Análise crítica do discurso: a representação do nordeste para o público hispano-falante em vídeos promocionais de turismo

Abstract

This paper critically analyzes the discourses produced in eleven promotional videos about tourism in Brazil aimed at Spanish-speaking audiences, based on Critical Discourse Analysis (CDA), especially based on Norman Fairclough's assumptions. The objective is to critically analyze the discourses conveyed in promotional videos about tourism in the Brazilian Northeast produced in Spanish, identifying how the region is represented to Spanish-speaking audiences. The research adopts a qualitative and interpretative approach, focusing on the description, interpretation, and explanation of the discursive strategies employed in the materials. The results indicate that, even in different political contexts, the discourses continue to privilege an idealized image of Brazil, centered on paradisiacal landscapes, hospitality, and cultural diversity in a depoliticized manner. There is a continuity in relation to previous campaigns, such as "Brazil. Visit and Love Us" (2019), albeit with greater subtlety in the construction of meanings. It is concluded that tourist discourse reproduces hegemonic patterns of representation and contributes to the erasure of the country's social and territorial complexities, which reinforces the importance of a critical reading of these communicative practices.