Você se vê naquilo que vê? Representações de família em comerciais e seus efeitos de sentido

Abstract

Investigating images of family issues in the contemporaneity are important, once its traditional structure has been changing substantially. Although this theme has passed through many reflections in different study fields, we propose to discuss it considering the theoretical-methodological apparatus of Discourse Analysis of French approach, in accordance with the way it has been developed in Brazil, taking into consideration the midiatic saying. We linked midiatic matters to the family, because we are daily exposed to television commercials in which different ideological formations are presented, producing effects of meaning connected to different elements concerning the memory of saying. Therefore, our intention is to confront the midiatic saying to the TV viewers saying, reaching, through our interpretive gesture, the effects of meaning in this relation televise media x subject. For the composition of the present dissertation, firstly we worked with senior high school students which answered, through an entry, to the question: What is family? Next, these subjects were submitted to two TV commercials, each one, apparently, related to a different family formation a modern one and a contemporary one for, then, writing a second entry (to the same question). Starting from these discursive materialities and, having as a parameter Pêcheux s (1988) Discursive Modalities identification, counteridentification and desidentification we aim to analyze the king of relation established by the subjects with the ideological assumptions (re)presented