Silhuetas que se delineiam na fumaça : um estudo sobre a discursivização do cigarro

Abstract

This research has the anti-tobacco discourse in Brazil as its object. To make it possible, we considered the text dispersion: verbal and non-verbal surfaces of law and advertising, relating distinct discourse processes present in them. The theoreticalmethodological background is based on the French Discourse Analysis, supported by studies of Michel Pêcheux. The main aim is to consider how the anti-tobacco discourse shaped itself throughout history as a discourse of its own through the analysis of the corpus which is made of laws regarding cigarettes between 1996 and 2003 as well as anti-tobacco advertising published at Trip magazine from the campaign the truth behind the cigarette . As we digged into the corpus we searched for clues that might indicate certain regularities in the linguistic and imagetic materialities bringing to light the complementarity relation established by such surfaces in which such traces appear. In the analysis made over the discourse operation of these traces which operate in the tension between paraphrasing and polysemy it was possible to point out certain effects of an anti-tobacco discourse. Similarly, the analysis of traces linked to the theoretical reference made it possible for us to develop the concept of Discourse Dependence, through which we highlighted the relation of dependence existing between the subject and the effects of senses which allegedly form the identity as a unit.