Discursive materiality and the functioning of ideology and the unconscious in the production of meaning
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Gragoatá |
Texto Completo: | https://periodicos.uff.br/gragoata/article/view/32961 |
Resumo: | Affiliated to the perspective Speech´s Analysis (SA), we understand speech´s subject as being radically historical- constituted by the language, ideology and affected by the unconscious. This statement of position imposes take into consideration production´s conditions in capitalist society, such as the exploration of labor and the production-consumption of commodities. Being the speech ideology´s materiality, it is always a historical practice and its operation reveals interpretation´s gestures of the subjects acting in social practices put as necessary to reproduction / transformation of production relations. Thus, presupposing the working of ideology and of unconscious in the production of sense effects, this article analyzes advertisements for mobile phone companies / mobile. They are presented videos in celebrations dates about Mothers´ Day and Fathers´ Day. In our analysis, we understand that these advertisements put operating the dominant ideology that “naturalizes”, through the evidence´s effects, the places of women and of men. This operation is essentially crossed by unconscious formations able to confirm with the effectiveness of sense effects. Therefore, these discursive materialities mobilize a network of sense that, in their intersection (symbolic materiality, ideology, unconscious), achieve and make working for and by subject the interests of the logic of capital, revealing a discursive process that returns and resignify the sense enrolled in the Other´s speech to converge in the realization of the interests of a “subject consumer” that “makes your choices” with “apparent” knowledge of cause. |
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Discursive materiality and the functioning of ideology and the unconscious in the production of meaningMaterialidades discursivas e o funcionamento da ideologia e do inconsciente na produção de sentidosideologyunconscioussensehistoryDiscursoideologiainconscientesentidohistória.Affiliated to the perspective Speech´s Analysis (SA), we understand speech´s subject as being radically historical- constituted by the language, ideology and affected by the unconscious. This statement of position imposes take into consideration production´s conditions in capitalist society, such as the exploration of labor and the production-consumption of commodities. Being the speech ideology´s materiality, it is always a historical practice and its operation reveals interpretation´s gestures of the subjects acting in social practices put as necessary to reproduction / transformation of production relations. Thus, presupposing the working of ideology and of unconscious in the production of sense effects, this article analyzes advertisements for mobile phone companies / mobile. They are presented videos in celebrations dates about Mothers´ Day and Fathers´ Day. In our analysis, we understand that these advertisements put operating the dominant ideology that “naturalizes”, through the evidence´s effects, the places of women and of men. This operation is essentially crossed by unconscious formations able to confirm with the effectiveness of sense effects. Therefore, these discursive materialities mobilize a network of sense that, in their intersection (symbolic materiality, ideology, unconscious), achieve and make working for and by subject the interests of the logic of capital, revealing a discursive process that returns and resignify the sense enrolled in the Other´s speech to converge in the realization of the interests of a “subject consumer” that “makes your choices” with “apparent” knowledge of cause.Filiados à perspectiva da Análise do Discurso (AD), compreendemos o sujeito do discurso enquanto ser radicalmente histórico − constituído pela linguagem, pela ideologia e afetado pelo inconsciente. Essa tomada de posição impõe levar em consideração as condições de produção na sociedade capitalista, como a exploração do trabalho e a produção-consumo de mercadorias. Sendo o discurso materialidade da ideologia, ele é sempre uma prática histórica, e seu funcionamento revela os gestos de interpretação dos sujeitos que atuam nas práticas sociais postas como necessárias à reprodução/transformação das relações de produção. Assim, pressupondo o funcionamento da ideologia e do inconsciente na produção dos efeitos de sentidos, este artigo analisa propagandas de empresas de telefonia móvel/celular. Trata-se de vídeos apresentados nas datas comemorativas do Dia das Mães e do Dia dos Pais. Nesta análise, compreende-se que essas propagandas põem em funcionamento a ideologia dominante, que “naturaliza”, mediante os efeitos de evidência, os lugares das mulheres e dos homens. Esse funcionamento é essencialmente atravessado pelas formações inconscientes capazes de corroborar a eficácia dos efeitos de sentido. Portanto, tais materialidades discursivas mobilizam uma rede de sentidos que revela um processo discursivo, o qual retoma e ressignifica os sentidos inscritos no discurso do Outro, confluindo na realização dos interesses de um “sujeito consumidor” que “faz suas escolhas” com “aparente” conhecimento de causa.Universidade Federal Fluminense2013-07-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uff.br/gragoata/article/view/3296110.22409/gragoata.v18i34.32961Gragoatá; Vol. 18 No. 34 (2013): Discourse analysis and contemporary discourses: hegemony and resistanceGragoatá; v. 18 n. 34 (2013): Análise de discurso e discursos contemporâneos: hegemonias e resistências2358-41141413-907310.22409/gragoata.v18i34reponame:Gragoatáinstname:Universidade Federal Fluminense (UFF)instacron:UFFporhttps://periodicos.uff.br/gragoata/article/view/32961/18948Copyright (c) 2019 Gragoatáinfo:eu-repo/semantics/openAccessMagalhães, Belmirada Silva Sobrinho, Helson Flávio2019-08-23T10:55:20Zoai:ojs.pkp.sfu.ca:article/32961Revistahttps://periodicos.uff.br/gragoataPUBhttps://periodicos.uff.br/gragoata/oai||revistagragoata@gmail.com2358-41141413-9073opendoar:2019-08-23T10:55:20Gragoatá - Universidade Federal Fluminense (UFF)false |
dc.title.none.fl_str_mv |
Discursive materiality and the functioning of ideology and the unconscious in the production of meaning Materialidades discursivas e o funcionamento da ideologia e do inconsciente na produção de sentidos |
title |
Discursive materiality and the functioning of ideology and the unconscious in the production of meaning |
spellingShingle |
Discursive materiality and the functioning of ideology and the unconscious in the production of meaning Magalhães, Belmira ideology unconscious sense history Discurso ideologia inconsciente sentido história. |
title_short |
Discursive materiality and the functioning of ideology and the unconscious in the production of meaning |
title_full |
Discursive materiality and the functioning of ideology and the unconscious in the production of meaning |
title_fullStr |
Discursive materiality and the functioning of ideology and the unconscious in the production of meaning |
title_full_unstemmed |
Discursive materiality and the functioning of ideology and the unconscious in the production of meaning |
title_sort |
Discursive materiality and the functioning of ideology and the unconscious in the production of meaning |
author |
Magalhães, Belmira |
author_facet |
Magalhães, Belmira da Silva Sobrinho, Helson Flávio |
author_role |
author |
author2 |
da Silva Sobrinho, Helson Flávio |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Magalhães, Belmira da Silva Sobrinho, Helson Flávio |
dc.subject.por.fl_str_mv |
ideology unconscious sense history Discurso ideologia inconsciente sentido história. |
topic |
ideology unconscious sense history Discurso ideologia inconsciente sentido história. |
description |
Affiliated to the perspective Speech´s Analysis (SA), we understand speech´s subject as being radically historical- constituted by the language, ideology and affected by the unconscious. This statement of position imposes take into consideration production´s conditions in capitalist society, such as the exploration of labor and the production-consumption of commodities. Being the speech ideology´s materiality, it is always a historical practice and its operation reveals interpretation´s gestures of the subjects acting in social practices put as necessary to reproduction / transformation of production relations. Thus, presupposing the working of ideology and of unconscious in the production of sense effects, this article analyzes advertisements for mobile phone companies / mobile. They are presented videos in celebrations dates about Mothers´ Day and Fathers´ Day. In our analysis, we understand that these advertisements put operating the dominant ideology that “naturalizes”, through the evidence´s effects, the places of women and of men. This operation is essentially crossed by unconscious formations able to confirm with the effectiveness of sense effects. Therefore, these discursive materialities mobilize a network of sense that, in their intersection (symbolic materiality, ideology, unconscious), achieve and make working for and by subject the interests of the logic of capital, revealing a discursive process that returns and resignify the sense enrolled in the Other´s speech to converge in the realization of the interests of a “subject consumer” that “makes your choices” with “apparent” knowledge of cause. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-07-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uff.br/gragoata/article/view/32961 10.22409/gragoata.v18i34.32961 |
url |
https://periodicos.uff.br/gragoata/article/view/32961 |
identifier_str_mv |
10.22409/gragoata.v18i34.32961 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uff.br/gragoata/article/view/32961/18948 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Gragoatá info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Gragoatá |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal Fluminense |
publisher.none.fl_str_mv |
Universidade Federal Fluminense |
dc.source.none.fl_str_mv |
Gragoatá; Vol. 18 No. 34 (2013): Discourse analysis and contemporary discourses: hegemony and resistance Gragoatá; v. 18 n. 34 (2013): Análise de discurso e discursos contemporâneos: hegemonias e resistências 2358-4114 1413-9073 10.22409/gragoata.v18i34 reponame:Gragoatá instname:Universidade Federal Fluminense (UFF) instacron:UFF |
instname_str |
Universidade Federal Fluminense (UFF) |
instacron_str |
UFF |
institution |
UFF |
reponame_str |
Gragoatá |
collection |
Gragoatá |
repository.name.fl_str_mv |
Gragoatá - Universidade Federal Fluminense (UFF) |
repository.mail.fl_str_mv |
||revistagragoata@gmail.com |
_version_ |
1799705499774484480 |