Discurso polêmico em mídias digitais: uma análise dialógica de arenas discursivas

Abstract

This paper carries out a Dialogic Conception of Language investigation in order to understand and to describe how the polemical discourse is constructed, produced and worked in advertisements produced in digital media. To this end, the following specific objectives have been established: a) to identify, describe and analyze the polemical discourse in digital media advertisements, more specifically on YouTube, Twitter, Facebook, and Instagram; b) to observe and describe the spaces/media in which such discourse circulates (social medias), as well as its role in the construction of the polemical discourse; c) to recognize and analyze the role of enunciators in the expansion, in the re-emphasization or in the contraposition of the polemical discourse; and, finally, d) to identify and analyze the role of hashtags in the expansion of the polemical discourse. Thus, relying theoretically and methodologically on the Dialogic Conception of Language of the Bakhtin Circle (BAKHTIN, 1981 [1963]; BAKHTIN, 1987; BAKHTIN, 2002 [1975]; BAKHTIN, 2003 [1951/1953]; BAKHTIN, 2008 [1963]; BAKHTIN, 2010 [1920]; BAKHTIN, 2014 [1975]; BAKHTIN, 2015 [1930]; MEDVIÉDEV, 2012 [1928]; VOLÓCHINOV, 2013 [1930]; VOLÓCHINOV, 2018 [1929]), seeks to elucidate concepts regarding language, discourse and enunciation and assumes as analytical perspective the Dialogical Analysis of Discourse (ADD) based on Brait (2006); Rohling (2009; 2014) Acosta Pereira (2012) e Rodrigues (2005) e no Método Sociológico de Estudo da Linguagem (MEDVIÉDEV, 2012 [1929]; VOLOCHINÓV, 2018 [1929]). With regard to the controversial discourse, we start from the studies developed by the French researcher Ruth Amossy (2017; 2018; 2019), whose works deepen on the nature of the polemic of the art of argumentation and rhetoric. Thus, this research is delineated from the materialization of the controversial discourse in advertisements in digital culture, published on the YouTube platform and forwarded to other social medias, by the network users themselves, through the endorsement of an opinion about the debate generated by the dissemination of the advertising piece. The relevance of this study lies in the focus given to hypersemiotized discursive practices and produced in and for this digital culture. In addition, it is also relevant since it revisits the concept of polemics, rescuing it, from the Aristotelian roots to the traditional meanings of Perelman and Olbrechts-Tyteca, to update it in the cyberculture space. And, finally, this research allows the expansion of the discussions proposed by Amossy in Brazilian lands, regarding the art of polemizing in favor of a more plural democracy.