Os ethé nos textos midiáticos de divulgação científica da revista Ciência hoje das crianças

Abstract

This work takes as its object of study the media texts of scientific dissemination for children, in order to defend the thesis that the relationship between enunciator and enunciatee in this specific communicative situation occurs through the construction of a discursive ethos that balances authority and attractiveness . The objective is to analyze how the enunciator projects different ethé in the utterance in order to meet both the precepts of the scientific area and the characteristics of the target audience's age group, attracting them and making them loyal to the reading. The theoretical-methodological apparatus that supports the analysis is the discursive semiotic theory. In light of this theory, the enunciative choices" whether of the verbal or non-verbal order" projected in the texts produce different meaning effects: of objectivity or subjectivity, of approximation or distance, of formality or informality, of seriousness or playfulness. responsible for the "tone" that the text assumes. The corpus is composed of three texts from the Ciência Hoje das Crianças magazine, published by the Ciência Hoje Institute, in which the present enunciative strategies are analyzed, verifying the ethos designed to seduce the target reader and the ethos aimed at making the reader recognize the enunciator as a subject endowed with scientific competence and able, in this way, to teach something. This is an exploratory-descriptive, bibliographical study with a qualitative focus. The work reveals that the relationship between enunciator and enunciatee in this situation of interaction takes place through the construction of a discursive ethos that balances scientificity, playfulness, didacticism and camaraderie, which is constructed in the textual instance through different enunciative strategies. The analyzes point to the conclusion that the scientific ethos is built especially by the exploration, in non-verbal text, of photography, of colors in cold tones, by traditional typographic fonts, such as Times and Arial, and, in terms of verbal text, by third-person projection and by the eventual maintenance of a specific technical vocabulary related to the subject at hand. The ethos of playfulness is built basically, in the non-verbal scope, by the strong presence of drawing, and, in the verbal text, by the use of onomatopoeias. The didactic ethos, on the other hand, is manifested by the balance between verbal and non-verbal text, the densification of the theme throughout the article, the presence of rhetorical questions common to the teaching situation and the juxtaposition of vocabulary specific to the area and its respective gloss. Finally, the camaraderie ethos is projected through enunciative strategies that mark the identification between enunciator and enunciatee, marked in the verbal scope especially by the enunciative projection in the 1st person plural and by the use of expressions and ways of saying that simulate orality. Finally, the study shows that the Ciência Hoje das Crianças magazine builds a multifaceted image of the enunciator.