Entre a alegria e a preguiça: a construção discursiva da baianidade na publicidade de turismo

Abstract

The speech is the effect of meaning produced in the relationship between subjects affected forever by ideology. It is spread from the media that , in turn , are major broadcasters from a set of symbols that make us recover the historical and ideological construct that pervade the discourse. The advertising text as any materiality works as a spreader of discourses which the human being can maintain contact with, making certain images circulates and reinforcing stereotypes about many social groups represented by them. In the case of the tourism advertising about Bahia, it is possible to notice that in the discourse used, it is not only for advertising about touristic spots to be visited, climate, food, etc., but also the image of people who live in this destination in the case, baianos. The state of Bahia charges a particular thing which configures discursively the notion that all “baianos” are party people, they do not have willingness to work, being happy, religious, mystic, friendly and mainly, lazy. This discursive construction of people from Bahia comes from its history, culture and the ideological subject’s identification e non-identification processes with certain discursive positions in the course of the time. Thus, the present work aims to analyze the discourse built in a magazine named Viagem e Turismo, considering the points found in a previous analysis of the corpus representing the “bainanidade: happiness, laziness and religiosity. It is justified because contributes the comprehension about the representatives ways of the baiano’s and national’s discourses, helping the understanding of the discourse function in the subject’s image construction process based on the Pêcheux’s Discourse Analysis.