Leitora, leitor... indignai-vos!! Entre o fato e a mídia: o avesso do discurso da braskem na série entenda

Abstract

Rhetorical meanings arising from a tragic reality have been the motive and inspiration for the writing of sensitive and unique productions about it. This is the sinking of four neighborhoods in Maceió-AL, caused by the Braskem petrochemical company, when exploring rock salt ore in the subsoil of the region, when it expelled more than one hundred thousand families from their homes. This tese aims to analyze the discourse of this company in the Advertising Reports published in the media by the Series “Understand what Braskem HAS BEEN DOING IN MACEIÓ”, from August 2020 to December 2021, arising from the situation generated by itself. In this work, a linguistic-interpretative collation is assumed, treated in the light of the New Rhetoric, understood as the art of persuading through discourse, which is why it finds in the corpus under analysis, among other rhetorical subjects that exalt the argumentative categories that constitute the rhetorical system, in a form of written language. This thesis focuses on Critical Discourse Analysis to (re)disclose, through the anchoring between verbal and non-verbal language, the make-up of Braskem's institutional discourse, and on Textual Linguistics, the identification of genre - publicity bulletin, and its texture to create effects of persuasive meanings through the language in use. The methodology follows the qualitative approach (Flick, 2009; Oliveira, 2008), by focusing on the study of the acquisition of knowledge in process and not on obtaining it as a product, with special attention to the choice of documents, access and their analysis (Godoy, 1995). In this way, by intertwining discursive arguments with images, whose objective is to manipulate the reader to blunt the true meaning of the spell-actions of Braskem-AL's help, it is clear that the company's ethos is mobilized by the structure/composition of the logos/speech concerned about that situation. The theoretical constructs that support this work are those of Aristoteles (2005), Barthes (1964, 1964a), Durand (1974), Ferreira (2017, 2019, 2019a, 2021), Fiorin (1996), Fairclough (1989, 1995,2001), Perelman e Olbrechts-Tyteca (2005), Santos (2011), among others. The research is relevant not only because there are no studies about the tragedy caused by the extraction of rock salt ore to thousands of residents of four neighborhoods in Maceió-AL, but also because it articulates the categories of New Rhetoric – agreement and arguments, with the from Critical Discourse Analysis –enunciation, ideology, memory, historical context, and with Textual Linguistics, unknown and interpolated by the anchoring of text and images. It points out, based on the analysis and reflections, that the use of linguistic-discursive elements contributed to the elocutions about the sinking of the neighborhoods of Maceió-AL, in addition to persuading and masking a reality marked by the institutional power of petrochemistry, by language (re/ un)veiled.