ABSTRACT:
Purpose:
to describe the content of social representations of the northeastern media communicator regarding to its accent.
Methods:
data collection was carried out in two steps. At first, the free association was performed, in which 50 university students showed what they thought at the word "accent". In the second, through the Multiple Classifications Procedure (PCM), 25 communicators, who work in the Metropolitan Region of Recife, classified the 15 words most associated by students in two ways, free and guided. In free classification, communicators grouped the words according to criteria set by them, while in directed classification, the words were classified according to the degree of association with the term MY ACCENT. The analysis was carried out by multidimensional statistic methods, which allowed the construction of the Social Representations field's structure.
Results:
three defined regions revealed the representation about accent: Concept, Identity and Space. In the first, there are six categories (funny, different, dragged, matuto, prejudice, oxente), in the second, the words are identity, characteristic, language, speech and culture, which are next to the term my accent, and, in the third, region, regionalism, northeast and locality. Identity was the term most related to the term MY ACCENT, whereas the items less related were the ones at the concept region, except for the term oxente.
Conclusion:
the northeastern accent is regarded as a mark of the identity and culture from Northeast region. Communicators soften characteristics from northeastern speech during the Professional practice to be adapted to the standard recommended by the labor market without losing their identity.
KEYWORDS:
Mass Media; Journalism; Psychology, Social
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