TY - JOUR AU - Pinto, Alexandra Guedes PY - 2011/06/01 Y2 - 2024/03/19 TI - Discourse and manipulation – the miscegenation of genres in written press JF - Comunicação e Sociedade JA - revistacomsoc VL - 19 IS - SE - Das práticas aos discursos: usos e representações DO - 10.17231/comsoc.19(2011).909 UR - https://revistacomsoc.pt/index.php/revistacomsoc/article/view/1598 SP - 247-260 AB - This paper focuses on the appearance of certain instances of “intermediategenres” in written press derived from the miscegenation of press editorials and advertisements.It analyses the case of a specific advertisement and health editorial printed inVIP – a Portuguese social magazine – in April 2010. It appeals to a theoretical frameworkfrom Discourse Analysis in order to prove the miscegenation of genres betweenthe two chosen texts. Four aspects are developed: the context and co-text of the analyzeddiscourses; the genres involved; the language and paralanguage used; the pragmaticvalues activated – locutionary, illocutionary, perlocutionary.The study aims at proving that different genres combinations formed from advertisementsand other types of discourse, especially in media discourses, are a sign of thecolonization that advertising carries on other discourses financially dependent on it. ER -