Dialogismo na ‘Marie Claire’ brasileira: os discursos jornalístico e publicitário (1996-2013)

Resumo (EN)

This work, titled "Dialogism in brazilian Marie Claire: the journalistic and the advertising discourses (1996 - 2013)", parts from the premises and reflections of discourse analysis of Mikhail Bahktin, for whom the journalistic and advertising genres are dominant and manifested through ideologies and voices. To comply with the proposed objectives, we made an analysis of the covers and the ads – those which were directed to the editorial contexto - of the following editions of Marie Claire magazine: 61st; 121st; 181st; 241st and 265st. The selection of these editions was made to concern about analyzing what occurred during the period (1996 - 2013), along which recognize modulations in language, perhaps resulting from technological resources, perhaps due to changes in the dominant discourse, and their voices ideologies, and perhaps even the "creative lines" proposed by Tania Hoff and Lourdes Gabrielli concept. In common in the two chapters, we try to understand the voices of the magazine, its advertisers and accordingly their ideology. We recognize that the prevailing ideology is more focused on consumerism than to female emancipation, as the magazines provided for this public profess to be.