The discursive meanings established in the logo and slogan “Pátria Amada Brasil”

Abstract

The meanings that go through the logo and slogan entitled “Pátria Amada Brasil” (Beloved Fatherland Brazil), disseminated during the government of Jair Bolsonaro, are analyzed in this paper in order to verify the discursive practices established by the subject enunciator of this discourse, as well as the effects of meaning mobilized in the chain of words, within the mentioned corpus. It also seeks to verify if the meanings established in "Pátria Amada Brasil", when compared to the effects of "Brasil, ame-o ou deixa-o", broadcast during the military dictatorship in the twentieth century, show the existence of discursive memory in its aspect of repetition (interdiscourse) or if there is also slippage of meaning. The analyses are carried out by means of Discourse Analysis (DA) in the light of Michel Pêcheux's theory. The methodology includes the closure of the discursive space, the survey of the conditions of production, the individuation of discursive formations (FD), the effects of meaning present in the discourses and the discursive memory. The analyses show that the meanings that run through the slogan "Pátria Amada Brasil" establish a re-reading of the effects present in the statement " Brasil, ame-o ou deixa-o ", establishing the regularization of the meanings and the legitimation of values present in society in the years of the Dictatorship. Both show discursive practices that are anchored in ideologically authoritarian discourses, which legitimize the presence of the repressive state, the use of force for the extinction of an imaginary communist threat, mobilizing positive effects for nationalism and patriotism in order to mold the behavior of the subjects.