FAMILY MEANINGS IN REAL ESTATE ADVERTISEMENTS IN SÃO LUÍS

A MATERIALIST DISCURSIVE ANALYSIS

Authors

Líssia Maria Costa Gomes Protázio Federal University of Maranhão https://orcid.org/0009-0001-2950-7150
Glória França Federal University of Maranhão https://orcid.org/0000-0002-3783-5576
Mariana Cestari Federal Center for Technological Education of Minas Gerais: Belo Horizonte, MG, BR https://orcid.org/0000-0003-4561-173X

DOI:

https://doi.org/10.18764/2525-3441v10n27.2025.11

Keywords:

Historical materialism. Discourse analysis. Family. Gated communities.

Abstract

In this study, we use the French materialist approach of Discourse Analysis (DA) to investigate how memory, family, and discourse shape the idea of family uniqueness anchored in conservative historical aspects. The aim is to understand the effects of segregation and silencing caused by the overlap of multiple and conflicting spaces and memories in the discursive construction of the identity of socially discriminated families regarding access to gated communities. The research analyzes the image-verb materialities of real estate advertisements from three major construction companies in São Luís-MA and state government housing advertisements. We adopted the epistemological frameworks of French DA, highlighting key authors such as Orlandi (2007), Pêcheux (1999, 2006), Lagazzi (2009, 2012), among others. The analysis reveals how discourses on dreams, housing, family, and security articulate movements of affiliation, contradiction, and displacement. It is noted that the examined discourses perpetuate inequalities and shape the perception of what constitutes a “suitable family” for living in gated communities, reinforcing exclusive and discriminatory practices.

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Author Biographies

Líssia Maria Costa Gomes Protázio, Federal University of Maranhão

Master's student in the Graduate Program in Culture and Society (PGCULT) at UFMA. Bachelor's degree in Portuguese/French Language (UFMA). Specialist in Art Therapy (Prominas). Postgraduate student in Educational Informatics (IFMA). Conducts research related to Linguistics with an emphasis on Discourse Analysis, Decolonial Epistemology, Discourse, Culture and Silencing, and Digital Technologies. Member of the Group of Studies and Research on Digital Technologies in Education (GEP-TED), the Group of Study and Research in Teaching Reading, Writing, and Teacher Training (GELEF), and the Research Group on Epistemology of Anthropology, Ethnology, and Politics (GAEP) (all at the Federal University of Maranhão - UFMA). Was a special student in the Graduate Program in Letters at Bacabal (PPGLB). Federal Public Servant at the Federal Institute of Education, Science, and Technology of Maranhão (IFMA), where she works as a Student Assistant at the São José de Ribamar Campus and is a member of the Afro-Brazilian and Indigenous Studies Center (NEABI) and the Strategic Project Citizen Institute at IFMA, as well as a member of the Editorial Board of the IFMA Publishing House.

Glória França, Federal University of Maranhão

Associate Professor in the Department of Language Studies and in the Graduate Program in Language Studies (PPGLB-Bacabal and PGLetras - São Luís) at the Federal University of Maranhão (since 2015). Holds a PhD (2018) with joint supervision from UNICAMP/PARIS 13: PhD in Linguistics, from the Institute of Language Studies (IEL) at the State University of Campinas (UNICAMP, with a FAPESP grant) and PhD in Language Sciences, from the École Doctorale Erasme, Pléiade Laboratory, Université Paris 13 Sorbonne Paris Cité (CAPES/PDSE Scholarship - Sandwich Doctorate Program Abroad). Master’s degree in Language Sciences/Linguistics, Language, Languages, and Speech: Theories and Practices, from the Institut de Linguistique et Phonétique Générales et Appliquées, ILPGA, at Paris 3 - Sorbonne Nouvelle (2012). Graduated in Language Studies (specialization in Portuguese and French Language, Linguistics, and Portuguese, Brazilian, and Francophone Literature) from the Federal University of Maranhão (2008). Coordinates the Research and Study Group on Discourses, Intersectionalities, and Subjectivities (GEPEDIS/CNPq), with two ongoing research projects (2021-2024, nearing completion) "Discourse, Culture, and Silencings: An Intersectional/Decolonial Reading of Identification Processes" and (2023-2025) "CULTURE, MEMORY, AND IDENTIFICATION PROCESSES: Materialist, Intersectional, and Decolonial Readings." Part of the research group Women in Discourse/CNPq, coordinated by Prof. Dr. Monica Zoppi-Fontana, focusing on the theoretical articulation of Discourse Analysis and Gender Studies. Associate member of the Pléiade Laboratory/Paris 13. Served as Coordinator of Mobility, Reception, and Proficiency at the Internationalization Office/AGEUFMA (2020). Develops and supervises research in the field of Linguistics, focusing on the articulation between Discourse Analysis (in its materialist perspective) and intersectional and decolonial epistemology. Semantics, Foreign Language Teaching/Learning, Language Policies, and History of Linguistic Ideas. Coordinates mandatory internships in Language Studies/French and is the pedagogical coordinator of the NCL/UFMA extension project.

Mariana Cestari, Federal Center for Technological Education of Minas Gerais: Belo Horizonte, MG, BR

Graduated in Portuguese Language from the State University of Campinas (2005), where she subsequently completed a bachelor's degree in Linguistics (2009). At the same university, she completed her master's degree (2011) and doctorate (2015), both in the Linguistics program. She undertook a doctoral internship at the University of Paris 13 (2012-2013). She won the thesis competition of the Latin American Association of Discourse Studies (ALED) in 2017 with the work "Voices—Black or Feminist and Antiracist Women Thanks to the Yabás." She is a member of the research groups "Women in Discourse" (Unicamp/CNPq) and Discourse, Intersectionality, and Subjectivities (UFMA/CNPq). She is the vice-leader of the group Discourse Technology and Knowledge Dissemination (CEFET-MG/CNPq). Her research and extension work are carried out from the perspective of Discourse Analysis, in dialogue with gender studies and racial relations. Currently, she is a professor in the Department of Language and Technology at the Federal Center for Technological Education of Minas Gerais, working in Secondary Education, the undergraduate program in Language - Editing Technologies, and the Graduate Program in Language Studies (Posling).

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Published

2025-08-27

How to Cite

COSTA GOMES PROTÁZIO, Líssia Maria; ABREU FRANÇA, Glória da Ressurreição; JAFET CESTARI, Mariana.

FAMILY MEANINGS IN REAL ESTATE ADVERTISEMENTS IN SÃO LUÍS: A MATERIALIST DISCURSIVE ANALYSIS

. Afluente: Revista de Letras e Linguística, v. 10, n. 27, p. 01–21, 27 Aug. 2025 Disponível em: https://cajapio.ufma.br/index.php/afluente/article/view/24356. Acesso em: 11 oct. 2025.