O BLOG E A PRODU O TEXTUAL DA INFORMA O NA INTERNET: A CONSTRU O IDENTITáRIA DO SUJEITO BLOGUEIRO NA/PELA CAMPANHA PUBLICITáRIA DO JORNAL ESTAD O

Based on the theoretical assumptions of Hall (2006), Bauman (2005) of the identity; Foucault (2008, 2009) of the speech and every order governing its formation; and on the reading of images (MANGUEL, 2001; TASSO, 2003, 2005) among others; this study attempts to make a gesture of reading about the hype of the journal Estad o to identify whether, through the images presented there, you can identify some speech, and thus some representation of the subject blogger (his identity). A possible effect of order obtained by the gesture was madethat the Journal, qualified as a legitimate subject, prepares a campaign positioning itself against the expansion of the blog as an information, questioning not only the quality of the productions there also published as building the image of a blogger unprepared and unqualified for the role it intends to pursue the Web.