For a long time, the notion of ethos has taken multiples ways, from the Ancient Rhetoric, passing by Pragmatics until Discourse Analysis. But it was since the 1980s the term became to be object of reflection in discourse studies, raising comments on the concept of rhetoric ethos as well as opening space to new meanings related to disciplines interested in these studies (MAINGUENEAU, 2008c). As the guiding principle of this research has to do with analyzing the work of the ethos construction in the discourses produced by the social actors who make up the UFPA community (in its 50 years of existence), in the institutional press work, exactly the Beira Rio Journal, it was necessary to pay more specific attention to the studies concerning the concept of ethos and scene of enunciation. The interest for the social actors’ discourse during UFPA 50th anniversary led to search for answers to the following question: How can the discursive work of the institutional press through the social actors who make up UFPA concerning the celebration of its 50th anniversary reveal the ethos? The choice of UFPA is due not only because it is considered the greatest higher education institution in the state, but also because, throughout these 50 years, it has assumed a great importance in the current Brazilian educational context. This research corpus is constituted by monthly editions of the Beira do Rio Journal, published in 2007. From the observation and the study of this corpus, this dissertation used the theoretical approaches to the best basis concerning the notion of ethos, in the perspective of French Discourse Analysis. For this, it was established the articulation between different concepts and categories developed by Maingueneau. This theoretical basis allowed the analysis of selected texts and the consequent identification of the figure of a homogeneous guarantor, social individuals who play the role of managers, professors, students and administrative officers, who legitimate and strengthen University’s image as the greater agent of transformation in the Amazon.
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