ERASURE OF MEMORY AND A SENSE OF UNIFORMITY: A DISCURSIVE READING OF A DECADE OF FEDERAL INSTITUTES — DISCOURSES (RE)PRODUCED FROM LAPSES AND ERASURES IN THE 10TH ANNIVERSARY CELEBRATION OF THE FEDERAL INSTITUTE OF EDUCATION, SCIENCE AND TECHNOLOGY

Abstract

This article aims to analyze the celebration of the 10th anniversary of the creation of the Instituto Federal de Educação, Ciência e Tecnologia, from the failures and deletions in the institution's commemorative posters. To develop this work, the French theory of Discourse Analysis (DA) was used as a methodological procedure, whose main author is Michael Pêcheux. For better data analysis, the evidential paradigm will also be used from the perspective of Ginzburg, as AD starts from evidence and the analysis of minors. The theoretical framework was produced from the perspective of scholars in the field of marketing strategies and scholars of discourse, such as Moreira et al (2001); Pecehux (1975); Orlani (1997); Tfouni and Pereira (2015) among others. Thus, identifying the importance of knowledge and application of discourse analysis in advertisements of Public Institutions, to understand the discourses that are implicit and those that are negligible. For AD, every discourse is a political discourse, thus, it is necessary to perceive and interpret each discourse transmitted with a univocal meaning from the advertisements. Therefore, it is essential to deepen the study in AD to interpret the meanings existing in the advertisements. As a result, the research showed that the commemoration of 10 of the Federal Institutes wants to erase a century-old history of professional education, with the intention of “novelty” generating a historical erasure and uniformity with the other institutions that that make up the Rede Federal de Educação Profissional Científica e Tecnológica (RFEPCT).