The discursive ethos in the enunciative scene of Pará state government official propaganda (2011 - 2014): the tension between inclusion and exclusion in the spectacular scene

Abstract

The objective of this work is to discuss issues related to the notion of discursive ethos in the enunciative scene of ads-films published as official commercial of the government of State of Pará, between 2011 and 2014 under the management of the Brazilian Social Democracy Party (PSDB). To do this, we based ourselves on the notion of ethos according to Maingueneau (2008a, 2008b, 2011, 2013, 2014), who understands it as a model of ideal sociability that imposes itself discursively on enunciators and coenunciators in interaction. In a corpus of 52 ads-films, we analyzed the deixis of person in situations of locution, based on Ducrot (1987) and Brandão (1998), as well as on the constitution of a proposed ethical world that emerges in the enunciation scene. We concluded that these announcements are structured by a locution that favors the alternation between guarantors whose pronouncements are based on pronominal forms that lead to the reading of an impersonal voice and a personal voice, linked to the political instance and to the citizen instance, according to Charaudeau (2013a), in the interaction between subject positions in the political field. The discursive ethos constituted in the official propaganda of the State is based on stereotyped representations to forge the effect of citizen inclusion, at the same time that it indicates a position whose ethical world reveals itself excluding the diversity of positions that implies the confrontation between the instances in the political field.