Censura x resistência: o jogo de sentidos em torno da posição-sujeito jogadora de futebol - do silenciamento ao protagonismo

Abstract

The present research aims to analyse the dispute of senses around the woman football player subject-position in the current conditions of production of advertising discourse. The work is based on the French-Brazilian Discourse Analysis, whose theoretical object is the discourse, defined as an effect(s) of sense between points A and B (PÊCHEUX, 1997 [1969]). Research linked to the Discourse Analysis aim to understand the functioning of ideology in the language used by the subject. Using as theoretical reference the writings of Pêcheux (1969, 1975, 1979, 1983), Orlandi (1995, 2007a, 2007b, 2012), Althusser (1999), Courtine (2014), Orlandi (1995, 2005, 2007a, 2007b, 2012) and Indursky (2011, 2019a, 2009b), this work intend to verify how the subject-player is subjective and occupies a subject position in the discourses that circulated in advertisements at the time of the 2019 World Cup. According to Payer (2005), the statements present in the media, especially in the advertising, works as the maximum statement of the subject's interpellation by ideology in contemporary society. Based on this conception, the corpus of this research was formed from three advertising videos released in June 2019, some days before the start of the 2019 World Cup, played in France. The protagonists of the videos are five players from the Brazilian national team called up to play in the World Cup. Between description and interpretation, this research works with significant materialities (LAGAZZI, 2008, 2009, 2010) formed by frames and statements cut from advertising videos produced by the Nike brand, supplier of the Brazilian National Team uniforms; by the Coca-Cola brand, sponsor of the World Cups since 1991; and by the Guaraná Antarctica brand, sponsor of all Brazilian National Teams since 2001. Based on the considerations of Bonfim (2019), Moura (2003), Saffioti (1976, 1978, 2004, 2003) and Bourdieu (2020), this research examines the socio-historical and ideological context of production of women's football in Brazil, reflecting about the silence (ORLANDI, 2007) imposed on women's football players and about their practices of resistance (PÊCHEUX, [1982] 1999), until arriving at the “novelty” that was the divulgation of advertisements starring women’s football players in 2019.