The ideological use of multimodal metaphors by tv globo's daily news program (Jornal Nacinal) on petrobras
DOI:
https://doi.org/10.17058/signo.v44i79.12836Keywords:
Metaphor. Discourse. Ideology. Multimodalism. Petrobrás. Jornal Nacional.Abstract
In this paper we discuss how TV Globo’s daily news program – Jornal Nacional – represents Petrobras (the Brazilian state-owned oil company) through visual communication. The study analyzed images that Jornal Nacional exhibited throughout six reports. These are images related to the physical structure of Petrobras and to the corruption scheme the company was a victim of. The theoretical framework consisted of an interface between Conceptual Metaphor Theory (CMT) (LAKOFF, JOHNSON, 2003, 1999) and Critical Discourse Analysis (ADC) (FAIRCLOUGH, 2003). We also refer visual grammar (KRESS; VAN LEEUWEN, 2006) and to multimodal metaphor (FORCEVILLE, 2009). The analysis points to an ideological and effective discourse in presenting Petrobras as a company in decline. By analyzing Jornal Nacional's ideological use of metaphors and metonymy through visual communication, the study demonstrates the viability of an interface between CMT and ADC in a multimodal approach.Downloads
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Published
2019-01-03
Issue
Section
Metáforas Multimodais
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How to Cite
The ideological use of multimodal metaphors by tv globo’s daily news program (Jornal Nacinal) on petrobras. (2019). Signo, 44(79), 54-64. https://doi.org/10.17058/signo.v44i79.12836
