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| 3741 |
Ethos and voice. A rhetorical analysis of the self-help books advice for women
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In: Studii de Lingvistica, Vol 9, Iss 1, Pp 231-252 (2019) (2019)
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| 3742 |
The strategyof (re)categorization as an interface between linguistic politeness and impoliteness ; A ESTRATÉGIA DE (RE)CATEGORIZAÇÃO NA INTERFACE ENTRE POLIDEZ E IMPOLIDEZ LINGUÍSTICA
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In: Cadernos de Linguagem e Sociedade; v. 20 n. especial (2019): Dossiê Estudos sobre polidez; 98-116 ; 2179-4790 ; 0104-9712 ; 10.26512/les.v20iespecial (2019)
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Abstract:
From the understanding that communication is established to maintain social relations and not just to inform something, many linguists have become concerned with studying the issues of politeness and impoliteness as sociated with these social manifestations of communication. In this sense, ou rresearch aimed to understand the recategorization process as na instrument of interface between polite and impolite language. From the analysis of the internal communication action promoted by the Coca-Cola company to celebrate the International LGBT Pride Day in 2017. To conduct this research, we sought to make a case study about the campaign “This Coca-Cola is Fanta. Sowhat?”. Based on the studies in the área of politeness by Leech (1983), Brown and Levinson (1987), and the área of gender with Butler (1990, 1993) and, in the area of recategorization, with Apothéloz and Reichler-Béguelin(1995) and Jaguaribe (2007), we observed that the process of recategorization occurred in two situations: the first was in the material level from the discursive resumption of a typically offensive idiom against the LGBT group and the insertion of a new expression; The second was on the social level with the suggestion of a change in the people´s expression and attitude. Thus, we conclude that the recategorization process could not be seen, in this issue, as just a process of retaking the referent and its transformation, since, in the campaign of the soft drink brand under consideration, we realized that this process was still capable of generating a social change (beyond the pack aging of the can), thus demonstrating another level of recategorization, that is, the ability to transform a typically na impolite expression into a polite one. ; Desde el entendimiento de que la comunicación se establece para mantener las relaciones sociales y no solo para informar algo, muchos lingüistas comenzaron a preocuparse por estudiar los problemas de cortesía y descortesía asociados con esas manifestaciones sociales de la comunicación. En ese sentido, nuestra investigación tuvo como objetivo comprender el proceso de recategorización como un instrumento de interfaz entre la cortesía y la descortesía lingüística, a partir del análisis de la acción de comunicación interna promovida por la compañía Coca-Cola para conmemorar el Día Internacional del Orgullo LGBT en 2017. Para llevar a cabo esta investigación, buscamos hacer un estudio de caso de la campaña “Essa Coca-Cola é Fanta. E daí?” Adoptamos, como norte para esta investigación, los estudios de Leech (1983) y Brown y Levinson (1987) en el área de la cortesía; Butler (1990, 1993), en el área del género; y Apothéloz y Reichler-Béguelin (1995) y Jaguaribe (2007), en el área de la recategorización. De lo anterior, observamos que el proceso de recategorización se dió en dos situaciones: la primera ocurrió en el plano material a partir de la reanudación discursiva de un modismo típicamente ofensivo contra el grupo LGBT y de la inserción de una nueva expresión; y la segunda situación ocurrió a nivel social con la sugerencia de cambio del sentido del modismo y de la postura de las personas. Por lo tanto, concluimos que el proceso de recategorización no puede verse, en este caso, como un simple proceso de retomar el referente y su transformación, ya que, en la campaña de la marca de refrescos en consideración, nos dimos cuenta de que ese proceso todavía fue capaz de generar un cambio social (más allá del empaque de la lata), demostrando, así, otro nivel de recategorización a partir de la transformación de una expresión típicamente descortés en cortés. ; A partir do entendimento de que a comunicação se estabelece para manter as relações sociais e não apenas informar algo, muitos linguistas passaram a se preocupar em estudar as questões de polidez e impolidez ligadas aessas manifestações sociais de comunicação. Nesse sentido, nossa investigação teve como objetivo compreender o processo de recategorização como instrumento de interface entre a polidez e a impolidez linguística, a partir da análise da ação de comunicação interna promovida pela empresa Coca-Cola para a comemoração do dia Internacional do Orgulho LGBT no ano de 2017. Para realizar esta pesquisa, buscamos fazer um estudo de casoa partir da campanha “Essa Coca-Cola é fanta. E daí?”. Adotamos,como norte para esta pesquisa, os estudos de Leech (1983) ede Brown e Levinson (1987), na área da polidez; de Butler (1990, 1993),na área de gênero; e de Apothéloz e Reichler-Béguelin (1995) e de Jaguaribe (2007), na área da recategorização. A partir do exposto, observamos que o processo de recategorização ocorreu em duas situações: a primeira se deu no plano material a partir da retomada discursiva de uma expressão idiomática tipicamente ofensiva contra o grupo LGBT e da inserção de uma nova expressão; e a segunda se deu no plano social com a sugestão de mudança no sentido da expressão e na postura das pessoas. Desse modo, concluímos que o processo de recategorização não pôde ser visto, neste exemplar, como apenas um processo de retomada do referente e de sua transformação, uma vez que, na campanha da marca de refrigerante em apreço, percebemos que tal processo foi ainda capaz de gerar uma alteração social (além da embalagem da latinha), demonstrando, assim, outro nível de recategorização, a partir da transformação de uma expressão tipicamente impolida em polida. ; From the understanding that communication is established to maintain social relations and not just to inform something, many linguists have become concerned with studying the issues of politeness and impoliteness as sociated with these social manifestations of communication. In this sense, ou rresearch aimed to understand the recategorization process as na instrument of interface between polite and impolite language. From the analysis of the internal communication action promoted by the Coca-Cola company to celebrate the International LGBT Pride Day in 2017. To conduct this research, we sought to make a case study about the campaign “This Coca-Cola is Fanta. Sowhat?”. Based on the studies in the área of politeness by Leech (1983), Brown and Levinson (1987), and the área of gender with Butler (1990, 1993) and, in the area of recategorization, with Apothéloz and Reichler-Béguelin(1995) and Jaguaribe (2007), we observed that the process of recategorization occurred in two situations: the first was in the material level from the discursive resumption of a typically offensive idiom against the LGBT group and the insertion of a new expression; The second was on the social level with the suggestion of a change in the people´s expression and attitude. Thus, we conclude that the recategorization process could not be seen, in this issue, as just a process of retaking the referent and its transformation, since, in the campaign of the soft drink brand under consideration, we realized that this process was still capable of generating a social change (beyond the pack aging of the can), thus demonstrating another level of recategorization, that is, the ability to transform a typically na impolite expression into a polite one.
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Keyword:
Coca-Cola; Cortesía; Descortesía; Impolidez; Impoliteness; Interdiscourse; Interdiscurso; Polidez; Politeness; Recategorização; Recategorización; Recategorization
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URL: https://doi.org/10.26512/les.v20i3.28635
https://periodicos.unb.br/index.php/les/article/view/28635
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| 3743 |
The lexical unit crush and its uses: English, Brazilian Portuguese and French ; A unidade lexical crush e seus usos: inglês, português do Brasil e francês
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In: Acta Scientiarum. Language and Culture; Vol 41 No 2 (2019): July-Dec.; e46971 ; Acta Scientiarum. Language and Culture; v. 41 n. 2 (2019): July-Dec.; e46971 ; 1983-4683 ; 1983-4675 (2019)
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| 3744 |
Dress as a Marker of Identity Construction in Arab Women’s Literature from the Diaspora ; O ator de vestir-se como um marcador de construção de identidade na literatura das mulheres árabes da diáspora
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In: Acta Scientiarum. Language and Culture; v. 41, n. 1 (2019): Jan.-June; e42346 ; 1983-4683 ; 1983-4675 (2019)
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| 3745 |
Fee-Paying English Language Learners: Situating International Students’ Impact on British Columbia’s Public Schools
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In: Canadian Journal of Applied Linguistics; Vol. 21 No. 2 (2018); 46-79 ; Revue canadienne de linguistique appliquée; Vol. 21 No. 2 (2018); 46-79 ; 1920-1818 ; 1481-868X (2019)
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| 3746 |
Masculine, feminine or neutral? Translation practice and gender issues ; Masculino, feminino ou neutro? A prática tradutória e as questões de gênero
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In: Revista Horizontes de Linguistica Aplicada; Vol. 18 No. 1 (2019); 37-55 ; Revista Horizontes de Linguistica Aplicada; v. 18 n. 1 (2019); 37-55 ; 2237-0951 ; 1677-9770 ; 10.26512/rhla.v18i1 (2019)
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| 3747 |
Exploring English Language Teaching Method of the Second Grade Students at SMA MBS Yogyakarta
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In: Metathesis: Journal of English Language, Literature, and Teaching; Vol 3, No 2 (2019): Metathesis: Journal of English Language, Literature, and Teaching; 124-134 ; 2580-2720 ; 2580-2712 ; 10.31002/metathesis.v3i2 (2019)
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| 3748 |
Using Total Physical Response (TPR) Method on Young Learners English Language Teaching
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In: Metathesis: Journal of English Language, Literature, and Teaching; Vol 3, No 1 (2019): Metathesis: Journal of English Language, Literature, and Teaching; 26-34 ; 2580-2720 ; 2580-2712 ; 10.31002/metathesis.v3i1 (2019)
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| 3749 |
Textbooks Evaluation: To what Extent Do the English Textbooks Provide Learning to Promote Cognitive Skill?
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In: Metathesis: Journal of English Language, Literature, and Teaching; Vol 3, No 1 (2019): Metathesis: Journal of English Language, Literature, and Teaching; 78-91 ; 2580-2720 ; 2580-2712 ; 10.31002/metathesis.v3i1 (2019)
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| 3750 |
Memrise: Promoting Students’ Autonomous Learning Skill through Language Learning Application
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In: Metathesis: Journal of English Language, Literature, and Teaching; Vol 3, No 2 (2019): Metathesis: Journal of English Language, Literature, and Teaching; 214-223 ; 2580-2720 ; 2580-2712 ; 10.31002/metathesis.v3i2 (2019)
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| 3751 |
The Use of Social Media for English Language Learning: An Exploratory Study of EFL University Students
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In: Metathesis: Journal of English Language, Literature, and Teaching; Vol 3, No 2 (2019): Metathesis: Journal of English Language, Literature, and Teaching; 224-233 ; 2580-2720 ; 2580-2712 ; 10.31002/metathesis.v3i2 (2019)
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| 3752 |
A Comparative Analysis of English Learning Motivation between the Rural and Urban Students
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In: Metathesis: Journal of English Language, Literature, and Teaching; Vol 3, No 2 (2019): Metathesis: Journal of English Language, Literature, and Teaching; 158-182 ; 2580-2720 ; 2580-2712 ; 10.31002/metathesis.v3i2 (2019)
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| 3753 |
English adaptation in Mandarin A-not-A constructions
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In: Proceedings of the Linguistic Society of America; Vol 4 (2019): Proceedings of the Linguistic Society of America; 38:1–8 ; 2473-8689 (2019)
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| 3754 |
Dialects "haven’t got to" be the same: modal microvariation in English
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In: Proceedings of the Linguistic Society of America; Vol 4 (2019): Proceedings of the Linguistic Society of America; 31:1–15 ; 2473-8689 (2019)
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| 3755 |
Nonce-loan judgments and impossible-nativization effects in Japanese
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In: Proceedings of the Linguistic Society of America; Vol 4 (2019): Proceedings of the Linguistic Society of America; 26:1–14 ; 2473-8689 (2019)
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| 3756 |
Objectless locative prepositions in British English
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In: Proceedings of the Linguistic Society of America; Vol 4 (2019): Proceedings of the Linguistic Society of America; 48:1–15 ; 2473-8689 (2019)
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| 3757 |
Attitude change is not enough: Disrupting deficit grading practices to disrupt dialect prejudice
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In: Proceedings of the Linguistic Society of America; Vol 4 (2019): Proceedings of the Linguistic Society of America; 10:1–2 ; 2473-8689 (2019)
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| 3758 |
Grammatical convergence or microvariation? Subject doubling in English in a French dominant town
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In: Proceedings of the Linguistic Society of America; Vol 4 (2019): Proceedings of the Linguistic Society of America; 17:1–15 ; 2473-8689 (2019)
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| 3759 |
Acoustic Cues Used by Learners of English
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In: Proceedings of the Annual Meetings on Phonology; Proceedings of the 2018 Annual Meeting on Phonology ; 2377-3324 (2019)
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| 3760 |
The syntax and semantics of negative questions and answers in Korean and English
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In: Proceedings of the Linguistic Society of America; Vol 4 (2019): Proceedings of the Linguistic Society of America; 19:1–9 ; 2473-8689 (2019)
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