The goal in this paper is to discuss the construction of the mediatic event from a socio-discursive view, and illustrate how the same event is instantiated in three distinct genres: the front page of weekly magazines, the summary of weekly magazines and one publicity piece, in order to analyze how the mediatized social action is constituted within those three discursive genres, all samples from the weekly magazine Veja, from February 23rd, 1994. The discussion here carried out is based on the critical discursive studies by Norman Fairclough (2003), and on works on Social Semiotics, more specifically the Grammar of the Visual Design, as coined by Gunther Kress and Theo van Leeuwen (1996), in addition to the studies on media proposed by Patrick Charaudeau (2006). The three genres mentioned recreate, by means of images and verbal texts, the narratives around the event, selecting specific information, generating specific discourses relative to the institutional context. Thus, the genres do institutionalize the ways for the regularization of social action and interaction.
Discursive Genre; Media; Social Semiotics
