A A “inclusão” de homoafetivos na emergência do novo capitalismo: anúncios publicitários e os novos estudos de letramento na escola reflexiva.

ANÚNCIOS PUBLICITÁRIOS E OS NOVOS ESTUDOS DE LETRAMENTO NA ESCOLA REFLEXIVA.

Abstract

Based on the "cultural turnaround" perspective, new literacy studies have motivated convergent movements for the deconstruction of the idea that certain states of affairs are considered "normal", while others are "deviant" or "marginal" in the practice of literacy and its production and reception. In this context, the objective of this article is, through the analysis of the critical discourse, proposed by Norman Fairclough (2001), to discuss how the voice of the homosexual relationship can be legitimized in the multisemioticity of the discursive publicity genre, although this legitimation is put in relief by the interests of the new capitalism in the postmodern era.