O discurso informativo midiático impresso e a imbricação dos discursos informativo, propagandístico e publicitário: fazer-saber para fazer-crer e fazer-fazer

Abstract

This paper seeks to analyze the printed media discourse aiming at understanding the elements of the interdiscourse used in the main Brazilian weekly news magazines. It is particularly based on the principles of Charaudeaus Semiolinguistic Theory as well as on Maingueneaus theoretic contribuitions on interdiscourse. In order to investigate how these weekly news magazines have managed their information practices, this paper proposes to reflect on the interdiscourse relations that took place on the weekly news magazines printed media space, the discourse strategies employed, and also the influence taking place in these discourse practices. This papers claim is based on the suggestion that the information discourse is often times being used by the weekly news magazines as a discourse strategy that intends to get readers to know, believe, and possibly do something, ranging from craving a product or adopting a lifestyle. Data analysis has revealed the interdiscourse relationship through the overlapping of the informative, propaganda, and advertising discourses within the printed media space, pointing towards the coexistence of several discursive intentions and the arising of yet another discourse, hereby printed product placement, in this overlapping. Data analysis has also revealed a pattern of organization and the influence exerted by the scrutinized pieces of news through the composition of the analyzed communication contracts, the reflection on the discoursive roles of the production and reception processes, and the observation of the discoursive modes of organization. It was possible to notice a complex composition of the participant subjects: the main speaker represented by the journalist (or the newspaper itself) performs the role of the dialogic manager who articulates the several voices composing the media information discourse and the interlocutor unfolds into a reader and a supposed consumer who ultimately endorses the product placement communication contract proposed by the media. It was also possible to notice a discourse that relies on enunciative, descriptive, narrative, and argumentative modes of organization in order to inform, describe, issue opinions, animate objects, and specially persuade.