A publicidade como construção da memória do futuro: “Pelo direito à indiferença”

Abstract

The discursive memory is developed by the interdiscourse notion: “something speaks before, in another place and independently”. Based on an advertisement of the International Gays and Lesbians Association from Portugal (“In favor of the indifference”) as a way to escape from the interpretative gestures that have been already marked by the interdiscourse (memory from the spoken), I analyze the construction of the sexual minorities discourse in confront with the hegemonic discourse about sexuality.If there are no retorts or polemics, the meanings of discursive formation politically dominant get installed and spread easily. It is not perceived by the subject (historically involved) the production of meanings that is processed from one study on the language level (being on the syntactic descriptive operation level, or by the lexically mobilized memory group). The subject from the discourse analysis of French orientation is not empiric, but it is the projected position of a subject in a discourse. And this comes from the game of those so called discursive formations that surround all that is said: the image that the subject makes of oneself, the image that one makes of one’s interlocutor, the image that one makes of the object of the discourse. There is also the image that the interlocutor has of him or herself, from those who tell him or her something, and from the object of the discourse.