Media communication and dialogism

Abstract

The aim of this work is to analyze the advertising through a dialogical perspective, considering relations between subjects and texts that constitute the advertising. Bakhtin's dialogic theory emphasizes the social nature of language use because the subject, when he draw up its statement it aims the response of the other and the relations he wants to establish. There is no word that is the first or the last one, but a network in which dialogic utterances respond to other statements. We found that the advertising texts embody dialogic relations with other texts that are part of a cultural sphere.