Neologismos por empréstimo em perfis de lojas de vestuário no instagram: perscrutando inovações no vocabulário da moda

Abstract

This study aims to analyze the use of foreign lexicons that are configured as borrowed neologisms related to the fashion lexicon, considering the purposes of their use in publications from three Brazilian clothing stores, C&A, Lojas Renner and Riachuelo, on the Instagram platform. From this perspective, the corpus of analysis is composed of 32 (thirty-two) foreign neological lexical units, with the hypothesis that they are loans made from English. As a theoretical basis, we support our lexicological study on neologisms in postulates by Biderman (1978 and 2001), Alves (2007) and Carvalho (1987). For the purpose of studies on the lexicon of fashion, we used Farias (2003), Orsi (2012, 2020), Orsi and Carmo (2015) and, as a basis for discussions about discursive genres and the digital environment, we used the studies of Bakhtin (2016), Marcuschi (2008 and 2010) and Rojo (2012) about multiliteracies. Our methodological path was carried out based on the choice of the corpus for the identification and registration of neologisms, according to Correia and Almeida (2012), continuing to the stage of verifying the neologism status with the exclusion corpora, namely the Houaiss Electronic Dictionary (Houaiss; Villar, 2001), Caldas Aulete Dictionary (digital and updated version) and Brazilian Portuguese Language Dictionary (Michaelis, 2019).