Made available in DSpace on 2015-09-25T12:21:17Z (GMT). No. of bitstreams: 1 DanielleAandradeSouza.pdf: 707647 bytes, checksum: e15f10ec6b2a95b4d2395aa6855a9ab9 (MD5) Previous issue date: 2006-11-19 / O presente trabalho estuda os enunciados da campanha publicitária que ficou comumente conhecida pelo seu mote: Eu sou brasileiro e não desisto nunca . Para tanto, buscamos analisar, à luz de Fairclough, os textos dos anúncios narrativos da referida campanha com o intuito de saber como neles se manifesta o ethos, nossa principal categoria de análise. Inicialmente, o trabalho cuida de discutir alguns importantes conceitos da publicidade e propaganda, sua conceituação e evolução ao longo do tempo. Em seguida, elabora a construção enunciativa e lingüística do ethos de acordo com a teoria social do discurso formulada por Fairclough (2001). Nesse percurso, criamos um desenho de pesquisa que contemplou as áreas da comunicação social e lingüística, desenho este que se transformou numa pesquisa interdisciplinar. Em nossa análise, adotamos uma perspectiva que entende o texto publicitário também como um artefato sócio-cultural, fiel a uma certa memória coletiva, capaz de revelar traços expressivos da cultura e da sociedade, especialmente, a brasileira. Como procedimentos metodológicos, articulamos as três dimensões propostas por Fairclough, a dimensão do texto (que nos permitiu adentrar no texto propriamente dito), a dimensão da prática discursiva (que englobou um tratamento discursivo das cenas focalizadas) e a dimensão da prática social (que de uma maneira mais complexa nos levou a uma análise do cotidiano). Por fim, consideramos que recentemente o Governo Federal brasileiro desenvolveu uma de suas principais manobras para favorecer aos seus interesses políticos (inclusive de reeleição), através de uma ação publicitária que conseguiu alto índice de penetração no imaginário de identidade do país.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / Cette recherche a pour objet la construction de lâethos de citoyen des membres des Alcooliques Anonymes dans leurs rÃcits lors de rÃunions du groupe comme partie du traitement pour le rÃtablissement des malades alcooliques. Ces rÃcits portent sur la vie dâalcoolisme et dâabstinent de quelquâun aprÃs son entrÃe aux AA, prÃsentant les changements arrivÃs dans sa vie, sa famille et son travail depuis quâil sâarrÃte de boire et quâil assimile le discours du groupe. Ainsi, lâhistoire de lâalcoolique est racontÃe du point de vue du moment prÃsent oà il se trouve, oà il rÃfuse son passà dâalcoolisme et met en Ãvidence son moment actuel dâabstinent soulignant son changement et son honorabilitÃ. Pour cela, dans lâanalyse des rÃcits est utilisÃe le refus de lâhabitus de lâalcoolique au mÃpris des tensions entre les scÃnographies du passà et du prÃsent de lâalcoolique pour renforcer les changements par lesquels il est passà et pour faire croire quâil est devenu citoyen. En outre, le corps de lâalcoolique, son caractÃre et sa corporalità sont aussi construits pour montrer la diffÃrence entre lâavant et lâaprÃs son entrÃe aux AA. / A presente pesquisa disserta sobre a construÃÃo do ethos de cidadÃo de membros de AlcoÃlicos AnÃnimos em depoimentos proferidos por estes em reuniÃes da irmandade, como parte do tratamento de recuperaÃÃo de doentes alcoÃlicos. Esses depoimentos narram sobre a vida de alcoolismo ativo e de abstemia do alcoÃlico, apÃs entrar em AA, apresentando as mudanÃas ocorridas na vida deste, na famÃlia e no emprego, a partir do momento que pÃra de beber e incorpora o discurso do grupo. Assim, a histÃria do alcoÃlico à narrada do ponto de vista do presente em que se encontra, em que o alcoÃlico rejeita o passado de alcoolismo e exalta o presente de abstemia tendo em vista ressaltar que mudou e que hoje à respeitÃvel. Para isso, à utilizada, na anÃlise das narrativas, a rejeiÃÃo do habitus do alcoÃlatra pela tensÃo entre as cenografias do passado e do presente do alcoÃlico para enfatizar as mudanÃas por que passou e para fazer crer que à um cidadÃo. AlÃm disso, à construÃdo o corpo do alcoÃlico, o carÃter e a corporalidade, tambÃm para mostrar a diferenÃa entre o antes o depois de ingressar em AA.

Submitted by Josimara Dias Brumatti (bcgdigital@ndc.uff.br) on 2017-03-07T13:55:50Z No. of bitstreams: 1 DISSERTAÇÃO FINAL.pdf: 2397825 bytes, checksum: e785969eadb58a24ce6893e63e154db0 (MD5) / Made available in DSpace on 2017-03-07T13:55:50Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO FINAL.pdf: 2397825 bytes, checksum: e785969eadb58a24ce6893e63e154db0 (MD5) / Esta pesquisa apresenta como foco investigativo a análise das embalagens de dentifrícios para crianças, elaboradas em períodos distintos: as atuais, entre os anos de 2013/2014, e as antigas, entre as décadas de 1920/1970. Tomamos como fundamentação teórica a Teoria Semiolinguística, que situa o sujeito no tempo e no espaço, para que o contrato de comunicação alcance o seu êxito. Investigamos as estratégias utilizadas na publicidade pelo sujeito anunciante, no intuito de capturar o público alvo para seus domínios. Analisamos, também, como esse publicista constrói a noção de ethos (masculino e feminino), por meio de representações sociais e discursivas, utilizando tanto os elementos internos do texto quanto os extralinguísticos. Por fim, examinamos como são construídos os modos de dizer na publicidade, que utiliza a linguagem verbal e a não verbal somadas aos implícitos para a elaboração e a interpretação do discurso, por meio de um enunciado sedutor e envolvente. / This research presents as an investigative focus the analysis of toothpaste packing for children, prepared in different periods: the current, between the years 2013/2014, and the old, between the decades of 1920/1970. We take as theoretical foundation Semiolinguistics Theory that places the person in time and space, so that the communication contract reachs its success. We investigated the strategies used in advertising by advertiser person in order to capture the target audience for his domains. We also analyzed, the way advertisings build the notion of ethos (male and female), through social and discursive representations, using either the internal elements of the text or the extralinguistic ones. Finally, we examine how the ways of saying in advertisings are built, using verbal and non-verbal language added to implicit for the preparation and interpretation of speech, through a seductive and compelling statement.

Désir de justification, de légitimation, besoin de laisser une trace, d’affirmer sa position dans le champ éditorial, peu importe la raison, depuis la deuxième moitié du XXe siècle, des éditeurs québécois, après de nombreuses années de labeur dans le domaine de la publication de livres, décident de coucher sur le papier leurs expériences, surtout professionnelles. En se mettant en scène, l’éditeur devient un auteur. Il est obligé d’adopter une nouvelle posture, une posture d’auteur, tout en gardant sa posture d’éditeur. Mais de quelle manière se construit-il comme auteur?

Philosophiae Doctor - PhD (Ethics) / "Development" has emerged as a key word indicating the level of participation in and integration into the global economy of previously "under-developed" or marginalized countries, especially from the so-called "Third World". Even though decolonial theory contests the validity of what is seen as a particular arrogant Western assessment of the norms at work in such classification of nation-states, it is widely accepted that there is a direct equation between growth and equality: The lower the level of inequality in any country, the faster and the more sustainable the growth in the economy is expected to be. South Africa's dilemma is that it portrays the extreme negative aspect of this fundamental socio-economic formula. The country has a high level of inequality and seems to be stuck in low economic growth! In essence, the current high level of inequality in South Africa results in slow and unsustainable growth in the economy. A healthy development path for South Africa would mean that both economic growth and equality should be sustainably sought. Colonial and apartheid periods elicited processes of planning and development which may have been well-managed and controlled but were fundamentally unjust, being based on stark inequalities, and thus strongly and justifiably opposed. The central focus of this study is to ethically assess the rationale and implementation of the South African National Development Plan (NDP), developed on the basis of the country‘s model new Constitution in order to ensure good quality of life and dignity for all its citizens. The goal of this study is to determine to which extent the NDP is viable in this sense, and can be supported on the basis of a responsible ethical development paradigm, such as Amartya Sen's comprehensive theory of "development as freedom". The relevance of this thesis is that it aims at contributing towards a trustworthy assessment framework for testing all aspects of the NDP, especially its ethical viability.To test the viability of the NDP the study zoomed in on detailed assessments of the following frameworks: 1) Critical historical studies of South Africa's international political and economic development, 2) Constitutional and human rights studies into the constitutional framework of the NDP and its socio-ethical perspectives, 3) Studies on development Theory to identify gaps or suspect aspects of the NDP, 4) Studies on globalization and a global ethic to specifically understand the positive and negative sides of globalization as relevant factors in development discourse in South Africa, and 5) A particular study of Sen's comprehensive development framework to use a theory acknowledged for its comprehensiveness and ethical sharpness to thoroughly assess the strengths and weaknesses of the NDP. Some preliminary findings drawn from this study suggest that the (utilitarian or consequentialist) goals and objectives of the NDP are generally seen as positive and pointing in the right direction. However, the deeper ethical analysis of the NDP, linked to the emergence of responsibility theory, a global ethic (a deontological social ethic for the world), a particular African virtue ethic (Ubuntu), and specifically to Amartya Sen's ethical analysis of the kind of agency and freedom needed by the actors in the drama of development – together - expose various shortcomings in the NDP, some of its goals, its implementation, sustainability, and the new ethos it embodies. The concluding remarks of this study thus provide a number of critical points, ethically spoken, on crucial details of the NDP. Such aspects of the NDP are, for instance, its "utility" (according to the theory which holds that actions are right if they lead to optimum happiness for the greatest number of people); its "morality" (good outcomes or results produced by right actions, consequences which generally outweigh all other considerations); its "virtue" (which focuses on individual agency, morality and duties), but also in typical African fashion, the quality of its "Ubuntu" (the being together of people defining each member of the clan‘s humanity and dignity). Sen's accent on the inner freedom, the agency, of individuals and people, organized in civil society - to support each other, to be open, ready and engaged in their own development - seems to provide some of the missing ingredients for the NDP and its path. Such ingredients cannot be guaranteed or "produced" by human rights, constitutions, rule of law, or even a bill of rights. In the face of state capture, corrupt leadership, personal greed, lack of personal integrity or virtue, disregard for divine commands or human rights, this one factor seems to be the only medicine that works: deep-seated personal agency (of the individual and of civil society), generating strong determination, joint action and a belief of a future commonwealth that does honour the original dream of the Freedom Charter. Hopefully the critical questions emerging from the multi-level ethical assessment of the NDP, may stimulate new debates and set out new research agendas for a just and peaceful future for the "Rainbow Nation". / The National Institute for the Humanities and Social Sciences (NIHSS)

Den 28 februari år 2015 utbryter en strejk på flygbolaget Norwegian. Drygt ett år senare, den 10 juni år 2016, sker samma sak på flygbolaget SAS. Denna studie syftar till att undersöka hur de båda nämnda företagen hanterade respektive strejk kommunikativt. Företagens pressreleaser i samband med respektive strejk analyseras ur ett förtroendeperspektiv i form av det retoriska begreppet ethos, samt ett kriskommunikationsperspektiv i form av teorin imagereparerande strategier. Pressreleaserna har valts ut för att främja studiens syfte och analyseras främst genom tillämpning av närläsning och hermeneutik och därav svarar studien för kvalitativa resultat. Resultatet av studien visar att både Norwegian och SAS misslyckas med sin kriskommunikation. Inget av företagen lyckas etablera något starkt förtroende hos sin publik och väljer illa lämpade strategier för respektive rådande situation.

Uppsatsen ämnar undersöka den kriskommunikativa respons som Finland respektive Ryssland gav till följd av två omfattande dopingskandaler. Det för att kunna jämföra imagereparation i två olika kulturer och kartlägga vilka imagereparerande strategier som tillämpas som en del i skapandet av ethos, samt hur de kan förstås utifrån kulturteori.Uppsatsen utgår från en hermenuetisk och retorikanalysmetod. För att utvinna ett resultat har studien tagit stöd i ett komparativt arbetssätt. Den teori som genomsyrar uppsatsen utgår ifrån den neoaristoteliska retorikteorin, krisretorik genom imagereparation samt kulturteori. Resultatet visar att imagereparationen skiljer sig i de båda länderna. Valet av imagereparerande handlingar tolkas därmed grunda sig primärt i landets egen kultur istället för en internationellt vedertagen idrottskultur. Retorikens arete och fronesis till skillnad från eunoia, verkar vara av störst betydelse för förtroendeskapandet i dessa sammanhang.

Denna uppsats ämnar undersöka hur Systembolaget i två valda reklamfilmer söker etablera ethos. För att svara på detta har uppsatsen utgått ifrån en frågeställning som fokuserar på hur visuella budskap framställs samt huruvida identifikation tillämpas. Vidare utgår uppsatsen ifrån de teoretiska begreppen ethos, pathos och logos i entechnoi pisteis, visuell retorik samt identifikation. Den övergripande metod som används är hermeneutisk närläsning, fortsättningsvis tillämpas en visuell analys vilken innefattar aspekter från både en neoaristotelisk- samt en identifikationsanalys. Uppsatsen resulterar i slutsatsen att Systembolagets ethos skapas genom underliggande latenta budskap vilka appellerar till mottagarens känslor, och vidare skapare förtroende för avsändaren. Känslor väcks genom att använda identifikationsmarkörer vilka skapar konsubstansialitet. Ännu en aspekt som appellerar till mottagarens känslor är användandet av exempel involverande barn. Känslorna som väcks bidrar till att skapa förtroende för avsändaren, däri kan ethos etableras. Ethos skapas även då Systembolaget frekvent tillämpar ethos tre dimensioner, arete, eunoia och fronesis.

The Swedish government states that increased relations and collaborations with China will promote democratization. Leaders working cross-border can beviewed as a major source for influence. This thesis will use a rhetorical framework when aiming to examine democratic potentials in Swedish leaders operating in a Chinese context. Here communication is viewed as a possible tool for democratic influence. Rhetoricians believes that for influence to occur, the establishment of ethos is crucial, therefore will the thesis also explore how the leaders maintain and establish ethos in their daily interactions. The material mainly consists of interviews and field work carried out with leaders located in Shanghai and Hong Kong.

Le premier parcours de cette thèse consiste en un roman dialogué intitulé Éole qui explore le fonctionnement discursif de la force des passions dans une scénographie conversationnelle, caractéristique du roman dialogué, dans laquelle les passions deviennent si importantes qu’elles finissent par régler l’échange, dans un jeu de pouvoir ou de rapport de force, liant de manière indissociable force discursive et force des passions. Le second parcours, de nature théorique, propose d’examiner la question de la force discursive des passions, mobilisée par l’ethos et le pathos, dans la situation d’énonciation propre au roman dialogué, abordée au moyen des outils de la rhétorique et de la pragmatique, dans une perspective conversationnelle. Pour ce faire, nous avons pris appui sur un cas exemplaire, Les âmes fortes (1950) de Jean Giono (1895-1970), qui a servi à illustrer notre propos. Enfin, le troisième parcours, à caractère réflexif, est l’occasion de revenir sur la manière dont sont liées force discursive et force des passions dans Éole. Les choix d’écriture et les effets du dialogue, orientés vers la surexposition de la situation d’énonciation, contribuent à donner au roman le mouvement des passions, au détriment de l’intrigue et des personnages, dépersonnalisés. Reste alors l’expérience même du langage en situation de communication.