“Coffee with Your Father” and Digital Self-Help for Women

An Argumentative-Discursive Analysis

Abstract

Nowadays, digital influence is an occupation. Consequently, there are influencers in various areas, including counseling. In this context, the internet segment Café com Teu Pai proposes to help women understand men and to prescribe supposedly appropriate behaviors for them. From this, we consider important analysing the reinvention of the patriarchal discourse on social media, considering the contemporaneity of these linguistic manifestations and their effects on the imaginary surrounding the feminine. The methodology is qualitative and descriptive-interpretative, based on the selection and linguistic-discursive analysis of the transcriptions of two reels published on Instagram. The research question is: how is the persuasion project for his audience linguistically and discursively constructed? And the objective is to investigate the argumentative strategies mobilized by the influencer to reach his audience and ensure his influence in the platform. For that, it is important to demonstrate the images of women projected by the enunciator and the image projected of himself, in addition to identifying the emotions mobilized in his speech. In this endeavor, we take the contributions of Ruth Amossy’s Argumentative Analysis of Discourse (2020), combined with Plantin (2010), Lima (2022), Bourdieu (1999) and Perelman & Olbrechts-Tyteca (2014); and works on the self-help genre, technodiscourses and digital influence. As a result, we observed an opposition of women’s images, anchored in gender stereotypes, which serve as model and anti-model. The structure presented enables the perception of a reformulation and rebranding of the aesthetic formats of the patriarchal doxa, respecting characteristics expected for technodiscourses.