Sentidos de educação na publicidade da EaD: do paradigma do processo ao paradigma do produto
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Tipo
Artigo
Classficação
Nível teórico
Data
2022
Título do Períodico
Educação e Pesquisa
ISSN
1678-4634
Página(s)/e-location
e243770
Idioma(s)
pt, en
Fonte
Fonte
São Paulo, SP
48
48
Coleções
Resumo
Neste artigo, com base no quadro teórico-metodológico da Análise de Discurso, analisamos peças publicitárias que colocam em oferta, no mercado, a educação a distância (EaD). Essas peças circulam socialmente – embora não exclusivamente – na modalidade online. Nosso objetivo consistiu em restituir, por meio de um dispositivo de leitura discursivo e materialista, condições de (re)leitura ao processo de produção de efeitos de sentidos evocáveis nas e pelas referidas peças publicitárias, focalizando como os sentidos de educação em jogo na publicidade da EaD deslocam a inscrição da educação (a distância), afastando-a do paradigma do processo e aproximando-a do paradigma do produto. Esse processo de significação produz como efeito a projeção da educação (a distância) ao estatuto de mercadoria. Com as análises, mostramos que, como mercadoria, a publicidade da EaD instaura discursividades que acirram a luta de classes na sociedade capitalista neoliberal pela articulação e transversalidade discursiva, que (re)atualizam a redução discursiva da EaD à profissionalização, ao menor esforço, à instantaneidade, ao digital, ao trabalho, configurando a EaD como o “novo normal” da/na educação. Como consequência dessa prática discursiva e seu impacto sobre a sociedade, as discursividades que funcionam na publicidade da EaD produzem risco à emancipação do sujeito na e pela educação (a distância).
In this article, based on the theoretical-methodological framework of Discourse Analysis, we analyze advertising pieces that put distance learning (DL) on sale in the market. Such advertisements circulate socially – although not exclusively – in the online form. Our objective was to restore, by means of a discursive and materialist interpretative device, (re)interpretation conditions to the process of producing effects of meanings evocable in and through the referred advertising pieces. This restoration was carried out by focusing on how the meanings of education at stake in DL advertising shift the inscription of (distance) learning, moving it away from the process paradigm and leading it toward the product paradigm. This rendering process produces, as an effect, the projection of (distance) learning to the status of merchandise. By means of our analyses, we show that, as merchandise, DL advertising establishes discourses that aggravate the class struggle in neoliberal capitalist society by means of articulation and discursive transversality that (re)direct DL’s discursive reduction to professionalization, to effortlessness, to instantaneousness, to the digital form and to jobs, configuring DL as the “new normal” of/in education. Because of this discursive practice and its impact on society, the discursive devices operating in DL advertising produce a risk to the emancipation of the subject in and through (distance) learning.
In this article, based on the theoretical-methodological framework of Discourse Analysis, we analyze advertising pieces that put distance learning (DL) on sale in the market. Such advertisements circulate socially – although not exclusively – in the online form. Our objective was to restore, by means of a discursive and materialist interpretative device, (re)interpretation conditions to the process of producing effects of meanings evocable in and through the referred advertising pieces. This restoration was carried out by focusing on how the meanings of education at stake in DL advertising shift the inscription of (distance) learning, moving it away from the process paradigm and leading it toward the product paradigm. This rendering process produces, as an effect, the projection of (distance) learning to the status of merchandise. By means of our analyses, we show that, as merchandise, DL advertising establishes discourses that aggravate the class struggle in neoliberal capitalist society by means of articulation and discursive transversality that (re)direct DL’s discursive reduction to professionalization, to effortlessness, to instantaneousness, to the digital form and to jobs, configuring DL as the “new normal” of/in education. Because of this discursive practice and its impact on society, the discursive devices operating in DL advertising produce a risk to the emancipation of the subject in and through (distance) learning.
Descrição
Palavras-chave
Educação a distância, Publicidade, Neoliberalismo, Discurso, Distance learning, Advertising, Neoliberalism, Discourse
Citação
RODRIGUES, Eduardo Alves; AGUSTINI, Cármen L. H.. Sentidos de educação na publicidade da EaD: do paradigma do processo ao paradigma do produto. Educação e Pesquisa, São Paulo, SP, v. 48, p. e243770. 2022. https://doi.org/10.1590/S1678-4634202248243770por. Disponível em: https://www.scielo.br/j/ep/a/Jx4LZKgc8mG4Xn7krWt3P6M/?format=html&lang=pt. Acesso em: 2023-09-26