A retórica definida como um processo de identificação em uma abordagem semiótica

Abstract

: The ongoing research “The universe of meanings in Luiz Carlos Merten's journalistic texts about cinema” proposes a semiotic analysis, problematizing aspects related to how national films are mediated by journalistic rhetoric. It is noticed that there are rhetorical processes of "identification", both by journalistic texts and by Brazilian film production. In this article, the notion of “identity” is theoretically considered in a semiotic perspective. From the texts of Vincent Colapietro (2007, 2014), it is recognized that speculative rhetoric, in one of Charles Sanders Peirce's last theoretical reflections, evidenced not only the importance of rhetoric in the semiotic context, but also proposed a new understanding of rhetoric, often presented as the 'art of persuasion', but which, for Peirce, consists in the power of signs to change habits and agency. It is understood that semiosis is rhetorically produced in the instances of communication and identification. John Durham Peters (1999) historically situates Peirce's semiotic theory in a context of the emergence of psychology and highlights the dialectic between solipsist and communicative paradigms in the historical context of theory development. The semiotic approach suggested by Peirce is contrasted with some definitions from authors with closer ties to Sociology, such as Stuart Hall (2002) and Anthony Giddens (2012). The contribution of Peirce's semiotic theory to the problematization of identity or identification issues in semiotic research on the rhetoric of journalistic texts about cinema is outlined.