Jornalismo institucional : metáforas conceituais e recursos argumentativos presentes no discurso jornalístico.

Abstract

The present dissertation investigated the existence of conceptual metaphors and expressive resources of argumentative nature in texts published in institutional periodicals of the universities of Santa Cruz do Sul (Unisc) and Novo Hamburgo (Feevale). The proposal was to identify how the IES validate these literal mechanisms to consolidate on given image, by means of the divulgation of its activities in the institutional periodicals. Theoretically, the study was based in the work of Lakoff and Johnson (2002) about conceptual metaphors. These authors do not only consider the metaphors as linguistic adorns, but, as forms of thinking and acting, being, therefore, ways to understand and to act in society. The used methodology involved the analysis of 12 (twelve) texts selected, among all the publications of the two considered institutions, between December/2009 and April/2010, by means of selective reading (SARDINHA, 2007) and of PIM method for identification of metaphorical expressions and its functions in the process of enlargement senses of information. The analysis also focused discursive heterogeneity, polyphony and generic intertextuality. The intent, besides, was to detect how is the process of assumption and subtext, analyzing the markers of presupposition and the indices of polyphony, in order to apprehend and to reveal the textual implicit presenting in the institutional journalistic discourse.