Imagens de mulher e o mundo do trabalho: uma análise discursivo-dialógica de enunciados publicitários em revistas de negócios

• Ano de defesa: 2016
• Autor(a) principal: Queijo, Maria Elizabeth da Silva [UNIFESP]
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de São Paulo (UNIFESP)
• Palavras-chave em Português: dialogical discourse analysis; advertising utterances; great time; women; world of work; análise dialógica do discurso; enunciados publicitários; grande tempo; mulheres; mundo do trabalho
• Link de acesso: https://sucupira.capes.gov.br/sucupira/public/consultas/coleta/trabalhoConclusao/viewTrabalhoConclusao.jsf?popup=true&id_trabalho=3994983; https://repositorio.unifesp.br/handle/11600/46641

The central aim of this research is to verify, from a dialogical perspective of the language, how advertising in Brazilians business magazines, through the articulation of women?s images with world of work, participates in the dialogue under the great time on the social relations of sex to compose and be composed by current discourses. Nowadays, the sex social relations present progress, once there is more possibilities of meaning to the woman?s place in society, but they also present tensions. The advertising sphere reflects at the same time that refracts the values that sustain such relations. This study adopts assumptions discussed by the authors of the Bakhtin's Circle, specifically the concepts of dialogue, social values, ideological sign, reflection/refraction, spheres, utterance and great time. The selected corpus consists of utterances actualized as advertisements in two Brazilian business magazines: EXAME and VOCÊ S/A, from April 2013 to April 2015. The analysis shows how the discourse about progress seems to only inhabit the content of the utterances, but not its structure, nor the chain, given the asymmetries repeatedly verified in all the utterances analyzed. Such asymmetries show even more marked when we consider the variables race/ethnicity and social class combined with the social relations of sex. Therefore, advertising in business magazines participates in the construction of current discourses about women in the world of work, composing and being composed by these discourses, but this ability to deconstruct what is put in the order lies limited by inhabiting its content and by the way the discursive chain is structured. The analysis results indicate that through time we can understand the process capable of producing new divergent meanings of meanings engendered in the past. This not immediate time can appear at different scales, depending on the relationship we have with this, but this historical instance whose time is endless is what is called as a great time, thinking in this study in a spiraling movement.