A construção do ethos de “não-político” no discurso eleitoral de João Doria

Detalhes bibliográficos
Autor(a) principal: Santos, Mateus da Cunha
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações do UFSM
Texto Completo: http://repositorio.ufsm.br/handle/1/25336
Resumo: In recent years, people with consolidated careers in areas such as entertainment, sports and entrepreneurship have disputed political power and won significant victories in several countries, like the businessman and television presenter Donald Trump, sworn in as President of the USA in 2017, the jurist Giuseppe Conte, who became Prime Minister of Italy in 2018, and the comedian Volodymyr Zelensky, sworn in as President of Ukraine in 2019. In Brazil, one of the exponents of this “movement” of outsiders in politics is the businessman João Doria, elected mayor of São Paulo in 2016, after a campaign focused on building a personal image that confronts the professional politician. Given this scenario, our research key question is: how is the ethos of “non-political” constructed in João Doria's electoral discourse? To answer this question, the main objective of this essay was to analyze the construction of the “non-political” ethos in João Doria's electoral discourse. The primary corpus of analysis was formed by 8 electoral programs displayed on São Paulo city Electoral Propaganda Free Time (HGPE) from august 26 to september 29, 2016, and 10 commercials daily displayed over the same period on local televisions stations. To have a better understanding of how the “non-political” ethos was constructed and compare possible similarities and differences in the approaches, we extended the analysis to the 2018 election campaign, in which the candidate ran for governor of São Paulo. The selected corpus consisted of 8 electoral programs and 8 commercials from the first round of the election and 8 electoral programs and 3 commercials of the second round. The Discourse Analysis (AD) method was used to interpret the collected data, based on approaches by Maingueneau (2008a, 2008b, 2015) and Charaudeau (2015, 2016). Among the results obtained, we highlight that the “non-political” ethos is constructed mainly through the figures of rich, celebrity, worker, manager and hero, associated with the most diverse personal attributes. The scenarios analyzed also revealed that the figures of “antipetist” and “BolsoDoria” also refer to that ethos, since they present another striking facet of the “non-politician”, which is the antipolitism reinforced by an accentuated patriotism, to the point that Doria even attended national protests against politicians and embodied the ethos of a markedly anti-establishment candidate.
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spelling 2022-07-13T20:45:37Z2022-07-13T20:45:37Z2020-03-16http://repositorio.ufsm.br/handle/1/25336In recent years, people with consolidated careers in areas such as entertainment, sports and entrepreneurship have disputed political power and won significant victories in several countries, like the businessman and television presenter Donald Trump, sworn in as President of the USA in 2017, the jurist Giuseppe Conte, who became Prime Minister of Italy in 2018, and the comedian Volodymyr Zelensky, sworn in as President of Ukraine in 2019. In Brazil, one of the exponents of this “movement” of outsiders in politics is the businessman João Doria, elected mayor of São Paulo in 2016, after a campaign focused on building a personal image that confronts the professional politician. Given this scenario, our research key question is: how is the ethos of “non-political” constructed in João Doria's electoral discourse? To answer this question, the main objective of this essay was to analyze the construction of the “non-political” ethos in João Doria's electoral discourse. The primary corpus of analysis was formed by 8 electoral programs displayed on São Paulo city Electoral Propaganda Free Time (HGPE) from august 26 to september 29, 2016, and 10 commercials daily displayed over the same period on local televisions stations. To have a better understanding of how the “non-political” ethos was constructed and compare possible similarities and differences in the approaches, we extended the analysis to the 2018 election campaign, in which the candidate ran for governor of São Paulo. The selected corpus consisted of 8 electoral programs and 8 commercials from the first round of the election and 8 electoral programs and 3 commercials of the second round. The Discourse Analysis (AD) method was used to interpret the collected data, based on approaches by Maingueneau (2008a, 2008b, 2015) and Charaudeau (2015, 2016). Among the results obtained, we highlight that the “non-political” ethos is constructed mainly through the figures of rich, celebrity, worker, manager and hero, associated with the most diverse personal attributes. The scenarios analyzed also revealed that the figures of “antipetist” and “BolsoDoria” also refer to that ethos, since they present another striking facet of the “non-politician”, which is the antipolitism reinforced by an accentuated patriotism, to the point that Doria even attended national protests against politicians and embodied the ethos of a markedly anti-establishment candidate.Nos últimos anos, pessoas com carreiras consolidadas em áreas como entretenimento, esportes e empreendedorismo têm disputado o poder político e conquistado vitórias significativas em diversos países, a exemplo do empresário e apresentador de televisão Donald Trump, que, em 2017, foi empossado como Presidente dos EUA, do jurista Giuseppe Conte, que, em 2018, assumiu o cargo de Primeiro-Ministro da Itália, e do comediante Volodymyr Zelensky, que, em 2019, assumiu a presidência da Ucrânia. No Brasil, um dos expoentes desse “movimento” de outsiders na política é o empresário João Doria, que, em 2016, foi eleito prefeito de São Paulo, após uma campanha centrada na construção de uma imagem pessoal que confronta a do político profissional. Diante desse cenário, a pesquisa tem como questão-chave: de que modo é construído o ethos de “não-político” no discurso eleitoral de João Doria? Para responder essa questão, o objetivo geral da pesquisa foi analisar a construção do ethos de “não-político” no discurso eleitoral de João Doria. O corpus primário de análise foi formado por 8 programas eleitorais exibidos no Horário Gratuito de Propaganda Eleitoral da cidade de São Paulo, entre 26 de agosto e 29 de setembro de 2016, e 10 inserções exibidas diariamente no mesmo período ao longo da programação das emissoras de televisão locais. Para compreender melhor como o ethos de “não-político” foi construído e comparar eventuais semelhanças e diferenças de abordagens, estendemos a análise à campanha eleitoral de 2018, em que o candidato concorreu para o cargo de governador de São Paulo. O corpus delimitado consistiu em 8 programas e 8 inserções do primeiro turno e 8 programas e 3 inserções referentes ao segundo turno. Para interpretação dos dados coletados, empregamos o método de Análise do Discurso (AD), com base em abordagens de Maingueneau (2008a, 2008b, 2015) e Charaudeau (2015, 2016). Entre os resultados obtidos, destacamos que o ethos de “não-político” é construído principalmente através das figuras de rico, celebridade, trabalhador, gestor e herói, associadas aos mais diversos atributos pessoais. As cenografias analisadas revelaram, ainda, que as figuras de antipetista e “BolsoDoria” também remetem a esse ethos, na medida em que apresentam outra faceta marcante do “não-político”, que é o antipolitismo reforçado por um patriotismo acentuado, a ponto de Doria comparecer às ruas para participar de manifestações populares contra políticos e incorporar o ethos de um candidato marcadamente anti-establishment.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESporUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em ComunicaçãoUFSMBrasilBrasilComunicaçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessComunicação políticaOutsidersDiscurso eleitoralEthosJoão DoriaPolitical communicationOutsidersElectoral discourseCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOA construção do ethos de “não-político” no discurso eleitoral de João DoriaThe construction of the"non-politician" ethos in João Doria's electoral discourseinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisFossá, Maria Ivete Trevisanhttp://lattes.cnpq.br/0718561583412717Pozobon, Rejane de OliveiraPanke, Lucianahttp://lattes.cnpq.br/9734001654343812Santos, Mateus da Cunha600900000008600600600600600beee8d32-5532-4998-a23f-6d902073856613ac3e66-1a41-49dc-935e-4c6cf53df4d2fd4089b6-d19c-4eec-a7ea-c394d3d6c420ea43178c-0bc3-40f2-900c-3bb43608f330reponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALDIS_PPGCOMUNICAÇÃO_SANTOS_MATEUS.pdfDIS_PPGCOMUNICAÇÃO_SANTOS_MATEUS.pdfDissertação de mestradoapplication/pdf4478847http://repositorio.ufsm.br/bitstream/1/25336/1/DIS_PPGCOMUNICA%c3%87%c3%83O_SANTOS_MATEUS.pdf1c1532eec5d8b983c23d332f46e7ee18MD51LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv A construção do ethos de “não-político” no discurso eleitoral de João Doria
dc.title.alternative.eng.fl_str_mv The construction of the"non-politician" ethos in João Doria's electoral discourse
title A construção do ethos de “não-político” no discurso eleitoral de João Doria
spellingShingle A construção do ethos de “não-político” no discurso eleitoral de João Doria
Santos, Mateus da Cunha
Comunicação política
Outsiders
Discurso eleitoral
Ethos
João Doria
Political communication
Outsiders
Electoral discourse
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
title_short A construção do ethos de “não-político” no discurso eleitoral de João Doria
title_full A construção do ethos de “não-político” no discurso eleitoral de João Doria
title_fullStr A construção do ethos de “não-político” no discurso eleitoral de João Doria
title_full_unstemmed A construção do ethos de “não-político” no discurso eleitoral de João Doria
title_sort A construção do ethos de “não-político” no discurso eleitoral de João Doria
author Santos, Mateus da Cunha
author_facet Santos, Mateus da Cunha
author_role author
dc.contributor.advisor1.fl_str_mv Fossá, Maria Ivete Trevisan
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/0718561583412717
dc.contributor.referee1.fl_str_mv Pozobon, Rejane de Oliveira
dc.contributor.referee2.fl_str_mv Panke, Luciana
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/9734001654343812
dc.contributor.author.fl_str_mv Santos, Mateus da Cunha
contributor_str_mv Fossá, Maria Ivete Trevisan
Pozobon, Rejane de Oliveira
Panke, Luciana
dc.subject.por.fl_str_mv Comunicação política
Outsiders
Discurso eleitoral
Ethos
João Doria
topic Comunicação política
Outsiders
Discurso eleitoral
Ethos
João Doria
Political communication
Outsiders
Electoral discourse
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
dc.subject.eng.fl_str_mv Political communication
Outsiders
Electoral discourse
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
description In recent years, people with consolidated careers in areas such as entertainment, sports and entrepreneurship have disputed political power and won significant victories in several countries, like the businessman and television presenter Donald Trump, sworn in as President of the USA in 2017, the jurist Giuseppe Conte, who became Prime Minister of Italy in 2018, and the comedian Volodymyr Zelensky, sworn in as President of Ukraine in 2019. In Brazil, one of the exponents of this “movement” of outsiders in politics is the businessman João Doria, elected mayor of São Paulo in 2016, after a campaign focused on building a personal image that confronts the professional politician. Given this scenario, our research key question is: how is the ethos of “non-political” constructed in João Doria's electoral discourse? To answer this question, the main objective of this essay was to analyze the construction of the “non-political” ethos in João Doria's electoral discourse. The primary corpus of analysis was formed by 8 electoral programs displayed on São Paulo city Electoral Propaganda Free Time (HGPE) from august 26 to september 29, 2016, and 10 commercials daily displayed over the same period on local televisions stations. To have a better understanding of how the “non-political” ethos was constructed and compare possible similarities and differences in the approaches, we extended the analysis to the 2018 election campaign, in which the candidate ran for governor of São Paulo. The selected corpus consisted of 8 electoral programs and 8 commercials from the first round of the election and 8 electoral programs and 3 commercials of the second round. The Discourse Analysis (AD) method was used to interpret the collected data, based on approaches by Maingueneau (2008a, 2008b, 2015) and Charaudeau (2015, 2016). Among the results obtained, we highlight that the “non-political” ethos is constructed mainly through the figures of rich, celebrity, worker, manager and hero, associated with the most diverse personal attributes. The scenarios analyzed also revealed that the figures of “antipetist” and “BolsoDoria” also refer to that ethos, since they present another striking facet of the “non-politician”, which is the antipolitism reinforced by an accentuated patriotism, to the point that Doria even attended national protests against politicians and embodied the ethos of a markedly anti-establishment candidate.
publishDate 2020
dc.date.issued.fl_str_mv 2020-03-16
dc.date.accessioned.fl_str_mv 2022-07-13T20:45:37Z
dc.date.available.fl_str_mv 2022-07-13T20:45:37Z
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dc.publisher.none.fl_str_mv Universidade Federal de Santa Maria
Centro de Ciências Sociais e Humanas
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Brasil
dc.publisher.department.fl_str_mv Comunicação
publisher.none.fl_str_mv Universidade Federal de Santa Maria
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