Ethos and identity stereotypes: the indigenous representation in a television advertisement of the Ipiranga fuel stations network

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DOI:

https://doi.org/10.26512/les.v19i2.13082

Abstract

A lack of representation of the Indigenous people in the publicity discourse is perceived when considering the Brazilian media. The current study is related to the indigenous people image represented on a nationally spread television advertising, created by Ipiranga fuel stations network. This proposal is justified by the need to encourage the reflection on the indigenous image, often prejudiced, represented by the media and followed by society. This research is characterized as descriptive with qualitative approach and aims to propose a reflection on the construction of the indigenous discursive ethos from the cultural stereotype as a representation strategy. The assumptions from the Discourse Analysis developed by the French Maingueneau (1997, 2008a, 2008b, 2012, 2013, 2014), based on the concepts of scenography and ethos. From the results obtained in the current research, it was observed that Ipiranga fuel stations network exposes a completely unfair and stereotypical image of Brazilian indigenous people, mischaracterizing and deriding them and discrediting their identity.

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Author Biographies

Rita de Cássia Dias Verdi Fumagalli, Universidade de Passo Fundo

RITA DE CÁSSIA DIAS VERDI FUMAGALLI é graduada em Letras - Português/Espanhol e respectivas Literaturas, especialista em Análise do Discurso e mestre em Letras, área de concentração Literatura Comparada, pela Universidade Regional Integrada do Alto Uruguai e das Missões (URI/FW). Doutoranda e bolsista institucional no Programa de Pós-Graduação em Letras da Universidade de Passo Fundo (UPF).

 

Ernani Cesar de Freitas, Universidade de Passo Fundo

ERNANI CESAR DE FREITAS é doutor em Letras, área de concentração Linguística Aplicada, pela Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS). Pós-doutor em Linguística Aplicada e Estudos da Linguagem (PUC-SP/LAEL). Professor permanente do Programa de Pós-Graduação em Letras da Universidade de Passo Fundo (UPF).

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Published

2018-09-18

How to Cite

Dias Verdi Fumagalli, R. de C., & de Freitas, E. C. (2018). Ethos and identity stereotypes: the indigenous representation in a television advertisement of the Ipiranga fuel stations network. Papers of Language and Society, 19(2), 250–273. https://doi.org/10.26512/les.v19i2.13082

Issue

Vol. 19 No. 2 (2018)

Section

Artigos

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