Retórica e poder: representações do discurso empresarial em textos multinodais nos media

Abstract

The multidisciplinary analysis of some excerpts from magazines like The Economist(of international circulation), and in contrast, Visão and Sábado (in the Lusitophone context), aims at promoting some reflection, albeit brief, about the kind of representation and impact of entrepreneurial and business discourse on media discursive practices. It evidences the resorting to frequent linguistic, discursive and stylistic strategies, notably to English as a lingua franca, literariness and creativity, implicit in visual metaphors, which are recurring in multimodal texts. They contribute to the readers’ / citizens’ involvement, in an emotional crescendo, with the construction of meaning and going beyond the texts in the discursive and social context, determining a particular way of perceiving unfamiliar topics in inter-discursive domains.