Uma análise da intertextualidade e da intergenericidade presente em anúncios publicitários no instagram

Abstract

The significant use of the internet and technological contributions that enable communication mediated by digital media, especially in the environment of social networks, has contributed to significant changes in communicative behaviors, and consequently to the emergence of new textual genres, as well as a new presentation of existing genres. Recognizing the need to understand how meanings are constructed in textual genres inserted in human daily life in a digital context, and how intertextual strategies contribute to the construction of meanings within them, we raise the following question as a problem for research: in what way do Are intertextual strategies, including intergenericity, presented in advertisements placed on the social network Instagram? In this dissertation, we aim in general to investigate the phenomenon of intertextuality and intergenericity present in the advertising genre, focusing more specifically on: identifying intertextual relationships through genre mixtures; describe the intertextual relationship by genre mix; analyze, taking into account the publication context, the relationship established between intertextuality and the construction of meaning in the selected advertisements. To consolidate this investigation, we rely on the conceptions of text presented by Koch (2004), Koch, Bentes and Cavalcante (2007), and Cavalcante (2022), we base our analyzes on research on intertextualities presented by Carvalho (2018) and Cavalcante ( 2022). To promote the sections that address textual genres, we dialogue with the research by Lima-Neto and Araújo (2012) and Bezerra (2022) that deal with the topic of intergenericity. To consolidate this research, we adhere to a descriptive investigation, of a qualitative nature, with a documentary character and supported by research located in the field of Textual Linguistics. The corpus of this investigation is made up of four (4) advertisements collected on the social network Instagram, three (3) of which are regional in nature and come from company profiles based in Teresina-PI and one (1) is national in nature. Following what we propose with this research, in our analyzes we found that intertextual strategies contribute to the construction of meaning in advertisements that circulate on the social network Instagram. The results reveal that intertextuality is a resource used recurrently among producers of advertisements that circulate on the social network Instagram and contributes to transformations in language that occur through communication mediated by social media