Uma análise sociossemiótica do texto publicitário: representações multimodais de bancos digitais na plataforma do Facebook

Abstract

Understanding the functions of different semiotic modes in the production of a textual / discursive genre in digital contexts, such as Facebook, is central to understanding contemporary notions of interpretation and analysis of multimodal texts. This dissertation deals with the examination of the discourse in a multisemiotic perspective, describes and analyzes semioses of the advertising genre, focusing on the role of verbal and visual semiotic modes, as well as the meanings arising from intersemiosis in the formation of the multimodal group. The semantic-discursive analysis falls on the corpus of ten advertisements from the digital banks Inter and Agibank, published on the Facebook platform. Social Semiotics and the multimodal approach constitute the theoretical-methodological foundations of this study (HALLIDAY, 1978, 1989, 2004, 2014; HODGE; KRESS, 1988; KRESS; VAN LEEUWEN, 1996, 2001, 2002, 2006; VAN LEEUWEN, 2008, 2011; KRESS, 2005, 2010; BEZEMER; JEWITT (2009); DOMINGO; JEWITT; KRESS, 2014; GUALBERTO; KRESS, 2019; among others). In terms of a semiotic verbal way, the qualitative-interpretative analysis of the grammatical system of transitivity (ideational meanings) showed constructions of values determined to play an active role in society, legitimizing banking practices and the way they are conducted, through material, mental and relational processes. The analysis of contexts showed a register of the use of language typical of informal situations, generating an effect of proximity and intimacy with the target audience, the relevant role of cell phones and bank applications, partial representations, exclusion of problems, among others. In a semiotic visual way, there was a predominance of the narrative structure, with action processes that project the commercial practices of the banks (resemiotization) in staged representations, an interaction marked predominantly by the same level of power. Among other aspects, the saturation, modulation and contextualization of the colors orange and green marked the identity of the banks and discourses aired.