Consumo c(l)iente: abordagem do gênero anúncio publicitário em livros didáticos de língua portuguesa do ensino médio
Portuguese language textbooks, according to what has been preconized on the official document to education, have been configured on discursive genres imported from diverse spheres of human activity. Adverts, genre of ample social circulation, spread from the Advertising sphere to the schools and...
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| Format: | Dissertação |
| Język: | por |
| Wydane: |
Universidade Federal do Rio Grande do Norte
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| Hasła przedmiotowe: | |
| Dostęp online: | https://repositorio.ufrn.br/jspui/handle/123456789/19526 |
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| Streszczenie: | Portuguese language textbooks, according to what has been preconized on the official
document to education, have been configured on discursive genres imported from
diverse spheres of human activity. Adverts, genre of ample social circulation, spread
from the Advertising sphere to the schools and started being approached by these
collectaneas as an object and a tool for teaching. Therefore, this research deals with the
approach of ads in Portugese textbooks. These discursive practices matter for the impact
or appeal they exert over the (new) consumers, among which High School students; for
their representation in the capitalist system, which guides us on our relationships and
social practices; and for the mix of languages that end up at their composition, once
they encapsulate the spirit of our time, par excellence, the one from the verbal-visual
genres. To understand the treatment given to these advertising pieces, from
questions/commentaries related to them, two collections were selected by the Programa
Nacional do Livro Didático – Textbook National Program (PNLD 2012) among the
ones more used by public High Schools in Natal/RN. From Applied Linguistics, from
mestizo, nomadic and inter/transdisciplinary identity (MOITA LOPES, 2009), this
study falls within the discursive chain of the interpretive tradition of historical-cultural
approach (FREITAS, 2010) and names the Bakhtin Circle and its language‟s dialogical
conception as inescapable partners. The data of the colletaneas show that the genre
approach can happen as concrete utterance, as linguistic artifact and as hybrid, at work
with questions and without questions, with the predominance of its occurrence in the
portion of the volume devoted to the study of grammar. In the literature chapters and
production/interpretation of compositions, it insert is incipient or it doesn‟t happen in
the volume. Such a provision has implications for multiliteracies (ROJO, 2012) of the
citizen student, once the lack or the abundance of critical reading proposals for this
genre, that demand from the student the exercise of knowledge that is necessary to the
construction of linguistic and social meanings, can be responsible for guide to a more
conscious consumerism (material and cultural) by the chief customers of the work under
review. The approaches of the genres seems to indicate a gradual transition that such
material have undergone, which means, from the focus on clauses to the focus on
utterances, or even the approach as linguistic artifact to hybrid and the concrete
utterance, in search of overcoming the traditional tendency of taking advantage of
formal aspects of the language, to the detriment of enunciative ones, and for coming
into harmony with the guidelines and parameters of teaching in contemporary times,
bringing the school duties close to the rights in life. |
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