A extimidade em perfis médicos do Instagram: indícios de um deslocamento do ethos

Authors

  • Ana Carolina Vilela-Ardenghi Universidade Federal de Mato Grosso (UFMT)
  • Bruna Budoia Universidade Federal de Mato Grosso (UFMT)

DOI:

https://doi.org/10.4013/cld.2021.193.02

Abstract

In this work, we analyze the way how plastic surgeons and dermatologists, representatives of the so-called aesthetic medicine, have been using their accounts on Instagram in a very peculiar way in order to advertise their professional activities. This fact has raised concerns within the Brazilian Society of Plastic Surgery as well as the Brazilian Society of Dermatology due to a kind of behavior in the digital world that many times is incompatible with the code of ethics of the previously mentioned institutions and contrasts with the imagery about doctors people in a society like ours share. Within the theoretical methodological framework of Discourse Analysis (DA), we identified in the scenographies (Maingueneau, 2006) of some medical profiles the crucial semantic feature typical of Instagram: narcissism. In her recent contributions to DA, Paveau (2021) has proposed a method of analysis of technodiscourses, that is, those in which technical determinations coconstruct linguistic forms, that proved to be fruitful to the analysis of our data. Therefore, we mobilized the notion of extimacy (2021) proposed by the author in order to show the presence of narcissism in the ethos that emerge from the scenographies of the medical profiles.

 

Keywords: Scenography; Ethos; Extimacy.

Author Biographies

Ana Carolina Vilela-Ardenghi, Universidade Federal de Mato Grosso (UFMT)

Doutora em Linguística pela Universidade Estadual de Campinas (Unicamp) e docente do Instituto de Linguagens da Universidade Federal de Mato Grosso.

Bruna Budoia, Universidade Federal de Mato Grosso (UFMT)

Mestra em Estudos de Linguagem pela Universidade Federal de Mato Grosso.

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Published

2021-12-07

How to Cite

Vilela-Ardenghi, A. C., & Budoia, B. (2021). A extimidade em perfis médicos do Instagram: indícios de um deslocamento do ethos . Calidoscópio, 19(3), 320–332. https://doi.org/10.4013/cld.2021.193.02

Issue

Vol. 19 No. 3 (2021): Setembro/Novembro

Section

Articles

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