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Denna studie syftar till att undersöka hur Sveriges tre största hamburgerkedjor tagit sig an Covid-19- krisens utmaningar i sina reklamfilmer. Förhoppningen är att resultatet ska kunna bidra med kunskap om hur kriser av det här slaget kan hanteras när det handlar om marknadsföring samt hur marknadsföringen i sig kan uppfattas, både av mottagare och av de som står bakom den. Studien har analyserat åtta reklamfilmer, hälften från 2019 och hälften från 2020 för att kartlägga dels vad som kännetecknar de olika hamburgerkedjornas reklam under dessa år men också hur kedjorna vill framställa sig i sina mottagares ögon och om det har förändrats i och med Covid-19. Detta har gjorts med filmanalyser för de visuella och semiotiska resurserna i reklamfilmerna men också textanalyser med hjälp av den systemisk-funktionella lingvistikens metafunktioner för en bredare förståelse av de övergripande budskapen. Resultaten visar på likheter i kedjornas sätt att bygga upp sina reklamfilmer 2020 runt det övergripande budskapet att man tar Covid-19-viruset på allvar och prioriterar kundsäkerhet och samhällsansvar. Alla tre verksamheter är också noga med att framstå som givande och inte krävande. Det finns dock också skillnader i hur man förmedlar detta, exempelvis när det gäller distans till mottagaren, kampanjer och rollen som respektive kedja ämnar ta på sig i relation till mottagaren. Vidare går det även att identifiera återkommande mönster i resultaten från både tidigare forskning och reklamfilmerna från 2019 i alla tre kedjors Covid-19-anpassning där framförallt lättsamhet kontra allvar är tydligt.

[pt] Intrigada e curiosa por entender possíveis razões que levam as pessoas a dar prosseguimento a seus estudos, o principal intuito desta pesquisa é compreender, através do discurso, quais motivações levaram três amigos e a mim a continuarmos nossa formação acadêmica, ingressando em cursos de mestrado e doutorado. Partindo da verbalização de nossas motivações, procuro refletir criticamente sobre o modo que as identidades e emoções moldam nossas percepções em relação a nós mesmos e aos motivos que nos levaram a dar continuidade à nossa formação. Para tal, recorro a um arcabouço teórico interdisciplinar, que compreende: a perspectiva contemporânea da Linguística Aplicada; a Prática Exploratória; identidades; narrativas; emoções; a autoetnografia e o Sistema de Avaliatividade. Esta pesquisa se insere no paradigma qualitativo-interpretativista, estando intrinsecamente relacionada à Linguística Aplicada Contemporânea, ao viés ético-metodológico que caracteriza a Prática Exploratória e à pesquisa do praticante. Analiso o discurso gerado em conversas exploratórias, que são processos dinamizadores de reflexão e de novos entendimentos sobre as questões que perpassam a vida em diversos contextos, como o acadêmico. A partir da análise dessas conversas, entendi que, ao contarmos narrativas, meus amigos e eu nos coconstruimos identitariamente como pesquisadores e professores através de manifestações linguísticas explícitas de afetos e de julgamentos positivos e negativos. Essas manifestações também ocorreram ao abordarmos as relações que tivemos e temos com amigos e familiares, com nossas orientadoras de mestrado e de doutorado e com outros docentes ao longo de nossa formação, fazendo-me refletir sobre a importância do incentivo da família e dos amigos, bem como de professores e educadores nas vidas de seus alunos. / [en] Intrigued and curious to understand possible reasons that lead people to continue their academic studies, the main purpose of this research is to understand, through discourse, what motivations led three friends and I to continue our academic education, enrolling in master s and doctorate programs. From the verbalization of our motivations, I reflect critically on the way that identities and emotions shape our perceptions of ourselves and the reasons that led us to continue our education. In order to do this, I turn to an interdisciplinary theoretical framework, which includes: the contemporary perspective of Applied Linguistics; Exploratory Practice; identities; narratives; emotions; autoethnography and Appraisal System. This research is part of the qualitativeinterpretative paradigm, being closely related to Contemporary Applied Linguistics, to the ethical-methodological perspective that characterizes Exploratory Practice and to practitioner research. I analyse exploratory conversations, conceptualized as reflective dynamic processes that generate new understandings about issues that emerge from life in different contexts, including the academic one. From the analysis of these conversations, I understood that, when we tell narratives, my friends and I co-construct our identities as researchers and teachers through explicit linguistic manifestations of positive and negative affects and judgments. These manifestations also occurred when we addressed the relationships we had and still have with friends and family, with our master s and doctoral advisors and with other professors throughout our education. These findings make me reflect on the importance of the encouragement of family and friends, as well as that of teachers and educators in students lives.

[pt] Nesta dissertação, eu investigo como três docentes de línguas, atuantes em contextos acadêmicos, unem-se e constroem discursivamente emoções como micropolíticas de resistência em um processo de (trans)formação docente. Desse modo, lanço mão de construtos do Sistema de Avaliatividade (MARTIN; ROSE, 2007) da Linguística Sistêmico-Funcional (HALLIDAY, 1994; VIAN JR., 2009) para uma análise microdiscursiva das avaliações em negociação. Observo, ainda, em que medida nossas avaliações desafiam Discursos (GEE, 2005) que mobilizam essencialismos como instrumentos de despolitização e de dominação quanto à relação docente-discente. Para tanto, alinho-me a uma perspectiva indisciplinar de Linguística Aplicada (MOITA LOPES, 2006; FABRÍCIO, 2006) com interseção epistemológica entre as concepções de micropolítica das emoções (REZENDE; COELHO, 2010), amizade ética (ORTEGA, 2000) e emoções como atos contra-hegemônicos na relação pedagógica (hooks, 2013; FREIRE, 2013). Ao desenvolver uma pesquisa de cunho (auto)etnográfico (ONO, 2018), considero minha voz atrelada às das professoras coparticipantes em uma conversa reflexiva com potencial exploratório (MILLER et al., 2008). Nesta metodologia exploratória, buscamos entendimentos tocantes à qualidade de vida, ao entrelugar institucional de docentes em pré-serviço e ao sofrimento humano (MILLER, 2013), potencializados por questões políticas de gênero, classe e raça (hooks, 2013). Os resultados apontam que emoções são constitutivas desse processo, atuando ora como instrumentos de dominação, ora de emancipação. Em instâncias de resistência, emergem predominantemente emoções micropolíticas de confiança, de acolhimento e de empatia, com o reconhecimento de relações de poder institucional e assimetrias sociopolíticas em jogo. / [en] In this dissertation, I probe how three language teachers, agents in academic contexts, come together and discursively construct emotions as micropolitics of resistance in an ever-transforming process of teacher education. In this sense, I make use of constructs from the Appraisal Theory (MARTIN; ROSE, 2007), embedded in Systemic Functional Linguistics (HALLIDAY, 1994; VIAN JR., 2009), so as to employ a microdiscursive analysis of our negotiated evaluation. Also, I observe to what extent our evaluations challenge Discourses (GEE, 2005) which mobilize essentialisms as instruments of depoliticization and domination towards teacher-student relationship. In doing so, I align myself with an indisciplinary perspective of Applied Linguistics (MOITA LOPES, 2006; FABRÍCIO, 2006), with epistemological intersections between the conceptions of the micropolitics of emotions (REZENDE; COELHO, 2010), ethical friendship (ORTEGA, 2000) and emotions as anti-hegemonic actions in pedagogical relations (hooks, 2013; FREIRE, 2013). In developing some (auto)ethnographic research, I deem my voice intertwined with those of the coparticipants in a potentially exploitable reflective conversation (MILLER et al., 2008). In this exploratory methodology, we seek understandings as to quality of life, an in-between institutional place of pre-service teachers and human suffering (MILLER, 2013), issues which are intensified by political matters of gender, class and race (hooks, 2013). Results indicate that emotions are constitutive of this process, acting both as instruments of domination as well as of emancipation. In instances of resistance, micropolitical emotions of trust, support and empathy emerge predominantly, with the acknowledgment of institutional power relations and sociopolitical asymmetries at play.

The purpose of this bachelor thesis is to investigate how an ideal job applicant is described when searching real estate janitors and real estate managers in job advertising using a Swedish linguistic perspective. This is achieved by looking at how the model reader is constructed i.e. if the ways to describe the two occupational groups differ, if the descriptions tend to include or exclude groups of applicants, and if and how a relationship is created between the employer and the recipient and if so what kind of relationship. The material consists of ten job advertisements where the employer is looking for real estate janitors and ten job advertisements where the employer is looking for real estate managers. The choice of method for the study is systemic functional grammar, critical discourse analysis and gender coding. Theoretically I also start from the systemic functional grammar and the critical discourse analysis, though with an emancipatory approach. The descriptions of the dream candidates that is created in the ads differ between the two occupations. Real estate janitor is a job which requires more practical skills, while the job as a manager requires more theoretical skills. The ideal real estate janitor has equal numbers of masculine and feminine qualities. The dream candidate is self-propelled, service-oriented and is able to plan the working day in an efficient way. Since the employer seems to have a dominant attitude towards the janitor their relationship tends to not be very close. The ideal dream candidate created for real estate managers is also very self-sufficient, but he or she also has a strong internal drive and likes to run projects in combination with a strong sense of responsibility. The ideal real estate manager has a little more feminine than masculine qualities. The relationship between the employer and the ideal real estate manager is more symmetrical than the relationship that is constructed with the ideal real estate manager.

There are a large number of character speeches in Acts. Scholars have used various means and methods to contribute to a feasible and plausible answer regarding the functions of speeches in Acts. Unfortunately, the studies have often been focused on the authenticity of the speeches: were they Luke's creation or simply his compilation? This dissertation presents another set of tools for scholars to revisit Luke's speeches in Acts in order to add insight into their questions, and also to broaden the realm of this narrow focus. In particular, I will implement and demonstrate how to use modern linguistics, namely discourse analysis based on Halliday's Systemic Functional Linguistics. The present study ventures to apply this linguistic insight by focusing on two speeches in the Acts of the Apostles, Acts 2:14-36 and 17:22-31. If scholars wish to study the speeches of Acts further, or any New Testament speeches, hopefully this dissertation will provide a helpful approach to meet their needs. Thus, analyzing and comparing the author's functionally linguistic choices in these two speeches with regards to similarities and differences will describe his specific use of these speeches. The most notable contribution of the dissertation will be found in implementing a new approach to the study of speeches in Acts. I also hope such a due recognition of the language will motivate and inspire further linguistic explorations into various areas, which remain perplexed by other approaches.

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[pt] O presente trabalho tem como objetivo investigar a produção escrita de alunos de ensino médio de uma escola pública da rede estadual do Rio de Janeiro, buscando observar as dificuldades em lidar com a modalidade escrita da língua, considerando que, muitas vezes, isso pode trazer consequências para a vida do indivíduo, dentro e fora do ambiente escolar. Na escola, a dificuldade com a escrita pode acarretar falta de interesse ou motivação, ao passo que, uma vez fora da escola, o indivíduo que tenha dificuldades em se envolver em práticas sociais de leitura e escrita pode ter menos chances de mobilidade social, além de ficar à margem da sociedade de um modo geral (Rojo, 2010, Soares, 1998). Observando a funcionalidade da linguagem e questões sociais e contextuais relativas ao seu uso (Halliday, 1994; Martin, 2001), esta pesquisa propõe as seguintes questões: 1) Que avaliações os alunos concluintes do ensino médio fazem acerca da escola, incluindo os sujeitos que ali agem, reagem e interagem? 2) De que maneira essa escola desempenha o seu papel como agência de letramento escolar? 3) Que relações podem ser levantadas entre escola e inclusão e exclusão social? O conjunto de dados gerados para este estudo consiste em redações escritas em sala de aula (N=30) por alunos do terceiro ano do Ensino Médio, de uma escola na zona oeste do Rio de Janeiro e respostas a um questionário online (N=11), enviado aos alunos após sua saída da escola, via rede social. Dados estatísticos acerca do desempenho de alunos brasileiros em avaliações de percurso, tais como PISA, SAEB e, sobretudo, matrizes de avaliação do ENEM, foram utilizados para examinar e classificar os dados. O sistema da avaliatividade e pressupostos sistêmico-funcionais possibilitaram a análise das avaliações que os alunos fazem da escola como comunidade, incluindo eles mesmos, e a investigação do grau de letramento escolar que apresentam em sua produção escrita. As respostas ao questionário forneceram informações acerca das atividades educacionais e/ou profissionais dos alunos depois de concluído o ensino médio, possibilitando a discussão de eventuais relações entre letramento escolar e a inclusão social. Os resultados da análise indicam que os alunos fazem uma avaliação da escola que oscila, muitas vezes, entre o positivo e o negativo, sobretudo quando se trata de Afeto, e que a instituição é personificada e valorizada pelo seu papel social sobre o educacional. Os demais membros da comunidade escolar, como professores e colegas, também são avaliados afetivamente. Quando as marcas linguísticas nos mostram Julgamento ou Apreciação, no entanto, a avaliação aponta para um posicionamento mais negativo do aluno em relação à escola. Os textos escritos dos alunos mostram ainda que estes apresentam um grau bastante incipiente de letramento escolar, mesmo após onze anos, em média, dedicados à conclusão da educação básica. Esses resultados levam à discussão sobre as interferências que as deficiências de letramento podem ter na vida dos indivíduos, que, como os alunos observados, podem enfrentar dificuldades para ingressar em instituições públicas de ensino superior e para obter colocações mais satisfatórias no mercado de trabalho. / [en] The present study aims at investigating the written production of students at a public state school in Rio de Janeiro, in order to observe the difficulties in dealing with the written language modality, considering that these difficulties can frequently bring consequences to their lives, inside and outside the school context. At school, these difficulties can cause lack of interest or motivation, whereas out of school someone who has difficulty at engaging in social practices of reading and writing (Rojo, 2010; Soares, 1998) can have fewer chances of social mobility and be led into living on the edge of society. Considering the functionality of language as well as social and contextual issues related to its use (Halliday, 1994; Martin, 2001), this research proposes the following questions: 1) What evaluation do the graduating secondary school students make upon the school, including the individuals who act, react and interact there? 2) How does this school play its role as agency of school literacy? 3) What connections can be raised between school and social inclusion and exclusion? The set of data analyzed in this study consists of essays written by secondary students in their classroom (N = 30),and answers to an online questionnaire (N=11) sent to students after they have left school, via a social media. Statistical data about the performance of Brazilian students in national and international examinations, such as PISA, SAEB and especially ENEM, were used to examine and classify data. The Appraisal system and systemic-functional perspectives supported both the analysis of the evaluation that students make of the school as a community, including themselves, and the investigation of the degree of literacy that they present in their written production. Answers to the questionnaire provided information about the educational and/or professional activities of the students after their conclusion of secondary school, adding material for the discussion of possible relations between school literacy and social inclusion. Results of the analysis indicate that students make an evaluation of the school that often varies between positive and negative, especially when related to Affection, and that the institution is personalized and valued by its social role over the educational one. Other members of the school community, such as teachers and peers, are also affectively evaluated. However, when linguistic evidences show Judgement or Appreciation, the evaluation points to a more negative positioning of students in relation to school, especially as an agency of literacy. Students texts also show that they present a very incipient degree of literacy, even after having spent nearly eleven years at school. These results lead into a discussion about the interference that literacy deficiencies can have on people s lives, such as the students who participate in this research, who can face difficulties to enter public universities and to have better jobs or careers.

This study aims to describe the strategic political communication of the Identitarian Movement in Austria (in German known as Identitäre Bewegung Österreich) and concentrates on identifying means of persuasive language on the homepage of the movement, which is known to be nationalistic and critical towards migration. The study is based on a corpus containing a selection of blog entries, as well as a sample of images published on the homepage, and is carried out using a qualitative method combining discourse linguistics, systemic-functional linguistics and multimodal theory. The analysis sets off by describing the field component of systemic-functional theory and proceeds to examining tenor and mode. The focus will be specifically on firstly, investigating a) discourse participants and the processes they engage in and b) interaction between the implied sender and recipient in the verbal material; and secondly, describing how these meanings are reproduced visually in the image sample used. The findings suggest that the movement not only strives to portray itself as powerful and authoritative but also relies on means of solidarity in order to convince the recipient of its message. More specifically, it is shown that the migrant participants are discriminated and depersonalised whilst a close synthetic relationship is established with the implied reader, i.e. the homepage visitor. Furthermore, the movement makes an effort to picture itself as a representative of numerous groups and interests in society. By doing so it apparently attempts to simulate a representative discourse, in order to present the xenophobic stance it agitates for as a majority opinion. The analysis shows also that these practices can be seen throughout the corpus, that is, in the verbal texts as well as in the imagery.

Made available in DSpace on 2016-04-28T18:23:37Z (GMT). No. of bitstreams: 1 Ulisses Tadeu Vaz de Oliveira.pdf: 516269 bytes, checksum: 0844816fc09b2fcd6b0196adc281a80d (MD5) Previous issue date: 2008-02-19 / The galego-portuguese chants have been traditionally studying by brilliant philologists that been made huge advances in terms of understanding what was the galego-portuguese language and its production context. However, the galegoportuguese chants have a lot to offer to any researcher interested to investigate its particularities. In fact, the traditional methodologies and proceedings applied in the medieval texts analysis, specially in the galego-portuguese chants, could not examining appropriately the implications of the context in the text; as: ideology, courtesy, education, formation, ways of production, etc. Admitting this reflection and presenting a new purpose, this research develops a multifunctional critic analysis (Fairclough, 1992) of D.Dinis galego-portuguese chants (a great king and troubadour, c.f. Vasconcelos, 1943), trying to identify a collection of ideas arose from education, ethic, esthetic, courtesy and a knight ideal (Ceschin, 1998) inside these texts through the standings of: fegnedor (or aspirant), precador (or suppliant), entendedor (or suitor) and drut (or lover) (Spina, 1996:363). Since the analysis focus the lyrical chants, we re only going to talk about the standings of fegnedor, precador and entendedor; intending to understand: (a) how the linguistic analysis can contribute to reveal the ideological complexes that permeate the speech of fegnedor in love chants and precador in friend chants. (b) how fegnedor and precador can behave linguistically in this context? To achieve these objectives and make a multifunctional analysis (a method of textual linguistic analysis associate with a social theory of the language functioning in ideological processes), we mainly adopt the theoretical framework of Systemic-Functional Linguistics (Halliday, 1985, 1994) specially the ideational and interpersonal metafunctions, complemented by proposes of Critical Discourse Analysis, Register and Genre Theory (Eggins & Martin, 1997), Appraisal (Martin, 2000, 2003), and the concepts of Logogenesis (Halliday, 1994) and Resonance (Thompson, 1998). The Systemic-Functional Linguistics is distinguishable from other relate theories because it views language as a social semiotic, including the cultural and situational contexts implications. Therefore, by its perspective, we determine some obrigatory and optional stages in D.Dinis lyrical chants, as well examine the interface between social context and ideological issues on Middle Ages and the chants language (fegnedor and precador stances), we are able to map some social regulations and the ability of troubadours to compose these texts / As cantigas galego-portuguesas têm sido estudadas tradicionalmente por ilustres filólogos, e seus estudos avançaram muito na compreensão do que foi a língua galego-portuguesa e seu contexto de produção, porém as cantigas galegoportuguesas ainda têm muito a oferecer ao pesquisador que nelas se debruça, bem como aos estudantes que por elas se interessam. De fato, as ferramentas metodológicas e procedimentais utilizadas nas análises tradicionais dos textos medievais, em especial as cantigas galego-portuguesas, não conseguiram analisar satisfatoriamente as implicações do contexto no texto; a saber: ideologia, cortesia, educação, formação, meio de produção, etc. Partindo desta reflexão, de forma inédita até então, esta pesquisa realiza uma análise crítica multifuncional (Fairclough 1992) das cantigas líricas galego-portuguesas de D.Dinis (grande rei e trovador, c.f. Vasconcelos, 1943), buscando identificar um ideário inspirado na educação, ética, estética, cortesia e cavalaria (Ceschin, 1998) e presentes nas cantigas galego-portuguesas através dos posicionamentos de: fenhedor (ou suspirante), precador (ou suplicante), entendedor (ou namorado) e drudo (ou amante) (Spina; 1996: 363). Como a análise se restringe apenas aos cantares líricos, trataremos apenas dos posicionamentos de fenhedor, precador e entendedor, visando compreender: (a) como a análise lingüística pode contribuir para revelar os complexos ideológicos que permeiam a fala do fenhedor nas cantigas de amor e do precador nas cantigas de amigo?; (b) como podem se comportar lingüísticamente o fenhedor e o precador considerando esse contexto. Para atingir esses objetivos e realizar uma análise crítica multifuncional (um método de análise lingüística textual com uma teoria social do funcionamento da linguagem em processos ideológicos), adotamos prioritariamente os pressupostos teóricos da Lingüística Sistêmico-Funcional (Halliday, 1985, 1994) e as metafunções ideacional e interpessoal, complementada pelas propostas da Análise Crítica do Discurso, a Teoria de Gêneros e Registros (Eggins & Martin, 1997), as propostas de avaliatividade (Appraisal), de Martin (2000, 2003), e os conceitos da Logogênese (Halliday, 1994) e Ressonância (Thompson, 1998). O que distingue a Lingüística Sistêmico-Funcional é que ela estuda o caráter social da língua, relacionando-a ao contexto cultural e situacional. Portanto, através dela, conseguimos delinear alguns estágios obrigatórios e opcionais nas cantigas líricas de D.Dinis, bem como, mapear a cátedra e o engenho do trovador, examinando a interface entre o contexto social e implicações ideológicas da Idade Média com a linguagem das cantigas e o contraste entre os posicionamentos de fenhedor e precador