Da emergência de um gênero na mídia digital: uma análise multimodal do scrap comodificado

Abstract

This study aims to analyze the multimodal compositional aspects responsible for commercial practices in Orkut scraps, fostering he emergence of a genre on the Internet, which we call a commodity scrap. To analyze scraps, we based on compositional metafunction of Grammar of Visual Design by Kress and van Leeuwen ([1996] 2006); on the concept of discoursive commodification according to Fairclough (2001) and epistemological perspective of genre from Bakhtin (1997), supported by the social rhetoric current (Miller [1984] 2009) for discussion of discoursive digital genres. The data indicate that some elements of composition studied by the Grammar of Visual Design are directly responsible for the promotion of certain sites that produce digital scraps for Orkut, which leads to the hypothesis of emerging a hybrid genre, the commodity scrap, constituted by digital cards and advertisings.