Construções Multimodais da União e da Mulher em Anúncios Portugueses e Marroquinos do McDonald’s
DOI:
https://doi.org/10.34630/e-rei.vi14.7432Palavras-chave:
MDA, mulheres, união, semiótica social, McDonald’sResumo
Este estudo examina como uma marca global de fast food constrói a união e representa as mulheres em Portugal e em Marrocos, recorrendo a uma Análise do Discurso Multimodal orientada para o visual (MDA). Analisa-se de que forma as relações sociais e os papéis de género são moldados através do design visual e da linguagem. Com base na semiótica social, na Análise Crítica do Discurso Multimodal (CDA) e na Análise Crítica Feminista do Discurso (FCDA), os resultados mostram que a união funciona como um guião relacional. Paralelamente, as mulheres são retratadas com diferentes níveis de agência, legitimidade e autoridade de voz, e não apenas em termos de visibilidade. A linguagem oral e a linguagem apresentada no ecrã contribuem igualmente para orientar a compreensão do género e do sentimento de pertença.
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