Ethos da Blogueirinha do Fim do Mundo: a "filha da ironia" para além dos estereótipos

Abstract

This research aims to reflect upon the ironic discourse that comes from Blogueirinha do Fim do Mundo, character designed and played by actress Maria Bopp. The genre that supports the already stated discourse is the tutorial, which derives from technological advances, especially with the growth of video content platforms. The irony, while being an argumentative strategy, guides the discursive act by ways that strengthens the understanding towards linguistics mechanisms, which designs the building of the character and the reflections made by her about themes such as: corruption, violence against women, the beauty standards cult, among others. The theoretical supply is French Discourse Analysis, necessary knowledge to understand the processes that wraps the construction of self-made image built by the speaker - ethos - as well as the elaboration of an auditorium image, which comes from the speaker, and vice-versa, from preexisting identity representation, crystalized and collectively shared – as stereotype. In fact, it is worth mentioning that there are other relevant notions that will be unveiled and stimulated throughout this writing, being them: the guarantor, corporeality, scenes of enunciation. The selected corpus contains five short videos, uploaded to YouTube, in a timeline of two years (2020-2022), a period that relates to the COVID-19 pandemic. Furthermore, in the selection process of audiovisual material, the themes that were directly related to the female universe by the theories aforementioned were favored. The analytical approach of this study is justified by the relevance of understanding how the ethé of a character created to be a digital influencer is constructed. In the context of creating a blog, she brings to light, with ironic tones, controversial themes of the feminine universe and of a political. The methodological aspects are built by bibliographical research, appealing to careful reading and reflections made by exponential researchers. In the field of French-style discourse analysis, the French theorist Maingueneau stands out, and we also evoke Charaudeau (2005), whose citation contributes to exposing the multifaceted nature of discourse theory, briefly and concisely highlighting the perspective of Semiolinguistic theory; regarding the concept of ethos, Amossy helps us trace a path that converges with Maingueneau's ideas. Furthermore, Amossy (2014, 2016) also guides us through the theoretical path regarding stereotypes, and finally, we refer to the authors Machado (2018) and Brait (2008) who provide us with theoretical support regarding irony.