Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2015-11-26T13:12:53Z No. of bitstreams: 1 SilvanaMouraDaCosta_TESE.pdf: 2297193 bytes, checksum: 7ef9793e4f8c94e46be40ae05e322812 (MD5) / Approved for entry into archive by Elisangela Moura (lilaalves@gmail.com) on 2015-11-26T15:40:47Z (GMT) No. of bitstreams: 1 SilvanaMouraDaCosta_TESE.pdf: 2297193 bytes, checksum: 7ef9793e4f8c94e46be40ae05e322812 (MD5) / Made available in DSpace on 2015-11-26T15:40:47Z (GMT). No. of bitstreams: 1 SilvanaMouraDaCosta_TESE.pdf: 2297193 bytes, checksum: 7ef9793e4f8c94e46be40ae05e322812 (MD5) Previous issue date: 2014-06-06 / Esta pesquisa tem como objeto de estudo os cart?es de sauda??o, aqui entendidos como uma pr?tica de letramento largamente utilizada na sociedade americana dos Estados Unidos. Esses cart?es configuram-se, na cultura americana, como fontes de informa??o e de mem?ria sobre os ciclos de vida das pessoas, suas experi?ncias e seus la?os de sociabilidade, ativadas por meio dos sentidos que a imagem e a palavra comportam. O principal prop?sito deste trabalho ? descrever como essa pr?tica de letramento se efetiva na cultura americana. Teoricamente, esta pesquisa se fundamenta nos estudos de letramento (BARTON; HAMILTON, 1998; BAYHAM, 1995; HAMILTON, 2000; STREET, 1984, 1985, 1993, 2003), nas contribui??es da semi?tica social, associadas ? gram?tica sist?mico-funcional (HALLIDAY; HASAN, 1978, 1985; HALLIDAY, 1994; HALLIDAY; MATTHIESSEN, 2004), e na gram?tica do design visual (KRESS; LEITE-GARCIA; VAN LEEUWEN, 1997, 2000; KRESS; van LEEUWEN, 2006; HALLIDAY; MATTHIESSEN, 2004). Metodologicamente, trata-se de um estudo que se insere no paradigma qualitativo de car?ter interpretativista, que adota instrumentos de natureza etnogr?fica na gera??o dos dados. Nessa perspectiva, lan?a m?o das ?t?cnicas do olhar e do perguntar? (ERICKSON, 1981 apud CAN?ADO, 1994, p. 56), complementadas pela t?cnica do ?registrar?, proposta por Paz (2008). O corpus compreende um contingente de 104 cart?es impressos, fornecidos por usu?rios desse artefato, dos quais selecionamos 24, de 11 cart?es eletr?nicos, extra?dos da internet, assim como de verbaliza??es obtidas mediante a aplica??o de question?rio elaborado com perguntas abertas, feitas no intuito de reunir informa??es acerca das percep??es e a??es dos usu?rios desses cart?es. A an?lise dos dados revela aspectos culturais, econ?micos e sociais dessa pr?tica e a convic??o de que a pr?tica de letramento dos cart?es de sauda??o impressos, a despeito dos virtuais, ainda ? muito prof?cua na sociedade americana. O estudo permite tamb?m compreender que os usu?rios dos cart?es se posicionam e constroem identidades que s?o manifestadas na intera??o verbo-visual, com vistas a alcan?ar o efeito pretendido. Em raz?o disso, entende-se que os cart?es de sauda??o n?o s?o despretensiosos, mas carregados de ideologia e de rela??es de poder, dentre outros aspectos que lhes s?o constitutivos. / This research aims at studying the use of greeting cards, here understood as a literacy practice widely used in American society of the United States. In American culture, these cards become sources of information and memory about people?s cycles of life, their experiences and their bonds of sociability enabled by means of the senses that the image and the word comprise. The main purpose of this work is to describe how this literacy practice occurs in American society. Theoretically, this research is based on studies of literacy (BARTON, HAMILTON, 1998; BAYHAM, 1995; HAMILTON, 2000; STREET, 1981, 1984, 1985, 1993, 2003), the contributions of social semiotics, associated with systemic-functional grammar (HALLIDAY; HASAN 1978, 1985, HALLIDAY, 1994, HALLIDAY; MATTHIESSEN, 2004), and the grammar of visual design (KRESS; LEITE-GARCIA, VAN LEEUWEN, 1997, 2004, 2006; KRESS; MATTHIESSEN, 2004). Methodologically, it is a study that falls within the qualitative paradigm of interpretative character, which adopts ethnographic tools in data generation. From this perspective, it makes use of ?looking and asking? techniques (ERICKSON, 1986, p. 119), complemented by the technique of "registering", proposed by Paz (2008). The corpus comprises 104 printed cards, provided by users of this cultural artifact, from which we selected 24, and 11 e-cards, extracted from the internet, as well as verbalizations obtained by applying a questionnaire prepared with open questions asked in order to gather information about the perceptions and actions of these cards users with respect to this literacy practice. Data analysis reveals cultural, economic and social aspects of this practice and the belief that literacy practice of using printed greeting cards, despite the existence of virtual alternatives, is still very fruitful in American society. The study also allows users to comprehend that the cardholders position themselves and construct identities that are expressed in verbal and visual interaction in order to achieve the desired effect. As a result, it is understood that greeting cards are not unintentional, but loaded with ideology and power relations, among other aspects that are constitutive of them.