“AMAZÔNIA”: BETWEEN SEMANTISMS OF LOCAL CULTURE AND GLOBAL CULTURE

Abstract

The idea of ​​culture as a place of stabilization and normalization is deconstructed by Bauman (2012). It is up to culture to embrace the change resulting from the clash of forces that sometimes try to preserve and sometimes make it more flexible. This movement points to what Bhabha (1998) called a frontier place, where everything happens. This movement points to what Bhabha (1998) called a frontier place, where everything happens. This context refers to the global world, with porous borders, and its cultural heterogeneity. Thus, the article shows, from the linguistic, semantic-cultural studies of Ferrarezi Júnior (2013), how the Amazon/Tropical Forest presents itself, through a linguistic and extralinguistic dimension, as an element of tension between local culture and global culture. In order to do so, it invests in a semantic-cultural analysis of two advertising texts that expose a conception of culture and globalization in the way of Bauman (2012) and Santos (1998), demonstrating the Amazon, as an element polarized by the clash of local and global forces, which elevates to the center of the discussion the Sovereignty of the Brazilian People and the weakening of Human Rights of the diversity of peoples and local cultures.