Efeitos de legitimidade e de credibilidade no discurso propagandístico de Dilma Rousseff nas eleições presidenciais de 2010

• Autor(a) principal: Marques, Ludimila Machado
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Estadual de Maringá (RI-UEM)
• Texto Completo: http://repositorio.uem.br:8080/jspui/handle/1/4099
• topic: Discurso político; Legitimidade; Credibilidade; Eleições; Discursos políticos; Práticas discursivas; Brasil.; Dilma Rousseff; Elections 2010; Discourse; Legitimacy; Credibility; Brazil.; Linguística, Letras e Artes; Letras

This research studies the production effects of legitimacy and credibility of Dilma Rousseff, in her campaign discourse in the Brazilian 2010 presidential campaign. Considering the work of Charaudeau (2006), government can only be practiced if sustained by conquered and conferred legitimacy. The intent of this paper is to verify how legitimacy and credibility were constructed in Rousseff's campaign. Being the construction of the credibility a response to the climate of media in the period in question, we consider the discourse of the media that includes the fact that the candidate of the Labour Party being a female; the fact that the candidate was endorsed by Lula; the fact that she was not as popular as Lula, and finally the fact that she never held an elected position before. To conduct this analytical work, there were important the Discourse Analysis of based on the line of work of Michel Pêcheux and theory of Communication and Policy, which allowed us to put into practice the goal of this research. The object of our analysis is the discourse produced spots in Dilma's campaign. This object was made available in the database GEPOMI/CNPq - UEM - Grupo de Estudos Políticos e Midiáticos - and configures itself in discursive sequences that were cut after a reading of all spots to which we had access, which provided us to find a regularity in relation to four main themes in these commercials: the appeal of Lula and/or its government, highlighting the pioneering female and/or woman; emphasis on preparation, competence and experience of the candidate and criticism/attack the government FHC/Serra and the Serra candidate. From this perspective, grounded in Charaudeau's theory (2006), which argues that the sources of political legitimacy are found three types of social imaginary which are: the legitimacy of membership, legitimacy by forming and legitimacy mandate, we observe if there were the production of some of these social imaginary and how they were discursively constructed. Thus, we find that this campaign discourse was constructed for the candidate through the metaphorical effect proposed by Pêcheux, the three types of legitimacy. The legitimacy by affiliation was produced from the presence of Lula, as well as by way of discursive construction, which produced senses that put Rousseff as the "legitimate successor/heir" of the President. The mandated legitimacy was produced by the manner in which her female pioneering was articulated, by metaphor, this pioneering gave her legitimacy to become the first woman president of Brazil. Besides female pioneering, mandated legitimacy was also constructed by discrediting the opponent and by the appeal of President Lula. Finally, the legitimacy formation was produced by the way it was told the voter that the candidate was responsible for the demonstration of the positions that she had already occupied and the prominence given to the candidate for her major participation in the Lula government. With our theoretical path-analytic, we can assert that this speech produced effects of meanings attributed to that candidate credibility and legitimacy of the three types, being that the legitimacy for membership was further explored discursively, we attach conditions to the production of this discourse, as well as the subject-positions of Lula and Dilma, and we find that the figure of Lula argued for the legitimacy not only membership but also the other two: mandate and training, confirming thereby the meaning in discourse are the positions occupied by the subjects from the socio-historical and memory say.