The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse
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Data de Publicação: | 2019 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Cadernos de Estudos Linguísticos |
Texto Completo: | https://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/8655211 |
Resumo: | Paveau (2013a) presents an approach that is, so to speak, innovative, as she aims to give Discourse Analysis a cognitive dimension. Inspired by such a proposition, this article — based on the analysis of an advertising campaign of a Brazilian beer, Skol, for the carnival of 2015 — proposes a discussion about the ethos allying this cognitive-discursive view proposed by the author to the discursive-enunciative one (MAINGUENEAU, 2008a). In order to do that, we mobilize the proposition by Paveau (2015) of integrating the study of moral on language, based on the premise that there are statements acknowledged, within a community, as virtuous or not. Therefore, the members of the community know, due to data socioculturally distributed in the cognitive environment, and have (or should have) a disposition to produce virtuous statements. The author designates this disposition as discursive virtue. We advocate here the ethos may be an index of such virtue and which may, thus, have in its definition a cognitive dimension incorporated, in addition to being regulated, from the strictly enunciative-discursive point of view, by a global semantics (MAINGUENEAU, 2005b). The analysis demonstrates that the ethos that emerges from the advertising campaign indicts a maladjustment in relation to decency (PAVEAU, 2015), since it humiliates — in the sense Paveau (2015) adopts — a certain social group, women. |
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The ethos as in index of discursive virtue: epistemological articulations between cognition and discourseEl ethos como índice de virtud discursiva: articulaciones epitemológicas entre cognición y discursoO ethos como índice de virtude discursiva: articulações epistemológicas entre cognição e discursoDimensão cognitivaVirtude discursivaEthos.Dimensión cognitivaVirtud discursivaEthos.Cognitive dimensionDiscursive virtueEthos.Paveau (2013a) presents an approach that is, so to speak, innovative, as she aims to give Discourse Analysis a cognitive dimension. Inspired by such a proposition, this article — based on the analysis of an advertising campaign of a Brazilian beer, Skol, for the carnival of 2015 — proposes a discussion about the ethos allying this cognitive-discursive view proposed by the author to the discursive-enunciative one (MAINGUENEAU, 2008a). In order to do that, we mobilize the proposition by Paveau (2015) of integrating the study of moral on language, based on the premise that there are statements acknowledged, within a community, as virtuous or not. Therefore, the members of the community know, due to data socioculturally distributed in the cognitive environment, and have (or should have) a disposition to produce virtuous statements. The author designates this disposition as discursive virtue. We advocate here the ethos may be an index of such virtue and which may, thus, have in its definition a cognitive dimension incorporated, in addition to being regulated, from the strictly enunciative-discursive point of view, by a global semantics (MAINGUENEAU, 2005b). The analysis demonstrates that the ethos that emerges from the advertising campaign indicts a maladjustment in relation to decency (PAVEAU, 2015), since it humiliates — in the sense Paveau (2015) adopts — a certain social group, women.Paveau (2013a) presenta una propuesta que es, se puede decir, innovadora, ya que tiene la intención de proporcionar al análisis del discurso una dimensión cognitiva. Inspirado en esto, este artículo tiene como objetivo, a partir del análisis de una campaña de cerveza Skol para el carnaval de 2015, probar la productividad de incorporar tal dimensión en el espíritu. Para esto, también buscamos apoyo en la posibilidad de incorporar el estudio de la moralidad en el lenguaje, según Paveau (2015), quien argumenta que hay declaraciones reconocidas dentro de una comunidad dada como virtuosas o no. Por lo tanto, los miembros de esta comunidad conocen a través de datos que están distribuidos socioculturalmente en el medio ambiente, y tienen (o deberían tener) la voluntad de producir expresiones virtuosas. A esta disposición, el autor asigna una virtud discursiva. Argumentamos aquí que el ethos es un índice de esta virtud y, por lo tanto, puede haber incorporado en su definición una dimensión cognitiva, además de estar regulada, desde el punto de vista estrictamente enunciativo-discursivo, por una semántica global (MAINGUENEAU, 2005).Paveau (2013a) apresenta uma proposta que é, pode-se dizer, inovadora, na medida em que pretende dotar a Análise do Discurso de uma dimensão cognitiva. Inspirado aí, o presente artigo objetiva — a partir da análise de uma campanha da cerveja Skol para o carnaval de 2015 — testar a produtividade da incorporação de tal dimensão ao ethos. Para tanto, buscamos apoio também na possibilidade de se incorporar o estudo da moral na linguagem, conforme Paveau (2015), que argumenta que há enunciados reconhecidos, no seio de uma dada comunidade, como virtuosos ou não. Assim, os membros dessa comunidade sabem, através de dados distribuídos socioculturalmente no ambiente, e têm (ou deveriam ter) uma disposição para produzir enunciados virtuosos. A essa disposição a autora designa virtude discursiva. Defendemos aqui que o ethosé um índice dessa virtude e que pode, portanto, ter incorporado em sua definição uma dimensão cognitiva, para além de ser regrado, do ponto de vista estritamente enunciativo-discursivo, por uma semântica global (MAINGUENEAU, 2005).Universidade Estadual de Campinas2019-08-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado pelos paresDescrição e análise linguísticaLinguistic description and analysisDescripción y análisis lingüísticoapplication/pdfhttps://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/865521110.20396/cel.v61i0.8655211Cadernos de Estudos Linguísticos; v. 61 (2019): Ethos discursivo em diversas dimensões; 1-14Cadernos de Estudos Linguísticos; Vol. 61 (2019): Discursive Ethos in several dimensions; 1-14Cadernos de Estudos Linguísticos; Vol. 61 (2019): Ethos discursivo en varias dimensiones; 1-142447-0686reponame:Cadernos de Estudos Linguísticosinstname:Universidade Estadual de Campinas (UNICAMP)instacron:UNICAMPporhttps://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/8655211/21198Brazil; 2019Brasil; 2019Brasil; 2019Copyright (c) 2019 Cadernos de Estudos Lingüísticoshttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessVilela-Ardenghi, Ana CarolinaGomes, Cristiana Frazão2022-08-31T14:38:47Zoai:ojs.periodicos.sbu.unicamp.br:article/8655211Revistahttp://revistas.iel.unicamp.br/index.php/cel/PUBhttp://revistas.iel.unicamp.br/index.php/cel/oaispublic@iel.unicamp.br||revistacel@iel.unicamp.br2447-06860102-5767opendoar:2022-11-08T14:24:00.513329Cadernos de Estudos Linguísticos - Universidade Estadual de Campinas (UNICAMP)false |
dc.title.none.fl_str_mv |
The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse El ethos como índice de virtud discursiva: articulaciones epitemológicas entre cognición y discurso O ethos como índice de virtude discursiva: articulações epistemológicas entre cognição e discurso |
title |
The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse |
spellingShingle |
The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse Vilela-Ardenghi, Ana Carolina Dimensão cognitiva Virtude discursiva Ethos. Dimensión cognitiva Virtud discursiva Ethos. Cognitive dimension Discursive virtue Ethos. |
title_short |
The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse |
title_full |
The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse |
title_fullStr |
The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse |
title_full_unstemmed |
The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse |
title_sort |
The ethos as in index of discursive virtue: epistemological articulations between cognition and discourse |
author |
Vilela-Ardenghi, Ana Carolina |
author_facet |
Vilela-Ardenghi, Ana Carolina Gomes, Cristiana Frazão |
author_role |
author |
author2 |
Gomes, Cristiana Frazão |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Vilela-Ardenghi, Ana Carolina Gomes, Cristiana Frazão |
dc.subject.por.fl_str_mv |
Dimensão cognitiva Virtude discursiva Ethos. Dimensión cognitiva Virtud discursiva Ethos. Cognitive dimension Discursive virtue Ethos. |
topic |
Dimensão cognitiva Virtude discursiva Ethos. Dimensión cognitiva Virtud discursiva Ethos. Cognitive dimension Discursive virtue Ethos. |
description |
Paveau (2013a) presents an approach that is, so to speak, innovative, as she aims to give Discourse Analysis a cognitive dimension. Inspired by such a proposition, this article — based on the analysis of an advertising campaign of a Brazilian beer, Skol, for the carnival of 2015 — proposes a discussion about the ethos allying this cognitive-discursive view proposed by the author to the discursive-enunciative one (MAINGUENEAU, 2008a). In order to do that, we mobilize the proposition by Paveau (2015) of integrating the study of moral on language, based on the premise that there are statements acknowledged, within a community, as virtuous or not. Therefore, the members of the community know, due to data socioculturally distributed in the cognitive environment, and have (or should have) a disposition to produce virtuous statements. The author designates this disposition as discursive virtue. We advocate here the ethos may be an index of such virtue and which may, thus, have in its definition a cognitive dimension incorporated, in addition to being regulated, from the strictly enunciative-discursive point of view, by a global semantics (MAINGUENEAU, 2005b). The analysis demonstrates that the ethos that emerges from the advertising campaign indicts a maladjustment in relation to decency (PAVEAU, 2015), since it humiliates — in the sense Paveau (2015) adopts — a certain social group, women. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-08-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado pelos pares Descrição e análise linguística Linguistic description and analysis Descripción y análisis lingüístico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/8655211 10.20396/cel.v61i0.8655211 |
url |
https://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/8655211 |
identifier_str_mv |
10.20396/cel.v61i0.8655211 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/8655211/21198 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Cadernos de Estudos Lingüísticos https://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Cadernos de Estudos Lingüísticos https://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.coverage.none.fl_str_mv |
Brazil; 2019 Brasil; 2019 Brasil; 2019 |
dc.publisher.none.fl_str_mv |
Universidade Estadual de Campinas |
publisher.none.fl_str_mv |
Universidade Estadual de Campinas |
dc.source.none.fl_str_mv |
Cadernos de Estudos Linguísticos; v. 61 (2019): Ethos discursivo em diversas dimensões; 1-14 Cadernos de Estudos Linguísticos; Vol. 61 (2019): Discursive Ethos in several dimensions; 1-14 Cadernos de Estudos Linguísticos; Vol. 61 (2019): Ethos discursivo en varias dimensiones; 1-14 2447-0686 reponame:Cadernos de Estudos Linguísticos instname:Universidade Estadual de Campinas (UNICAMP) instacron:UNICAMP |
instname_str |
Universidade Estadual de Campinas (UNICAMP) |
instacron_str |
UNICAMP |
institution |
UNICAMP |
reponame_str |
Cadernos de Estudos Linguísticos |
collection |
Cadernos de Estudos Linguísticos |
repository.name.fl_str_mv |
Cadernos de Estudos Linguísticos - Universidade Estadual de Campinas (UNICAMP) |
repository.mail.fl_str_mv |
spublic@iel.unicamp.br||revistacel@iel.unicamp.br |
_version_ |
1800216496351215616 |