Uma abordagem discursiva da identidade negra em publicidades brasileiras: Em pauta a relação entre cenografia, ethos e pré-discurso

Abstract

In this thesis, I analyze advertisements – in which the black person appears as an enunciator representing a brand – circulated in Brazil after the promulgation of the of Racial Equality Statute (Law no. 12,288/2010), in order to verify to what extent there was change/maintenance in the representation of the discursive identities of black people in advertising. From the perspective of Discourse Analysis (DA), especially based on the postulates of Dominique Maingueneau in Genesis of Discourses (2005), Analysis of communication texts (2001) and Variations on ethos (2020), combined with the theoretical framework of pre-discourse (Paveau, 2013), the research also seeks to fulfill the following specific objectives: i. identify which black stereotypes emerge from the scenography in advertisements circulated based on the determinations imposed by the Statute; ii. due to the effect of the scenography mobilized in the advertisements, evaluate what is the ethos that is constructed from the figure of black people and, furthermore; iii. verify which pre-discursive framework(s) is/are that suports the analyzed advertisements, circulated in Brazil, after the promulgation of the aforementioned Statute. Regarding research methodology, I will follow Michel Pêcheux (2015) and Dominique Maingueneau (2008; 2015). Considering Pêcheux's (2015) vision, I will assume that analyzing a corpus is, at the same time, describing it and explaining its functioning. Discursive analysis implies, from this perspective, alternating movements between describing and interpreting the corpus, without, however, considering that these are indiscernible movements. From the perspective of Maingueneau (2008; 2015), I will assume that the treatment of the corpus will start from hypotheses based on history and a set of texts, and that the analysis of this set may confirm or refute such hypotheses. From this methodological perspective, the overlap between discourse and production conditions is radical, so that the text must always be analyzed as a discursive practice of a subject inscribed in a position in the field, and never as an autonomous materiality. The contributions resulting from the development of the work proved to be relevant both from the point of view of scientific impact – since the research made it possible to demonstrate the feasibility of articulating, in an organic way, discursive concepts of an ideological nature and concepts of a socio-cognitive nature – and from the point of view of social impact – since the study of the representation of black identity in Brazilian advertising is configured as a privileged place to observe the occurrence (or not) of sociocultural transformations in the country.