Imaginários sobre a deficiência: mobilização de afetos cotidianos em campanhas publicitárias
We propose an approach between media studies and disability studies as a guideline for reflections upon the imaginary about disabilityin advertising campaigns of majorbrands. For that, we present critical aspects about the social model of disability, the notion of sociodiscursive imaginaries anchore...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2019 |
| País: | Brasil |
| Institución: | Universidade Federal de Minas Gerais (UFMG) |
| Repositorio: | Repositório Institucional da UFMG |
| Idioma: | portugués |
| OAI Identifier: | oai:repositorio.ufmg.br:1843/68778 |
| Acceso en línea: | https://doi.org/10.19132/1807-858320190.164-186 http://hdl.handle.net/1843/68778 http://orcid.org/0000-0002-1057-8135 http://orcid.org/0000-0002-1119-212X http://orcid.org/0000-0002-9922-6848 |
| Access Level: | acceso abierto |
| Palabra clave: | Deficiência Imaginários sociodiscursivos Deficiência na mídia Publicidade inclusiva Inclusão e consumo Deficientes na comunicação de massa Publicidade Inclusão Campanhas publicitárias |
| Sumario: | We propose an approach between media studies and disability studies as a guideline for reflections upon the imaginary about disabilityin advertising campaigns of majorbrands. For that, we present critical aspects about the social model of disability, the notion of sociodiscursive imaginaries anchored in Discourse Analysis, the evidence of everyday affections in advertising speeches and the use of sensitive strategies for the mobilization of the public. Based on a theoretical-methodological articulation linked to an ethnographic-inspired approach in digital social networks, we performed an empirical observation experience of Sadia's Christmas campaign of 2017. The main video of the campaign has as protagonist a girl with Down syndrome, which is preparing for a sports competition and it elicits reactions of ordinary people, with and without disabilities. The analysis reveals how the case aroused,in the public,feelings articulated to individual values in permanent tension with broad social themes, such as inclusion and respect for difference. As a conclusion, we point to affection as a powerful conceptual operator in the reflection on socio-discursive imaginaries of disability media studies. |
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