A leitura de anúncios publicitários na escola: um olhar discursivo sobre o corpo feminino

Abstract

The woman’s body, in all epochs, have meanings linked to it, the women learn to see the body as the social environment determines. Considering those signifiers produced by the society, it should be noted the necessity to insert in the language teaching a reading perspective that evidence it as a historical and social practice, because is by it that theman signifies the world. Starting by this assumption, this work aimed to collaborate to the learning of the discursive reading of advertisements, promoting discussions about the exposure of the woman’s body in the publicity. Specifically, we seek: a) to make a survey about what the official documents say in relation to the discourse in the language teaching; b) to verify if the official documents of the discourse order can improve the teaching in the basic education; c) to apply a didactic proposal to the teaching of discursive reading. To do so, we raise the following question: In what manner the discourse about the woman’s body is built in school? To support the research, the theoretical contributions of the discursive studies were used through the contributions of Pêcheux (2008), Brandão (2012), Fernandes (2007), Foucault (2014), Orlandi (2012); in the advertisement’s studies of Carvalho (2014) and Sandmann (2007). In the preparation of the didactic proposal, our foundation was Schneuwly, Dolz, Noverraz (2004), among others. Methodologically, this study has been characterized in an action-research, by seek to comprehend and modify a determined situation, of a qualitative approach, bibliographical essence and applied nature, which was configured in the application of a didactic proposal with an emphasis in the reading of the advertising genre, in a classroom of a junior high school of a public school belonging to the state school system, of the city of Queimadas-PB. The obtained results with the research revealed the discourses originating from the patriarchal society persists, in spite of some students have already the conscious about the way how women were historically subjugated. To share with other teachers the experience done in this research, we elaborated a teaching module, with indications about how to use the advertising genre in the basic education. This study promoted significative learnings by the fact of the didactic proposal be guided in a dynamic genre, inserted in real experiences of interaction. It was revealed that the interpretations of the students are the result of their experiences and acquired information in the social environment.