Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa

Detalhes bibliográficos
Autor(a) principal: Marques, Welisson
Data de Publicação: 2014
Tipo de documento: Tese
Idioma: por
Título da fonte: Repositório Institucional da UFU
Texto Completo: https://repositorio.ufu.br/handle/123456789/15302
https://doi.org/10.14393/ufu.te.2014.100
Resumo: This research has as main aim effect a theoretical-epistemological discussion about the constitution of the media materiality according to the French discourse analysis theory (DA), contemplating the functioning of the audiovisual in the discourses of language courses (English). The theoretical-methodological criteria are based in the DA theory proposed by Pêcheux ([1975] 1988, [1981] 2009, [1983] 2002) in articulation with the courtinean historical semiology (1985, 2006, 2008a, 2008b, 2011) and operated under the foulcaultian perspective (1988, [1969] 1995, [1971] 1996, [1979] 2007, [1981-1982] 2010b) of discursive practice, enunciate, knowledge, power, truth, subject, subjectivity. For doing so, the following investigation questions were proposed: What is the definition of substance for Linguistics and DA? How substances of sound, the body, substances of expression, and objects of the image contribute to the production of meanings of the discourses which compose the corpus of the research? How do the English courses, through the audiovisual discourse of advertising, mean the Brazilian learner of English and the learning of the English language? How do these truths are erected inside these materials when dealing with the issues listed before and in the relations of the Brazilian with the English language and with the speaker of the English language, which certainly contribute to the production of subjectivity of the English language learner? The hypothesis raised that the substances which integrate the materialities (of the corpus) apart from cooperating with the meaning process of the discourse, also indicate specific meanings inside these materialities was confirmed. The corpus of the research is made up of advertisements of four English courses broadcast on TV and Internet between 2010-2013, totalizing eleven audiovisual objects. In general, the theoretical discussions made and the analyses indicate the usefulness of articulating the historical semiology proposal with DA, this is due to the signs and symptoms which emanate from these significant materials. Concerning the analysis of sound substance, we verify its relevance as a constituent element of history, we highlight the vocal intensity as counterpart of meaning, the relation of timbre substance with the identity of the subject, as well as the role of tone in the production of meanings contrary to the verbal. We analyzed the substances of expression and how these contribute to the production of meanings of the discourse in several ways. Furthermore, the materialities showed how substances in the image scope and the objects regulate the power games and corroborate the production of truths inside the discursive practices. About the learner and learning, we point out that the Brazilian learner of English needs to have perfect pronunciation, and his fluency is intimately related to the fact of having a native teacher. The legitimated learner, in this respect, is put into an idealized place of knowledge. Apart from that, the advertisements demonstrate that English learning flows without any conflict, and the learning process is also erased to the detriment of the product. Their success (of the learner) is strictly entailed to the competence of the oral ability. Also, the Brazilian has to learn the foreign language and use it never the foreigner. This last one, on the contrary, occupies the place of powers (domination) and knowledge. To finish, ruled by post-modernity, the advertisements promote the disposable culture (especially concerning the learner s body); and the punishment factor along with ridiculousness permeates the discursive formation about learner/learning of English language in Brazil. These factors certainly corroborate the constitution of subjects
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spelling Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesaSemiologia históricaDiscurso publicitário-institucionalCursos de idiomasAprendizSubstânciaAudiovisualAnálise do discursoSemióticaDiscourse AnalysisHistorical semiologyPublicity and institutional discourseLanguage coursesLearnerSubstanceAudiovisualCNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICAThis research has as main aim effect a theoretical-epistemological discussion about the constitution of the media materiality according to the French discourse analysis theory (DA), contemplating the functioning of the audiovisual in the discourses of language courses (English). The theoretical-methodological criteria are based in the DA theory proposed by Pêcheux ([1975] 1988, [1981] 2009, [1983] 2002) in articulation with the courtinean historical semiology (1985, 2006, 2008a, 2008b, 2011) and operated under the foulcaultian perspective (1988, [1969] 1995, [1971] 1996, [1979] 2007, [1981-1982] 2010b) of discursive practice, enunciate, knowledge, power, truth, subject, subjectivity. For doing so, the following investigation questions were proposed: What is the definition of substance for Linguistics and DA? How substances of sound, the body, substances of expression, and objects of the image contribute to the production of meanings of the discourses which compose the corpus of the research? How do the English courses, through the audiovisual discourse of advertising, mean the Brazilian learner of English and the learning of the English language? How do these truths are erected inside these materials when dealing with the issues listed before and in the relations of the Brazilian with the English language and with the speaker of the English language, which certainly contribute to the production of subjectivity of the English language learner? The hypothesis raised that the substances which integrate the materialities (of the corpus) apart from cooperating with the meaning process of the discourse, also indicate specific meanings inside these materialities was confirmed. The corpus of the research is made up of advertisements of four English courses broadcast on TV and Internet between 2010-2013, totalizing eleven audiovisual objects. In general, the theoretical discussions made and the analyses indicate the usefulness of articulating the historical semiology proposal with DA, this is due to the signs and symptoms which emanate from these significant materials. Concerning the analysis of sound substance, we verify its relevance as a constituent element of history, we highlight the vocal intensity as counterpart of meaning, the relation of timbre substance with the identity of the subject, as well as the role of tone in the production of meanings contrary to the verbal. We analyzed the substances of expression and how these contribute to the production of meanings of the discourse in several ways. Furthermore, the materialities showed how substances in the image scope and the objects regulate the power games and corroborate the production of truths inside the discursive practices. About the learner and learning, we point out that the Brazilian learner of English needs to have perfect pronunciation, and his fluency is intimately related to the fact of having a native teacher. The legitimated learner, in this respect, is put into an idealized place of knowledge. Apart from that, the advertisements demonstrate that English learning flows without any conflict, and the learning process is also erased to the detriment of the product. Their success (of the learner) is strictly entailed to the competence of the oral ability. Also, the Brazilian has to learn the foreign language and use it never the foreigner. This last one, on the contrary, occupies the place of powers (domination) and knowledge. To finish, ruled by post-modernity, the advertisements promote the disposable culture (especially concerning the learner s body); and the punishment factor along with ridiculousness permeates the discursive formation about learner/learning of English language in Brazil. These factors certainly corroborate the constitution of subjectsDoutor em Estudos LinguísticosEsta pesquisa tem como propósito principal efetuar uma discussão teórico-epistemológica sobre a constituição da materialidade midiática no imo da Análise do Discurso de linha francesa (AD), contemplando o funcionamento do audiovisual nos discursos de cursos de idiomas (inglês). Os critérios teórico-metodológicos se pautam na AD fundamentada por Pêcheux ([1975] 1988, [1981] 2009, [1983] 2002) em articulação com a Semiologia histórica courtineana (1985, 2006, 2008a, 2008b, 2011) e trabalhados sob a perspectiva foucaultiana (1988, [1969] 1995, [1971] 1996, [1979] 2007, [1981-1982] 2010b) acerca de prática discursiva, enunciado, saber, poder, verdade, sujeito e subjetividade. Para efetuar tal empreendimento, estabelecemos as seguintes questões de investigação: Qual é a definição de substância para a Linguística e para a AD? Como as substâncias do som, o corpo, as substâncias da expressão e os objetos constitutivos da imagem concorrem na produção de sentidos dos discursos que compõem o corpus da pesquisa? Como os cursos de línguas, por meio do discurso publicitário audiovisual, significam o aprendiz brasileiro de língua inglesa e a aprendizagem de língua inglesa? Que verdades são construídas no interior dessas materialidades ao tratar sobre as questões apontadas anteriormente e nas relações do brasileiro com a língua inglesa e com o falante de língua inglesa, as quais, certamente, concorrem na produção de subjetividade do sujeito aprendiz de língua inglesa? O corpus da pesquisa compõe-se de propagandas de quatro cursos de inglês difundidas na TV e Internet entre 2010-2013, perfazendo, no total, onze objetos audiovisuais. De um modo geral, as discussões teóricas efetuadas e as análises apontam a proficuidade de se articular a proposta da semiologia histórica com a AD, isto em virtude dos sinais e indícios que emanam desses materiais significantes. Sobre a análise da substância sonora, destacamos sua relevância como elemento integrante da história; verificamos a intensidade vocal como contraparte da significação; a relação da substância tímbrica com a identidade do sujeito; bem como o papel da tonalidade na produção de sentidos contrários ao verbal. Nesse sentido, a hipótese aventada de que as substâncias integrantes das materialidades que compõem o corpus além de concorrerem no processo de significação dos discursos também apontam sentidos específicos no interior dessas materialidades se confirmou. Ademais, analisamos as substâncias da expressão e como as mesmas, de diversos modos, concorrem na produção de sentidos do discurso. As materialidades demonstraram como as substâncias no âmbito imagético e os objetos regulam os jogos de poderes e corroboram a produção de verdades no interior da prática discursiva. Sobre o aprendiz e aprendizagem, constatamos, pela análise do corpus, que o aprendiz brasileiro de língua inglesa precisa ter pronúncia perfeita, sendo que a fluência está intimamente relacionada ao fato de o aprendiz brasileiro de língua inglesa ter um professor nativo. O aprendiz legitimado , por sua vez, é colocado em um lugar idealizado, do saber. Além disso, nas propagandas, a aprendizagem de língua inglesa ocorre sem conflitos e, nesse ínterim, tende-se a apagar o processo em detrimento do produto. Seu sucesso (da aprendizagem da LE) vincula-se estritamente à competência da habilidade oral, cabendo sempre ao brasileiro aprender a LE e utilizá-la, nunca ao estrangeiro. Este último, ao contrário, sempre ocupa o lugar de poderes (dominação) e saberes. Por fim, regido pelo discurso pós-moderno, as peças publicitárias promovem a cultura do descartável (em especial do corpo do aprendiz); e o fator punição, aliado à ridicularização, permeia a FD sobre aprendiz/aprendizagem de língua inglesa em nosso país, fatores esses que certamente corroboram a constituição de sujeitosUniversidade Federal de UberlândiaBRPrograma de Pós-graduação em Estudos LinguísticosLinguística Letras e ArtesUFUFernandes, Cleudemar Alveshttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4760599D6Bertoldo, Ernesto Sérgiohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4727397A0Ottoni, Maria Aparecida Resendehttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?metodo=apresentar&id=K4702040Z6Sargentini, Vanice Maria Oliveirahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4785707H8Conti, Maria Aparecidahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4756223J0Marques, Welisson2016-06-22T18:42:08Z2015-04-232016-06-22T18:42:08Z2014-08-20info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisapplication/pdfapplication/pdfMARQUES, Welisson. Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa. 2014. 272 f. Tese (Doutorado em Linguística Letras e Artes) - Universidade Federal de Uberlândia, Uberlândia, 2014. DOI https://doi.org/10.14393/ufu.te.2014.100https://repositorio.ufu.br/handle/123456789/15302https://doi.org/10.14393/ufu.te.2014.100porinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFUinstname:Universidade Federal de Uberlândia (UFU)instacron:UFU2021-07-26T23:31:41Zoai:repositorio.ufu.br:123456789/15302Repositório InstitucionalONGhttp://repositorio.ufu.br/oai/requestdiinf@dirbi.ufu.bropendoar:2021-07-26T23:31:41Repositório Institucional da UFU - Universidade Federal de Uberlândia (UFU)false
dc.title.none.fl_str_mv Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa
title Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa
spellingShingle Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa
Marques, Welisson
Semiologia histórica
Discurso publicitário-institucional
Cursos de idiomas
Aprendiz
Substância
Audiovisual
Análise do discurso
Semiótica
Discourse Analysis
Historical semiology
Publicity and institutional discourse
Language courses
Learner
Substance
Audiovisual
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
title_short Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa
title_full Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa
title_fullStr Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa
title_full_unstemmed Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa
title_sort Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa
author Marques, Welisson
author_facet Marques, Welisson
author_role author
dc.contributor.none.fl_str_mv Fernandes, Cleudemar Alves
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4760599D6
Bertoldo, Ernesto Sérgio
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4727397A0
Ottoni, Maria Aparecida Resende
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?metodo=apresentar&id=K4702040Z6
Sargentini, Vanice Maria Oliveira
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4785707H8
Conti, Maria Aparecida
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4756223J0
dc.contributor.author.fl_str_mv Marques, Welisson
dc.subject.por.fl_str_mv Semiologia histórica
Discurso publicitário-institucional
Cursos de idiomas
Aprendiz
Substância
Audiovisual
Análise do discurso
Semiótica
Discourse Analysis
Historical semiology
Publicity and institutional discourse
Language courses
Learner
Substance
Audiovisual
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
topic Semiologia histórica
Discurso publicitário-institucional
Cursos de idiomas
Aprendiz
Substância
Audiovisual
Análise do discurso
Semiótica
Discourse Analysis
Historical semiology
Publicity and institutional discourse
Language courses
Learner
Substance
Audiovisual
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
description This research has as main aim effect a theoretical-epistemological discussion about the constitution of the media materiality according to the French discourse analysis theory (DA), contemplating the functioning of the audiovisual in the discourses of language courses (English). The theoretical-methodological criteria are based in the DA theory proposed by Pêcheux ([1975] 1988, [1981] 2009, [1983] 2002) in articulation with the courtinean historical semiology (1985, 2006, 2008a, 2008b, 2011) and operated under the foulcaultian perspective (1988, [1969] 1995, [1971] 1996, [1979] 2007, [1981-1982] 2010b) of discursive practice, enunciate, knowledge, power, truth, subject, subjectivity. For doing so, the following investigation questions were proposed: What is the definition of substance for Linguistics and DA? How substances of sound, the body, substances of expression, and objects of the image contribute to the production of meanings of the discourses which compose the corpus of the research? How do the English courses, through the audiovisual discourse of advertising, mean the Brazilian learner of English and the learning of the English language? How do these truths are erected inside these materials when dealing with the issues listed before and in the relations of the Brazilian with the English language and with the speaker of the English language, which certainly contribute to the production of subjectivity of the English language learner? The hypothesis raised that the substances which integrate the materialities (of the corpus) apart from cooperating with the meaning process of the discourse, also indicate specific meanings inside these materialities was confirmed. The corpus of the research is made up of advertisements of four English courses broadcast on TV and Internet between 2010-2013, totalizing eleven audiovisual objects. In general, the theoretical discussions made and the analyses indicate the usefulness of articulating the historical semiology proposal with DA, this is due to the signs and symptoms which emanate from these significant materials. Concerning the analysis of sound substance, we verify its relevance as a constituent element of history, we highlight the vocal intensity as counterpart of meaning, the relation of timbre substance with the identity of the subject, as well as the role of tone in the production of meanings contrary to the verbal. We analyzed the substances of expression and how these contribute to the production of meanings of the discourse in several ways. Furthermore, the materialities showed how substances in the image scope and the objects regulate the power games and corroborate the production of truths inside the discursive practices. About the learner and learning, we point out that the Brazilian learner of English needs to have perfect pronunciation, and his fluency is intimately related to the fact of having a native teacher. The legitimated learner, in this respect, is put into an idealized place of knowledge. Apart from that, the advertisements demonstrate that English learning flows without any conflict, and the learning process is also erased to the detriment of the product. Their success (of the learner) is strictly entailed to the competence of the oral ability. Also, the Brazilian has to learn the foreign language and use it never the foreigner. This last one, on the contrary, occupies the place of powers (domination) and knowledge. To finish, ruled by post-modernity, the advertisements promote the disposable culture (especially concerning the learner s body); and the punishment factor along with ridiculousness permeates the discursive formation about learner/learning of English language in Brazil. These factors certainly corroborate the constitution of subjects
publishDate 2014
dc.date.none.fl_str_mv 2014-08-20
2015-04-23
2016-06-22T18:42:08Z
2016-06-22T18:42:08Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/doctoralThesis
format doctoralThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv MARQUES, Welisson. Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa. 2014. 272 f. Tese (Doutorado em Linguística Letras e Artes) - Universidade Federal de Uberlândia, Uberlândia, 2014. DOI https://doi.org/10.14393/ufu.te.2014.100
https://repositorio.ufu.br/handle/123456789/15302
https://doi.org/10.14393/ufu.te.2014.100
identifier_str_mv MARQUES, Welisson. Análise do discurso publicitário de cursos de idiomas: verdades atinentes a sujeitos aprendizes e aprendizagem de língua inglesa. 2014. 272 f. Tese (Doutorado em Linguística Letras e Artes) - Universidade Federal de Uberlândia, Uberlândia, 2014. DOI https://doi.org/10.14393/ufu.te.2014.100
url https://repositorio.ufu.br/handle/123456789/15302
https://doi.org/10.14393/ufu.te.2014.100
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Uberlândia
BR
Programa de Pós-graduação em Estudos Linguísticos
Linguística Letras e Artes
UFU
publisher.none.fl_str_mv Universidade Federal de Uberlândia
BR
Programa de Pós-graduação em Estudos Linguísticos
Linguística Letras e Artes
UFU
dc.source.none.fl_str_mv reponame:Repositório Institucional da UFU
instname:Universidade Federal de Uberlândia (UFU)
instacron:UFU
instname_str Universidade Federal de Uberlândia (UFU)
instacron_str UFU
institution UFU
reponame_str Repositório Institucional da UFU
collection Repositório Institucional da UFU
repository.name.fl_str_mv Repositório Institucional da UFU - Universidade Federal de Uberlândia (UFU)
repository.mail.fl_str_mv diinf@dirbi.ufu.br
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