A discursividade na fanpage oficial da UFSM: uma análise sobre a (re) produção de discurso e sentidos

Abstract

This Master's thesis analyzes the official fanpage of the Federal University of Santa Maria (UFSM) from four publications referring to the dissemination of Sisu in the months of January and February of 2018. We observe the textuality present in the fanpage having as a comparative reference the textuality of the site of the UFSM, with news that correspond to the Sisu subject published on the days when the fanpage posts were released. The objective is to analyze the discursive displacements of both textualities, having as theoretical and methodological framework the Discourse Analysis (DA) based on Michel Pêcheux. We seek to understand the functioning of institutional discourse in a fanpage, that is, in the conditions of production of the digital world mobilizing notions of formulation, circulation and constitution to understand the effects of meaning in the discursivity of news both traditional and formulated in a fanpage. For this, we analyze the pre-constructed of the news taken as traditional or standard, the one whose imaginary formation leads us to a symbolic of "seriousness", a status constructed also through its textuality. We approach the work of advertising discourse, based on reflections by Coutinho (2015) and media discourse from Medeiros (2013), as well as to understand these two discourses also from a communication point of view, to understand how they are formulated in digital space. The effects produced are also generated from the position-subject, from the place in which they are enunciated, that is, the UFSM enunciates from an institutional discursive formation, from the public space, therefore we approach theories on citizenship and of public communication taking into account the imbrication with another discursive and ideological formation: that of consumption, capitalista. We were able to find out that there were displacements when it comes to the formulation and circulation of the senses when we think of both formats in reference to one and the other because they are taken by their conditions of production. However, we observe a reproduction of meanings with respect to the constitution, the discursive memory, the complex with the dominant. This is because both formulations are constructed under the same ideological formation: the capitalist. The formulations are different from each other, their textual body is displaced by the conditions of production to which they are subject, but are constituted from the same discursive memory. Therefore, we understand that when we talk about changes linked to digital, this discourse is in the order of evidence, being constructed through the opacity of the expression "new technologies". That is, they work to maintain a certain institutional order of submission to consumption (MEDEIROS, 2013).