MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS

Detalhes bibliográficos
Autor(a) principal: Soares, Neiva Maria Machado
Data de Publicação: 2013
Outros Autores: Vieira, Josenia Antunes
Tipo de documento: Artigo
Idioma: por
Título da fonte: Signum: Estudos da Linguagem
Texto Completo: https://ojs.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233
Resumo: This article, contemplating a theoretical dialogue between Systemic Functional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainability (DIAS, 2009, 2011), aims to investigate the relationships established between visual and discursive event participants a hybrid text speech (advertising and information). Theories have specific and complementary methodologies adopted to delineate the pathways analysis with qualitative approach. Research shows that social actors, visually represented in the texts in advertising or informational texts, are mitigated by the power of institutions, revealing not only as artifice communicative, but also ideological to meet sustainable prerogatives. \
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spelling MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDSRepresentação multimodal dos atores sociais no discurso de marcasMultimodality. Social actors. Brands.Multimodalidade. Atores sociais. MarcasThis article, contemplating a theoretical dialogue between Systemic Functional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainability (DIAS, 2009, 2011), aims to investigate the relationships established between visual and discursive event participants a hybrid text speech (advertising and information). Theories have specific and complementary methodologies adopted to delineate the pathways analysis with qualitative approach. Research shows that social actors, visually represented in the texts in advertising or informational texts, are mitigated by the power of institutions, revealing not only as artifice communicative, but also ideological to meet sustainable prerogatives. \O presente artigo, contemplando um diálogo teórico entre Teoria Sistêmico-Funcional (LSF) (HALLIDAY, 1994, 2004), Análise de Discurso Crítica, (ADC) (FAIRCLOUGH, 1992, 2006, 2012) e Multimodalidade (Kress; van Leeuwen, 2006, van Leeuwen, 2008), Marcas (GOBÉ, 2010, ALLEN; SIMMONS, 2005) e Sustentabilidade (DIAS, 2009, 2011), visa investigar as relações discursivas e visuais estabelecidas entre os participantes do evento discurso de um texto híbrido (publicidade e informação). As teorias possuem metodologias específicas e complementares adotadas para delinear os percursos analíticos com enfoque qualitativo. A investigação evidencia que os atores sociais, visualmente representados nos textos nos textos publicitários ou informativos, são mitigados pelo poder das instituições, revelando-se não só como artifício comunicativo, mas também ideológico para cumprir prerrogativas sustentáveis.UEL2013-01-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado pelos parespesquisa qualitativa, interpretativaapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n23310.5433/2237-4876.2013v16n1p233Signum: Estudos da Linguagem; Vol. 16 No. 1 (2013): Linguagem e Sentido: estudos textuais e discursivos; 233-258Signum: Estudos da Linguagem; v. 16 n. 1 (2013): Linguagem e Sentido: estudos textuais e discursivos; 233-2582237-4876reponame:Signum: Estudos da Linguageminstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233/13202Soares, Neiva Maria MachadoVieira, Josenia Antunesinfo:eu-repo/semantics/openAccess2022-11-16T18:09:41Zoai:ojs.pkp.sfu.ca:article/14530Revistahttps://www.uel.br/revistas/uel/index.php/signumPUBhttps://www.uel.br/revistas/uel/index.php/signum/oai||signum@uel.br2237-48761516-3083opendoar:2022-11-16T18:09:41Signum: Estudos da Linguagem - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
Representação multimodal dos atores sociais no discurso de marcas
title MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
spellingShingle MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
Soares, Neiva Maria Machado
Multimodality. Social actors. Brands.
Multimodalidade. Atores sociais. Marcas
title_short MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
title_full MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
title_fullStr MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
title_full_unstemmed MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
title_sort MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
author Soares, Neiva Maria Machado
author_facet Soares, Neiva Maria Machado
Vieira, Josenia Antunes
author_role author
author2 Vieira, Josenia Antunes
author2_role author
dc.contributor.author.fl_str_mv Soares, Neiva Maria Machado
Vieira, Josenia Antunes
dc.subject.por.fl_str_mv Multimodality. Social actors. Brands.
Multimodalidade. Atores sociais. Marcas
topic Multimodality. Social actors. Brands.
Multimodalidade. Atores sociais. Marcas
description This article, contemplating a theoretical dialogue between Systemic Functional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainability (DIAS, 2009, 2011), aims to investigate the relationships established between visual and discursive event participants a hybrid text speech (advertising and information). Theories have specific and complementary methodologies adopted to delineate the pathways analysis with qualitative approach. Research shows that social actors, visually represented in the texts in advertising or informational texts, are mitigated by the power of institutions, revealing not only as artifice communicative, but also ideological to meet sustainable prerogatives. \
publishDate 2013
dc.date.none.fl_str_mv 2013-01-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado pelos pares
pesquisa qualitativa, interpretativa
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233
10.5433/2237-4876.2013v16n1p233
url https://ojs.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233
identifier_str_mv 10.5433/2237-4876.2013v16n1p233
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233/13202
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UEL
publisher.none.fl_str_mv UEL
dc.source.none.fl_str_mv Signum: Estudos da Linguagem; Vol. 16 No. 1 (2013): Linguagem e Sentido: estudos textuais e discursivos; 233-258
Signum: Estudos da Linguagem; v. 16 n. 1 (2013): Linguagem e Sentido: estudos textuais e discursivos; 233-258
2237-4876
reponame:Signum: Estudos da Linguagem
instname:Universidade Estadual de Londrina (UEL)
instacron:UEL
instname_str Universidade Estadual de Londrina (UEL)
instacron_str UEL
institution UEL
reponame_str Signum: Estudos da Linguagem
collection Signum: Estudos da Linguagem
repository.name.fl_str_mv Signum: Estudos da Linguagem - Universidade Estadual de Londrina (UEL)
repository.mail.fl_str_mv ||signum@uel.br
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