Sentidos de família em campanhas publicitárias: análise do contrato comunicativo interseccional do Ministério da Mulher, da Família e dos Direitos Humanos
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Data
2022-07-18
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Universidade Federal de Goiás
Resumo
The research investigates the discursive strategies articulated to the meanings of family in
three advertising campaigns of the Ministry of Women, Family and Human Rights (MMFDH),
launched between 2019 and 2020. Given the centrality of the family in the federal
governmental management, it is investigated how the implicit communication policy of public
utility advertising of the MMFDH expresses or positions itself as an enunciator and builds a
place for the recipient to treat the family, with class, gender, race, territoriality and deficiency
bem defined and limited. By having meanings and strategies as main axes, it is believed that
the analysis of the message can be operationalized by the communicative contract of Verón
(1985; 2004) articulated to the intersectional perspective, especially intersectionality as an
analytical tool (COLLINS; BILGE, 2021), based on an “intersectional communicative contract”.
Advertising and publicity are seen as persuasive communication (GOMES, 2010), considering
a hybrid concept of public utility advertising (BRAZIL, 2017) and public interest advertising
(SALDANHA, 2019), as well as advertising as a visibility instrument, credibility and creation. of
a public image of the government, and the communicational strategy of the State in the
dispute of versions (WEBER, 2011). There is the establishment of intersectional
communicative contracts of hate and control, contrary to what is expected of public
communication, and parallel contracts, which indicate traces of permanent campaign
communication. Elements of the enunciative strategies and basic axes of the alt-right are
appreciated, such as libertarianism and religious fundamentalism, and the constant transfer of
responsibility of the State by suggesting a behavior, close to familism.
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MUSTAFÉ, I. S. M. Sentidos de família em campanhas publicitárias: análise do contrato comunicativo interseccional do Ministério da Mulher, da Família e dos Direitos Humanos. 2022. 244 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2022.