Na arena da leitura: políticas corporativas para formação de leitores

Abstract

This article aims to understand some voices of discourse of corporate reading incentive policies in Brazil, more specifically the Project "Read to a child", launched by the banking institution. Based in discursive studies, we analyze how to build, the speeches, the directions for the training of players; understand the presence of global hegemonic interests in reading incentive speeches in Brazil; besides knowing other aspects of the role of private business projects in relation to reading. To make the study of selected speeches, we rely on theoretical assumptions of Mikhail Bakhtin regarding the use of speech and authors that dialogue with these assumptions to understand the reading practices, as John Wanderley Geraldi and Paulo Freire. We seek to understand, analyze and discuss the applied project through corporate policies, its influence and competition for space in the formation of readers.