Dimensões do educativo no discurso museal em vídeos institucionais: ao se apresentarem para o público os museus prometem educar?

Abstract

This work seeks to contribute to the debate on the relationship between the discourse conveyed by the institution "museum", the implicit promise that speech, the communication contract established between the enunciator and the public and patêmicas brands that can be inserted in this context. In this sense, we are interested in knowing the discursive locus in which the school and knowledge appear in the mise audiovisual scéne. Our study works with Discourse Analysis (AD) in three Brazilian corporate videos: 1) What is the Pinacoteca for me? (SP); 2) Inhotim (Institute of Contemporary Art and Botanical Garden) MG; 3) Cultural and Educational pinwheel of. We seek to know if the museum to present itself institutionally establishes consistent communication contract with the museum space and also from the discourse, we intend to analyze the use of strategies patêmicas brands to raise public awareness. We will seek to understand how the educational dimension of museological spaces appear represented in institutional practice. We will use as the theoretical framework authors dealing with AD, the presence of pathos (emotion) in discourse, the educational dimension of museums, the school as a formal learning environment among others. Also dialogarmos with Charaudeau (2010), Manguineau (1993), Charlot (2000), Almeida (1997) , Gadamer (2004), Valente (2003), Bossler (2009), Bakhtin (2004) and others. As a methodological procedure submit three corporate videos AD working specifically with communication contract concepts and pathos, for which we seek to identify evidence. Finally, we present conclusions and considerations that responds to our goals and research question.