A COMUNIDADE LGBTQIA+ VISTA A PARTIR DO DISCURSO PUBLICITÁRIO: UMA ANÁLISE DIALÓGICA DO DISCURSO

LGBTQIA+ COMMUNITY SEEN THROUGH ADVERTISING DISCOURSE: A DIALOGICAL DISCOURSE ANALYSIS

Abstract

: The ideological disputes and conflicts present in advertising discourse establish dialogues with the political contexts in which they are inserted. In Brazil, from the 2010s onwards, we observed a rise and greater public projection of conservative speeches – with the consolidation of the “evangelical bench” in Congress, for example, as well as with the use of the phrase “gender ideology” as a catalytic agent. of moral panics. On the other hand, several manifestations of identity demands took shape, also acting in different areas of the social sphere. Faced with this problem, the objective here is to develop a dialogical analysis of advertising statements that reflect/refract agendas of the LGBTQIA+ community. The analysis benefits methodologically from the text comparison proposal made by Bakhtin (2011), and from the consideration of the utterance in its multisemiotic aspect, being taken as a whole of meaning. Thus, notions pertinent to Dialogical Discourse Analysis such as concrete utterance, the axiological value of the sign, the sphere of activity, genre of discourse and the dialogical principle that constitutes the utterances will be crucial for the analysis of this corpus. Furthermore, the research encompasses feminist studies and queer theory, considering authors such as Judith Butler, Sam Bourcier, Richard Miskolci, among others.