Violência doméstica contra as mulheres: recepção de campanhas publicitárias de enfrentamento às violações de gênero a partir do olhar de vítimas e autores
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2019-12-20
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Universidade Federal de Goiás
Resumo
This research has as context the investigation of how victims, authors and professionals - who
work with those involved in this domestic violence - interpret the publicity campaigns to combat
violence against women in Brasilia. And for this will be analyzed by women and men who are
assisted in the Core Program for Family Care and the Domestic Violence Authors of the Federal
District Government and professionals who perform psychosocial monitoring. Thus, understanding
violence against women, gender-based violence, advertising campaigns with a social approach,
reception study and pervading affirmative public policies is fundamental for the construction of the
theoretical framework, which adds to the structure of the methodological path and the techniques
used. to get to the results. It is pointed out that this phenomenon is a public health problem and,
therefore, it is necessary to discuss public policies to combat violence against women, such as the
Maria da Penha Law and support programs for them, in addition to those that work with women.
authors. The creation of mechanisms in the media area, from citizenship with a gender perspective,
is one of the pillars to break this scenario. We seek, therefore, to understand the process of
domestic violence against women, as well as to understand how is the relationship between women
and men, which may be relevant for understanding the reception transmitted in advertisements.
However, to what extent it can contribute to triggering conflicting relationships between victims
and perpetrators and exercising citizenship. In this aspect, we use as interpretative analysis
methodology, from which we emphasize the categorization, description and interpretation as
primordial procedures of the developed methodology. The results show that the publicity
campaigns to combat domestic violence in Brasilia are lacking as to the way they are worked.
Although the victims recognize themselves in the advertisements, they themselves claim that they
did not live in that kind of situation. And the authors deny the violence. They do not feel
represented in advertising because they do not consider themselves aggressive. NAFAVD
employees point out that it is necessary to work in the advertising campaigns new perspectives:
gender, machismo, all kinds of violence that Law 11.340 / 2006 exposes, ethnic-racial issue, the
consequences and penalties that the author may suffer if he commits act of domestic violence, the
women host services and where to look for them. In addition, we realize that there is no investment
in affirmative public policies in the media to combat domestic violence against women in Brasilia.
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SOUSA, J. C. Violência doméstica contra as mulheres: recepção de campanhas publicitárias de enfrentamento às violações de gênero a partir do olhar de vítimas e autores. 2019. 131 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2019.