(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFMT |
Texto Completo: | http://ri.ufmt.br/handle/1/4090 |
Resumo: | Recently, Discourse Analysis (DA) has developed certain relations with other areas of knowledge - that is to say, different from that “amalgam” DA was constituted as a discipline - such as, social communication or cognition. Such relations have been promoting displacement of its theoretical framework or enriching the analytical categories with which one could operate. We propose on this work, based on a research clipping, to test the productivity of Marie-Anne Paveau's recent proposal, specifically from the theoretical articulation supported by her in two of her recent publications, namely: Os pré-discursos: sentido, memória e cognição (2013) e Linguagem e moral (2015)1 . In these works, the author's objective is to articulate discourse and cognition that, it seems to her, can “enrich and perhaps renew the practices of analysis that perhaps begin to exhaust its possibilities” (PAVEAU, 2013a, p. 9). Based on Paveau's considerations, our corpus initially constitutes the Skol Beer Brand’s Carnival Campaign, that it can be considered as a moral discursive event, that is, it is a campaign around which it is possible to identify, in the environment, a set of metadiscourses that point to possible faults. Then, efforts were directed to the analysis of three films produced in 2017, that materialize the discursive change of the Beer Brand. The present work aims, therefore, to describe the functioning of representations in advertising discourse and female stereotypes present in SKOL'sspeeches considered from categoriessuch as pre-speeches, which refersto a framework of beliefs, values and knowledge that has an instructional function for the production of speeches. Therefore, this work also focuses, therefore, on the pre-speeches that, in some way, are likely to recover in such advertisements with regard to the representation of the female in this type of advertising and the moral discursive event, the in order, still, to confirm that, in fact, there is a displacement of the stereotypes circulated in this universe. Thus, the hypotheses raised were confirmed in this research, that is, there is in fact a movement in progress in order to de-crystallize female stereotypes circulating in the advertising universe and this is, to a certain extent, linked to a greater concern of discursive decency by part of some companies, considering the socio-historical-cultural moment that the world is going through. This displacement - which is not only national but has an international scope - despite being slow is already striking and visible and has generated a slight discomfort on the part of other subjects who possibly disagree. |
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(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017RepresentaçãoFemininoPublicidadeCNPQ::LINGUISTICA, LETRAS E ARTESRepresentationFemininePublicityRecently, Discourse Analysis (DA) has developed certain relations with other areas of knowledge - that is to say, different from that “amalgam” DA was constituted as a discipline - such as, social communication or cognition. Such relations have been promoting displacement of its theoretical framework or enriching the analytical categories with which one could operate. We propose on this work, based on a research clipping, to test the productivity of Marie-Anne Paveau's recent proposal, specifically from the theoretical articulation supported by her in two of her recent publications, namely: Os pré-discursos: sentido, memória e cognição (2013) e Linguagem e moral (2015)1 . In these works, the author's objective is to articulate discourse and cognition that, it seems to her, can “enrich and perhaps renew the practices of analysis that perhaps begin to exhaust its possibilities” (PAVEAU, 2013a, p. 9). Based on Paveau's considerations, our corpus initially constitutes the Skol Beer Brand’s Carnival Campaign, that it can be considered as a moral discursive event, that is, it is a campaign around which it is possible to identify, in the environment, a set of metadiscourses that point to possible faults. Then, efforts were directed to the analysis of three films produced in 2017, that materialize the discursive change of the Beer Brand. The present work aims, therefore, to describe the functioning of representations in advertising discourse and female stereotypes present in SKOL'sspeeches considered from categoriessuch as pre-speeches, which refersto a framework of beliefs, values and knowledge that has an instructional function for the production of speeches. Therefore, this work also focuses, therefore, on the pre-speeches that, in some way, are likely to recover in such advertisements with regard to the representation of the female in this type of advertising and the moral discursive event, the in order, still, to confirm that, in fact, there is a displacement of the stereotypes circulated in this universe. Thus, the hypotheses raised were confirmed in this research, that is, there is in fact a movement in progress in order to de-crystallize female stereotypes circulating in the advertising universe and this is, to a certain extent, linked to a greater concern of discursive decency by part of some companies, considering the socio-historical-cultural moment that the world is going through. This displacement - which is not only national but has an international scope - despite being slow is already striking and visible and has generated a slight discomfort on the part of other subjects who possibly disagree.CAPESRecentemente, a Análise do Discurso (AD) tem cultivado certas relações com outras áreas do conhecimento — isto é, diferentes daquelas sobre cujo “amálgama” a AD se constituiu como disciplina —, como, por exemplo, a comunicação social ou a cognição. Tais relações vêm promovendo alguns deslocamentos em seu quadro teórico ou enriquecendo as categorias analíticas com as quais se poderia operar. Propomos aqui, a partir de um recorte de pesquisa, testar a produtividade da recente proposta de Marie-Anne Paveau, mais especificamente a partir da articulação teórica sobraçada por ela em duas de suas recentes publicações, a saber: Os pré- discursos: sentido, memória e cognição (2013) e Linguagem e moral (2015). Nessas obras, o objetivo da autora é articular discurso e cognição que, ao que lhe parece, poderá “enriquecer e talvez renovar as práticas da análise que começam talvez a esgotar suas possibilidades” (PAVEAU, 2013a, p. 9). A partir das considerações de Paveau, nosso corpus constitui-se, inicialmente da campanha do carnaval de 2015 da marca de cerveja Skol, que pode ser considerada como acontecimento discursivo moral, isto é, trata-se de campanha em torno da qual é possível identificar, no ambiente, um conjunto de metadiscursos que apontam para seu desajuste. Em seguida, os esforços foram direcionados às análises de três filmes, de trinta segundos cada, do ano de 2017, que materializam a mudança discursiva da marca. O presente trabalho objetiva, então, descrever o funcionamento das representações no discurso publicitário e dos estereótipos femininos presentes nos discursos da SKOL, no período recortado, consideradas a partir de categorias como a de pré-discursos, que remete a um quadro de crenças, valores e saberes que tem função instrucional para a produção dos discursos. Sendo assim, este trabalho também detém-se, portanto,sobre os pré-discursos que, de alguma forma,são passíveis de se recuperar em tais propagandas no que diz respeito à representação do feminino nesse tipo de publicidade e do acontecimento discursivo moral, a fim, ainda, de confirmar que, de fato, há um deslocamento dos estereótipos postos a circular nesse universo. Dessa forma, as hipóteses levantadas foram confirmadas nesta pesquisa, ou seja, existe de fato um movimento em curso no intuito de descristalizar estereótipos femininos postos a circular no universo publicitário e isso está, em certa medida, atrelado a uma preocupação maior de decência discursiva por parte de algumas empresas, considerando o momento socio-histórico-cultural pelo qual o mundo está passando. Esse deslocamento — que não é apenas nacional, mas possui uma abrangência internacional — apesar de ser lento já é marcante e visível, e tem gerado um leve incômodo por parte de outros sujeitos que possivelmente discordam.Universidade Federal de Mato GrossoBrasilInstituto de Linguagens (IL)UFMT CUC - CuiabáPrograma de Pós-Graduação em Estudos de LinguagemVilela- Ardenghi, Ana Carolina Nuneshttp://lattes.cnpq.br/3216528662192395Vilela-Ardengh, Ana Carolina Nunes da Cunha939.070.521-53http://lattes.cnpq.br/3216528662192395Baronas, Roberto Leiser395.684.661-34http://lattes.cnpq.br/4613001301744682939.070.521-53Mussalim, Fernanda094.840.378-01http://lattes.cnpq.br/0136945472934290Gomes, Cristiana Frazão2023-05-15T14:30:13Z2020-05-272023-05-15T14:30:13Z2020-03-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisGOMES, Cristiana Frazão. (Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017. 2020. 110 f. Dissertação (Mestrado em Estudos de Linguagem) - Universidade Federal de Mato Grosso, Instituto de Linguagens, Cuiabá, 2020.http://ri.ufmt.br/handle/1/4090porinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFMTinstname:Universidade Federal de Mato Grosso (UFMT)instacron:UFMT2023-05-22T07:01:35Zoai:localhost:1/4090Repositório InstitucionalPUBhttp://ri.ufmt.br/oai/requestjordanbiblio@gmail.comopendoar:2023-05-22T07:01:35Repositório Institucional da UFMT - Universidade Federal de Mato Grosso (UFMT)false |
dc.title.none.fl_str_mv |
(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017 |
title |
(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017 |
spellingShingle |
(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017 Gomes, Cristiana Frazão Representação Feminino Publicidade CNPQ::LINGUISTICA, LETRAS E ARTES Representation Feminine Publicity |
title_short |
(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017 |
title_full |
(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017 |
title_fullStr |
(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017 |
title_full_unstemmed |
(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017 |
title_sort |
(Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017 |
author |
Gomes, Cristiana Frazão |
author_facet |
Gomes, Cristiana Frazão |
author_role |
author |
dc.contributor.none.fl_str_mv |
Vilela- Ardenghi, Ana Carolina Nunes http://lattes.cnpq.br/3216528662192395 Vilela-Ardengh, Ana Carolina Nunes da Cunha 939.070.521-53 http://lattes.cnpq.br/3216528662192395 Baronas, Roberto Leiser 395.684.661-34 http://lattes.cnpq.br/4613001301744682 939.070.521-53 Mussalim, Fernanda 094.840.378-01 http://lattes.cnpq.br/0136945472934290 |
dc.contributor.author.fl_str_mv |
Gomes, Cristiana Frazão |
dc.subject.por.fl_str_mv |
Representação Feminino Publicidade CNPQ::LINGUISTICA, LETRAS E ARTES Representation Feminine Publicity |
topic |
Representação Feminino Publicidade CNPQ::LINGUISTICA, LETRAS E ARTES Representation Feminine Publicity |
description |
Recently, Discourse Analysis (DA) has developed certain relations with other areas of knowledge - that is to say, different from that “amalgam” DA was constituted as a discipline - such as, social communication or cognition. Such relations have been promoting displacement of its theoretical framework or enriching the analytical categories with which one could operate. We propose on this work, based on a research clipping, to test the productivity of Marie-Anne Paveau's recent proposal, specifically from the theoretical articulation supported by her in two of her recent publications, namely: Os pré-discursos: sentido, memória e cognição (2013) e Linguagem e moral (2015)1 . In these works, the author's objective is to articulate discourse and cognition that, it seems to her, can “enrich and perhaps renew the practices of analysis that perhaps begin to exhaust its possibilities” (PAVEAU, 2013a, p. 9). Based on Paveau's considerations, our corpus initially constitutes the Skol Beer Brand’s Carnival Campaign, that it can be considered as a moral discursive event, that is, it is a campaign around which it is possible to identify, in the environment, a set of metadiscourses that point to possible faults. Then, efforts were directed to the analysis of three films produced in 2017, that materialize the discursive change of the Beer Brand. The present work aims, therefore, to describe the functioning of representations in advertising discourse and female stereotypes present in SKOL'sspeeches considered from categoriessuch as pre-speeches, which refersto a framework of beliefs, values and knowledge that has an instructional function for the production of speeches. Therefore, this work also focuses, therefore, on the pre-speeches that, in some way, are likely to recover in such advertisements with regard to the representation of the female in this type of advertising and the moral discursive event, the in order, still, to confirm that, in fact, there is a displacement of the stereotypes circulated in this universe. Thus, the hypotheses raised were confirmed in this research, that is, there is in fact a movement in progress in order to de-crystallize female stereotypes circulating in the advertising universe and this is, to a certain extent, linked to a greater concern of discursive decency by part of some companies, considering the socio-historical-cultural moment that the world is going through. This displacement - which is not only national but has an international scope - despite being slow is already striking and visible and has generated a slight discomfort on the part of other subjects who possibly disagree. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-05-27 2020-03-30 2023-05-15T14:30:13Z 2023-05-15T14:30:13Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
GOMES, Cristiana Frazão. (Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017. 2020. 110 f. Dissertação (Mestrado em Estudos de Linguagem) - Universidade Federal de Mato Grosso, Instituto de Linguagens, Cuiabá, 2020. http://ri.ufmt.br/handle/1/4090 |
identifier_str_mv |
GOMES, Cristiana Frazão. (Des)cristalizações de estereótipos femininos nos comerciais de televisão da Skol de 2017. 2020. 110 f. Dissertação (Mestrado em Estudos de Linguagem) - Universidade Federal de Mato Grosso, Instituto de Linguagens, Cuiabá, 2020. |
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http://ri.ufmt.br/handle/1/4090 |
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openAccess |
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Universidade Federal de Mato Grosso Brasil Instituto de Linguagens (IL) UFMT CUC - Cuiabá Programa de Pós-Graduação em Estudos de Linguagem |
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Universidade Federal de Mato Grosso Brasil Instituto de Linguagens (IL) UFMT CUC - Cuiabá Programa de Pós-Graduação em Estudos de Linguagem |
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Repositório Institucional da UFMT - Universidade Federal de Mato Grosso (UFMT) |
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