Identity construction of Bahia

Abstract

In this article, we focus on the relation between language and the construction of identity. Based on the theoretical and methodological tools of Discourse Analysis, we investigate the linguistic and discoursive strategies used by the government of Bahia in its 2002 advertising campaign, whose signature announced: "Bahia, a state of the mind, a State of innovation". In this campaign, Bahia is represented through three basic discoursive matrices: a place of incomparable natural beauty; a land of happy, festive and diligent people; and a place where development results from the partnerships established between the Government and the private sector. From the analysis of the ethos of the discursive actors at play (government, entrepreneurs and workers), as well as of the verbal and lexical choices, we discuss the construction of the identity of Bahia in the media.