O disurso da inovação tecnológica à luz da retórica

Abstract

In this research we highlight the hybrid nature of the discourse of technological innovation in corporate websites and reflect on the role of the epideictic tags in this discourse. It was also possible to understand the discourse characteristics of technological innovation, the argumentative strategies used by organizations in the technological sector to promote their products on the corporate website, the meanings of the expression "technological innovation" and to what extent discursive emotions and image construction of themselves can contribute to the construction of an ethos of effectiveness of sales of technology. To do so, we analyzed the argumentative construction of five different official sites of companies related to the technology sector: Facebook, Uber, Amazon, Apple and Google. To achieve our objectives, we seek to rescue the current discussion about corporate discourse in order to reach the discourse of technological innovation. In this course, we discuss the marketing and the new configurations of the epidemic and how they influence the contours of the discourse of technological innovation, based on a look centered on the characteristics of the companies selected as object of study. It was also necessary to consider the economic, political, historical and social aspects that evidence the emergence of this new genre of discourse with the characteristics that are proper to it in the virtual environment.