O ethos na comunicação institucional: um olhar sobre a Revista Mackenzie

• Ano de defesa: 2014
• Autor(a) principal: Nogueira, Déspina Maria Iliadis
• Orientador(a): Brito, Regina Helena Pires de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Palavras-chave em Português: Revista Mackenzie; ethos; comunicação institucional; análise do discurso
• Palavras-chave em Inglês: Mackenzie magazine; ethos; institutional communication; discourse analysis
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS::LINGUA PORTUGUESA
• Link de acesso: http://dspace.mackenzie.br/handle/10899/25322

Inserted in the line of research "Language, literature and society: discourse in the communication, religious, pedagogic, political discourses", this study, based on theoretical assumptions of Dominique Maingueneau analyses the process of ethos construction in the Mackenzie institutional communication. Thus, we fall back on study of two texts of Mackenzie Magazine, which approach the birthday celebrations of Mackenzie Presbyterian University in two moments: 50 and 60 years of University foundation. This research demonstrated that journalistic coverage of these two important dates in the institution history reveals an ethos that is full of identity marks. These features emerge on the analysis of verbal and nonverbal aspects, typical of the magazine s institutional language, which is pervaded by a unique discourse and underpin the committed image to the values of a Christian education that is presented by that institution.