Showing papers in "Revista de Estudos da Linguagem in 2020"
TL;DR: In this paper, a typology of articulation between verbal and pictorial modalities in the construal of metaphors and the potential pragmatic and rhetorical effects of the activation of multimodal metaphors in practical argumentation is discussed.
Abstract: This paper aims to discuss both a typology of articulation between verbal and pictorial modalities in the construal of metaphors and the potential pragmatic and rhetorical effects of the activation of multimodal metaphors in practical argumentation. To do so, we analyze six texts from governmental health campaigns in Brazil oriented towards the elimination of Aedes aegypti breeding grounds, the mosquito mainly responsible for the transmission of dengue fever, chikungunya and zika in the country. In terms of the expression of metaphorical vehicles and topics in each modality, we could identify, as a result, three main modes of articulation: autonomy, correlation and interdependence. For each mode, we showed some pragmatic and semantic effects, such as increasing metaphoricity, inducing reframing and refining referentiality. We frame this discussion by critically considering a series of different frameworks on metaphor studies, such as Lakoff and Johnson (1980), Forceville (2007), Muller (2008), Vereza (2007, 2017, 2018), Goncalves-Segundo and Zelic (2016) and Steen (2017). In terms of argumentative roles, we concluded that multimodal metaphors were relevant in construing the Negative Consequences of inaction in regard to the elimination of breeding grounds, hyperbolizing the lethal potential of the infections; in inducing the reader’s readiness and tendency towards working collectively to achieve the campaign’s intended Goals; and, finally, in generating humor in the construal of the campaign’s Motivating Circumstances, in order to draw the reader’s attention and identification towards this necessary social action. To support this debate, we drew mainly on Fairclough and Fairclough (2012), Macagno and Walton (2019) and Goncalves-Segundo (2019). Keywords: multimodal metaphor; multimodality; metaphor; argumentation; practical argumentation. Resumo: Nosso objetivo, neste artigo, e discutir tanto uma tipologia de articulacao entre as modalidades verbal e imagetica na construcao de metaforas quanto os potenciais efeitos pragmaticos e retoricos da ativacao de metaforas multimodais na argumentacao pratica. Para isso, analisamos seis textos de campanhas governamentais de saude brasileiras orientadas a eliminacao de focos de reproducao do mosquito Aedes aegypti, o principal responsavel pela transmissao da dengue, da chikungunya e da zika no pais. No que diz respeito a expressao de veiculos e topicos metaforicos em cada modalidade, identificamos, como resultado, tres principais formas de articulacao: autonomia, correlacao e interdependencia. Para cada uma dessas formas, mostramos alguns efeitos semântico-pragmaticos, como aumento de metaforicidade, inducao de reenquadramento e refinamento de referencialidade. Tecemos essa discussao a partir de um dialogo critico com diversas perspectivas, em especial Lakoff e Johnson (1980), Forceville (2007), Muller (2008), Vereza (2007, 2017, 2018), Goncalves-Segundo e Zelic (2016) e Steen (2017). Em termos de funcoes argumentativas, concluimos que as metaforas multimodais foram relevantes na construcao das Consequencias Negativas da inacao no tocante a eliminacao dos focos de reproducao do mosquito, hiperbolizando o potencial letal das infecoes; na inducao de um estado de prontidao e de trabalho coletivo no sentido de atingir os Objetivos da campanha; e, finalmente, em gerar humor na construcao das Circunstâncias Motivadoras da campanha, para obter a atencao e a identificacao do leitor em relacao a essa acao social necessaria. Para enquadrar esse debate, valemo-nos especialmente de Fairclough e Fairclough (2012), Macagno e Walton (2019) e Goncalves-Segundo (2019). Palavras-chave: metafora multimodal; multimodalidade; metafora; argumentacao; argumentacao pratica.
17 citations
TL;DR: It was possible to conclude that the WST and the SE are effective in their purpose, because, for example, they process the keywords and allow configuring the language according to the study corpus and calculate the number of tokens; however, depending on the purpose of the research, one of these programs may be more appropriate than the other.
Abstract: Resumo : O presente trabalho consiste na descricao e comparacao de dois softwares de analise lexical, o WordSmith Tools (WST) e o Sketch Engine (SE). O corpus de estudo selecionado para a realizacao da analise comparativa entre os programas denomina-se LexTest, e composto por artigos, dissertacoes, resenhas e teses da area da Lexicologia, escritos em lingua portuguesa, e apresenta 552.903 tokens . Os aspectos analisados no WST e no SE sao: interface, configuracao de linguas, upload de corpus , numero de tokens e types , etiquetagem do corpus , lista de palavras, lista de palavras-chave; acesso as linhas de concordância, entre outros. A partir das analises comparativas, foi possivel concluir que o WST e o SE sao eficazes no que se propoem, uma vez que, por exemplo, processam palavras-chave, permitem configurar a lingua conforme o corpus de estudo e calculam o numero de tokens de um corpus . Entretanto, dependendo do objetivo da pesquisa, um desses softwares pode ser mais apropriado que o outro. A escolha pela utilizacao de um deles e de responsabilidade do pesquisador, que podera consultar o quadro comparativo entre o WST e o SE apresentado no final deste artigo para fundamentar a sua preferencia. Palavras-chave : Linguistica de Corpus ; WordSmith Tools ; Sketch Engine . Abstract : The present work consists of the description and comparison of two lexical analysis software, WordSmith Tools (WST) and Sketch Engine (SE). The study corpus selected for the comparative analysis between the programs is called LexTest which is composed of articles, dissertations, reviews and theses about Lexicology. These texts are written in Portuguese, and the corpus has 552,903 tokens. The aspects analyzed in the WST and in the SE are: interface, language settings, corpus upload, number of tokens and types, corpus tagging, word list, keyword list, access to concordance lines, and so on. Based on the comparative analyzes, it was possible to conclude that the WST and the SE are effective in their purpose, because, for example, they process the keywords and allow configuring the language according to the study corpus and calculate the number of tokens; however, depending on the purpose of the research, one of these programs may be more appropriate than the other. The choice of one of them will be responsibility of the researcher, who may consult the comparative table between the WST and the SE, presented at the end of this paper to substantiate his or her preference. Keywords : Corpus Linguistics; WordSmith Tools; Sketch Engine.
8 citations
TL;DR: In this article, a corpus of five editorial cartoons about fake news is used to verify the importance of multimodal metaphors for the meaning construction process in the analyzed genre, in which the different semiotic modes are interwoven in the building of these metaphors.
Abstract: Almost forty years ago, the proposal of the Conceptual Metaphor Theory represented a milestone for Cognitive Linguistics studies. From this point, many pieces of research were developed around the analytical category of metaphor. However, the majority of these papers are still in the monomodal field, intending to build a concept resulting from the source and target domains that come specifically from the verbal structures. Taking this into consideration, this paper intends to focus on the metaphorical occurrence in diverse semiotic modes that constitute multimodal texts. In order to fulfill this aim, we outlined a corpus of five editorial cartoons about “fake news”. Our specific objective is to, making use of the concept of multimodal metaphors proposed by Forceville (1996, 2009), presented how the different semiotic modes, in this case the verbal and the visual ones, are interwoven in the building of these metaphors. In this way, in our study, besides validating the thesis proposed by Forceville (2009) about the occurrence of metaphors not only in the verbal mode, it was also possible to verify the importance of multimodal metaphors for the meaning construction process in the analyzed genre. Keywords: metaphors; multimodal metaphors; fake news. Resumo: Ha quase quarenta anos atras um marco nos estudos da Linguistica Cognitiva, em especial em sua semântica, ocorreu: a proposta da Teoria da Metafora Conceitual. A partir desse trabalho, muitas pesquisas foram desenvolvidas em torno da categoria analitica da metafora. Porem, grande parte desses trabalhos ainda encontra-se no campo dos denominados textos monomodais, visando apenas a construcao conceitual resultante de dominios fonte e alvo oriundos especificamente do modo verbal. Diante disso, o presente artigo propoe-se a promover um trabalho dedicado a ocorrencia metaforica nos diferentes modos semioticos que constituem os textos multimodais. Para cumprirmos tal objetivo, delineamos como corpus cinco charges que versam sobre o conceito fake news. Nosso objetivo especifico consiste em apresentar, atraves do conceito de metaforas multimodais, proposto por Forceville (1996, 2009), a forma pela qual diferentes modos semioticos, nesse caso em especial o verbal e o imagetico, imbricaram-se na construcao dessas metaforas. Assim, em nosso estudo, alem de vislumbrarmos a validacao da proposicao de Forceville (2009) sobre a nao ocorrencia do processo metaforico apenas no modo verbal, foi possivel a verificacao da importância das metaforas multimodais para a construcao dos sentidos do genero em analise. Palavras-chave: metaforas; metafora multimodal; fake news .
8 citations
TL;DR: Palavras-chave as discussed by the authors discusses the limits to emulating physics in other fields of study, more specifically in biology and cognitive sciences, among which stands linguistics, and question the very metaphysical assumption that nature is perfect, along with ideas from contemporary thinkers such as physicist Marcelo Gleiser.
Abstract: Resumo: O pressuposto metafisico de que a natureza e perfeita tem sido um dos alicerces da fisica moderna desde o seculo 17. Devido ao sucesso dessa disciplina, pesquisadores de outros campos do saber seguiram os seus principios, inclusive a ideia de que a natureza e perfeita. Um caso particularmente interessante dessa transposicao epistemologica se deu no seculo 20 com a gramatica gerativa de Noam Chomsky, sobretudo em seu Programa Minimalista. Nele, Chomsky leva as ultimas consequencias o que chamou de “intuicao galileana de que ‘a natureza e perfeita’”, propondo que a linguagem tambem e perfeita. Dado, no entanto, que igualmente se assume no gerativismo que a linguagem e um sistema biologico, a conjectura de que ela seja perfeita resulta na aposta altamente improvavel de que ela seja unica do ponto de vista biologico. Isso porque, sendo o resultado de acidentes evolutivos, os sistemas biologicos sao caracteristicamente imperfeitos. Tendo em vista essa situacao quase paradoxal a que se chegou no minimalismo chomskiano, discute-se neste artigo ate que ponto se deve emular a fisica em outras areas do conhecimento, com especial atencao a biologia e as ciencias cognitivas – entre as quais se inclui a linguistica. Como resultado dessa investigacao, questiona-se neste trabalho o proprio pressuposto metafisico de que a natureza e perfeita, em consonância com as ideias de teoricos contemporâneos como o fisico Marcelo Gleiser. Palavras-chave: Filosofia da linguistica; filosofia da fisica; Galileu Galilei; Noam Chomsky; Programa Minimalista; arquitetura paralela de Ray Jackendoff. Abstract: The metaphysical assumption that nature is perfect has been groundwork for modern physics since the seventeenth century. Due to the success of that discipline, researchers from other fields of study followed its principles, including the idea of nature being perfect. Noam Chomsky’s Generative Grammar was a particularly interesting case of such epistemological transposition, which took place in the twentieth century, mainly in his Minimalist Program. In his work, while taking to ultimate levels what he dubbed “the Galilean intuition that ‘nature is perfect’”, Chomsky proposes language as well is perfect. However, given that in Generativism language is also seen as a biological system, conjecture on its perfection results in a highly unlike assertion that it is unique from a biological point of view, because biological systems are characteristically imperfect since they are results of evolutionary accidents. Built on such almost paradoxical situation reached in Chomsky’s minimalism, this article discusses the limits to emulating physics in other fields of study, more specifically in biology and cognitive sciences, among which stands linguistics. As a result of this investigation, this work questions the very metaphysical assumption that nature is perfect, along with ideas from contemporary thinkers such as physicist Marcelo Gleiser. Keywords: Philosophy of Linguistics; Philosophy of Physics; Galileo Galilei; Noam Chomsky; Minimalist Program; Ray Jackendoff’s parallel architecture.
8 citations
TL;DR: In this article, a general multidisciplinary theoretical framework is proposed to understand the social environment of the young people in question and then, in a second part, more specifically focused on a sociolinguistic study of the nonstandard varieties of French those young people speak, it attempts to show that those sociolects are emblematic of the social interactions at work in these minority spaces.
Abstract: Resume : L’article fait l’hypothese que les parlers des jeunes des cites urbaines sensibles dans la France contemporaine necessitent pour etre apprehendes une approche globale et pluridisciplinaire en raison de leur complexite. A partir de deux corpus, l’article met en place dans un premier temps un cadre theorique general pluridisciplinaire destine a apprehender l’environnement social des jeunes dont il est question puis dans une seconde partie centree plus specifiquement sur une etude sociolinguistique de ces parlers, il tente de montrer que les pratiques langagieres etudiees sont emblematiques des interactions sociales a l’œuvre dans ces espaces minores. Les deux corpus presentes s’inscrivent dans une construction identitaire et une memoire sociale collective, enracinee dans les cites urbaines sensibles. Ces deux corpus refletent la vie dans les cites segreguees et en particulier ce qui a trait a la presence des communautes migrantes. Ils contribuent a l’instauration d’un processus de patrimonialisation caracterise par l’alterite, fonde sur des solidarites communautaires et une forme de memoire originale qui exprime un vecu collectif. Mots cles : migrants ; sociolinguistique ; parlers jeunes ; cites urbaines sensibles. Abstract: The paper hypothesizes that young people sociolects in sensitive urban cities in contemporary France require a global and multidisciplinary approach to be understood because of their complexity. Based on two linguistic corpora, the article first sets up a general multidisciplinary theoretical framework designed to understand the social environment of the young people in question and then, in a second part, more specifically focused on a sociolinguistic study of the nonstandard varieties of French those young people speak, it attempts to show that those sociolects are emblematic of the social interactions at work in these minority spaces. Both corpora presented are part of an identity construction and of a collective social memory, rooted in sensitive urban cities. They reflect life in segregated cities and in particular the presence of migrant communities. They contribute to the establishment of a process of patrimonialization characterized by otherness, based on a community solidarity and an original form of memory that express a collective experience. Keywords: immigration ; sociolinguistics ; young people sociolects ; sensitive urban cities.
6 citations
TL;DR: In this article, the authors analyze the topics and verbal attacks that were presented in the call for the March on April 2, 2016 on Twitter and Facebook and study the protest discourse of this demonstration through its slogans, slogans and hashtags that were part of the call.
Abstract: Resumen: El presente articulo tiene como objetivo analizar los topicos y las agresiones verbales que se presentaron en la convocatoria a la Marcha del 2 de abril de 2016 en Twitter y Facebook. Se estudia el discurso de protesta de dicha manifestacion a traves de sus esloganes, consignas y hashtags que hicieron parte de la convocatoria. Se evidencia el incremento de la tension a traves del registro discursivo de la violencia verbal y como esta intensifico la oposicion, la indignacion dando paso a la polarizacion directa mediante estrategias como la demonizacion. Desde una perspectiva discursiva con enfoque retorico y multimodal, se analiza el uso de la modalidad argumentativa de la polemica como una estrategia dominante en la confrontacion establecida por los opositores al gobierno y al Acuerdo de paz en Colombia. Se estudiaron los enunciados del discurso de protesta de una seleccion publicaciones en Twitter y Facebook del 1 febrero al 2 de abril. El analisis permite evidenciar la construccion del antagonismo y la oposicion al gobierno con una dimension violenta paradojicamente en un proceso de paz. Palabras clave: topicos; violencia verbal; discurso de protesta; argumentacion; polemica. Abstract: This paper aims to analyze the topics and verbal attacks that were presented in the call for the March on April 2, 2016 on Twitter and Facebook. It studies the protest discourse of this demonstration through its slogans, slogans and hashtags that were part of the call. It seeks to account for the increase in tension through the discursive record of verbal violence and how this intensified opposition, outrage and this gave way to direct polarization through strategies such as demonization. From a discursive perspective with a rhetorical and multimodal focus, the use of the argumentative modality of polemics is evidenced as a dominant strategy in the confrontation established by the opponents of the government and the Peace Agreement in Colombia. The statements of the protest speech were studied from a selection of publications on Twitter and Facebook from February 1 to April 2. The analysis allows for evidence of the construction of antagonism and opposition to the government with a violent dimension paradoxically in a peace process. Keywords: topics; verbal violence; protest speech; argumentation; polemics.
6 citations
TL;DR: Palavras-chave et al. as mentioned in this paper examined verbal violence in comments produced on the social media Facebook, on the page “Falei errado? O pobrema nao e meu, e seu” (Did I say it wrong? The problem is not mine, it's yours).
Abstract: Resumo: Este artigo examina a violencia verbal em comentarios produzidos na midia social Facebook , na pagina “Falei errado? O pobrema nao e meu, e seu”, apos uma publicacao com a legenda “Nao e engracado, #EPreconceitoLinguistico”. E o objetivo verificar os papeis e lugares discursivos, os estatutos socio-psicologicos estereotipados e os posicionamentos politico-ideologicos presentes nas praticas discursivas dos sujeitos-usuarios, considerando que a controversia e impulsionada por uma constatacao cientifica – em particular, da Sociolinguistica – segundo a qual a reprovacao, a repulsa ou o desrespeito as variedades linguisticas de menor prestigio social se configuram como preconceito e intolerância linguisticos. Para tanto, a fundamentacao se deu em um quadro teorico-metodologico interdisciplinar que abrange os estudos das origens do portugues brasileiro (BAXTER; LUCCHESI, 1997; NARO; SCHERRE, 2003), a nocao de polemica discursiva (AMOSSY, 2011), as nocoes de interincompreensao e espaco discursivo (MAINGUENEAU, 1997, 2008, 2015) e, por fim, a categoria de espaco emico (BAUMAN, 2001). As analises revelam que muitos discursos refletem um anseio de aniquilamento e de apagamento de identidades sociais e que, mesmo em contextos de discussao sobre preconceito linguistico, a violencia verbal nao se centra somente nessa tematica, mas abrange tudo aquilo que, de certa forma, representa as minorias sociais. Palavras-chave: violencia verbal; preconceito linguistico; espaco discursivo emico; Facebook . Abstract: This article examines verbal violence in comments produced on the social media Facebook, on the page “ Falei errado? O pobrema nao e meu, e seu” (Did I say it wrong? The problem is not mine, it’s yours), after a publication with the subtitles “ Nao e engracado, # EPreconceitoLinguistico ” (It’s not funny, #ItsLinguisticPrejudice). The objective is to verify the discursive roles and places, the stereotyped socio-psychological statutes and the political-ideological positions that are in the discursive practices of the subject-users, considering that the controversy is driven by a scientific observation – in particular, of Sociolinguistics – according to which disapproval, disgust or disrespect for less prestige linguistic varieties are configured as linguistic prejudice and intolerance. To this end, the foundation was given in an interdisciplinary theoretical-methodological framework that encompasses studies on the origins of Brazilian Portuguese (BAXTER; LUCCHESI, 1997; NARO; SCHERRE, 2003), the notion of discursive polemics (AMOSSY, 2011), the notions of inter-understanding and discursive space (MAINGUENEAU, 1997, 2008, 2015) and, finally, the category of emic space (BAUMAN, 2001). The analyzes reveal that many speeches reflect a desire to annihilate and erase social identities and that, even in contexts of discussion on linguistic prejudice, verbal violence does not focus only on this theme, but encompasses everything that, in a certain way, represents social minorities. Keywords: verbal violence; linguistic prejudice; emic discursive space; Facebook.
6 citations
TL;DR: This article argued that spoken syntax would be better studied by spoken syntax by probabilactic criteria, and presented a discussion about this approach, through exposition of empirical data from corpora, as well as from languages of typologically varied languages, they argue on the possibility that the syntactic relations between the elements distributed along two or more information units may exceed the boundaries of such units.
Abstract: Resumo: A Language into Act Theory (CRESTI, 2000) e uma teoria pragmatica corpus-driven da fala espontânea. Ela individualiza o enunciado como a unidade de referencia da fala, sendo este definido como a menor unidade linguistica que possui autonomia pragmatica e interpretabilidade em isolamento. Essa teoria considera que a prosodia e responsavel por delimitar nao so o enunciado, mas tambem as ilocucoes (AUSTIN, 1962) e a estrutura informacional, que se desenvolve a partir de unidades tonais. Cada unidade tonal, a principio, corresponde a uma unidade informacional, no nivel pragmatico. De acordo com Cresti (2014), o dominio de atuacao da sintaxe estaria restrito as unidades informacionais, resultando na formacao do que a autora denomina como ilhas sintatico-semânticas. Neste trabalho, apresenta-se uma discussao acerca dessa abordagem. Atraves da exposicao de dados empiricos oriundos de corpora, bem como de dados de linguas tipologicamente variadas, e desenvolvida uma argumentacao que aponta para a possibilidade de que as relacoes sintaticas entre os elementos distribuidos ao longo de duas ou mais unidades informacionais possam ultrapassar as fronteiras dessas unidades. Dados de predicacao, subordinacao, coordenacao, negacao e marcas de caso servem para ilustrar essa assuncao, na medida em que essas relacoes nao sao interrompidas devido a presenca de uma quebra prosodica com valor informacional. Busca-se distinguir, portanto, dois niveis em interface, mas nao em isomorfia: o prosodico-pragmatico e o sintatico. Defende-se que a sintaxe da fala seria melhor explorada por meio de criterios de analise probabilisticos. Palavras-chave: sintaxe da fala; categorias sintaticas; prosodia; pragmatica. Abstract: Language into Act Theory (CRESTI, 2000) is a pragmatic corpus-driven theory of spontaneous speech. The utterance is individuated as the reference unit of speech. It is defined as the smallest linguistic unit with pragmatic autonomy and interpretability in isolation. This theory states that prosody delimits the utterance, illocutions (AUSTIN, 1962) and information structure, that develops from tonal units. Each tonal unit corresponds in principle to an information unit at the pragmatic level. According to Cresti (2014), the domain of syntax would be constrained to the information units, resulting in the establishment of what the author calls syntactic-semantic islands. In this paper, we present a discussion about this approach. Through exposition of empirical data from corpora, as well as from languages of typologically varied languages, we argue on the possibility that the syntactic relations between the elements distributed along two or more information units may exceed the boundaries of such units. Data on predication, subordination, coordination, negation, and case markers illustrates this assumption, insofar as these relationships are not disrupted by the presence of a prosodic break carrying information value. Therefore, two interface levels must be distinguished, but they are not isomorphic: the prosodic-pragmatic and the syntactic levels. We argue that spoken syntax would be better studied by means of probabilistic criteria. Keywords: spoken syntax; syntactic categories; prosody; pragmatics.
6 citations
TL;DR: In this article, the authors proposed a method to solve the problem of the problem: the one-dimensional graph..
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5 citations
TL;DR: In this paper, the concept of metaphor, multimodality and texture has been explored in the context of text making and communication by bringing examples of memes; a relatively new genre, often seen on social media posts.
Abstract: In this paper, we attempt to provide some ways of thinking about text, relating it to the concept of metaphors, multimodality and texture. Our aim is to develop new insights in meaning making and communication more generally, by bringing examples of memes; a relatively new genre, often seen on social media posts. To do so, we discuss the notion of text (HALLIDAY; HASAN, 2002; BEAUGRANDE, 1997; KRESS, 2010) and then, we discuss texture as a semiotic resource for the production of texts and its metaphors (DJONOV; VAN LEEUWEN, 2011). To exemplify some concepts and categories, we explore memes, seeking to understand their constitution as well as their qualities and potential meanings of visual textures deployed in the text to make meaning material through multimodal metaphors. Keywords: text; texture; social semiotics; multimodal metaphors. Resumo: Neste artigo, pretendemos propor algumas maneiras para se pensar a nocao de texto, relacionando-a aos conceitos de metafora, multimodalidade e textura. Nosso objetivo e desenvolver novos insights a respeito da producao de sentido e da comunicacao de forma geral. Como exemplo, trazemos memes com o bordao “E verdade esse bilete”. Como esse genero e relativamente novo e frequentemente visto em posts nas redes sociais, discutimos a nocao de texto (HALLIDAY; HASAN, 2002; BEAUGRANDE, 1997; KRESS, 2010) e de textura como um recurso semiotico para a producao de textos e suas metaforas (DJONOV; VAN LEEUWEN, 2011). Para exemplificar algumas nocoes e categorias, exploramos os memes, buscando compreender como eles se constituem, assim como suas qualidades e seus possiveis sentidos de texturas visuais utilizadas para producao de metaforas multimodais. Palavras-chave: texto; textura; semiotica social; metaforas multimodais.
5 citations
TL;DR: In this paper, the authors analyze the discours de campagne of the 2016 Colombia peace plebiscite in Colombo and find that the No campaign was a continuation of the war discourses specific to the period of armed confrontation.
Abstract: Resume : cet article analyse les discours de campagne sur Twitter traitant du plebiscite pour la paix d’octobre 2016 en Colombie. L’analyse de contenu de 1307 tweets identifie les principales strategies en faveur et contre l’accord de paix, ainsi que la maniere dont la memoire de la guerre influence ces discours. L’approche comparative montre que la campagne pour le « Non » mobilise la population autour de la delegitimation des FARC, alors que la campagne pour le « Oui » utilise Twitter essentiellement pour annoncer des evenements de campagne. Les allusions au conflit arme, plus frequentes dans les tweets contre l’accord de paix, contribuent a (re)construire la memoire collective du conflit en evoquant principalement les faits de guerre dont sont responsables les adversaires. Ainsi, la campagne pour le plebiscite s’inscrit dans la continuite des discours de guerre propres a la periode de confrontation armee qui ne favorisent pas le projet de construction de la paix. Mots-cles : Colombie ; processus de paix ; Twitter ; strategie discursive ; allusions. Abstract: this paper examines how the memory of the war influenced the campaigning for the October 2016 peace plebiscite in Colombia. By analyzing 1307 tweets, the study identifies key strategies carried out by supporters and opponents of the peace agreement. This comparative approach shows that the “No” campaign mobilized the public around the delegitimization of the FARC guerilla, while the “Yes” campaign used Twitter essentially to announce campaign events. Allusions to the armed conflict were more frequent in the tweets against the peace agreement. They contributed to (re)writing the collective memory of the conflict by referring mainly to the facts for which the adversaries were responsible. The campaign for the plebiscite was a continuation of the war discourses specific to the period of armed confrontation. The conclusion highlights the implications for the peacebuilding project. Keywords: Colombia; peace process; Twitter; discursive strategy, allusions.
TL;DR: In this paper, the authors propose a theoretical-methodological reflection and application of multimodal and multimedia critical discourse analysis (ECDMM) in the investigation of collective memories and the memorialization processes that are explored in the SPEME project in Colombia.
Abstract: Resumen: Se propone una reflexion y aplicacion teorico-metodologica desde los estudios criticos del discurso multimodal y multimedial (ECDMM), en la investigacion de las memorias colectivas y los procesos de memorializacion que se exploran en el proyecto SPEME en Colombia. En esta reflexion, las memorias colectivas son practicas discursivas multiples, en las cuales las representaciones sociales sobre un pasado comun se usan para construir y mantener cohesion e identidad de grupos situados socio-historicamente en un momento presente y que proyectan futuro en marcos de derechos, dignidad, respeto y sentido de bienestar. Las representaciones sociales de la historia describen con frecuencia, los contenidos de la memoria colectiva como si fuesen homogeneos y unicos, oficializando una version que no recupera, especialmente, a los sectores mas marginalizados de la sociedad. Esta disertacion se centra en las representaciones que se formulan en un medio de comunicacion digital y la forma de distribuir el sentido de las memorias colectivas. Desde la perspectiva de los principios teoricos de los ECDMM, se parte del principio de que los medios de comunicacion y sus soportes tecnologicos elaboran modos, generos y representaciones que comunican y crean concepciones del pasado. Se elabora un marco adecuado para el abordaje de un corpus constituido por narrativas mediaticas para la construccion de paz en Colombia, en las ediciones especiales del periodico El Tiempo.com. Para el analisis, se estudia el storytelling que los medios producen como ruta para la reconstruccion del tejido social. Palabras-clave: memorias colectivas; estudios criticos del discurso multimodal y multimedial; storytelling ; memorias; representaciones sociales. Abstract: We propose a theoretical-methodological reflection and application of multimodal and multimedia critical discourse analysis (ECDMM), in the investigation of collective memories and the memorialization processes that are explored in the SPEME project in Colombia. In this reflection, collective memories are multiple discursive practices, in which social representations about a common past are used to build and maintain cohesion and identity of socio-historically situated groups in a present moment and to project future regarding rights, dignity, respect and sense of well-being. The social representations around history often describe the contents of the collective memory as if they were homogeneous and unique, formalizing a version that does not take into account, especially, the most marginalized sectors of society. This dissertation focuses on the representations that are formulated in a digital communication medium and their way of distributing the sense of collective memories. From the perspective of the theoretical principles of the ECDMM, we base the research on the principle that the media and their technological supports elaborate modes, genres and representations that communicate and create conceptions of the past. An adequate framework is elaborated for the approach of a corpus constituted by media narratives for the construction of peace in Colombia, in the special editions of the newspaper El Tiempo.com. For the analysis, we study the storytelling that the media produces as a route for the reconstruction of the social fabric. Keywords: collective memories; multimodal and multimedia critical discourse analysis; storytelling; memories; social representations.
TL;DR: In this paper, a microstructure of specialized entries in dictionaries of Linguistics and the proposal of a definitional paradigm for the term language and sign phraseologies is presented.
Abstract: Resumo: A Lexicologia, a Lexicografia, a Terminologia e a Terminografia, todas subareas da Linguistica, abarcam os estudos teoricos e a producao de dicionarios, de vocabularios e de glossarios. Este artigo objetiva o estudo da microestrutura de verbetes de especialidade em dicionarios de Linguistica e a proposta de um paradigma definicional para os termos linguagem e Linguistica Descritiva. Para tanto, definimos o que sao as microestruturas conforme as normas da ISO 1087 e as contribuicoes de Rey-Debove (1971), de Hartmann e James (2002), de Bejoint (2010) e outros. Abordamos as definicoes de outside matter, middle matter e back matter . Em seguida, exploramos os paradigmas informacional, definicional e pragmatico, sem deixar de considerar o paradigma de formas equivalentes para dicionarios bilingues. A seguir, baseamo-nos nas normas ISO 1087 e na teoria de Barbosa (1995, 2001) para definir o que e um dicionario, um vocabulario e um glossario. Depois, fizemos um breve estudo comparativo entre alguns dicionarios de especialidade pertencentes a area da Linguistica. Nessas obras, fizemos a analise da microestrutura: dos enunciados lexicograficos e dos paradigmas definicionais, focando nos verbetes linguagem e fraseologismos do termo signo, e diferenciamos o que e a microestrutura de um dicionario e a de um glossario. Finalmente, apos a exposicao dos conceitos e analise das obras, propusemos padroes de microestrutura e definitorios, em diferentes areas da Linguistica, cujo publico-alvo seria o alunado leigo dos Cursos de Letras. Palavras-chave: terminologia; terminografia; dicionarios de especialidade; macroestrutura; microestrutura. Abstract: Lexicology, Lexicography, Terminology and Terminology, all sub-areas of Linguistics, encompass theoretical studies and the making of dictionaries, vocabularies and glossaries. This article aims to study the microstructure of specialized entries in dictionaries of Linguistics and the proposal of a definitional paradigm for the term language and sign phraseologies. To that end, we defined the microstructures according to ISO 1087 norms and the contributions of Bejoint (2010), Rey-Debove (1971), Hartmann and James (2002) and others. We approach the definitions of outside matter, middle matter and back matter. Next, we explore the informational, definitional and pragmatic paradigms, while considering the paradigm of equivalent forms for bilingual dictionaries. Then, we rely on ISO 1087 and Barbosa’s theory (1995, 2001) to define what a dictionary, a vocabulary and a glossary is. Afterward, we carried out a brief comparative study among some specialty dictionaries in the area of Linguistics. In these works, we analyzed the microstructure: lexicographic statements and definitional paradigms, focusing on the entries language and sign phraseologies, and we distinguished what the microstructure of a dictionary and a glossary is. Finally, after the exposition of the concepts and analysis of the works, we proposed a microstructure and a definition standard for the entries language and descriptive linguistics , in the area of Historical Linguistics, whose target audience would be the freshmen from Language and Literature courses. Keywords: terminology; terminography; specialized dictionaries; microstructure.
TL;DR: In this article, the use of aggressiveness and verbal violence in polemical discourses, from a corpus composed by opinion texts concerning the Orthographic Agreement of 1990, taking in account the perspective of Discourse Analysis, Pragmatics, Rhetoric, Argumentation and Interactional Linguistics.
Abstract: Resumo: O presente estudo tem como principal objetivo refletir acerca do uso da agressividade e da violencia verbais na construcao da polemica, num corpus de textos de opiniao sobre o Acordo Ortografico de 1990 (doravante AO90), nas perspetivas da Pragmatica, da Retorica, da Argumentacao e da Linguistica Interacional. O estudo parte, fundamentalmente, das nocoes de ethos e Face Threatening Acts (“atos ameacadores da face”) com o intuito de verificar quais as estrategias linguistico-discursivas dominantes que veiculam a agressividade e a violencia verbais. A analise do corpus permite concluir que os locutores manipulam diversas estrategias na construcao da sua argumentacao, tendo sempre a intencao de provocar e perpetuar o dissenso. Recorrentemente, os locutores atacam os seus interlocutores ao inves das suas ideias, por um lado, desqualificando-os e, por extensao, denegrindo tambem os seus apoiantes. Palavras-chave: analise do discurso; pragmatica; acordo ortografico 1990; polemica verbal; violencia verbal. Abstract : The main goal of this study is to show the use of aggressiveness and verbal violence in polemical discourses, from a corpus composed by opinion texts concerning the Orthographic Agreement of 1990, taking in account the perspective of Discourse Analysis, Pragmatics, Rhetoric, Argumentation and Interactional Linguistics. The study is mainly based on the notions of ethos and Face Threatening Acts, in order to verify which are the dominant linguistic-discursive strategies that convey aggressiveness and verbal violence. The corpus ’ analysis allows us to conclude that the speakers manipulate several strategies in the construction of their arguments, always with the intention of provoking and perpetuating the dissensus. Frequently, speakers confront their opponents, disqualifying them and, by extension, their supporters, instead of discussing the difference of opinion. Keywords : discourse analysis; pragmatics; orthographic agreement of 1990; polemical discourse; verbal violence.
TL;DR: In this article, a taxonomy of proper names for Brazilian Federal Police operations is presented, based on the conceptual metonymy role in the generation process of police operations proper names manifested by its typological features.
Abstract: Proper names can be considered lexical traces that identify a specific society and time as they enable us to better understand its modus vivendi, from its social-historical-cultural context. This study selects police operations proper names as subject study, and it is guided by the hypothesis that the generation of proper names configures as a cognitive process, which makes use of conceptual metonymy as a prominent contributor for several cognitive actions for naming. Thus, the focus is to demonstrate the conceptual metonymy role in the generation process of police operations proper names manifested by its typological features. The corpus for this analysis is composed of Brazilian Federal Police operations that were triggered in 2018 and can be obtained on its official website. The adopted methodology consists of mapping the proper names taxonomies according to Eccles’ three worlds (ECCLES, 1979) and metonymy typology, based on the proposal by Radden and Kovecses (2007); Blanco-Carrion, Barcelona and Pannain (2018); in addition to the theoretical foundations proposed by Lakoff and Johnson (1980), Lakoff (1987), Silva (1997) and Biderman (1998). Keywords: proper name; conceptual metonymy; cognitive linguistics. Resumo : Nomes proprios podem ser considerados marcas lexicais que identificam uma sociedade em determinada epoca, a medida que possibilitam a compreensao do modus vivendi dessa sociedade a partir do contexto socio-historico-cultural. Esta proposta elege nomes proprios de operacoes policiais para objeto de estudo e e guiada pela hipotese de que a geracao desses nomes se configura como um processo cognitivo que faz uso de metonimias conceptuais, as quais oferecem uma contribuicao de destaque na serie de acoes cognitivas para a nomeacao. Assim, este trabalho tem como objetivo demonstrar o papel da metonimia conceptual no processo de geracao dos nomes proprios das operacoes policiais manifestadas pelos tracos tipologicos. O corpus para esta analise constitui-se de nomes de operacoes da Policia Federal do Brasil desencadeadas no ano de 2018 e obtidos por meio de consulta ao site oficial dessa categoria de policia. A metodologia adotada consiste no mapeamento das taxonomias dos nomes proprios de acordo com a natureza dos mundos (ECCLES, 1979) a que se reportam e no levantamento dos tipos de metonimias, baseada na proposta de Radden e Kovecses (2007) e de Blanco-Carrion, Barcelona, Pannain (2018), alem da fundamentacao teorica de Lakoff e Johnson (1980), Lakoff (1987), Silva (1997) e Biderman (1998). Palavras-chave: nomes proprios; metonimia conceptual; Linguistica Cognitiva.
TL;DR: Palavras-chave et al. as mentioned in this paper studied the referent "Maria" from a macro-social perspective and investigated how and why the object of discourse comes to represent, through recategorization, distinct groups, of social struggles and distinct classes.
Abstract: Resumo: O presente estudo nasceu de dois objetivos centrais que se retroalimentam. O primeiro e discutir o estatuto atual da teoria da recategorizacao compreendido pela dimensao discursiva e perpassado pelos niveis cognitivos e interacionais (JAGUARIBE, 2007; LIMA; CAVALCANTE, 2015; CAVALCANTE; BRITO, 2016). Por meio da analise do texto “Maria Maria”, mediante a perspectiva do discurso literomusical (COSTA, 2001), o segundo objetivo foi testar os limites atualmente evocados para a recategorizacao. Para testar esse limite e as potencialidades do processo de recategorizar, este ligado intimamente ao proprio ato de referir, foi estudado o referente “Maria” pelos aspectos macrossociais e investigados como e por que o objeto de discurso instaurado chega a representar, por meio da recategorizacao, grupos distintos, de lutas e de classes tambem distintas. Trata-se de uma abordagem que encontra ancoragem em outras pesquisas que estudam nomes proprios (CUSTODIO FILHO, 2011; BASSETTO, 2015; SOARES, 2018), mas que delas se distingue por observar um contexto de recategorizacao que transcende a constituicao referencial inicial e passa a representar diferentes objetos do mundo. Palavras-chave: referenciacao; recategorizacao; discurso literomusical. Abstract: The present study is born from two central objectives, which are retro nourished. The first is to discuss the current status of the theory of recategorization understood by the discursive dimension and run through by the cognitive and interactional levels (JAGUARIBE, 2007; LIMA; CAVALCANTE, 2015; CAVALCANTE; BRITO, 2016). Through the analysis of the text “Maria Maria”, seen from the perspective of the literature-musical discourse (COSTA, 2001), our second objective was to test the limits currently evoked for Recategorization. To test this limit and the potentialities of the process of recategorization, this linked intimately to the very act of referring, we study the referent “Maria” from the macro-social perspective and investigate how and why the object of discourse instituted comes to represent, through recategorization, distinct groups, of social struggles and distinct classes. It is an approach that finds support in other researches that study personal names (CUSTODIO FILHO, 2011; BASSETTO, 2015; SOARES, 2018), however distinguished from these, because we observe a context of recategorization that transcends the initial referential constitution and becomes able to represent different objects of the world. Keywords: referring; reclassification; literature-musical discourse.
TL;DR: In this paper, the emergence of conceptual and linguistic metaphors produced by teachers in Biology video lessons, as well as their degree of novelty and/or conventionality, were analyzed using YouTube video subtitles.
Abstract: The metaphors used in non-poetic contexts are mostly conventional. This study, which is part of a broader research, analyzes the emergence of – and the relationship between – conventional and novel/creative metaphors in Biology video lessons. The theoretical basis is composed of the Theory of Conceptual Metaphor (LAKOFF; JOHNSON, 2002; LAKOFF; TURNER, 1989) and the Perspective of Metaphor in Discourse (SEMINO, 2008). Thus, the general objective of this paper is to verify the emergence of conceptual and linguistic metaphors produced by teachers in Biology video lessons, as well as to analyze their degree of novelty and/or conventionality. The data analyzed came from YouTube video subtitles, and the methodology used to identify metaphors in speech was the MIP (PRAGGLEJAZ GROUP, 2007). The results indicate that creative metaphors are present in the discourse of these teachers and play a relevant role in the presentation of scientific content. Keywords : metaphor; creativity; conventionality; video lessons; textual patterns. Resumo: As metaforas empregadas em contextos nao poeticos apresentam-se majoritariamente de forma convencional. O presente estudo, que faz parte de uma pesquisa mais abrangente, trata da analise da emergencia de – e da relacao entre – metaforas convencionais e novas/criativas em videoaulas de Biologia. O aporte teorico e composto pela Teoria da Metafora Conceptual (LAKOFF; JOHNSON, 2002; LAKOFF; TURNER, 1989) e pela Perspectiva da Metafora no Discurso (SEMINO, 2008). Desse modo, o objetivo geral deste artigo e verificar a emergencia de metaforas conceptuais e linguisticas produzidas por professores em videoaulas de Biologia, assim como analisar seu grau de novidade e/ou convencionalidade. Os dados analisados sao provenientes de legendas de videoaulas do YouTube , e a metodologia empregada na identificacao de metaforas no discurso foi o MIP (PRAGGLEJAZ GROUP, 2007). Os resultados indicam que metaforas criativas estao presentes no discurso desses professores e desempenham um papel relevante na apresentacao de conteudos cientificos. Palavras-chave: metafora; criatividade; convencionalidade; videoaulas; padroes textuais.
TL;DR: Palavras-chave et al. as discussed by the authors examined implicit persuasion and its occurrence in multimodal memes circulating on Facebook, focusing on the metaphor-metonymy relationship and found that implicit persuasion tends to occur mostly implicitly, avoiding evaluative language related with interpersonal meanings.
Abstract: Resumo: O objetivo deste artigo e o exame critico da persuasao implicita e sua ocorrencia em memes multimodais que circulam pelo Facebook, tendo como foco a relacao entre metonimia e metafora. A persuasao tende a ser altamente implicita e a evitar a linguagem atitudinal normalmente associada ao significado interpessoal, dependendo em grande parte do frame , ou seja, do sistema de valores compartilhados. Esse e o fenomeno que caracteriza a metonimia, um tropo que, sendo indicial, informa somente parte da mensagem, dependendo do receptor para a complementacao da informacao. Nesse sentido, tem sido aceito que as metaforas conceituais podem ser casos especiais da interacao conceitual com a metonimia, a qual propicia a contiguidade entre o texto e o frame do leitor. Com base nessa relacao, o meme, apesar de sua diminuta extensao, pode promover a persuasao do leitor. A pesquisa tem o apoio da Gramatica Visual Sociossemiotica e da Linguistica Sistemico-Funcional e responde as seguintes perguntas: (a) Como e feita a persuasao implicita em memes verbo-visuais? (b) Qual e o papel da metonimia e da metafora nesse processo? (c) Como pode a Linguistica Sistemico-Funcional por meio da transitividade e da avaliatividade contribuir no processo persuasivo dos memes? Os resultados mostram que a persuasao implicita em memes e feita gracas a escolhas lexicogramaticais, as metonimizacoes, motivadas pela metafora conceptual, que nao so permeia e domina todo o meme, mas tambem forma a espinha dorsal da sua estrutura argumentativa. Palavras-chave: meme multimodal; persuasao implicita; metonimia; metafora; Linguistica Sistemico-Funcional; Gramatica Visual Sociossemiotica. Abstract: The objective of this paper is to critically examine implicit persuasion and its occurrence in multimodal memes circulating on Facebook, focusing on the metaphor-metonymy relationship. Persuasion tends to occur mostly implicitly, avoiding evaluative language related with interpersonal meanings. Thus it depends on notions such as frame, which allows addressees to infer hidden message contents. This phenomenon commonly occurs in metonymies, tropes that for being indexical inform only part of reality, and depend on the receiver for the complementation of the information they carry. In this sense, the idea that conceptual metaphors can be special cases of their conceptual interaction with metonymies that provide contiguity between the text and the reader’s frame has been accepted. On the basis of this relationship, memes, despite their small extent, can promote persuasion. The research is based on Sociosemiotic Visual Grammar and Systemic-Functional Linguistics and answers the following questions: (a) How does implicit persuasion occur in verb-visual memes? (b) What is the role of metonymies and metaphors in such process? (c) How can Systemic Functional Linguistics by means of transitivity and appraisal contribute to the persuasive process of memes? The results show that the implicit persuasion in memes is made thanks to lexicogramatical choices, metonymizations, motivated by conceptual metaphors, which not only permeates and dominates the whole meme, but also forms the backbone of its argumentative structure. Keywords: multimodal meme; implicit persuasion; metonymy; metaphor; Systemic Functional Linguistics; Sociosemiotic Visual Grammar.
TL;DR: In this paper, orthography affects phonological processing of English as an L2 in a repeated-exposure training paradigm with a Timed Picture Naming task, indicating that the process of converting a visual input into its phonoarticulatory representations for production involves orthographic activation.
Abstract: The present study inquired whether orthography affects phonological processing of English as an L2. To do so, a lexicon that simulated opaque and transparent grapho-phonic English relations in nuclear position was developed (e.g., keet , deit , toud ). Bilingual speakers of Brazilian Portuguese and English were compelled to learn this new lexicon through a repeated-exposure training paradigm in which they were introduced to the lexicon phonological forms associated with their visual forms, and then to the phonological forms associated with their visual and orthographic forms. After undergoing training, subjects were tested with a Timed Picture Naming task to investigate orthographic recruitment in spoken production. Results suggested that orthography influenced naming of the trained words, indicating that the process of converting a visual input into its phono-articulatory representations for production involves orthographic activation. Such a finding was interpreted as a frequency effect of the grapho-phonic combination, which resulted in lack of skill to compute this operation in the sublexical route. Overall, the presence of orthographic effects in this task can be interpreted as evidence for such a system to function as a strategic mechanism that aids lexical encoding and, consequently, influences lexical access in initial stages of instructed language acquisition. Keywords: phonological acquisition; orthography; psycholinguistics. Resumo: Este estudo investigou se a ortografia afeta o processamento fonologico do ingles como L2. Para tal, um lexico que simulava as relacoes grafo-fonicas opacas e transparentes do ingles em posicao nuclear (e.g., keet , deit , toud ) foi desenvolvido. Bilingues falantes de portugues brasileiro e de ingles participaram de um treinamento para adquirir este novo lexico com o paradigma de exposicao repetida, atraves do qual foram introduzidas as formas fonologicas deste lexico associadas as suas formas visuais e, depois, as formas fonologicas associadas as suas formas visuais e ortograficas. Apos a fase de treinamento, os participantes foram testados com uma tarefa temporalizada de nomeacao de figuras para investigar efeitos do recrutamento ortografico na producao da fala. Os resultados sugeriram que a ortografia influenciou a nomeacao das palavras aprendidas no treinamento, indicando que o processo de conversao de uma representacao visual para suas representacoes fonoarticulatorias na producao da fala em L2 envolve a ativacao ortografica. Este resultado foi interpretado como um efeito de frequencia da combinacao grafo-fonica, que resultou em inabilidade para executar esta operacao na rota sublexical. Assim, a presenca de efeitos ortograficos nessa tarefa pode ser interpretada como evidencia de que o sistema ortografico pode funcionar como um mecanismo estrategico que auxilia na codificacao lexical e, consequentemente, influencia o acesso lexical nos estagios iniciais da aquisicao da linguagem em meios instrucionais. Palavras-chave: aquisicao fonologica; ortografia; psicolinguistica.
TL;DR: In this paper, the authors present results of a research project aimed to identify representations in online journalism regarding actions and public policies towards the homeless population, in which metaphors used to represent the displacements and permanences of the homeless populations in the city, in texts thematizing actions and policies.
Abstract: Resumo: Este artigo apresenta resultados de projeto de pesquisa que objetivou identificar representacoes no jornalismo online a respeito de acoes e politicas publicas voltadas a populacao em situacao de rua. A pesquisa, realizada no âmbito dos estudos criticos do discurso (VAN DIJK, 2009; FAIRCLOUGH, 2010; VIEIRA; RESENDE, 2016) e da analise interdiscursiva de politicas publicas (RESENDE, 2018; FISCHER, 2016), considerou a Folha de S. Paulo (em sua plataforma digital, em folha.uol.com.br) para compor um corpus abrangente das noticias publicadas sobre a populacao em situacao de rua em um periodo de tres anos. A composicao do corpus considerou as palavras-chave ‘(morador)(a)(es)+(de rua)’, ‘(pessoas)(populacao)+(em situacao)/(de rua)’, aplicadas ao buscador do veiculo jornalistico. A categoria analitica que orientou o mapeamento dos dados no software NVivo foi a metafora (CHARTERIS-BLACK, 2004). Neste recorte, o foco especifico sao metaforas espaciais utilizadas para representar os deslocamentos e permanencias da populacao em situacao de rua na cidade em textos tratando de acoes e politicas publicas. As analises apontaram que sentidos metaforicos nesse corpus tem efeito de justificativa para acoes e politicas publicas desumanizantes da populacao em situacao de rua. Palavras-chave: populacao em situacao de rua; jornalismo online ; metafora espacial; acao e politica publica. Abstract: This paper presents results of a research project aimed to identify representations in online journalism regarding actions and public policies towards the homeless population. The research, carried out within the context of critical discourse studies (VAN DIJK, 2009, FAIRCLOUGH, 2010, VIEIRA; RESENDE, 2016) and the interdiscursive analyses of public policies (RESENDE, 2018; FISCHER, 2016), considered Folha de S. Paulo (in its digital platform), to compose a comprehensive corpus of the published news about the homeless population in a period of three years. The composition of the corpus considered the Portuguese language keywords ‘(morador)(a)(es)+(de rua)’, ‘(pessoas)(populacao)+(em situacao)/(de rua)’ applied to the journalistic vehicle search tool. Metaphor (CHARTERIS-BLACK, 2004) was the analytical category that guided the mapping of data in NVivo software. In this paper, the specific focus are metaphors used to represent the displacements and permanences of the homeless population in the city, in texts thematizing actions and public policies. The analyzes pointed out that metaphorical meanings in this corpus have a justification effect for dehumanizing actions and public policies aimed at the homeless population. Keywords: homeless population; online journalism; spatial metaphor; action and public policy.
TL;DR: In this paper, the role of metaphors in life simulation games is investigated and it is shown that metaphors in games start off as text-dominant, but become image-dominated after some time, while conceptual metaphors are multimodal, consisting of a combination of verbal and visual information.
Abstract: From consistent narratives to cutting-edge graphic design, designers have been investing heavily in making their items competitive in the market. Given the high level of interaction between the players and the games they play, it is to be expected that much of how real-life representations are built in our minds will, in one way or another, influence how we interact with virtual reality, impacting on the playability of a game. Studies on the role of metaphors in (video)games are rather recent and much is yet to be investigated. Through simulations of family life and school routine, for example, these games imply human behavior as systematic and goal-oriented. For this study, we selected popular free life simulation games available at a popular App Store for smartphones. When listing the existing metaphors, we noticed a systematic difference: while conceptual metaphors were multimodal, consisting of a combination of verbal and visual information, primary metaphors showed to be intrinsically monomodal, consisting of visual information. In this study, we argue that metaphors in life simulation games start off as text-dominant, but become image-dominant after some time. That is, players rely on both images and verbal cues while learning how to play the games, but after some time they can just look at the symbolic cues for information. We therefore propose that the classification for metaphors in games should be continuous and as dynamic as the game itself, since there seems to be a movement from text-dominant to visual-dominant metaphors throughout the games. Keywords : metaphor; games; simulation; multimodal metaphors; primary metaphors. Resumo: De narrativas consistentes a design grafico de ponta, designers tem investido em tornar seus produtos atrativos para o mercado. Dado o alto nivel de interacao entre jogadores e os jogos que usam, e esperado que muitas das representacoes das quais fazemos uso na vida real influenciem, ate certo ponto, o modo como interagimos com a realidade virtual, o que impacta, portanto, sua jogabilidade. Estudos sobre o papel da metafora em jogos sao bastante recentes e muito ainda precisa ser investigado. Jogos de simulacoes de vida que envolvem relacoes familiares e rotinas escolares, por exemplo, parecem sugerir que o comportamento humano seja sistematico e orientado a objetivos especificos. Para o presente estudo, selecionamos jogos de simulacao de vida populares em uma App Store para smartphones. Ao listar as metaforas encontradas, notamos uma sistematica diferenca: enquanto metaforas conceituais eram multimodais (consistindo de combinacoes entre informacoes verbais e visuais), metaforas primarias se mostraram intrinsecamente multimodais (consistindo de informacoes visuais). Neste estudo, defendemos que metaforas em jogos de simulacao de vida comecam como texto-dominante, mas, a medida que o jogo se desenrola, tornam-se visualmente dominantes. Ou seja, jogadores dependem de ambos os tipos de informacao ao aprender a jogar, mas depois de algum tempo, a informacao pode ser obtida ao olhar para os simbolos na tela. Por esta razao, propomos que a classificacao de metaforas em jogos se de de forma continua, ou seja, que seja tao dinâmica como os proprios jogos, uma vez que o movimento de texto-dominante para imagem-dominante parece se fazer presente no decorrer dos jogos. Palavras-chave: metafora; jogos; simulacao; metafora multimodal; metaforas primarias.
TL;DR: In this paper, a reducao fonetica of an item is analyzed under a Socio-Functionalist paradigm, which combines the theoretical-methodological support of Variationist Sociolinguistics with the principles of Linguistic Functionalism.
Abstract: Resumo: na fala, percebe-se que o item estar manifesta-se tanto em suas formas fonologicamente plenas ( esta , estou , estava etc.) quanto em suas formas fonologicamente reduzidas ( ta , to , tava etc.). Sob um vies Sociofuncionalista, que conjuga o aporte teorico-metodologico da Sociolinguistica Variacionista aos principios do Funcionalismo Linguistico, o presente artigo tem como objetivo analisar a reducao fonetica do referido item. Fazendo uma interface entre variacao e gramaticalizacao, considerou-se cada um dos dominios funcionais que o estar recobre ( verbo principal , verbo de ligacao , verbo auxiliar , expressao cristalizada e marcador discursivo ) como um fator de uma variavel independente e foi verificado como o seu comportamento em cada funcao elencada influencia o fenomeno variavel em tela. Os resultados apontam que a reducao fonetica do item estar aumenta gradativamente ate chegar aos 100% de apagamento da silaba inicial a medida que transita de um dominio mais concreto a um mais abstrato. Alem disso, tambem e notavel que a funcao fonte ( verbo principal ) e a menos gramaticalizada ( verbo de ligacao ), em termos de pesos relativos, desfavorecem o processo de reducao enquanto as formas mais gramaticalizadas ( verbo auxiliar e expressao cristalizada ) o favorecem. O percentual global de uso das formas reduzidas e da ordem de 96,8% – mudanca quase completada nos dados analisados, que sao da variedade do portugues brasileiro falada em Vitoria, capital do Espirito Santo. Mesmo assim, ainda e possivel tracar o percurso da gramaticalizacao por que passou este fenomeno, fato que fortalece a abordagem sociofuncionalista de fenomenos de variaveis. Palavras-chave: sociolinguistica variacionista; funcionalismo linguistico; sociofuncionalismo; gramaticalizacao; reducao fonetica; item estar ; mudanca. Abstract: in the speech, it can be seen that the item estar ‘be’ manifests itself both in its phonologically full forms and in its phonologically reduced forms. Under a Sociofunctionalist paradigm, which combines the theoretical-methodological support of Variationist Sociolinguistics with the principles of Linguistic Functionalism, this article aims to analyze the phonetic reduction of this item. Making an interface between variation and grammaticalization, we considered each of the functional domains that the item estar ‘be’ covered ( main verb , linking verb , auxiliary verb , crystallized expression and discursive marker ) as a factor of an independent variable and was verified as its behavior in each listed function influences the variable phenomenon on screen. The results indicate that the phonetic reduction of the item being increases gradually until reaching 100% of erasure of the initial syllable as it moves from a more concrete domain to a more abstract one. In addition, it is also noteworthy that the source (main verb) and least grammatical (binding verb) function, in terms of relative weights, detracts from the reduction process while the more grammaticalised forms (auxiliary verb and crystallized expression) favor it. The overall percentage use of the reduced forms is 96.8% - almost complete change in the analyzed data, which are of the variety of Brazilian Portuguese spoken in Vitoria, capital of Espirito Santo. Even so, it is still possible to trace the path of grammaticalization that this phenomenon went through, a fact that strengthens the socio-functionalist approach to variable phenomena. Keywords: sociolinguistics variationist; functionalism; sociofunctionalism; grammaticalization; phonetic reduction; item estar ‘be’; change.
TL;DR: In this paper, the authors study the historical process that established and institutionalized the teaching of Spanish in Brazil and analyzes the grounds on which the discourse of the government archives relied on to justify the inclusion of this language in Brazilian education.
Abstract: Resumo: Este estudo resgata o processo historico que inaugurou e institucionalizou o ensino do espanhol no Brasil e analisa os argumentos operados no arquivo governamental para justificar a inclusao do idioma. Para identificar as ideologias linguisticas e os ideologemas associados, tal retrospectiva e abordada a partir da area das Politicas Linguisticas e atraves de uma perspectiva glotopolitica. Ainda que as politicas que determinaram a insercao do espanhol tenham tido como gatilho as geopoliticas de integracao sul-americanas, os discursos analisados oscilam entre essa memoria, expressada atraves de uma retorica fundamentada no ideologema da grande familia continental; outra que remete a uma memoria iberica, marcada pelo ideologema do espanhol como a lingua de Cervantes; e, por fim, uma representacao que mescla as anteriores e se desvela nas figuras do aluno culto, cidadao de uma imaginada America bilingue e do soldado letrado, integrante de um imaginado exercito bilingue. Palavras-chave: ensino do espanhol; ideologias linguisticas; politicas linguisticas; glotopolitica. Abstract: This study recovers the historical process that established and institutionalized the teaching of Spanish in Brazil and analyzes the grounds on which the discourse of the government archives relied on to justify the inclusion of this language in Brazilian education. To identify the underlying linguistic ideologies and ideologemes associated with this process, we address such a retrospective from the viewpoint of linguistic policies and a glottopolitical perspective. Although the policies that determined the inclusion of Spanish teaching were triggered by South American integration geopolitics, the discourses analyzed vary between this memory, expressed through a rhetoric based on the ideologeme of the great continental family; another one that refers to an Iberian memory, marked by the ideologeme of Spanish as the language of Cervantes; and, finally, a representation that mixes the previous ones and is featured both in the cultured student, citizen of an imaginary bilingual America, and in the learned soldier member of an imaginary bilingual army. Keywords: Spanish teaching; linguistic ideologies; language policies; glottopolitics.
TL;DR: In this article, a fine line between controversial manifestations and hate speech in comments by Internet users in response to a video published by former deputy Jean Wyllys, entitled “Which of the two is closest to or more closely following the teachings left by Jesus in the gospels? Which of them most preserves true Christian values?” is analyzed.
Abstract: Resumo: Esse artigo tem como objetivo contribuir para o estudo da recepcao no âmbito da Analise do Discurso, analisando o tenue limite entre manifestacoes polemicas e discursos de odio em comentarios de internautas em resposta a um video publicado pelo ex-deputado Jean Wyllys, intitulado “Qual dos dois esta mais proximo dos – ou segue mais os – ensinamentos deixados por Jesus nos evangelhos? Qual dos dois preserva mais os verdadeiros valores cristaos?” A partir das contribuicoes de Charaudeau (2008) e Barros (2015), dentre outros, procuramos analisar os comentarios produzidos pelos internautas sobre essa mensagem. Por meio da diferenciacao de manifestacoes de concordância e discordância, identificamos os casos de rejeicao extrema ao locutor, os quais ultrapassam o plano da polemica e se caracterizam como discursos de odio, revelando, nos dados analisados, tracos da chamada matriz ideologica da direita conservadora. Palavras-chave: discurso; discursos de odio; religiao; politica. Abstract: This paper aims to contribute to the study of reception within the scope of Discourse Analysis, analyzing the fine line between controversial manifestations and hate speech in comments by Internet users in response to a video published by former deputy Jean Wyllys, entitled “Which of the two is closest to – or more closely following – the teachings left by Jesus in the gospels? Which of the two most preserves true Christian values?” Based on the contributions of Charaudeau (2008) and Barros (2015), among others, we seek to analyze the comments produced by Internet users on this message. Through the differentiation of expressions of agreement and disagreement, we identified cases of extreme rejection to the speaker, which go beyond the scope of the controversy and are characterized as hate speech, revealing, in the analyzed data, traces of the so-called ideological matrix of the conservative right. Keywords: discourse; hate speech; religion; politics.
TL;DR: Palavras-chave et al. as discussed by the authors analyzed the structure and linguistic composition of opinion texts as well as the self stage of the students, with implications for the teaching of textual production in basic education, and pointed out that constructions with the verb "ser" (to be), in function of copula, are productive in the argumentative composition of opinions written by apprentices.
Abstract: Resumo: Este texto visa oferecer contribuicoes ineditas aos estudos sobre genero textual/discursivo. Buscou-se, a partir de analise de um conjunto de producoes textuais de aprendizes dos anos finais da educacao basica da rede publica de ensino, mapear estrategias linguisticas utilizadas em textos de carater opinativo para fins de diagnosticar operacoes cognitivo-linguisticas mais recorrentes em producoes textuais em que se exige um posicionamento critico do autor. A metodologia empregada para a coleta de dados ampara-se em recursos computacionais da linguistica de corpus e compilacao de dados em meio digital e, para analise, as ferramentas de base sociocognitiva. Neste estudo, priorizam-se o entendimento da estrutura e da composicao linguistica de textos opinativos bem como o estagio de self dos aprendizes, com implicacoes para o ensino da producao textual na educacao basica. Os resultados apontam que construcoes com verbo ser, em funcao de copula, sao produtivas na composicao argumentativa de textos opinativos escritos pelos aprendizes. Esses resultados permitem correlacionar iconicamente a baixa complexidade sintatica conformadora dos enunciados dos textos a um desnivel no âmbito da consciencia cultural, nos moldes de Damasio (2011), o que requer intervencoes mais pontuais e dirigidas por essas variaveis nesse estagio de aprendizado. Palavras-chave: genero textual/discursivo; consciencia cultural; cognicao; tecnologias. Abstract: This text aims to offer unpublished contributions to studies on discursive genres. Based on an analysis of a set of textual productions of apprentices from public basic education, we aimed to map linguistic strategies used in opinion texts for the purpose of diagnosing more recurrent cognitive-linguistic operations in textual productions which require a critical positioning of the author. The methodology used for data collection is based on computational resources from corpus linguistics and data compilation in digital media and, for analysis, sociocognitive approach. In this study, the understanding of the structure and linguistic composition of opinion texts as well as the self stage of the students, with implications for the teaching of textual production in basic education, are prioritized. The results point out that constructions with the verb ‘ser’ (to be), in function of copula, are productive in the argumentative composition of opinative texts written by apprentices. These results allow the iconic correlation between low syntactic complexity of the statements of the texts and the unevenness of cultural awareness, according to Damasio (2011), which requires more specific and directed interventions by these variables at this stage of learning. Keywords : discursive genre; cultural awareness; cognition; technologies.
TL;DR: In this paper, the authors analyze the use of ad hoc strategies of negative and positive impoliteness, together with axiological categorization, and contempt for the rival in MC battles.
Abstract: Resumo: As batalhas de MC fazem parte da tradicao oral e musical da comunidade afro-americana e latina. Neste estudo, pretende-se analisar os versos de arremate ( punchlines ) das batalhas de um ponto de vista pragmatico, ligado a teoria da (im)polidez linguistica (CULPEPER, 2005, 2011; CULPEPER; HARDAKER, 2017), a nocao da categorizacao axiologica (ASSIMAKOPOULOS et al ., 2017; EVANS, 2009), situando-as como rituais de violencia e de disputa verbais (BERTUCCI; BOYER, 2013; MOISE, 2011; VETTORATO, 2008). As punchlines analisadas foram retiradas de competicoes divulgadas para o grande publico. Os resultados demonstram que esses versos sao caracterizados pelo emprego de estrategias ad hoc de (im)polidez negativa e positiva, juntamente com a intensificacao de elementos de categorizacao axiologica e pelo desprezo ao rival. Palavras-chave: batalhas de MC; (im)polidez; categorizacao cognitiva; pragmatica. Abstract: MC battles are part of a long oral and musical tradition of the African American and Latino community. In this paper, we intend to analyze the battle punchlines under he light of the theory of linguistic impoliteness (CULPEPER, 2005, 2011; CULPEPER; HARDAKER, 2017), as well as the notion of axiological categorization (ASSIMAKOPOULOS et al ., 2017; EVANS, 2009), situating them as rituals of violence and verbal dispute (BERTUCCI; BOYER, 2013; MOISE, 2011; VETTORATO, 2008). The punchlines analyzed were taken from contests that are released to the general public. The results show that the punchlines are characterized by the use of ad hoc strategies of negative and positive impoliteness, together with axiological categorization, and contempt for the rival. Keywords: MC battles; impoliteness; cognitive categorization; pragmatics.
TL;DR: In this article, Guimaraes et al. present an analytical gesture about the discursive functioning of the word clown producing a pejorative meaning effect in the interlocution between one of the councilors and the mayor of Americana (SP), who discussed heatedly during a public hearing at the City Council.
Abstract: Resumo: Neste trabalho, a partir dos pressupostos teoricos da Semântica do Acontecimento (GUIMARAES, 2005, 2017, 2018) e da Analise de Discurso (ORLANDI, 1983, 2007, 2013; PECHEUX, 2014, 2015), apresenta-se um gesto de leitura sobre o funcionamento discursivo da palavra palhaco produzindo efeito de sentido pejorativo na interlocucao entre um dos vereadores e o prefeito de Americana (SP), que discutiram de modo acalorado durante uma audiencia publica na Câmara Municipal. Descreve-se o papel da interdiscursividade na metaforizacao de palhaco entre diversificadas formacoes discursivas e se analisa a designacao dessa palavra tomando como material a transcricao da contenda entre os politicos. Esses gestos permitem compreender como a forma palhaco e reescriturada por outras integradas ao texto em questao, orientando a argumentacao do enunciado “Voce e um palhaco , mesmo” na direcao de sua interpretacao como insulto. Palavras-chave: palhaco; insulto; interdiscurso; memoravel. Abstract: In this work, based on the theoretical assumptions of the Semantics of the Event (GUIMARAES, 2005, 2017, 2018) and Discourse Analysis (ORLANDI, 1983, 2007, 2013; PECHEUX, 2014, 2015), an analytical gesture is presented about the discursive functioning of the word clown producing a pejorative meaning effect in the interlocution between one of the councilors and the mayor of Americana (SP), who discussed heatedly during a public hearing at the City Council. The role of interdiscursivity in the metaphorization of clown among diverse discursive formations is described and the designation of that word is analyzed using as a material the transcription of the dispute between the politicians. These gestures allow us to understand how the form clown is rewritten by other forms that are integrated into the analyzed text, guiding the argumentation of the statement “You are a clown , really” in the direction of its interpretation as an insult. Keywords: clown; insult; interdiscourse; memorable.
TL;DR: Palavras-Chave et al. as discussed by the authors analyzed the discursive functioning of a case of verbal violence practiced in the Brazilian Congress, that involved deputies Jair Bolsonaro (until then PSL-RJ) and Maria do Rosario Nunes (PT-RS) during the plenary session of the Chamber of Deputies that paid homage to the International Human Rights Day, in 2014.
Abstract: Resumo: Neste trabalho, analisamos o funcionamento discursivo de um caso de violencia verbal praticada no Congresso brasileiro, que envolveu os deputados Jair Bolsonaro (ate entao PSL-RJ) e Maria do Rosario (PT-RS), em sessao plenaria da Câmara dos Deputados que prestou homenagem ao Dia Internacional do Direitos Humanos, em 2014. O corpus e constituido de materias jornalisticas que tratam do evento. Na analise, mobilizamos referencial teorico-metodologico da Analise de Discurso, para identificar efeitos-sentido produzidos na relacao entre o discurso politico e o discurso juridico na pratica da violencia verbal na esfera publica. Os resultados indicaram que, no entrecruzamento de uma atualidade e de uma memoria, ha uma tensao de efeitos-sentido que estruturam e reestruturam a violencia verbal de acordo com posicoes discursivas diferentes em diferentes lugares sociais que ora produzem, tais como o efeito de dano moral e de quebra de decoro parlamentar, de um lado; e o efeito de um franco falar, permitido pelo exercicio da liberdade de expressao e de uso da imunidade da funcao publica, de outro lado. Palavras-Chave: violencia verbal; analise de discurso; discurso politico; discurso juridico; midia. Abstract: In this work, we analyze the discursive functioning of a case of verbal violence practiced in the Brazilian Congress, that involved deputies Jair Bolsonaro (until then PSL-RJ) and Maria do Rosario Nunes (PT-RS) during the plenary session of the Chamber of Deputies that paid homage to the International Human Rights Day, in 2014. The corpus consists of journalistic articles that deal with the event. In the analysis, we mobilized the theoretical-methodological framework of Discourse Analysis, to identify effects of meaning produced in the relationship between political discourse and legal discourse on the practice of verbal violence in the public sphere. The results indicated that, at the intersection of actuality and memory, there is a tension of effects of meaning that structure and restructure verbal violence according to different discursive positions in different social places that produce effects such as the moral damage and breaking of parliamentary decorum, on one hand; and the effect of an outspoken speech, allowed by the exercise of freedom of expression and the use of parliamentary immunity, on the other hand. Keywords : verbal violence; discourse analysis; political discourse; juridical discourse; media.
TL;DR: In this paper, the authors investigate how participants orient themselves, in their posts, to the categorization work when displaying and negotiating their understandings of what is being said/done turn by turn.
Abstract: Resumo: Uma questao que vem sendo destacada na midia impressa e nas midias sociais sao os chamados “novos palavroes”, isto e, o uso de categorias identitarias de natureza ideologica e politica como formas de xingamento. Neste trabalho, contemplamos o fenomeno da categorizacao e sua relacao com a sequencialidade e a moralidade, no processo de ressignificacao dessas categorias. A luz de uma abordagem que integra os estudos sobre categorizacao de pertenca (SACKS, 1995) aos estudos da organizacao da conversa (SACKS; SCHEGLOFF; JEFFERSON, 1974), analisamos reportagens sobre acoes policiais no Rio de Janeiro, publicadas em um jornal digital, hospedado no YouTube, e os comentarios produzidos pelos usuarios sobre essas materias. O objetivo do artigo e o de investigar como os participantes (Jornal e usuarios) se orientam, em suas postagens, para o trabalho de categorizacao ao exibirem e negociarem seus entendimentos do que esta sendo dito/feito turno a turno. Os resultados revelam que a natureza controversa do tema e algumas das possibilidades (HUTCHBY, 2001) da ferramenta funcionam como dispositivos para a construcao de um cabo de guerra verbal e moral entre os que se afiliam e os que se desafiliam a posicao do Jornal. Os resultados apontam tambem para a influencia do design do formato da postagem inicial do canal para a reafirmacao das posicoes ideologicas e politicas dos membros de cada lado, o que repercute no ambiente de hostilidade observado nas conversas paralelas entre os usuarios. Dado o ambiente polarizado, os participantes ressignificam categorias atribuidas ao outro, vinculando-as a predicados moralmente desaprovados. Palavras-chave: youTube ; categorizacao de pertenca; organizacao da conversa; moralidade; polarizacao; pratica policial. Abstract: An issue that has been highlighted in print and social media are the so-called “new swear words”, that is, the use of identity categories of an ideological and political nature as forms of insults. In this work, we contemplate the phenomenon of categorization and its relationship with sequentiality and morality, in the process of reframing these categories. In the light of an approach that integrates studies on membership categorization (SACKS, 1995) with studies of the organization of conversation (SACKS; SCHEGLOFF; JEFFERSON, 1974), we analyzed reports from a digital newspaper, hosted on YouTube, about police actions in the state of Rio de Janeiro, and the comments that the article elicits from channel users. The objective of the article is to investigate how the participants (channel and users) orient themselves, in their posts, to the categorization work when displaying and negotiating their understandings of what is being said/done turn by turn. The results reveal that the controversial nature of the topic and some of the tool’s affordances (HUTCHBY, 2001) work as devices for the construction of a verbal and moral tug of war between those who affiliate and those who are defiled in the channel’s position. The results also point to the influence of the design of the initial post format of the channel for the reaffirmation of the ideological and political positions of the members on each side, which has an impact on the hostile environment observed in parallel conversations between users. Given the polarized environment, the participants redefine categories attributed to the other, linking them to morally disapproved predicates. Keywords: youTube; membership categorization; conversation organization; morality; polarization; police practice.
TL;DR: In this article, Velasco-Sacristan et al. investigated how metaphors conceptualize the product advertised and how they reveal the social representation of women in advertisements of women's magazines, based on the theories of conceptual metaphor proposed by Lakoff and Johnson (2002).
Abstract: Unlike traditional visions show, metaphors are present not only in literary language, but also in everyday, scientific and philosophical languages. It is through the metaphors that we conceptualize the world and understand the most abstract concepts that we have. Based on this premise, this study investigates the conceptual metaphors found in advertisements of women’s magazines, based on the theories: the theory of conceptual metaphor proposed by Lakoff and Johnson (2002), considerations of Kovecses (2002) about this theory and particular character of metaphors in advertisements, as proposed by Velasco-Sacristan (2010) and Ungerer (2003). The purposes of this research are to examine how the metaphors conceptualize the product advertised and how they reveal the social representation of women. The research was done through analysis of four advertisements taken from the magazines: Nova (Dec. 2008), Marie Claire (Oct. 2008), Claudia (July 2009) and one advertisement taken from a website, published in 2020. The results show that conceptual metaphors are tools used by propagandists in the creation of advertisements based on stereotypes, representations and ideologies of particular group to which the advertisement is intended. Such resources tend to persuade the reader to purchase the product released. Keywords: metaphor; conceptual metaphor; advertisements. Resumo: Ao contrario do que mostram visoes tradicionais, a metafora nao esta presente somente na linguagem literaria, mas tambem nas linguagens: cotidiana, cientifica e filosofica. E por meio das metaforas que nos conceptualizamos o mundo e compreendemos a maioria dos conceitos abstratos que temos. Com base nesse postulado, o presente estudo investiga as metaforas conceptuais presentes em propagandas de revistas femininas, tendo como pressupostos teoricos: a teoria da Metafora Conceptual, proposta por Lakoff e Johnson (2002), as consideracoes de Kovecses (2002) acerca dessa teoria e o carater particular das metaforas em propagandas, como proposto por Velasco-Sacristan (2010) e Ungerer (2003). Os objetivos dessa investigacao sao verificar o modo como as metaforas conceptualizam o produto divulgado e em que medida elas revelam a representacao social da mulher. A pesquisa foi realizada atraves da analise de duas propagandas, retiradas das revistas: Nova (dez. 2008) e Marie Claire (out. 2008). Os resultados mostram que as metaforas conceptuais sao ferramentas utilizadas pelos propagandistas na elaboracao das propagandas, com base em estereotipos, representacoes e ideologias de determinado publico-alvo ao qual a propaganda e destinada. Tais recursos tendem a persuadir o leitor a adquirir o produto divulgado. Palavras-chave : metafora; metafora conceptual; propagandas.