Modalizadores epistêmicos e deônticos em campanhas publicitárias e em postagens do twitter

Abstract

This work constitutes an analysis about the use of deontic and epistemic modals, over the Twitter genre, comparing adverting campaigns and posts. The corpus is composed of 10 selected campaigns and of posts of this digital environment, having as selective criteria the objective and the idea of social mobilization that possibly provokes the behavior change on the user. We intend to analyze in which measure the use and the emergency of the digital genre provokes a linguistic reorganization and how the tweeter reconstructs the pragmatic information, following the verbal interaction model presented by Dik (1989) in which the linguistic expression serves as a medium between the speakers. The speaker brings a intention and wishes to obtain information about he's interlocutor. This other anticipates and reconstructs this information, reactivating the linguistic model common to both of them. The linguistic expression, in this model, becomes a function of the speaker's intention, of the pragmatic information of the listener and of the anticipation that he does about the recipient interpretation. Our research is based upon the functionalists assumptions, in which the language is interpreted as an instrument of social interaction and investigates how the epistemic modals (related to the knowledge) and the deontic ones (related to permission, need, prohibition) constitutes in ways of targeting or of behavior changing on the interlocutor, by the adverting campaigns and the posts of the followers.