Banca de QUALIFICAÇÃO: KAREN ANTONIETA GOMES XAVIER

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : KAREN ANTONIETA GOMES XAVIER
DATE: 15/06/2026
TIME: 14:00
LOCAL: Virtual
TITLE:

DISCURSIVE ETHOS AND CONTENT MARKETING: an analysis of image projection and discursive patterns in corporate blogs of educational institutions

KEY WORDS:

discursive ethos; digital discourse analysis; educational market; content marketing; Semiolinguistic Theory.

PAGES: 120
BIG AREA: Lingüística, Letras e Artes
AREA: Letras
SUMMARY:

Over time, marketing has undergone structural transformations, shifting from a product-centered perspective to an approach focused on customers and their values. In this context, content marketing emerges as a strategy that enables companies, through the production of content considered relevant by their audience, to establish relationships with consumers and project a positive brand image. The educational sector, in turn, invests heavily in marketing strategies aimed at increasing visibility and attracting students. Discourse Analysis (DA) constitutes a field of study that seeks to understand the mechanisms through which language operates in society and may be applied to different areas of knowledge. Among its approaches, Semiolinguistic Theory stands out for understanding language as a multidisciplinary phenomenon and for investigating the construction of meaning in utterances through the interaction between language and semiotics. Among the concepts addressed by this perspective, discursive ethos is particularly noteworthy, understood as the image that the speaker projects of themselves, a fundamental element in the construction of credibility and persuasion. Thus, the present study aims to understand the discursive patterns mobilized by educational institutions in their corporate blogs for the projection of their brands in digital environments. To this end, a blog post belonging to one of the four educational institutions that compose the research corpus was analyzed, based on theoretical frameworks from digital marketing, content marketing, corporate blogs, digital discourse analysis, Semiolinguistic Theory, and discursive ethos. Preliminary results showed that the analyzed text goes beyond a merely informative function, seeking to establish a bond between the brand and the reader. In this process, the projection of ethos remained coherent by alternating moments of guidance and prescription, sustaining the image of an institution that is both specialized and close to the student. Furthermore, digital materiality proved to be relevant to the structural organization of the text and to the production of meaning.

COMMITTEE MEMBERS:
Externo à Instituição - FREDERICO CESAR MAFRA PEREIRA
Presidente - ANTONIO AUGUSTO BRAICO ANDRADE
Interno - CLAUDIO HUMBERTO LESSA