Linguagens do mundo ou mundo de linguagens?
Keyword(s):
This is a study of the relation between media discourse in advertisements and globalisation processes. We analyse, in a critical perspective of language, the linguistic and semiotic systems in a combination to produce meaning in texts and the role of representation in the investigation of social and cultural changes in contemporary society. The analysis points out that media discourse is an element of practice concerning social interaction that contributes to globalisation processes due to the fact that it uses the following elements of modernity dynamics: reflexivity, decontextualisation and compression of time and space in order to maintain and establish its ideologies and social practices.