Banca de QUALIFICAÇÃO: FABIANA APARECIDA DE ALMEIDA PINTO

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : FABIANA APARECIDA DE ALMEIDA PINTO
DATE: 08/07/2025
TIME: 14:00
LOCAL: Virtual
TITLE:

Multimodal designs in online store platforms: an approach focused on developing multiliteracy
skills

KEY WORDS:

Hybrid genres, Multiliteracies, Multimodality, Digital platform, Critical reading.

PAGES: 77
BIG AREA: Lingüística, Letras e Artes
AREA: Letras
SUMMARY:

This project aims to investigate how semiotic codes are used in the construction and circulation of hybrid genres on online store platforms, focusing on the effects of meaning, persuasion strategies and the impact on consumers. The research is based on the observation that, in the contemporary digital environment, discursive genres have been transformed, incorporating multiple modes of language (verbal, visual, auditory, interactive), which requires users to adopt new forms of reading and interpretation. An emblematic example of this transformation is the McDonald's digital platform, which stands out for integrating, in the same space, commercial functions, entertainment and social engagement, becoming a fertile field for the analysis of hybrid genres. The central problem of the research lies in understanding how these platforms have adapted and incorporated new modes of communication through the hybridization of genres and the use of multimodal resources. The theoretical framework is based on Bakhtin's (2006) dialogic approach to discourse genres, Kress and Van Leeuwen's (1996) multisemiotic analysis, and Cazden et al.'s (1996) multiliteracies proposal, which recognize the importance of reading and writing practices that involve multiple languages and media. The methodology adopted will be qualitative and exploratory, supported by a quantitative survey to map the hybrid genres emerging on the platforms analyzed. The analysis will seek to identify how semiotic and multimodal elements contribute to the construction of meanings, interaction with the user, and the communicative effectiveness of the platforms. The timeline foresees qualification for July 2025 and the defense of the thesis for March 2026. The results are expected to contribute to the development of critical digital reading skills, especially among students and internet users, enabling them to understand and interpret the hybrid discourses present on virtual platforms. Furthermore, the research has technological and educational relevance, as it prepares individuals for the challenges of the digital age, marked by the complexity of online environments and the need for safe, critical and efficient navigation.

COMMITTEE MEMBERS:
Externo à Instituição - FRANCIS ARTHUSO PAIVA
Presidente - LUIZ ANTONIO RIBEIRO
Interno - RENATO CAIXETA DA SILVA