In this work, we aim at developing a notion of style from a discursive perspective, using the Discourse Analysis' theoretical outline, according to the French approach. Possenti (2008), who works with the notion of repertoire and with the idea that every statement has style; Discini (2009), who defends the existence of two dimensions of style: totality (homogeneous) and individuality (heterogeneous); and Maingueneau (1983, 1984), who contributes with the idea of polemics as inter-incomprehension, were referenced. The first four Aerolândia magazine's editorials were analyzed, and we could verify that its Other is mainly the magazine, which ended up defining several of its choices when relating form and content, and, consequently, it was a fundamental element in elaborating the publication style. We also noticed the choice for a sense of humor related to the city's most peripheral areas, and a choice of terms that points to that universe of senses. Additionally, we verified that, as thought in the hypothesis, style individuality consideration in each statement could be scientifically productive and doesn't invalidate the analysis of totality.
Style; Discourse; Discursive polemics