Análise dialógica de publicidades do UNICEF em parceria com Maurício de Sousa: os direitos da criança
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Data
2018-01-25
Autores
Rodrigues, Monique de Almeida Neves [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Esta pesquisa busca realizar uma análise dialógica de uma série de peças publicitárias produzidas pelo Fundo das Nações Unidas para a Infância (UNICEF) em parceria com Maurício de Sousa, renomado cartunista brasileiro, criador da Turma da Mônica. Nessas peças, suas personagens abordam os direitos da criança, tema de grande relevância social no Brasil. Tendo como embasamento teórico os estudos discursivos do Círculo de Bakhtin, buscamos identificar como os valores ideológicos relativos às questões que envolvem os direitos da criança no país se materializam nessas peças. Buscamos também responder a outras questões, tais como: Qual o destinatário previsto pelas peças? Considerando a natureza verbo-visual do corpus, como o momento da infância é representado? Quais discursos podem ser identificados nas peças publicitárias e de quais esferas de atividade se originam? Com esse intuito, trabalhamos com alguns conceitos bakhtinianos que nos possibilitam realizar as análises, na medida em que amadurecemos nosso entendimento teórico dos estudos do Círculo. Os conceitos de enunciado concreto, esfera de atividade, autor, gêneros do discurso e destinatário são fundamentais para o desenvolvimento desta pesquisa. Com as análises, identificamos a presença de um duplo destinatário previsto, tanto infantil quanto adulto, fenômeno discursivo que demanda estudos posteriores. Identificamos, também, indícios de uma mudança gradual do gênero discursivo em questão – o da publicidade de utilidade pública – com possível evidenciação crescente de discursos não-verbais em detrimento de discursos verbais. Encontramos, também, uma representação idealizada da infância, como momento de formação, carinho e proteção. Investigamos, ainda, de que forma a dupla autoria dos enunciados, por Maurício de Sousa e o UNICEF, mobilizam discursos de outras esferas (política, pedagógica, científica) de maneira conjunta, em favor de um projeto de dizer unificado. Metodologicamente, trabalhamos com as propostas de análise dialógica do discurso construídas por pesquisadores brasileiros, especialmente no que se refere à análise de enunciados verbo-visuais. Trata-se de uma pesquisa qualitativa, na qual nos propomos à análise de oito peças pertencentes ao corpus, e interpretativa, reconhecendo a importância do rigor científico sem o apagamento do papel subjetivo do pesquisador.
This research aims to analyze dialogically a set of advertisements signed by the United Nations Children's Fund (UNICEF) along with Maurício de Sousa, an acclaimed Brazilian cartoonist know for having created the Monica’s Gang. In these advertisements, the characters from Monica’s Gang approach the subject of children’s rights, a very socially relevant theme in Brazil. The selected theoretical basis of the research comprehends the discourse studies by The Bakhtin Circle, as it is our goal to identify how the ideological values pertaining to children’s rights in the country are materialized in this campaign. It is also our goal to answer other questions, such as: what is the recipient of the advertisements? Considering the verbal-visual nature of the corpus, how is childhood represented? Which discourses can be identified in the advertisements and which realm of human activity are the originally from? Having set those goals, we work with a few Bakhtinian concepts which enable us to do the analysis as we further develop our own theoretical understanding of the studies by the Circle. The concepts of concrete utterance, sphere of activity, author, genres of speech and recipient are fundamental for the development of this research. The analysis shows the presence of a double recipient, both adults and children, which demands further investigation. Evidence of a gradual change in the studied discourse genre were also found, indicating a growing preference for non-verbal discourse in detriment of verbal ones. The moment of childhood is found to be represented in an idealized manner, as a time of formation, care and protection. We have also investigated in what way the two authors, Maurício de Sousa and UNICEF, mobilize discourses from other realms of activity (political, pedagogical, scientific) towards a unified dialogic project. In terms of methodology, we work with the proposal of Brazilian scholars regarding discourse dialogic analysis, especially pertaining to the analysis of verbal-visual utterances. It is a qualitive research, in which we propose to analyze eight advertisements from the set, and also an interpretative work, where we recognize the importance of scientific rigor without the erasure of the subjective role of the researcher.
This research aims to analyze dialogically a set of advertisements signed by the United Nations Children's Fund (UNICEF) along with Maurício de Sousa, an acclaimed Brazilian cartoonist know for having created the Monica’s Gang. In these advertisements, the characters from Monica’s Gang approach the subject of children’s rights, a very socially relevant theme in Brazil. The selected theoretical basis of the research comprehends the discourse studies by The Bakhtin Circle, as it is our goal to identify how the ideological values pertaining to children’s rights in the country are materialized in this campaign. It is also our goal to answer other questions, such as: what is the recipient of the advertisements? Considering the verbal-visual nature of the corpus, how is childhood represented? Which discourses can be identified in the advertisements and which realm of human activity are the originally from? Having set those goals, we work with a few Bakhtinian concepts which enable us to do the analysis as we further develop our own theoretical understanding of the studies by the Circle. The concepts of concrete utterance, sphere of activity, author, genres of speech and recipient are fundamental for the development of this research. The analysis shows the presence of a double recipient, both adults and children, which demands further investigation. Evidence of a gradual change in the studied discourse genre were also found, indicating a growing preference for non-verbal discourse in detriment of verbal ones. The moment of childhood is found to be represented in an idealized manner, as a time of formation, care and protection. We have also investigated in what way the two authors, Maurício de Sousa and UNICEF, mobilize discourses from other realms of activity (political, pedagogical, scientific) towards a unified dialogic project. In terms of methodology, we work with the proposal of Brazilian scholars regarding discourse dialogic analysis, especially pertaining to the analysis of verbal-visual utterances. It is a qualitive research, in which we propose to analyze eight advertisements from the set, and also an interpretative work, where we recognize the importance of scientific rigor without the erasure of the subjective role of the researcher.
Descrição
Palavras-chave
Análise dialógica do discurso, Círculo de Bakhtin, Direitos da criança, Publicidade / Propaganda, Verbo-visualidade, advertisement, Bakhtin Circle, children's rights, dialogic discourse analysis, verbal visuality