Análise das campanhas de comunicação sobre câncer de mama - um estudo comparativo entre as iniciativas do INCA e do IBCC / Análise das campanhas de comunicação sobre câncer de mama - um estudo comparativo entre as iniciativas do INCA e do IBCC

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

Information is a great ally to a woman who has got breast cancer, not only to tell her about femininity, self-esteem or some social or psychological questions regarding the reality of the disease, but also to provide education about that matter and help her have access to the womens rights related to public health. The publicity pieces about breast cancer have got large space in the overall media, which means great responsibility taken by communication means and professionals. However, it is important to analyze to what extent the pieces contain potential elements for behavior changes and information that could prevent, cure and decrease breast cancer mortality if they were fully understood. The present research analyzes the advertising initiatives concerning the control of breast cancer in Brazil, by checking their occurrences in the different media as well as the speeches adopted for mass communication and the articulation of those matters to gender issues. By joining the semiotic research line and mass communication critical theoreticians, the present work aims at investigating the advertising process. So, the messages sociological concepts will be opposed to the analysis of the pieces towards the women to have the basis for theoretical argumentation. Some authors who deal with social aspects of breast cancer and gender issues will also be referred. The present research focused publicity initiatives about the disease taken by Ministério da Saúde through Inca Instituto Nacional de Câncer and IBCC Instituto Brasileiro de Controle do Câncer. The research aims at checking if communication actions contribute to the perspective of improving the womans social condition, if they help the society become aware of that matter, if the information they provide generate benefits and if the campaigns reach the whole society and influence the erradication and prevention of the disease.

ASSUNTO(S)

communication semiotic feminine public health saúde pública feminina estudos de gênero breast cancer gender studies semiótica câncer de mama comunicação

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