Political-electoral advertising: a discourse in search of legitimacy

Authors

  • Zilda Gaspar Oliveira Aquino Universidade de São Paulo;Faculdade de Filosofia, Letas e Ciências Humanas;Departamento de Letras Clássicas e Vernáculas
  • Solange Ugo Luques Universidade de São Paulo;Faculdade de Filosofia, Letas e Ciências Humanas;Programa de Pós-Graduação em Filologia e Língua Portuguesa

DOI:

https://doi.org/10.11606/issn.2236-4242.v25i2p131-145

Keywords:

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.

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Published

2012-12-10

Issue

Vol. 25 No. 2 (2012): Linguistic Studies and/or New Languages in Education

Section

Articles

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How to Cite

AQUINO, Zilda Gaspar Oliveira; LUQUES, Solange Ugo. Political-electoral advertising: a discourse in search of legitimacy. Linha D’Água, São Paulo, v. 25, n. 2, p. 131–145, 2012. DOI: 10.11606/issn.2236-4242.v25i2p131-145. Disponível em: https://www.journals.usp.br/linhadagua/article/view/47718.. Acesso em: 18 may. 2024.