O processo de construção de imagens mentais a partir da leitura em meios digitais, por meio de uma abordagem semiótica estruturalista

Abstract

This paper seeks to understand and systematize the question of mental images in digital media through a structuralist semiotic approach. To this end, an analysis of virtual tools that the Ministry of Education uses to communicate with teachers and students will be realized. Observing how the communication is established between the Media Center of MEC and its target audience is the general objective of this analysis, since this topic deals with issues that go beyond the simple exchange of information, going far beyond the decoding of signs. Deepening studies on the concepts, models and methods in the analysis of visual signs and what we can find between the lines of these texts are part of our proposal. To describe and develop this study I find support in the theory of Moreira (2000). Also, to address the structuralist semiotic perspective, I am based on Saussure (1986) and Greimas (1975), among other authors. The development of this work is done through a literature review which aims to raise the main theoretical aspects of structuralist semiotics and also of the issue related to mental images.