Submitted by Franciele Moreira (francielemoreyra@gmail.com) on 2017-09-12T18:31:43Z No. of bitstreams: 2 Dissertação - Lucas Floriano de Oliveira - 2017.pdf: 5617157 bytes, checksum: 2f2ed9775d7d1413b376e1c49c9891cf (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-09-19T13:50:57Z (GMT) No. of bitstreams: 2 Dissertação - Lucas Floriano de Oliveira - 2017.pdf: 5617157 bytes, checksum: 2f2ed9775d7d1413b376e1c49c9891cf (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-09-19T13:50:57Z (GMT). No. of bitstreams: 2 Dissertação - Lucas Floriano de Oliveira - 2017.pdf: 5617157 bytes, checksum: 2f2ed9775d7d1413b376e1c49c9891cf (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-08-18 / The objective of this research is to understand how the teaching of Portuguese for the deaf is being discussed by users of Portuguese blogs for the deaf, in which linguistic analyzes will be carried out under the Systemic-Functional Grammar. The research is of the qualitative-interpretative type and blogs have been used where tips on how to teach the Portuguese language to these students. Studies on the area of deafness showed that the Brazilian Sign Language(Libras) should be the first language to be acquired by the deaf, to further assist them in learning Portuguese as L2 or second language, in writing mode. The Systemic Functional Grammar is analyzed over Appraisal through the Portuguese language teaching blogs for the deaf by the GSF Attitude System applied in the comments of the participants of the posts of blogs who are professionals in teaching Portuguese to deaf people. Technological advances provide efficiency and convenience in the teaching-learning process of the Portuguese language through the use of blogs as a tool. We conclude that the blog advantage is favoring bilingualism and can be accessed in two languages or more. Thus, both Libras and Portuguese can help the deaf learning process, and they have also space for images which support the linguistic transcription of both languages. / O objetivo desta pesquisa é compreender como o ensino de português para surdos vem sendo discutido por usuários de blogs de Língua Portuguesa para surdos, em que se farão análises linguísticas com base no Sistema de Avaliatividade no âmbito da Gramática Sistêmico-Funcional. A pesquisa é do tipo quanti-qualitativa e foram utilizados textos de postagens em blogs onde se encontram dicas de como ensinar a Língua Portuguesa a esses estudantes. Estudos sobre a área da surdez mostraram que a Língua Brasileira de Sinais (Libras) deve ser a Primeira Língua a ser adquirida pelos surdos, para posteriormente auxiliá-los no aprendizado da Língua Portuguesa como L2 ou Segunda Língua, na modalidade escrita. A Gramática Sistêmico-Funcional é analisada pelo Sistema de Avaliatividade, nos posts de blogs de ensino da Língua Portuguesa para surdos, por intermédio do Sistema de Atitude da GSF aplicado nos comentários dos usuários dos blogs que são profissionais da área de ensino de português para surdos. Os avanços tecnológicos vêm proporcionando maior eficiência e praticidade no processo ensino-aprendizagem da Língua Portuguesa para surdos e os blogs são uma das ferramentas utilizadas. Percebe-se que uma das vantagens do blog é que favorece o Bilinguismo, podendo ser acessado nas duas línguas. Neste caso, a Libras e o português auxiliando o processo de aprendizagem do surdo, tendo espaço também para imagens que servem de apoio na transcrição linguística de ambas línguas.

Submitted by Franciele Moreira (francielemoreyra@gmail.com) on 2017-12-12T16:33:43Z No. of bitstreams: 2 Dissertação - Hilda Braz Silva Sousa - 2017.pdf: 2631737 bytes, checksum: 6e1d771b2993515a0db80319a26bed92 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-12-13T09:34:35Z (GMT) No. of bitstreams: 2 Dissertação - Hilda Braz Silva Sousa - 2017.pdf: 2631737 bytes, checksum: 6e1d771b2993515a0db80319a26bed92 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-12-13T09:34:35Z (GMT). No. of bitstreams: 2 Dissertação - Hilda Braz Silva Sousa - 2017.pdf: 2631737 bytes, checksum: 6e1d771b2993515a0db80319a26bed92 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-12-08 / The main theme of this research is the teaching identity. It is a study that seeks to understand the identity aspects of eight English teachers of the public education of the state of Goiás in Goiânia. It has as theoretical support the cultural theories of identity with the Systemic-Functional Linguistics discourse analysis of, consolidated with the Appraisal System, specifically, its sub-system of Attitude. It is important to note that Systemic-Functional Linguistics considers that it is not possible to do discourse analysis without considering the context of culture and context of situation. These contexts were essential for understanding teachers' identities. Thus in the analysis both theories were used. The Arguments that justify a choice for the profession and evaluations about teacher’s performance in classroom composed the textual corpora, which were generated through semi-structured and transcribed interviews. The discourse analysis of each teacher's speech was based on these interviews. The analysis effort was carried out to search, identify and understand significative aspects, constitutive of the identities of the teachers when uttering their speeches about a choice of the profession and their teaching activities. After the discourse analysis of each participant, it was verified that it had in common in order to understand if the researched teachers shared some identity aspect among the shared ones, it was verified that they evaluate themselves to teach, but that this process is not materialized by factors that are beyond their controls, leaving them uncomfortable with the students' non-learning. From this incongruity between being prepared to teach and not achieved, signing, the participants' identities were interpreted. The result showed that the identity aspects of these teachers are in accordance with the current configuration of society, that is, it is an off-center, fragmented, contradictory identity. / A temática principal desta pesquisa é a identidade docente. É um estudo que busca compreender aspectos identitários de oito professores de inglês da rede pública de educação do estado de Goiás, em Goiânia. Tem como aportes teóricos as teorias culturais de identidade em conjunto com a análise do discurso da Linguística Sistêmico-Funcional, consolidada com o Sistema de Avaliatividade, especificamente, o seu subsistema de Atitude. É importante observar que a Linguística Sistêmico-Funcional considera que não é possível fazer uma análise do discurso sem considerar o contexto de cultura e o contexto de situação. Esses contextos foram imprescindíveis para entender os aspectos identitários desses professores. Assim, nas análises coadunaram as duas teorias citadas. Argumentos que justificam a escolha pela profissão e avaliações sobre a atuação em sala de aula desses professores formaram os corpora textuais, que foram gerados por meio de entrevistas semiestruturadas e transcritas. A análise do discurso de cada professor baseou-se nessas entrevistas. O esforço das análises foi canalizado para a identificação e compreensão de aspectos significativos, constitutivos das identidades dos docentes ao proferirem seus discursos sobre a escolha da profissão e suas atuações docentes. Após a análise do discurso de cada participante, verificou-se o que havia de comum para entender se os professores pesquisados compartilham alguns aspectos identitários. Dentre os aspectos compartilhados, constatou-se que eles se avaliam preparados para ensinar, mas que este processo não se concretiza por fatores que estão além de seus controles, deixando-os desconfortáveis com o não aprendizado dos alunos. A partir dessa incongruência entre estarem preparados para ensinar e não conseguirem ensinar, interpretaram-se os aspectos identitários dos participantes. O resultado alcançado foi que os aspectos identitários desses professores estão de acordo com a atual configuração da sociedade, ou seja, é uma identidade descentrada, fragmentada, contraditória etc.

[pt] Pensando a linguagem como um construto social inseparável do contexto situacional e cultural em que está ancorada, este estudo tem por objetivo principal descrever e analisar anúncios publicitários alemães veiculados na mídia impressa, verificando nos mesmos as relações entre seus diferentes componentes verbais e não-verbais. Esta análise baseou-se fundamentalmente nos pressupostos da Gramática Sistêmico-Funcional (Halliday, 1994), assim como nas categorias da Gramática Visual (Kress e Van Leeuwen, 1996). Deste modo, a descrição e análise dos componentes lingüísticos e extralingüísticos dos anúncios são usadas para a observação das possíveis relações entre língua e contexto. Somando-se à análise das propriedades verbais e não-verbais dos anúncios, este estudo fez uso de um questionário distribuído a professores de Alemão como Língua Estrangeira (ALE), atuantes em diferentes instituições de ensino desta língua na cidade do Rio de Janeiro. Através das respostas ao questionário, o presente trabalho discute questões relacionadas à abordagem dos aspectos culturais nas aulas de ALE, assim como o uso e exploração significativos dos elementos visuais presentes nos diversos materiais de ensino utilizados pelos professores. Salientando, então, a importância de se promover um ensino da LE contextualizada, este estudo pretende também contribuir para a discussão que envolve o ensino de ALE, trazendo em seu escopo teorias que tratam de gêneros textuais, contexto, cultura e comunicação visual. / [en] From the view that language is a social construct that is inseparable from its situational and cultural context, the main objective of the present study is to describe and analyze German advertisements in printed form, focusing on the relationship between their verbal and non-verbal components. The analysis is primarily based on the principles of Halliday`s (1994) systemic-functional grammar and on the categories in the visual grammar of Kress and van Leeuwen (1996). Thus, the description and analysis of the linguistic and extra-linguistic components in the advertisements are used to observe the relationships between the advertisements as genre. In addition to the analysis of the verbal and nonverbal features of advertisements, the study made use of a questionnaire distributed to professionals that teach German as a foreign language in various institutions in Rio de Janeiro. In light of the responses to the questionnaire, the present study discusses questions related to how culture is approached in the classroom and whether visual elements are significantly explored in the teaching materials used by these teachers. The aim of the research is twofold: it proposes the importance of encouraging contextualized foreign language teaching and it attempts to contribute to the discussion on the teaching of German as a foreign language, from a multiple perspective that includes genre, context, culture and visual communication.

Abstract This study examines how meanings are constructed in newspaper texts. The focus is on the meanings of particular words which are being used when referring to people's ability to work. Besides the lexical choices, this study demonstrates the discourses which are activated when writing about the topic. The approach taken is linguistically oriented and based on both critical discourse analysis and systemic-functional grammar. In this framework, language is seen as a resource for making meaning. Furthermore, a particular interest is taken in the relation between language, power and sociocultural practices. The data consists of 126 texts published in 1999–2000 in Helsingin Sanomat, the largest broadsheet newspaper in Finland. The analysis deals with discourse on working ability in general with special focus on five case studies. The most common discourses are classified as follows: 1) In discourse on expertise, many texts are related to power and knowledge which is needed when evaluating someone's ability to work. The sources who have special knowledge have regular access to the discourse. 2) In discourse on cases where working ability diminishes, the process is usually caused by health problems, aging or problems related to work. 3) In discourse on improving and maintaining one's working ability, the most common means and methods seem to be rehabilitation and workplace health promotion as well as development of work. 4) Attitudes towards working are discussed in discourse on work. It includes various negative aspects, such as unemployment, marginalisation, burn out and rapid changes at work. 5) In discourse on pension benefit, many controversial issues arise about who has the right to have a pension, if our system should be reformed, and about how to keep people working longer. Central participants in this data are experts: research workers, consultants, doctors and other professionals working in health care and rehabilitation as well as politicians. Participant relations are usually based on institutional roles and an expert-client relationship, such as doctors and patients, employers and workers, officials and applicants. The clients are often represented in a passive role as targets of institutional action or sometimes even victims of action with difficulties in getting work or pension. The discourse related to working ability can be seen as a battlefield of contradictory views, for instance, on traditional ways of dealing with problems (e.g. medication, physical rehabilitation, physical training) and other ideas on promoting well-being (e.g. innovations at workplace, educational courses). Power struggles can also be seen in arguments about the most reliable judge to decide if someone is able to work or not. On the one hand, working ability is connected to health and other personal qualities, and on the other hand to rapid change in the nature of work. In sum, working ability is seen as an entity which changes. It belongs to expert knowledge. It is a target of institutional actions and a domain of development. Working ability is portrayed as a matter of attitude towards working and also as a political and economic issue. This study contributes to ways in which a significant social phenomenon can be approached from a linguistic aspect, and it gives an idea how media texts may affect the ways of speaking about contemporary issues. The meaning, derived from this data, is constructed in a cultural and social context which is particularly Finnish. The discourse shows continuity with the texts produced in earlier centuries, and it is still changing. Thus, working ability can be replaced with work-related well-being. / Tiivistelmä Tutkimus käsittelee merkitysten rakentumista lehtiteksteissä. Tutkimus kohdistuu erityisesti sellaisten sanojen merkityksiin, joilla viitataan työkykyyn. Leksikaaliset valintojen lisäksi valotetaan diskursseja, jotka aktivoituvat aiheesta kirjoitettaessa. Kielitieteellinen lähestymistapa perustuu kriittiseen diskurssianalyysiin ja systeemis-funktionaaliseen kieliteoriaan. Tässä kehyksessä kieli nähdään resurssina, jolla tuotetaan merkityksiä. Lisäksi kiinnostus kohdistuu kielen, vallan ja sosiokulttuuristen käytänteiden suhteeseen. Tutkimusaineisto koostuu 126 tekstistä, jotka on julkaistu vuosina 1999 ja 2000 Helsingin Sanomissa, Suomen laajalevikkisimmässä sanomalehdessä. Analyysi käsittelee yleisesti työkykydiskursseja ja keskittyy lisäksi viiteen tapaustutkimukseen. Yleisimmin teksteissä aktivoituvat seuraavat diskurssit: 1) Asiantuntijuusdiskurssissa monet tekstit kytkevät työkyvyn valtaan ja tietoon, jota tarvitaan työkyvyn arvioinnissa. Lähteet, joilla on erikoistietoa, pääsevät säännöllisesti osallistumaan diskurssiin. 2) Työkyvyn alenemisdiskurssissa tavallisimpina aiheuttajina näyttäytyvät sairaus, ikä ja työhön liittyvät ongelmat. 3) Työkyvyn edistämisdiskurssissa keinoina mainitaan yleisimmin kuntoutus ja työkykyä ylläpitävä toiminta ja myös työnteon kehittäminen. 4) Työn diskurssissa aktivoituu puhe työasenteista. Työkyvyn maailmaan liitetään monia kielteisiä aspekteja, kuten työttömyys, syrjäytyminen, työuupumus ja työn nopea muuttuminen. 5) Eläkediskurssissa esillä ovat monet kiistanalaiset kysymykset siitä, kenellä on oikeus saada eläkettä, pitäisikö järjestelmää uudistaa ja miten ihmiset saataisiin pysymään pitempään työelämässä. Keskeisiä osanottajia näiden lehtitekstien maailmassa ovat asiantuntijat: tutkijat, konsultit, lääkärit ja muut terveydenhuollon ja kuntoutuksen ammattilaiset kuten myös poliitikot. Osallistujien suhteet perustuvat yleensä institutionaalisiin rooleihin ja asiantuntijan ja asiakkaan suhteeseen, esimerkiksi lääkäreiden ja potilaiden, työnantajien ja työntekijöiden sekä virkailijoiden ja asiakkaiden suhteeseen. Asiakkaat esitetään usein passiivisina institutionaalisen toiminnan kohteina tai toisinaan jopa toiminnan uhreina, joilla on vaikeuksia saada työtä, eläkettä tai muita tukia. Työkykydiskurssi näyttäytyy ristiriitaisten näkemysten taistelukenttänä. Kiistat kirjoittuvat teksteihin, joissa kiistellään esimerkiksi työkyvyn edistämisen perinteisistä keinoista (esim. lääkehoidosta, fyysisestä kuntoutuksesta, kuntoilusta) ja muista hyvinvoinnin kohentamisideoista (esim. uudistuksista työpaikalla, koulutuksesta). Valtataistelu näyttäytyy myös kiistoissa siitä, kuka on luotettavin päättämään, onko henkilö työkykyinen vai työkyvytön. Yhtäältä työkyky kytkeytyy terveyteen ja muihin yksilöllisiin ominaisuuksiin ja toisaalta työelämän nopeaan muuttumiseen. Työkyky-ilmauksille kirjoittuu monia merkityksiä. Työkyky on muuttuva olio, ja se kuuluu asiantuntijoiden tietoon. Se on institutionaalisen toiminnan kohde ja kehittämiskohde. Työkyky näyttäytyy asennekysymyksenä ja myös poliittisena ja taloudellisena kysymyksenä. Tutkimus tarjoaa näkemyksen siitä, miten yhteiskunnallisesti merkittävää ilmiötä voi lähestyä kielitieteen keinoin, ja osoittaa, miten mediatekstit ohjailevat tapoja puhua ajan ilmiöistä. Työkyvyn merkitys rakentuu kulttuurisessa ja sosiaalisessa kontekstissa, joka näyttäytyy tässä aineistossa erityisen suomalaisena. Diskurssi on jatkumoa aiempien vuosisatojen teksteille, ja se on yhä muuttuvaa. Työkyvyn rinnalla voidaankin puhua työhyvinvoinnista.

The purpose of this bachelor thesis is to examine if one can find a change within the genre job advertisements for communicators, and in extension, the profession as a whole, during the time period 1997-2017. By studying the schematic structures of job advertisements as a genre text at large, and specifically the rhetoric strategies used when presenting requirements, I will be attempting to answer these questions through a genre analysis. The material consists of 24 job advertisements in total, 8 from each year of 1997, 2007 and 2017. The texts from 1997 have been acquired by searching through the job section of the Swedish daily newspaper Dagens Nyheter, from issues published from October to December 1997. However, the material from 2007 and 2017 both come from the Swedish Public Employment Service, Arbetsförmedlingen. To find texts from 2007 the archive at the Swedish Public Employment Service had to be advised, seeing as they are no longer posted on their website. All the job advertisements from 2017 however have been found and downloaded from the website.                       Theoretically this study mainly lies on Vijay K Bhatias genre analysis, and his methodology when analyzing genres and their communicative purpose as well as their schematic structure. The analysis goes on to analyze the rhetoric strategies used within the job advertisements requirements-section, then using systemic-functional grammar (SFG) to make clear the linguistic configuration. The results of the analysis show that both change and stability within the genre can be found. Regarding the changes, the schematic structures, in regards to content, becomes larger. Both regarding the number of moves in total and the number of different moves used. In addition, the analysis tells us that the ideal applicant in 2017 is an independent communicator who has a talent for networking and connecting with new people, in contrast to the communicator in 1997, who primarily is a good writer with an ability to work together.

The purpose of this essay is to examine the ideal image of masculinity in the monthly Swedish women magazine Veckorevyn, nr.2 2016. The intention is to explore how Veckorevyn’s own policy correspond to the construction of the ideal image of masculinity. The analysed material contains three texts from the same number of copy: two texts of which explicitly refers to masculinity and one text describing the feminist-policy of the magazine. The magazines feminist-policy is about the magazines work of changing sexist attitudes towards young women. The essay refers to a social constructivist perspective in defining gender and language. The method used is based upon Michael Halliday’s social semiotic approach SFG, systemic functional grammar, when analysing the text material, as well as Faircloughs critical discourse analysis. The results of the text analysis indicate that the image of masculinity presented in the magazine is closely connected to stereotypical ideas of men as sexually confident and independent. The analysed material contains a high level of material and relational processes, constructing a concrete, predefined and less negotiable image of masculinity towards the reader. The critical discourse analysis shows a high frequency of different discourses co-existing in the texts linked to the magazines ideal reader of young women: commercial/consumer-discourse (such as advertisements), health-discourse and men-women-discourse – all of which are closely linked to desire and consumption. These desire-discourses fail to relate to the magazines own feminist-policy, describing both men and women as stereotypically linked to sexuality and desire. The result of the critical discourse analysis indicates that the different discourses of the magazines own anti-sexist policy co-exist and collides with a sexist and stereotypical commercial/consumer-based discourse. These results adhere to previous research of Veckorevyn by Anja Hirdman (2001). The indications contribute in defining the Veckorevyn-magazine targeted to young women as a complex, contradictive and multi-discursive platform of ideas and values. According to Litosseliti (2006:121), the presence of the magazines own feminist-policy also risks producing new forms of sexism due to the magazines contradictive and stereotypical discourses. / Syftet med denna uppsats är att undersöka den ideala bilden av manlighet i det svenska kvinnomagasinet Veckorevyn. Vidare undersöks hur Veckorevyns egna kravställande policy överensstämmer med konstruktionen av den ideala bilden av manlighet. Det analyserade materialet innehållet tre texter från samma upplaga av Veckorevyn nummer 2, 2016. Två texter som explicit refererar till manlighet och en text som beskriver Veckorevyns egna feministiska policy. Veckorevyns feministiska policy handlar om tidningens arbete mot skeva könsroller och att förändra sexistiska attityder gentemot unga kvinnor. Uppsatsen bygger på ett socialkonstruktivistisk perspektiv i definitionen av genus och språk. Metoden bygger på Michael Hallidays sociala lingvistiska angreppssätt SFG, systemisk-funktionell grammatik, i analysen av textmaterialet samt Faircloughs kritiska diskursanalys. Resultatet av textanalysen indikerar att bilden av manlighet som presenteras i Veckorevyn är nära förknippat med stereotypa idéer av män som sexuellt självsäkra och självständiga. Det analyserade materialet innehåller en hög andel materiella och relationella processer, vilket konstruerar en konkret, fördefinierad och mindre förhandlingsbar bild gentemot läsaren. Den kritiska diskursanalysen visar en hög frekvens av olika diskurser som samexisterar i texterna kopplade till tidningens läsarideal av unga kvinnor: kommersiell/konsument-diskurser (t.ex. reklam), hälso- och förbättringsdiskurser and män-kvinno-diskurser. Alla diskurser är nära sammanlänkade med begär och konsumtion. Dessa begärs-diskurser misslyckas med att relatera till Veckorevyns egna kravställande feministiska policy. Policyn undermineras i det analyserade materialet då både män och kvinnor länkas till stereotypa drag av sexualitet och begär. Detta ligger även i linje med tidigare forskning av Anja Hirdman (2001:257).  Resultaten av den kritiska diskursanalysen indikerar att diskurserna av Veckorevyns egna anti-sexism- och feministiska policy kolliderar med en stereotyp kommersiell- och konsumentbaserad begärsdiskurs. Dessa resultat relaterar även till tidigare forskning av Veckorevyn av Anja Hirdman (2001). Sammantaget bidrar dessa indikationer till att ge en bild av Veckorevyns textproduktion riktat mot ett läsarideal av unga kvinnor som komplex, motsägelsefull och multidiskursiv plattform av idéer och värderingar. I likhet med Litosseliti (2006:121), kan Veckorevyns egna feministiska policy, som en del av en postfeministisk diskurs, bidra till att producera nya former av sexism med anledning av Veckorevyns motstridiga och stereotypa diskurser.

The aim of the study was to investigate how four pupils in sixth grade use language when writing narrative texts, examined in relation to the typical structure and linguistic features of a narrative text. Another aim was to explore the similarities and differences between texts which received an A or B grade and texts with a D or E grade. The pupils’ texts are analysed from a systemic-functional perspective on language and on the basis of the typical structure and language of a narrative text, with the focus on expressions of time, processes, descriptions and nominal groups (cf. Johansson & Sandell Ring 2012). The main finding is that the four pupils in their texts master the normal structure of a narrative text and that their texts have expressions of time, processes, descriptions and nominal groups, but they differ in extent and scope. The greatest differences between the narratives in the different grading categories are found in the introductions to the texts, the way of marking dialogue in the structure, and how the pupils use processes, circumstances and nominal groups to achieve descriptions. The text that received an E grade differs from the other texts that were graded as A, B and D, in that the writer has the shortest introduction to the text; the introductions to the other texts are relatively long. The E-graded text also differs from the other texts in the way it marks dialogue. That pupil uses quotation marks to indicate where dialogues occur, whereas the texts with A, B and D grades use a quotation dash to mark speech. All the pupils’ texts contain expressions of time. The texts also include several kinds of processes, except for the text that received a B grade, where there were no mental processes. The texts graded as A, B and D use expanded nominal groups and also various processes and circumstances to create descriptions. The text that received an E grade is the one that uses most expanded nominal groups for descriptive purposes.

Sociala medier innebär både stora hot och möjligheter för de företag som väljer att använda detta som en kommunikationskanal. Sociala medier skapar en plats och ett tillfälle för företag att komma närmare kunderna och genom att göra detta kan företagens intäkter ökas, kostnaderna kan minska och kundkontakten kan bli mer effektiv. Idag blir företags snedsteg, dåliga service och fadäser offentliga på några minuter i de sociala medierna. I form av arga inlägg på företagens vägg på Facebook ackompanjerade av kommentarer från andra som håller med trådskaparen kan en lynchning av företaget som gjort något fel eller retat upp kunder startas. Mot bakgrund av det här resonemanget är syftet med denna uppsats att undersöka hur 3, en av Nordens största mobiloperatörer, bemöter kritik samt hur de väljer att skapa sin identitet på sin Facebook-sida. Den teoretiska referensramen i denna uppsats behandlar systemisk funktionell textanalys, identitetsskapande på internet, intimisering, word-of-mouth samt word-of-mouse och service recovery-teorier. Analysen bygger på en ideationell samt en interpersonell textanalys av fem svar på fem negativa inlägg skrivna av upprörda kunder på 3:s Facebook-sida. Svaren är skrivna från augusti 2012 till december 2012 av anställda på 3. Genom ett antal analyskategorier ur den interpersonella och ideationella strukturen har jag i denna uppsats tittat på hur 3 använder sig av språket för att bemöta kritik från missnöjda kunder på sin Facebook-sida. Jag har även undersökt hur 3 skapar sin företagsidentitet genom bemötandet av de negativa kommentarerna samt hur 3 tilltalar sina missnöjda kunder. Resultatet visar att 3 bemöter kritik på Facebook genom att informera sina kunder om vad det är som har hänt, vem det är som utför lösningen på kundens problem samt att 3 erbjuder sig att lösa kundernas problem. 3 väljer att skapa sin företagsidentitet som informerande och problemlösande. Hjälpsamma, på kundens sida och tillmötesgående framställer de sig i dem delar i svaren där skribenten själv träder fram och skriver ”jag”.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Until these days, the violence practiced by exaltation of youth discourses convey a model of devaluation of aging, as if desire and access to fundamental rights were forbidden for aging people. It is more meaningful for women who, until the XIX century, had the menopause as the edge of their reproductive life and the end of their womanhood. However, the ―grandma s‖ image is not the same. Many of them have the autonomy to enjoy both cosmetic advances and feminists achievements from the last decades. Post-modernity evidences such fast and deep social transformations, which create a tension that on one hand pumps the continuous establishment of a new social order and on the other hand presses continuously for changes. Although the rigidity of stereotypes themselves do not imply necessarily a false perception of reality, as they acquire high social stability and conventionality degree along time, even when the social actors who possess them have ulterior information which invalidate their content, they are rarely altered. Concerning the identity, understood as a continuously replaced description of ourselves, in the case of women it relates to hard and slow social changes, since each alteration must deconstruct historical processes from centuries of prejudices and beliefs that are solidly stratified. The way in which identities are built through language is fundamental for the definition of how we engage and engage others in discourse and create meanings. In this sense, media has a preponderant role in building new stereotypes and reinforcing old ones, reflecting ideas which make part of everyday social life, refracting concepts, distorting them in a way that they approach readers with the voice of an institution. A critical and feminist discourse analysis places discourses that intend to maintain power relations which favor men as a social group while exclude and weaken women as such. Though media is a space in which impartiality is believed to exist, we can evidence grammar forms present in such texts that signal the control on a social occasion, in this case, on the reportage genre, which is a favored place for social actors discursive confrontation. The methodology - which has a polyphonic character, because it is open for critical, systematic and dialogical voices, has combined Systemic Functional Linguistics, Dialogical Discourse Analysis and Critical Discourse Analysis approaches. The qualitative analysis revealed the existence of centripetal forces which search for closing, as well as discursive patterns so-called ―male‖, still directly responsible for mature women identity. / Ainda hoje, a violência exercida por discursos de exaltação da juventude supõe um modelo de desvalorização do envelhecer, como se não pudesse mais existir o desejo nem o acesso a direitos elementares. Isso é mais significativo para as mulheres que, até o século XIX, tinham na menopausa o marco final da vida fértil e o término da feminilidade. Entretanto, a imagem das ―avós‖ não é mais a mesma, muitas têm autonomia para usufruir tanto dos avanços cosméticos quanto das conquistas feministas das últimas décadas. A pós-modernidade evidencia essas transformações sociais rápidas e profundas, as quais criam uma tensão que ora pressiona no sentido da estabilização de uma nova ordem social, ora pressiona continuamente pela mudança. Embora a rigidez própria dos estereótipos não implique necessariamente em uma percepção falsa da realidade, como eles adquirem alto grau de estabilidade e convencionalidade social no tempo, mesmo quando os atores sociais que os detêm dispõem de ulteriores informações que invalidam o seu conteúdo, são dificilmente alteráveis. Quanto à identidade, sendo uma descrição continuamente substitutiva de nós mesmos, no caso da mulher são árduas e lentas as mudanças sociais, pois cada alteração deve desconstruir processos históricos de séculos de preconceitos e crenças, solidamente estratificados. O modo como são construídas as identidades através da linguagem é central na definição de como nos engajamos e engajamos os outros no discurso e construímos significados. Nesse sentido, a mídia tem um papel preponderante na construção de novos estereótipos e reforço de antigos, refletindo ideias que circulam no cotidiano social, e refratando conceitos, distorcendo-os, de maneira a chegar aos leitores uma história construída pela voz da instituição. Uma análise crítica e feminista do discurso localiza discursos que tentam manter relações de poder que privilegiam os homens como grupo social e excluem e enfraquecem as mulheres como tal. Apesar da linguagem da mídia ser um espaço onde se acredita haver imparcialidade, verifica-se formas gramaticais presentes nos textos que sinalizam o controle exercido sobre uma ocasião social, no caso, sobre o gênero discursivo reportagem, lugar privilegiado para o confronto entre os discursos dos atores sociais. A metodologia, de caráter polifônico por estar aberta a vozes sistemáticas, críticas e dialógicas, combinou as abordagens da Linguística Sistêmico-Funcional, da Análise Dialógica do Discurso e da Análise Crítica do Discurso. A análise qualitativa revelou a existência de forças centrípetas que aspiram ao monologismo e buscam o fechamento, bem como padrões discursivos ditos ―masculinos‖ ainda diretamente responsáveis formação identitária da mulher na maturidade.

Philosophiae Doctor - PhD / This research is in the area of lexicography and investigates the relationship between Shona terminology development and the culture of the language community for which the terminology is intended. It is a contextual analysis of compound nouns found in Shona terminological dictionaries. The study specifically explores how lexicographers together with health, music, language and literature specialists make use of their knowledge about Shona cultural contexts in the creation of compound nouns. Thus, this research foregrounds Shona socio-cultural contexts and meaning generation in terminology development. This study employs a quadruple conceptual framework. The four components of the framework that are utilised are the Traditional Descriptive Approach (TDA), Cognitive Approach (CG), Systemic Functional Approach (SFL), and Semiotic Remediation (SRM). TDA is used in the linguistic categorisation of Shona compound nouns. In addition, it provides the metalanguage with which to describe the constituent parts of Shona compound nouns. As TDA is mainly confined to the linguistic dimension, this research employs CG, SFL, and SRM to explore the cultural and socio-cognitive dimensions of terminology development. / South Africa