Linguistic style and brands: two faces of the same statement

Abstract

This article aims to analyze the style of online comment genre from a sociological perspective. In this context, we argue that style is embodied in the linguistic choices oriented both by form and content, and especially by the axiological-dialogical position of the commentator. For Bakhtin (1976 [1926]), depending on the content and image of the listener, the speaker makes his linguistic-stylistic choices, defining the style of the utterance. Thus, we question how the relations of interaction direct the style in the online comment genre. We adopt as corpus: comments on online news, which deal with the impeachment process of President Dilma Rousseff, from a news withdrawn from the portal Terra, whose headline is: Dilma meets with lawyers against impeachment, published 12/12/2015 . As a result, we perceive that the style in the online commentary genre is based on the dialogical relations and the axiological positioning of the speaking subject, who makes the choices of the linguistic-stylistic resources (graphical, lexical and grammatical), guided by the extraverbal context.