O discurso dos protetores dos animais e sua imagem na mídia

• Autor(a) principal: Oliveira, Kátia Okumura
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/4264
• topic: Proteção aos animais; Contrato de comunicação; Especismo; Mídia radical; Semiótica peirceana; Animal protection; Communication contract; Speciesism; Radical media; Peircean semiotics; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The research examines the campaigns for the protection of animals, according to the analysis of their communication contracts. It aims to understand how senders and receivers of texts are built from what appears in the media. And what strategies have been employed to change public perception related to the subject. It starts with the preliminary hypothesis that usually communication used in this area is ineffective in changing behaviors of people who are not yet sensitive to the problem. Generally, animal rights organizations do not have money for ads in traditional media. Thus, the called alternative media are widely used. Such as those events viewed as radical: protest march, boycotts and invasions of public and private establishments. This is one of the strategies used by PETA - People for the Ethical Treatment of Animals, the largest animal rights organization in the world. To address the issue, we will use the theory of John Downing on radical media. In this paper, will be analyzed PETA´s ad campaigns, as well as the impact of their work in Brazilian press from 2004 to 2009. The effects of the campaigns will be studied using Peircean semiotics, supported by Winfried Nöth and Lucia Santaella´s work, as well as Charles Sanders Peirce´s writings. Communication contracts will be analyzed with Patrick Charaudeau´s theory. The relationship between man and animals will be examined from Keith Taylor, who talks about the history of domestication. In order to understand the principles that involves activists´s discourse, it´s been adopted the writings of Peter Singer and Mary Warnock, concerning ethics, belief and ideology. The objective is to assess whether the work of animal protectors to transform discourses, through communication campaigns, are well constructed