O direito e o avesso: análise semiótica do discurso político e empresarial

Abstract

The dialogical nature of the speech, as well as of its function, is analyzed with the purpose of showing how business discourse manipulates the signs, by means of narration that is marked by stereotypes and semantic incoherence. By deconstructing speeches used in real situations, the author offers examples and clarifies how discursive strategy can circumvent an embarrassing issue and cause a positive effect. The article also discusses the ethical dilemma that companies experience when pursuing an effect with a favorable meaning for their products and images. The author shows that the discourse is not enunciated by one single voice, but rather by many voices that generate texts that intercross in time and in space.