Standardization, rearticulation and changes in school advertisements

Detalhes bibliográficos
Autor(a) principal: Nobre, Kennedy Cabral
Data de Publicação: 2015
Tipo de documento: Artigo
Idioma: por
Título da fonte: Fórum Linguístico
Texto Completo: https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2015v12n3p740
Resumo: Based on theoretical assumptions of the Critical Discourse Analysis (FAIRCLOUGH, 1992 [2001a], 2003), according to which the relationship between texts and discursive/social practices is dialectic, we aimed to characterize a set of school advertisements as per their types of meaning: action (gender), representation (speech), and identification (style), at the same time setting a socially-historically agreed production pattern for these texts. After this classification was done, we discussed how, in the course of a hegemonic struggle, educational institutions continually rearticulate this pattern in order to temporarily hold the economic power and hegemony when facing competing institutions. Lastly, this work is relevant because it helps to comprehend the presupposed dialectical between texts and practices.
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spelling Standardization, rearticulation and changes in school advertisementsEstandarización, rearticulación y cambio en anuncios escolaresPadronização, rearticulação e mudança em anúncios escolaresBased on theoretical assumptions of the Critical Discourse Analysis (FAIRCLOUGH, 1992 [2001a], 2003), according to which the relationship between texts and discursive/social practices is dialectic, we aimed to characterize a set of school advertisements as per their types of meaning: action (gender), representation (speech), and identification (style), at the same time setting a socially-historically agreed production pattern for these texts. After this classification was done, we discussed how, in the course of a hegemonic struggle, educational institutions continually rearticulate this pattern in order to temporarily hold the economic power and hegemony when facing competing institutions. Lastly, this work is relevant because it helps to comprehend the presupposed dialectical between texts and practices.Basados en los presupuestos teóricos del Análisis Crítico del Discurso (FAIRCLOUGH, 1992 [2001a], 2003), según el cual la relación entre textos y prácticas discursivas/sociales es dialéctica, objetivamos caracterizar un conjunto de anuncios escolares en lo que se refiere a sus significados de acción (género), representacionales (discurso) e identificativos (estilo), estableciendo un patrón socio-históricamente de convención de producción para estos textos publicitarios. Concluida esta caracterización, discutiremos cómo, en el curso de una lucha hegemónica, las instituciones escolares rearticulan continuamente el patrón paradigmático de los anuncios para detener temporalmente el poder y la hegemonía económica frente a las instituciones concurrentes. Por fin, este trabajo se muestra relevante una vez que ayuda a comprender la presupuesta dialéctica entre textos e prácticas.Respaldados pelos pressupostos teóricos da Análise Crítica do Discurso (FAIRCLOUGH, 1992 [2001a], 2003), conforme a qual a relação entre textos e práticas discursivas/sociais é dialética, objetivamos caracterizar um conjunto de anúncios escolares quanto aos seus significados acionais (gênero), representacionais (discurso) e identificacionais (estilo), estabelecendo um padrão sócio-historicamente convencionado de produção para esses textos publicitários. Realizada essa caracterização, discutiremos como, no decurso de uma luta hegemônica, as instituições escolares rearticulam continuamente o padrão paradigmático dos anúncios para deter temporariamente o poder e a hegemonia econômica frente às instituições concorrentes. Por fim, este trabalho mostra-se relevante uma vez que ajuda a compreender a pressuposta dialética entre textos e práticas.Programa de Pós-Graduação em Linguística - UFSC2015-09-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionavaliado por paresapplication/pdfhttps://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2015v12n3p74010.5007/1984-8412.2015v12n3p740Fórum Linguístico; Vol. 12 No. 3 (2015); 740-754Fórum Linguístico; Vol. 12 Núm. 3 (2015); 740-754Fórum Linguístico; v. 12 n. 3 (2015); 740-7541984-84121415-8698reponame:Fórum Linguísticoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2015v12n3p740/30156Copyright (c) 2015 Fórum Linguísticoinfo:eu-repo/semantics/openAccessNobre, Kennedy Cabral2017-09-04T18:05:05Zoai:periodicos.ufsc.br:article/39629Revistahttps://periodicos.ufsc.br/index.php/forum/indexPUBhttps://periodicos.ufsc.br/index.php/forum/oaiportaldeperiodicos.bu@contato.ufsc.br || atilio.butturi@ufsc.br1984-84121984-8412opendoar:2023-01-12T16:40:25.169916Fórum Linguístico - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Standardization, rearticulation and changes in school advertisements
Estandarización, rearticulación y cambio en anuncios escolares
Padronização, rearticulação e mudança em anúncios escolares
title Standardization, rearticulation and changes in school advertisements
spellingShingle Standardization, rearticulation and changes in school advertisements
Nobre, Kennedy Cabral
title_short Standardization, rearticulation and changes in school advertisements
title_full Standardization, rearticulation and changes in school advertisements
title_fullStr Standardization, rearticulation and changes in school advertisements
title_full_unstemmed Standardization, rearticulation and changes in school advertisements
title_sort Standardization, rearticulation and changes in school advertisements
author Nobre, Kennedy Cabral
author_facet Nobre, Kennedy Cabral
author_role author
dc.contributor.author.fl_str_mv Nobre, Kennedy Cabral
description Based on theoretical assumptions of the Critical Discourse Analysis (FAIRCLOUGH, 1992 [2001a], 2003), according to which the relationship between texts and discursive/social practices is dialectic, we aimed to characterize a set of school advertisements as per their types of meaning: action (gender), representation (speech), and identification (style), at the same time setting a socially-historically agreed production pattern for these texts. After this classification was done, we discussed how, in the course of a hegemonic struggle, educational institutions continually rearticulate this pattern in order to temporarily hold the economic power and hegemony when facing competing institutions. Lastly, this work is relevant because it helps to comprehend the presupposed dialectical between texts and practices.
publishDate 2015
dc.date.none.fl_str_mv 2015-09-11
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
avaliado por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2015v12n3p740
10.5007/1984-8412.2015v12n3p740
url https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2015v12n3p740
identifier_str_mv 10.5007/1984-8412.2015v12n3p740
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2015v12n3p740/30156
dc.rights.driver.fl_str_mv Copyright (c) 2015 Fórum Linguístico
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Fórum Linguístico
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Programa de Pós-Graduação em Linguística - UFSC
publisher.none.fl_str_mv Programa de Pós-Graduação em Linguística - UFSC
dc.source.none.fl_str_mv Fórum Linguístico; Vol. 12 No. 3 (2015); 740-754
Fórum Linguístico; Vol. 12 Núm. 3 (2015); 740-754
Fórum Linguístico; v. 12 n. 3 (2015); 740-754
1984-8412
1415-8698
reponame:Fórum Linguístico
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Fórum Linguístico
collection Fórum Linguístico
repository.name.fl_str_mv Fórum Linguístico - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv portaldeperiodicos.bu@contato.ufsc.br || atilio.butturi@ufsc.br
_version_ 1797051418961510401

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