A constituição do discurso midiático ou a insistência do dizer: jogos polissêmicos e parafrásticos.

Abstract

The present study is based on the Discourse Analysis of the French approach and in the recent studies that have been done in Brazil in this research field. The subject of our investigation is the discourse against violence, assumed, in this research, relating the saying to negligence and sexual abuse. Our analysis follows the interpretative movements of French approach of the discourse, in which the intrinsic relation between a theory and its practice is reaffirmed. Our gesture of interpretation rest along the discursive formations established by the discourse of the campaign produced by Rede Brasil Sul de Telecomunicações, RBS (South Brazilian Net of Communication RBS) in the years of 2003 and 2004. Love is the the best inheritance. Take care of children. We are focused on the discourses published in the newspaper Zero Hora, that belongs to the group. We analysed the linguistic and discursive marks, trying to make emerge the ways of saying of the campaign, and its relation with the condictions of production of the discourse. We understand that the discourse of the campaign makes emerge, in the memory net, new forms of identification of the violence and those who practice it against a child. Our results reaffirm the relation with the implicits and with an imaginary that already exists. This changing in the comprehension of violence is what makes possible a rupture with the meanings. The ruptures with the conception of monsters, characters of the campaign, and its meaning is what makes possible a rupture in its net of sayings.