Estratégias de patemização e modalidade patêmica

• Autor(a) principal: Silveira, Geana Barbosa da
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/71057
• topic: Argumentação no discurso; Pathos; Estratégias de patemização; Modalidade patêmica

This work has the purpose of characterizing the pathemization strategies, which can appear in pathemic modalities or not, by textualization elements, present in genres of educational advertising campaigns. We are based on the study carried out by Macedo (2018), which proposes an interface between Argumentative Discourse Analysis (AMOSSY, 2018 [2006]) and Textual Linguistics (LT), proposed by Cavalcante (2016), in addition to the research by Oliveira (2020), who proposed an analysis of the pathos in the argument by invoking methodological criteria arising from the TL, and not just by lexico-grammatical evidence. We mainly use Amossy’s (2018) notion of argumentative modalities, among which we highlight the pathemic and the pedagogical. We also resort to Patrick Charaudeau’s Semiolinguistic Theory (2007, 2009, 2016) with regard to pathemization strategies and what the author calls possible effects by the recurrence of pathos. To such strategies, we associate Ungerer’s (2020) principles of emotional inference and relate them to referential and intertextual processes, since we developed a linguistic-textual study. Our research made use of these two categories of textualization, based on the notion of referencing (MONDADA; DUBOIS, 2016 [2003]; CAVALCANTE, 2011) and the revisiting of the intertextual processes made by Carvalho (2018), to highlight and explain how gives the appeal to pathos in texts. For the construction of our corpus, three educational advertising campaigns were selected; a Ford awareness campaign on the use of cell phones while driving, a campaign run by the Teresina city hall on prevention measures against Covid-19 and a campaign by the Santana do Ipanema (AL) city hall on the continuation of care in order to prevent the spread of Covid-19. The choice of campaigns was made based on the observation of texts that seemed to fit into the pathemic modality, as they combined their purpose with a greater pathetic investment. The results confirmed our basic hypothesis that the referential and intertextual processes can evidence the mobilization of pathos in a way that makes the attempt to influence the other more effective.