Beautiful, panaphorized and a housewife: reflections upon a case of aphorization

Abstract In this work, we analyze the process of aphorization regarding the title of the profile “Marcela Temer: bela, recatada e ‘do lar’” [Marcela Temer: beautiful, maidenlike, and “a housewife”], published by Revista Veja Online, in April 18th, 2016. The period, marked by political and social polarizations and by President Dilma Rousseff’s impeachment process, has been considered fruitful to the (con/di)vergence of the memories provided by the triad “beautiful, maidenlike, and a housewife” and thereunto, to the discussion of the Brazilian sexism which resonates, among others, in the news, in criticisms and in humoristic texts. We intend to verify how the title of the profile is built by the process of remission as an echo-aphorization, how it is panaphorized and metaphorized. In this analysis, we will use the concepts of the French discourse analysis, mainly the studies by Maingueneau (2010, 2012, 2014) and Baronas (2013).