New configurations of identity and its effects of sense in Brazilian media
Abstract Based on the French discourse analysis, especially in the wake of Pêcheux (2006), Foucault (2000; 2002; 2005), Charaudeau (2006), and in dialogue with the Dialogical Discourse Analysis (BAKHTIN, 2000), and sociological reflections by Bauman (2005) still establishing a liaison with the communication theory (MORETZSOHN, 2012), our study examine how the current discourse about the reaffirmation of national identity and their new settings, resurface in Brazilian media through disciplining mechanisms of the reader/consumer. Thereunto, we analyze two companies’ advertises, Chevrolet and Skol, both broadcasted in March 2017. Understanding the text advertising as a discursive, materiality in which are interwoven social, historical and ideological elements, showed that the two campaigns, in order to (re) claim before the society, recover the democratization discourse from the new social demands, but in your interdiscursivity prevails the idea of self-promotion, whose main objective is profit. Then presume a characteristic positioning of a capitalist and competitive society.