Uso comunicativo del diminutivo como estrategia de persuasión entre vendedor y comprador del mercado La Merced de Riobamba, 2022.

Ojeda Carrasco, V (2022). Communicative use of the diminutive as a strategy of persuasion between seller and buyer of the market La Merced Riobamba, 2022 (Degree thesis). National University of Chimborazo. Riobamba, Ecuador. The objective of this research was to analyze the communicative use of the diminutive as a strategy of persuasion between the seller and the buyer of the market Mariano Borja “La Merced”, 2022; the main purpose was to analyze the use of the diminutive and the reaction it caused in the receiver. This work was based on the theory of Austin speech acts (2010) and a critical analysis of Teun van Dijk's discourse (1999) to relate the concepts and interpret the communicative uses present within the dialog between seller and buyer. The study had a qualitative approach and the technique used for data collection was the interview with its instrument: The questionnaire, which had 10 items related to speech, diminutive and persuasion strategies. Finally, the most important results of the research are directly related to the categories of recurrence of the use of the diminutive, courtesy as a cultural strategy proper to the Ecuadorian Highland, the use of discourse as a mechanism of power, the substantiation of the adjective and the appeal to the professions; these categories were present within the discourse of each informant as persuasive mechanisms. He stressed that the more the diminutive recurrences there were two situations: Either discomfort in the buyer arose or the safe purchase was obtained. The use of the word as a form of power was evidenced, assuming that speech and persuasion do not possess manipulative characteristics in these purchasing contexts, but rather that possessing an unconscious structured discourse generates some reaction in the clients. The use of the diminutive as a cultural characteristic of Riobamba and of the Mercado La Merced market, has served as an example in other markets that have implemented it; this allowed to infer the relationship between the diminutive and an identity of the communicative use of the language characteristic of the merchants of this market. With respect to the appellation of the professions and substantiation of the adjective they found themselves present as clear strategies within the discourse, achieving to attract the attention of the client and also as a characteristic characteristic of the dialectal and discursive use of each informant who participated during the investigation.

• 1. Verfasser: Ojeda Carrasco, Vanessa Daniela (author)
• Format: bachelorThesis
• Sprache: spa
• Veröffentlicht: 2023
• Schlagworte: Diminutivos en español; Estrategias de persuasión; Discurso y poder; Identidad lingüística
• Online Zugang: http://dspace.unach.edu.ec/handle/51000/10441