Resumo

GONCALVES, CLÉBER DOS SANTOS  e  COSTA, MARIA LUISA FURLAN. DISTANCE EDUCATION IN ADVERTISING SPEECH: LEGALIZATION OF MODALITY IN BRAZIL AND ITS REPRESENTATIONS IN PRIVATE INITIATIVE COMMERCIALS. Educ. rev. [online]. 2021, vol.37, e227113.  Epub 08-Jul-2021. ISSN 1982-6621.  https://doi.org/10.1590/0102-4698227113.

The final objective of this work is the analysis of discursive regularities present in commercials regarding Distance Education (DE), considering the legal formalization process of the modality in Brazil. Therefore, we selected the “Inspiring Stories” campaign, composed of five videos and produced by the University of Northern Paraná (Unopar) - Higher Education Institution (HEI) of private initiative that has more than 300 thousand students spread across the country. Before the analytical process, made with contributions from the French Discourse Analysis (DA), we explored historical and political aspects related to the formalization and expansion of the modality in Brazil, as well its relationship with higher education. As conclusion, we understand that, in the search for an increasingly large number of students, the speeches are not always faithful to the initial ideals aimed at the regulation of distance education, linked to the democratization of access to higher education, and start to explore discursive paths such as the ease of obtaining an undergraduate degree.

Palavras-chave : Distance Education; College Education; Discourse analysis; Publicity; Public Policy.

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