Political-electoral advertising: a discourse in search of legitimacy
DOI:
https://doi.org/10.11606/issn.2236-4242.v25i2p131-145Keywords:
political discourse, social representation, discourse strategies, legitimation, public image.Abstract
This study aims to examine political discourse in order to describe the specific elements of electoral advertising and to detect the discursive strategies used to refer to the construction of presidential candidate’s image, Dilma Roussef. For this purpose, we analyzed segments of the first program of the candidate’s electoral campaign, broadcast on television in 2010, by national network in the Election Schedule. Theorical discussion is made from works on political discourse, as noted in Charaudeau (2008), van Dijk (2008), Aquino (1997), among others. Analysis showed that there was concern in presenting the candidate, little known by part of electorate, through linguistic-discursive resources, used as arguments involving reason and emotion, in a process which goal was to legitimate Dilma, in order to win the election, as it was the case.Downloads
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