Slogans de jornais: as várias faces do discurso da mídia em um signo de autorreferência e afirmação identitária

Abstract

This thesis reports a research on slogans used by Brazilian newspapers as an expression of their brand identity. That is, therefore, a communicative context in which those newspapers promote themselves. The aim of the research is to describe not only such discourse phenomenon and the context in which it occurs, but also the universe of newspaper brands advertisement a great crossroad in which the different selves of journalistic companies get embedded. The newspaper is then seen as a consuming product in open market competition: a company that sells advertising spaces and an institution inserted in the social and political body that perpetuates discourses. Finally, based on the theoretical foundations of Charaudeau s Semiolinguistic Discourse Analysis, a corpus with 155 slogans from different Brazilian newspaper brands has been analyzed, describing the subjects involved, the targeted strategies and effects, the linguistic resources used and, eventually, the socio-discursive imageries perceived in these discourses