Mais Brasil para Mais Brasileiros : campanha ou marketing político? Um estudo discursivo crítico

• Autor(a) principal: Souza, Rosália Beber de
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: LOCUS Repositório Institucional da UFV
• Texto Completo: http://locus.ufv.br/handle/123456789/4844
• topic: Análise de discurso crítico; Marketing político; Gramática do design virtual; Analysis of critical discourse; Political marketing; Grammar of the virtual design; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA

Studying the ideological investments which are embedded in the speeches of the Federal Government from a campaign give us the opportunity to reflect upon the increasing crossing marketization into institutions previously unthinkable. Following this line of thought, our purpose is to investigate the new contemporary practices that the Federal Government uses to disclose its socials programs and their relationships with the media and political marketing. The campaign entitled More Brazil for more Brazilians is consisted of three videos and 17 radio programs. Nevertheless, in order to develop this study we will focus on the three videos which are entitled ladder light , Ladder family, and ladder taxes, and which are broadcasted by television and also by the Presidency website on the Secretariat for social communication link (SECOM). Our objective was to investigate whether the videos contribute to the maintenance/enhancement of the hegemonic capitalist system, and if that occurred, how such statement would be given through discourse. Concerning the method and theory, we employ the Grammar of Visual Design (GVD) by Kress and Van Leeuwen (2006), and the Social Theory of Discourse discussed by Norman Fairclough (2011, 2003). For the analyses and description of the movies it was used the Windows Movie Maker to select some scenes (frames). Doing so, not only the visualization but also the social actors moves in the narrative were better analyzed. Understanding the discourse as social practice, this research is justified by the importance in comprehending how society is organized into structures of power, producing and/or reproducing its values and ideologies through language.