ABSTRACT

This paper explores the relationship between adherent utterances in architectural objects and the formation of discursive ethos in São Paulo’s residential architecture. To that end, it uses the theoretical and methodological principles of discourse analysis and research in toponymy and focuses on a central area of the city. Such area was selected because it is experiencing an ever-growing real state transformation process, in which several construction stages can be observed. The temporal-thematic focus of the study was defined by the affirmation of modern architecture, up to the launch of contemporary new properties. The study is carried out by searching for adherent utterances in urban landscape, looking at the adherence relationship between the utterance and its support, establishing suitable observation parameters for the adherence utterances identified, and analyzing and characterizing the utterances in accordance with the architectural language of their supports. The results based on the considerations on scenography and interdiscursive relations suggest that the adherent statements constitute a privileged place for observing architecture and urban changes, as well as the discourses on them, in the central area of the city of São Paulo.

Keywords:
adherent utterances; discursive ethos; architecture; toponymy; São Paulo