A cartilha midiática de Capricho para a educação da jovem brasileira
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Arquivos
Data
2014-03-21
Autores
Mesquita, Letícia Nassar Matos
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Editor
Universidade Federal do Espírito Santo
Resumo
This study has as its theme the prescriptive discourse of the press media directed
at the young female audience in Brazil. The corpus is CAPRICHO magazine,
which has been published by Editora Abril since 1952. Currently this magazine is
the publication for young girls with the largest circulation in the country. The issues
under study were published in the period from January 2010 to December 2011,
among these, 27 issues from 2010 and 25 from 2011. Our aim was to analyze
how the discursive and narrative strategies impose on youth values in circulation
in the magazine which enable the young readers to develop skills , attitudes
and behaviors, turning the publication into a media booklet that teaches certain
modes of presence in the world that constitute the Capricho way of being. Our
thesis is that CAPRICHO is a didactic communication vehicle, a sort of booklet
that dictates behavior, ways of being in the world, highlighting gender issues,
especially regarding young Brazilian girls. To defend this thesis, the following
hypotheses were tested: a) the Capricho way of being is built by reiterations of
discursive and narrative strategies that contribute to the circulation of social values
and axiologies; b) the syncretism of languages plays a major role in convincing
the readers; c) the intersubjective interaction of intimacy is what characterizes
the close interaction between enunciator and enunciatee, marking the acts of
advising and following the advice; d) the manipulation strategy of seduction
covers the prescriptive discourse which is valued as a daily participant; e) due to
this condition of daily routine presence, CAPRICHO is valued as a manual that
helps to make sense to the being in the world, the magazine is considered as an
object of collection; f) as an accessible manual, it can leave the shelf according
to the needs of the young readers. The analysis is based on the theoretical and
methodological contributions of discoursive semiotic. The analysis is based on
the theoretical and methodological contributions of discoursive semiotic, focusing
on studies about syncretism of languages. As a result, it was found that as
CAPRICHO uses rich plasticity and words taken from the young enunciatee, the
reader is subjected to the social values attributed to Brazilian women: kindness,
sociability linked to aesthetics and the importance of studying for the working
market. Consumerism is embedded in each part of the magazine, like a driving
force which makes the reader believe to be the addresser. The relevance of
this thesis is also to prove that the analyzes of the relationship between visual
and verbal writing are essential for grasping the meaning of a syncretic text and
building a critical reader
Descrição
Palavras-chave
Modes of presence and visibility , Education , Women's magazine , Booklet , Syncretism of languages , Discoursive semiotic , Modos de presença e de visibilidade , Semiótica , Revista feminina , Sincretismo de linguagens
Citação
MESQUITA, Letícia Nassar Matos. A cartilha midiática de Capricho para a educação da jovem brasileira. 2014. 233 f. Tese (Doutorado em Educação) - Programa de Pós-Graduação em Educação, Universidade Federal do Espírito Santo, Centro de Educação, Vitória, 2014.