A natureza deslocada: construção dos sentidos da sustentabilidade nas revistas de economia e negócios Exame, Época Negócios e IstoÉ Dinheiro

Abstract

This research inquires how the enunciators of the leading Brazilian magazines specialized in economy and business deal with the tension between the environmental discourses and the communication contract based on liberal-capitalism ideology. The corpus is composed by texts whose themes are related to the environmentalism, enounced by Exame, IstoÉ Dinheiro and Época Negócios magazines published in 2010, that modalize the executive-readers. The goal of this research is to understand how the enunciators semiotically act to plug the hole in the liberal-capitalist discourse, which was left exposed by the antagonists factions that struggle by hegemony on the environmentalist field. Our thesis points that this operation promotes a sintomal inversion and, thus, in the weaker point of the hegemonic discourse s symbolic equivalence net the environment declared in crisis the enunciators build as a nodal point the sustainability , this positivized reverse. The system of production and consumption is re-signified by this inversion: instead of the cause of the environmental crises in the present it becomes the propitiator of a green and clean world in the future. About the methodology of research, it is based on the post-structural discourse analysis of Laclau, Mouffe, i ek, Howarth and Stavrakakis; on the dialogue with the French current of discourse analysis (AD), from authors as Maingueneau, Pêcheux and Ducrot; and on the aggregation of contemporary political philosophy elements proposed by Rancière, Agamben and Latour, between others. For a reflexion about the ecologist movements, it is specially based on authors that prioritize the political and discursive point of view, like Alier, Leff and Dryzek. The expectation to this work is that it can contribute to deepen the debate about the environmentalist discursive field politics and about the sustainability discourse, propagated each day more by the media machine