant losses of rights on the part of workers. This economic crisis was accompanied, in 2020, by the announcement of the COVID-19 pandemic. In this scenario, several commercial sectors became even more fragile, such as the book sector. Then, the campaign #juntospelolivro was created, conceived by approximately 100 small and medium entrepreneurs in the book and publishing sector. This campaign had national circulation through Instagram and aimed to encourage reading habits and thus supporting the book trade. Besides, it consisted of a series of publications in the form of "posts" with this hashtag. With the analysis of these posts, we aim to analyze the discourses about reading and the reader mobilized in it. For this, we will analyze the verbal and non-verbal languages of these posts, as well as the argumentative strategies used. Our analysis is theoretically and methodologically based on principles of Discourse Analysis and Cultural History of Reading, as well as on studies by Brazilians researchers on reading. Among the results obtained in our analysis, we observed that, in these posts, we frequently resorted to the presentation of reading printed books as a healthy practice in this scenario of pandemic and social isolation. The posts of this campaign made special use of representations of reading as a form of “entertainment and hobby”, “therapy in times of pandemic”, and “company and antidote against loneliness” in times of social isolation. Thus, in a peculiar way to what we generally see about reading, we have more often found medical and therapeutic fields lexicon emerge in the characterization of this practice. |
publishDate |
2021 |
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2021-10-18T11:03:44Z |
dc.date.available.fl_str_mv |
2021-10-18T11:03:44Z |
dc.date.issued.fl_str_mv |
2021-06-28 |
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info:eu-repo/semantics/publishedVersion |
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MARIANO, Laura Andreoli. Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro. 2021. Trabalho de Conclusão de Curso (Graduação em Letras) – Universidade Federal de São Carlos, São Carlos, 2021. Disponível em: https://repositorio.ufscar.br/handle/ufscar/15017. |
dc.identifier.uri.fl_str_mv |
https://repositorio.ufscar.br/handle/ufscar/15017 |
identifier_str_mv |
MARIANO, Laura Andreoli. Leitura em tempos da pandemia da COVID-19: uma análise da campanha #juntospelolivro. 2021. Trabalho de Conclusão de Curso (Graduação em Letras) – Universidade Federal de São Carlos, São Carlos, 2021. Disponível em: https://repositorio.ufscar.br/handle/ufscar/15017. |
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