The constitution of the <i>ethos</i>in the printed media and the (re)dimension of the body in the human activity

Abstract

In this article, where we have mobilized the theoretical means of semiotics of culture in interdisciplinarity with the Communication Theory, the Midia Theory and the Analysis of French line Discourse, we present a theoretical trajectory that allows us inter-relate the principles of the constitution the advertising ethos to the mediation process of the body as the main tool in the communication process in the journalistic activity. We start from the presupposed that the printed media, more than inform or bring events up to date, it modulates social roles and (re)directs human behaviors, pushing bodies to the unrestrained consumption, seen that the ethos is the key element for the and intersemiotical organization between the announcing means and consumer-body-reader. In this mutual of bodies, history develops and the cultural universe changes into a permanent continuum.