A produ o de sentidos em discursos jornalísticos por meio de estratégias de imagem

We propose thinking about how journalistic discourses use imaging strategies to produce of senses in their discourses, in the scenery of mediatization, through the phenomena known as self-reference and hetero-reference (LUHMANN, 2005). We focus on this issue in the printed newspaper, in our view where these strategies are present in the form of newspaper (layout, colors, slogans, etc); in the use of photographs, drawings, charts, and other iconic and indexical representations; and in the discursive ethos, i.e., in the image that the newspaper constructs about itself when announcing its discourse. We illustrate our reflection by analyzing the sequence of a report in Diário de Santa Maria, in the campaign period for local elections, 2008, in Santa Maria (RS).