This dissertation is mainly concerned with the photography of Christer Strömholm. In studying his work semiotics is used as a method in analysing the rhetoric of his photographs and their relations to the photographic world, the artworld and the lifeworld. Especially the phenomenologically based visual and cultural semiotics of Göran Sonesson is adopted. The work of Strömholm is first understood in the context of surrealism; especially in the ”dark” surrealism of Georges Bataille´s. In relation to the I - here and nowposition of the lifeworld the surrealism of Bataille can be seen as a downwardgoing rhetoric on the Great Chain of Being, the hierarchy of the lifeworld, from stone, via object, plant and man, to society or God. Bataille´s highlighting of the material and animal nature of man is an opposition to the upwardgoing spiritualising rhetoric of André Breton´s. The main rhetorical device in Strömholm’s photography is a downwardgoing isolation of the object from the lifeworld, according to Jan-Gunnar Sjölin surrealism’s first maneuvre. However, Bataille´s rhetoric and Strömholm´s photography may also be seen as a modern variant of the ancient grotesque degradation that according to Michail Bakhtin once took place in popular carnivals and marketplaces. The degradation of Bakhtin, George Lakoff and Mark Turner’s notion of conceptual metaphor suggests a rhetoric of the lifeworld itself, which may allow us to understand pictorial rhetoric without the help of the theories of the artworld, such as surrealism’s theories. Strömholm´s work is studied in relation to Roman Jakobsons functions in the process of communication. The dominant function in the photographs is the metasemiotic, since pictures and other signs are depicted and commented on. Also the photographs of transsexuals depict and comment signs, men that are signs of women. His photographs of transsexuals has been interpreted as a social realistic documentary, but is better understood as a surrealist union of two terms as unlike as possible, femininity and masculinity. Another important function in his photographs is the interpersonal function suggesting a conjunction of emotive and conative functions. Along with isolation concealment of the object is used, which makes the object difficult to identify. We are not allowed to complete the act of perception, we see only the point of view. In Strömholm’s photography, the point of view of the invisible ”picture-self” with its unique perspective replaces the customary photographic referential image supposed to show “reality.” The notion of ”picture-self” suggests a differentiation between photographer and ”picture-self”, a ready-prepared position for a subject, that the photographer or viewer can place him/herself in. In being placed in this position an existential particualrization occurs, which is termed ”la condition humaine”. Walter Benjamin´s idea of ”the outmoded” and ”the ruins of the bourgeoisie”, Susan Sontag´s idea of the role of ugliness in modern photography, is seen in relation to Strömholms photography and the downwardgoing surrealist rhetoric. In Benjamin´s ”age of reproduction” there is in the photographic work of Strömholm, a tension between ”centripetality” and ”centrifugality”; of remaining in or departing from the artworld. His work is also discussed in relation to postvisualization as an opposition to the well known photographic notion of previsualization.   In order to explain different rhetorical maneuvres semiotically in relation to the spatial lifeworld, the notion of familiarization is used as an opposition to Victor Shklovskys well known notion of estrangement. In the model of “the Great Cross”, with its origo as the familiarity of the I-here-nowposition of the core of the lifeworld, a vertical axis is the Great Chain of Being, ending on both ends with what is considered strange. Also ending with what is strange is a horizontal axis with rhetorical relations on the same level. A similar cross is used to explain rhetorical temporal movements between past and present and present and future with the present I - here and nowsituation of the origo. A conclusion is that visual and cultural semiotics is an enlightening tool for practical analyses even of an œuvre that is as enigmatic as that of Strömholm´s.

<p>This thesis explores the social semiotic relationship of visual and verbal signs of the Daily Voice tabloid as a way to show how the social context influences meaning of the signs used in its multimodal frontpages. The Daily Voice tabloid largely uses Kaapse English/ Afrikaans as spoken by Coloureds on the Cape Flats on its frontpages rather than standard English or standard Afrikaans associated with White people. The study assumes that the meaning constructed by and through the verbal and visual signs on the Daily Voice frontpages is interdependent on the relationship the multimodal texts have with the largely Cape Flats readership. This study maintains the importance of the idea of the localisation of meaning in socio-cultural specific contexts throughout. I conclude that Kress and Van Leeuwen&rsquo / s (1996/2006) design could be extended beyond Westernised contexts and that marginalised discourses such as those unique to the Cape Flats are not static, but indeed dynamic. I also extend the appraisal theory by Martin and White (2005) to marginalised bilingual discourse and establish that Appraisal theory can be used to not only evaluate verbal discourse but also that visual discourse needs to be considered as a tool within the appraisal framework. I also conclude by suggesting a monolectal view of Kaapse English/Afrikaans discourse. That is, the meaning potential of Kaapse English/Afrikaans by Cape Flats speakers would be lost if perceived or analysed as emanating from two languages, (White) English and (White) Afrikaans. Therefore the conclusion is that the Daily Voice uses Kaapse English/Afrikaans as is used in Cape Flats socio-cultural contexts to construct meaning-making options across its frontpages.</p>

Le but de cette recherche est la description des formes de fonctionnement diégétique-cognitive des dessins animés de la télévision hertzienne au Chili, et leurs conditions de circulation (offre) et consommation pendant l’année 2000. L’analyse du rapport entre la description de la grille de programmation, l’audience (description statistique), les mondes diégétiques et les conditions cognitives présupposées (analyse qualitatif), nous permettra de constater que les dessins animés japonais sont les plus regardés au Chili, même s’ils ne sont pas les plus programmés.Les dessins animés japonais sont complexes : leur construction narrative ne se fait pas au sein d’une histoire linéaire, ils supposent beaucoup de savoirs pour les comprendre, ils ont des structures que les consommateurs doivent appréhender à travers plusieurs médias et supports différents. Nous pouvons donc affirmer que cette préférence est en corrélation avec l’existence de procès cognitifs complexes chez les téléspectateurs, réalité que nous avons pu découvrir grâce à une enquête appliquée à 300 cas différenciés par strate sociale, genre et âge ; ainsi que grâce à une recherche ethnographique qui nous a permis de découvrir d’autres circuits de circulation des objets culturels (grands magasins et magasins spécialisés liés à l’animation). L'étude sociologique et ethnographique de la réception nous a permis de comprendre, entre autres choses, que les jeunes téléspectateurs construisent leur identité autour des dessins animés japonais. Comme le démontre la recherche que nous avons menée, le goût pour l’anime japonais est lié à sa complexité, et en outre, l’attribution de valeur aux savoirs qui s’y rapportent est repérable chez les enfants âgés de 11 ans ou moins, ainsi que chez les adolescents ayant entre 12 et 15 ans. Alors, à travers de la recherche on a découvert une forme de fonctionnement cognitive complexe basée en comprendre hypertextes qu’ils sont possibles de saisir dans les magasins spécialisés, sur l'écran de télévision, dans Internet, en existant l’émergence de deux espaces d'identification: le non lieu de l'animation même et le lieu des magasins spécialisés, réalité de fonctionnement de la consommation de l’animation japonaise de l'époque. Dans le Chili de l’année 2000 il y a d’Internet dans tous les collèges, mais l'ordinateur et l'Internet n'arrive pas à tout les citoyens, seulement aux strates moyennes et haute, et les jeunes dans cette époque font l’usage du cybercafé pour l’acquisition des information sur l’animation, non Facebook, non Twitter, mais, il s’origine un savoir complexe de fonctionnement hypertextuel, préalable à la société des réseaux d'aujourd'hui, Car, la recherche est une contribution à comprendre une phase de transition préalable à la réalité actuelle, il s’agit de la description d’une partie de notre patrimoine culturel.La méthodologie de travail s’est construite autour de trois axes : des outils statistiques, une analyse qualitative des séries et une étude ethnographique des lieux de circulation. / The aim of the research is to describe cognitive diegetic operating modes in cartoons transmitted in open access television in Chile, as well as their traffic conditions (supply) and consumption during 2000. The analysis draws correlations between the scheduler’s description of the programming, the audience (statistical description), and the cognitive worlds and proposed diegetic protocols (qualitative analysis). Such description will allow us to detect that Japanese cartoons are the most popular and that this does not correspond to what most Chilean television channels program. Japanese cartoons are complex; there is no linear storytelling, and instead they require a vast amount of knowledge for comprehension, which their consumers acquire through reading in various supports and media. In this context "the most watched cartoons correspond to those where there is presence of complex cognitive processes," which was detected through a survey (300 cases, differentiated by social class, gender and age) and ethnographic research has allowed us to discover other circuits’ circulation of cultural objects (department stores / specialty stores). This sociological and ethnographic study of reception allowed us to understand how some Japanese cartoons’ young viewers build their identity. The consume of Japanese animation how much one knows about the series with the attribution of a value that strengthens them the construction of their identity, which is more developed to less equal age of 11 years and 12-15 years. The significance of the series in relation to the real world (diegetic world’s presuppositions) is not taken into account by the channels. The taste for Japanese animation allows one to link how much one knows about the series with the attribution of a value that strengthens their identity or indeed constructs it. This is more prevalent in groups aged 11 and below and ages 12-15. The significance of the series in relation to the real world (diegetic world’s presuppositions) is not taken into account by the channels. The design of statistical tools league qualitative research and analysis on the series with ethnographic studies of the circulation of such cultural objects. / El objetivo de esta investigación es la descripción de las formas de funcionamiento diegéticas cognitivas de los dibujos animados de televisión abierta (hertziana), y sus condiciones de circulación (oferta) y consumo durante el año 2000. El análisis de la relación entre la parrilla de programación, la audiencia (descripción estadística), los mundos diegéticos y las condiciones cognitivas presupuestas (análisis cualitativo)nos permite constatar que los dibujos animados japoneses son los más vistos en Chile, incluso cuando no son lo más programado.Los dibujos animados son complejos: su construcción narrativa no se desarrolla al interior de una historia lineal, ellos suponen muchos saberes para comprenderlos, conocimientos que los consumidores deben aprehender a través de medios y soportes diferentes.. Nosotros detectamos que esta preferencia está en correlación con la existencia de procesos cognitivos complejos de los jóvenes espectadores, a través de 300 encuestas diferenciadas por estrato social, género y edad, y a través de una investigación etnográfica que nos ha permitido detectar otros circuitos de circulación de los objetos culturales (grandes tiendas y tiendas especializadas ligadas a la animación). El estudio sociológico y etnográfico de la recepción me ha permitido comprender, entre otras cosas, que los jóvenes espectadores construyen su identidad en torno a los dibujos animados japoneses. Como lo hemos demostrado en la investigación, el gusto por la animación japonesa está ligada a la complejidad y a la asignación de un valor cultural respecto a saber sobre los dibujos animados japoneses en aquellos de edad de 11 años y en aquellos que tienes entre 12 y 15 años.En definitiva, a través de la investigación se ha descubierto una forma de funcionamiento cognitiva compleja basada en comprender hipertextos obstenidos tanto en las tiendas especializadas, en la pantalla de televisión, en Internet, existiendo la emergencia de dos espacios de identificación: el no lugar de la animación misma y el lugar de las tiendas especializadas, realidad de funcionamiento del consumo de animación japonesa de la época, el año 2000, donde si bien en Chile Internet está en todos los colegios, el computador e Internet no llega a cada casa, sólo a los estratos medios, y los jóvenes en dicha época usaban el cibercafé para conectarse y obtener información sobre el animé, sin facebook, ni twitter, se va perfilando un saber complejo de funcionamiento hipertextual, previo a la sociedad en redes de hoy, constituyéndose, entonces, en una contribución a comprender una fase de transición previa a la realidad actual, luego una parte de nuestro patrimonio cultural. La metodología de trabajo se ha construido alrededor de tres ejes: herramientas estadísticas, análisis cualitativos de las series y un estudio etnográfico de los lugares de circulación.

Magister Artium - MA / This thesis explores the social semiotic relationship of visual and verbal signs of the Daily Voice tabloid as a way to show how the social context influences meaning of the signs used in its multimodal frontpages. The Daily Voice tabloid largely uses Kaapse English/ Afrikaans as spoken by Coloureds on the Cape Flats on its frontpages rather than standard English or standard Afrikaans associated with White people. The study assumes that the meaning constructed by and through the verbal and visual signs on the Daily Voice frontpages is interdependent on the relationship the multimodal texts have with the largely Cape Flats readership. This study maintains the importance of the idea of the localisation of meaning in socio-cultural specific contexts throughout. I conclude that Kress and Van Leeuwen’s (1996/2006) design could be extended beyond Westernised contexts and that marginalised discourses such as those unique to the Cape Flats are not static, but indeed dynamic. I also extend the appraisal theory by Martin and White (2005) to marginalised bilingual discourse and establish that Appraisal theory can be used to not only evaluate verbal discourse but also that visual discourse needs to be considered as a tool within the appraisal framework. I also conclude by suggesting a monolectal view of Kaapse English/Afrikaans discourse. That is, the meaning potential of Kaapse English/Afrikaans by Cape Flats speakers would be lost if perceived or analysed as emanating from two languages, (White) English and (White) Afrikaans. Therefore the conclusion is that the Daily Voice uses Kaapse English/Afrikaans as is used in Cape Flats socio-cultural contexts to construct meaning-making options across its frontpages. / South Africa

Denna uppsats behandlar frågorna om hur och varför ett typsnitt kan förmedla ett visst intryck, en känsla eller tonalitet på en webbsidas rubriker. Samt betydelsen av, som designer eller annan yrkesverksam inom området, att ha kännedom och medvetenhet kring typsnitt. Vi valde en kvalitav metod utifrån våra frågeställningar. Genom intervjuer och en fokusgrupp ämnar vi undersöka tre typsnitt från tre olika typsnittsfamiljer. Typsnitten vi specificerat oss på är Roboto (sans serif), La Parisienne (regular skript) samt Fifty four (display/dekorativ). Teoretiska utgångspunkter hämtas från tidigare studier inom ämnet, litteratur av sakkunniga samt data från empirisk undersökning som vi samlat in från intervjuer och en fokusgrupp. En webbsida, utvecklad i WordPress har varit ett praktiskt moment och har fungerat som en plattform för vår undersökning genom att presentera våra olika rubrikers typsnitt. Resultatet från vår undersökning visade att våra valda typsnitt på rubrikerna tolkades likvärdigt och att det är främst formen som avgör. Studien tydliggör även att typsnitt kan tolkas utifrån person och personlighetsdrag, genom grundkänslor, tidigare associationer, konnotation och majoritetens överensstämmande svar. Vi ser att kunskap om typsnitt har en central roll i den tidiga designprocessen. Med detta i åtanke blir det viktigt för designern att kunna behärska typografi och förstå dess kraft. / This essay addresses the questions about how and why a font can convey a certain impression, feeling or tonality on a website's headings. As well as the importance of being a designer or other professionals in the field, to have knowledge and awareness of fonts. We have chosen a qualitative method based on our questions. Through interviews and a focus group, we intend to study three fonts from three different fontfamilies. Roboto (sans serif), La Parisienne (regular script) and Fifty four (display /decorative). Theories are obtained from previous studies in the subject, we refer to literature by experts and the data comes from our empirical research that we have collected from our interviews and the focus group. We have developed a website in WordPress, that has been a practical element and has served as a platform for our research by presenting the fonts of our various headings. The results of this study showed that our selected fonts of the headlines were interpreted equally by our informants and everyone answers that it depends on what kind of a typeface it is. Fonts can be interpreted from many different perspectives, the form of a font affects people's interpretation a lot but also interpreted based on personality traits, through basic feelings, past associations, connotation and the majority's response which was consistent. The knowledge of fonts plays a central role in the early design process and it becomes important for a web designer to be able to master typography and understand its powers.

Abstract My objective with this master's thesis is to contribute development both to the education for art-teachers and to art education primary and secondary school.     This master thesis discusses three students’ different art-based processes in a visual project about sustainable site-specific design. The project is based on ethnographic documentation of a “non-place” chosen by students themselves. The students are working with visual ethnographic documentation, making pictures in different materials, process-documentations, process-dairy, reception-calls, portfolio-analysis and digital presentation. The project aims reflections over how students can transform their experiences and knowledge, and later, in their role as art teachers, using the visual methods learnt, and using the unexpected and uncertain as a potential, to organize education with primary school pupils. ‘     The purpose of the thesis is to study students learning in, about, and through visual processes in an art-project, where the design of the teaching includes risk-taking elements. To delineate the purpose, I will work on the following issues:  1. What is made visible in students' digital presentations regarding different learning processes, sub-results and final results at the denotative and connotative level?  2. What does the design of the teaching mean for the students’ learning, in relation to the following four problem areas: - Image production with materials, techniques and tools - Image, reception talk and image theory - Documentation, evaluation and assessment - The location, the drawing room and other conditions for picture teaching.  3. Will the unexpected and uncertain as a potential for learning, be made visible in the students' processes, partial and final results? If so, how?     This is a qualitative study of three teacher - students' digital presentations. The material in the study includes three teacher students' digital presentations from an exam in an art project; research notes from observations in four course elements; informal interviews with two of the students. All of the three students’ digital presentations start with ethnographic inspired documentations from their chosen “non-places”. These pictures is first analysed, through visual-semiotic analyse. With this result in mind the individual visual processes through different tasks combined with materials analyses with a semiotic gaze and results in three cases followed up with a process-analysis of the three cases.      The theoretical context of the study is based on constructionistic theoretical perspective and semiotics as a theory of analysis, problematising the four aspects of the learning-field of art-education, identified in the thesis’ systematic research overview. The aim is to discuss design of education and three students’ experiences of their process-oriented investigative artwork. A work based on divergent thinking, where processes and results are not predetermined and where neither students nor teachers can anticipate them and thus have to dare to let go, which is why the study wants to highlight the unexpected and uncertain potential in image education. The result shows three students’ different visual processes, both in what drove and inspired them, and how they worked in visual materials. It shows that the concept in the design of the task challenged the students to explore the unsecure and the unexpected.  Through their artwork and the studies four aspects design of education in teacher education and compulsory school were problematised and several new questions about education in art were raised.

The broad aim of this essay is to examine the different variations of the wooden clog throughout the ages, beginning in the 13th century and moving onward to the present. Geographically speaking,the paper focuses on wooden clogs from western Europe and Sweden especially. The different versions of the wooden clog are presented chronologically and compared accordingly. As the analysis inches closer to the present-day clog, aspects of branding, commerce and advertising grow more relevant. Visual semiotics is used to analyse how certain messages are communicated through the design of the clogs in question. It is evident that not only the style of the wooden clog has changed throughout the years, but the shoes inherent meaning too. The present-day clog possesses (unlike its predecessors) a capacity to express the wearer’s identity, be it one’s gender or ancestry, by means of design.

The thesis concerns the linguistic landscape (LL) of two neighbourhoods, one in Pretoria, South Africa, and the other in Marseille, France. This is a longitudinal study whose data was collected over two years of site visits. LL are explored in terms of both space and place. In terms of place, they are seen to be constitutive of a sense of place, allowing insights into memory, aspiration, and familial and cultural networks. Spatially, they are seen to realise a politics where design and distribution of LL are markers of power and modality. Analysis takes its point of departure in geosemiotics. Artefacts of LL are interpreted as sites of encounter of four cycles of discourse: the interaction order, habitus, semiotics of place and visual semiotics. The focus is on understanding LL artefacts, their production and reception, as a nexus of practice. Methodologically, walking - as a creative practice, and as an actualisation of the place and space of the neighbourhood - is chosen for photographing LL, for observing interactions and for meeting participants to the research. In examining habitus, the discourses, literacy and narratives of the people who live, work and pass through the site are compared. Deep social and economic similarities are noted between the two sites. Exploration of the semiotics of place brings to light regularities in the features of formal and informal LL, the nature of participation with and subversion of these texts, but also disparities among producers and receivers in terms of literacy, access, the socio-cultural and the socio-economic. Visual semiotic analysis continues these findings and it is noted that global and local discourses of identification, aspiration and self-stylisation circulate transversally in the sites. LL are taken to realise a politics of space when multimodal analysis of composition and modality is extended to the streetscape, as LL ensemble. A key facet of the research is the interpretation of informal LL. Their inclusion challenges existing LL methodologies by flagging the necessity to ground quantitative findings ethnographically.

Esta pesquisa trata dos elementos de linguagem do Design Audiovisual, pensados como um sistema de signos auditivos, visuais e verbais, simultaneamente transmitidos, enfatizando suas relações e composição transversal no tempo e espaço. Como disciplina nova do Design, o Design Audiovisual nasce do cinema, se desenvolve com a televisão, incorpora os elementos do Design Gráfico e se aperfeiçoa com a informática, tendo seu processo agilizado pela da tecnologia digital emergente pós anos 1990. A evolução da tecnologia de pré-produção, produção e pós-produção nos meios audiovisuais, mais especificamente no cinema, e a crescente possibilidade da criação de um design audiovisual digital complexo, levou-nos a discutir e constatar a necessidade de um modelo para demonstrar esta pluralidade de elementos, frágeis e imprevisíveis, como bolhas de uma espuma. Para tanto, foi proposto o Modelo da Espuma Audiovisual. A tese fundamenta-se, principalmente, na teoria de Lucia Santaella, em Matrizes da linguagem e pensamento, que forneceu ferramentas para a análise destas relações; e do filósofo alemão Peter Sloterdijk, que suportou a proposta do Modelo da Espuma pelo seu caráter metafórico, sistêmico e complexo. Como procedimento empírico, foram realizados estudos de caso de Design Audiovisual de Créditos de Abertura de filmes e, ao final do processo, desenvolveu-se o projeto experimental do Modelo da Espuma Audiovisual, que se transformou em uma Instalação 3D Imersiva, denominada \"Paixão e Violência\". Visa contribuir para a formação ou atualização de designers inseridos no início de século XXI, em meio ao cenário contemporâneo, por isso seu caráter abrangente. Os resultados esclarecem sobre as características dos elementos de linguagem do Design Audiovisual, não apenas como elementos \"emprestados\" de outras linguagens, mas portadores de identidade própria, híbrida, complexa, frágil e única. / This research deals with Audiovisual Design language elements, elaborated as an audio/visual/verbal system that simultaneously transmits all its elements, emphasizing their relationship and their transversal composition in time and space. Originally from Cinema, Audiovisual Design originate a new discipline in Design, develops along with Television, feeds from Graphic Design elements and improves with Informatics; it has its own process expedited by emergent digital technology post-1990. The evolution of pre-production, production and post-production in audiovisual mediums, more precisely in Cinema, plus an expanding perspective of creating more complex digital Audiovisual Design, leads us to a discussion yp identify the need of a model that would be able to demonstrate the plurality of these frail, unpredictable, \"bubbles in the foam\"-like elements. That was the beginning of the Audiovisual Foam Model thesis. The thesis fundaments come mainly from Lucia Santaella\'s theories of Language and Thinking Matrix, which are tools for understanding the mentioned relationships; and from the Dutch philosopher Peter Sloterdijk\'s work, that supported the Foam Model because of its metaphoric, systemic and complex character. As an empiric procedure, some study cases were made based on Audiovisual Design of Open Titles, and by the end of this process an experimental Project of the Audiovisual Foam Model was developed, leading to a 3D Immersive Installation named \"Passion and Violence\". This research aims to contribute to the academic formation and updating of designers in beginning of the XXI century, in the middle of its contemporary scenario, and to presents a comprehensive approach. The results brings about a clearer vision of the language elements of the Audiovisual Design, not only as \"borrowed\" elements from other disciplines but also as unique, hybrid, complexes elements on their own identity.

Made available in DSpace on 2016-04-26T18:13:15Z (GMT). No. of bitstreams: 1 Romilson Marco dos Santos.pdf: 3252190 bytes, checksum: 7ed035e36a1ff0d634388def1182dda0 (MD5) Previous issue date: 2013-08-20 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The object of study is primetime soap operas and the transformations that define it, with the objective of establishing a relationship with the individual, the viewer. The study is conducted on the analysis of the soap operas narrative structure, their modifications, and finally, the consequences were established because of them. The beginning of this analysis, is the year 1964. We will therefore work, with a selection of daily soap operas such which have occurred since that date. The research problem focuses on the relationship established between changes in the narrative structure, its own visual soap opera language and the viewers' participation. Therefore we list the following assumptions: 1.Durring the soap operas actors do not interpret any character, but recreate the acts and circumstances occurring in everyday social life simulated by the plots, which allows us to affirm that the soap opera is life itself, and durring some time, the fictional game turns into life real.2. translation society by soap operas reaferms the traditional and conservative perception of Brazilian society. 3. the combination of mediation and its settings, where one comes to the generation of a visual language which constitutes the basis for the projection of social and drawings, as a consequence, to identify the way that society is allowed to see and / or be presented . The methodological basis of this research is based on the survey, selection, justification and comparative analysis of narrative structures and interference of the visability as a frame narrative structure itself. The most important area of this methodological strategy involves the comparison of the configuration processes and their communication trends in order to rescue a possible evolution of the enunciation of the outline of the Brazilian society. The theoretical basis is based on studies of Lucrece Ferrara, Roland Barthes, Mikhail Bakhtin, Charles Sanders Peirce: authors responsible for concepts such as interaction, analysis of narrative structure, author, character and semiosis / O objeto de estudo é a telenovela do horário nobre e as transformações que a definem, tendo em vista a relação que estabelece com o indivíduo que a assiste, o telespectador. O estudo se desenvolve sobre a análise da estrutura narrativa das telenovelas, suas modificações e, por fim, as conseqüências que se estabeleceram a partir delas. Demarcamos, como início desta análise, o ano de 1964.Trabalharemos, portanto, com uma seleção das telenovelas diárias tal qual ocorrem desde aquela data. O problema de pesquisa concentra-se na relação que se estabelece entre as transformações da estrutura narrativa, a linguagem visual própria da telenovela e a participação do telespectador. Para tanto elencamos as seguintes hipóteses: 1.na telenovela, os atores não interpretam nenhum personagem, mas recriam atos e circunstâncias ocorridas no cotidiano social simulado pelas tramas, o que permite afirmar que a telenovela representa a própria vida e, por certo tempo, o jogo ficcional se transforma em vida real.2. a tradução da sociedade pelas telenovelas resgata uma tradicional e conservadora percepção da sociedade brasileira. 3.da combinação entre mediações e suas configurações, chega-se à geração de uma linguagem onde o visual constitui base para a projeção de desenhos sociais e, como conseqüência, para a identificação do modo como aquela sociedade se deixa ver e/ou ser apresentada. A base metodológica da pesquisa se apóia no levantamento, seleção, justificativa e análise comparativa das estruturas narrativas e a interferência da visualidade como moldura da própria estrutura narrativa. O eixo mais importante dessa estratégia metodológica contempla a comparação dos processos de configuração e suas tendências comunicativas, tendo em vista resgatar uma possível evolução daqueles desenhos enunciativos da sociedade brasileira. A base teórica se fundamenta nos estudos de Lucrécia Ferrara, Roland Barthes, Mikhail Bakhtin, Charles Sanders Peirce: autores responsáveis por conceitos como interação, análise da estrutura narrativa, autor , personagem e semiose