GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health

Detalhes bibliográficos
Autor(a) principal: Alves, Marcelo Rodrigo de Avelar Bastos
Data de Publicação: 2017
Outros Autores: Cardoso, Janine Miranda
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Observatório
Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997
Resumo: Health is considered as a conceptual complex regarding actors, practices, contexts and specific dynamics. Since the Cultural Studies perspective, this article considers the logics and dimensions involved in the process of production of an advertising campaign by the Ministry of Health. The collected data (in documentary research and interviews), analyzed, pointed that the process of production is composed by the articulation and tension between what is written on the rules and what is the everyday practices in a given social context. Besides, it's the aftermath of negotiations and disputes between the actors and institutions involved. The organizational logic stood out at the same time the health logic was attenuated, mainly, when related to the concept of health in our attention system.
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spelling GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of HealthPUBLICIDAD GUBERNAMENTAL DE UTILIDAD PÚBLICA EN SALUD: reflexiones acerca de la dimensión organizacional dei circuito de las prácticas de producción en el Ministério de la SaludPUBLICIDADE GOVERNAMENTAL DE UTILIDADE PÚBLICA EM SAÚDE: considerações sobre a dimensão organizacional no circuito das práticas de produção no Ministério da SaúdeAdvertisingpropagandahealthcultural studiescommunicationPublicidadpropagandasaludestudios culturalescomunicaciónPublicidadepropagandasaúdeestudos culturaiscomunicaçãopropagandapublicidadesaúdeestudos culturaiscomunicaçãoHealth is considered as a conceptual complex regarding actors, practices, contexts and specific dynamics. Since the Cultural Studies perspective, this article considers the logics and dimensions involved in the process of production of an advertising campaign by the Ministry of Health. The collected data (in documentary research and interviews), analyzed, pointed that the process of production is composed by the articulation and tension between what is written on the rules and what is the everyday practices in a given social context. Besides, it's the aftermath of negotiations and disputes between the actors and institutions involved. The organizational logic stood out at the same time the health logic was attenuated, mainly, when related to the concept of health in our attention system.La salud se configura como un complejo conceptual con actores, prácticas, contextos y dinámicas específicas. Desde la perspectiva de los Estudios Culturales, este artículo considera lógicas y dimensiones movilizadas en el proceso de producción de una campaña publicitaria por el Ministerio de la Salud. Los datos recogidos en la investigación documental y entrevistas, analizados, indicaron que el circuito de producción se configura en la articulación y la tensión entre las disposiciones de las normas y las actualizaciones de las prácticas diarias insertadas en el contexto social. Es el resultado de las negociaciones y disputas entre actores y organizaciones involucradas. La lógica de la organización se destacó mientras que la lógica de la salud se mostró relativamente atenuada, en particular en relación con el diseño de nuestro sistema de salud.A saúde configura-se como complexo conceitual com atores, práticas, contextos e dinâmicas particulares. Na perspectiva dos Estudos Culturais, este artigo considera lógicas e dimensões mobilizadas no processo de produção de campanha publicitária pelo Ministério da Saúde. Os dados coletados, em pesquisa documental e entrevistas, analisados, indicaram que o circuito de produção é configurado na articulação e tensionamento entre o disposto nas normas e o atualizado nas práticas cotidianas inseridas no contexto social, além de resultado de negociações e disputas entre atores e organizações envolvidas. A lógica organizacional destacou-se, ao mesmo tempo em que a lógica da saúde apresentou-se relativamente atenuada, sobretudo, em relação à concepção de saúde em nosso sistema de atenção.Universidade Federal do Tocantins - UFT2017-03-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionTextoapplication/pdfapplication/epub+zipapplication/octet-streamapplication/zipapplication/x-gzipapplication/ziphttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/299710.20873/uft.2447-4266.2017v3n1p415Observatory Journal; Vol. 3 No. 1 (2017): Vol. 3 N. 1 (2017) Mulher e mídia Janeiro-Março 2017; 415-433Observatorio Magazine; Vol. 3 Núm. 1 (2017): Vol. 3 N. 1 (2017) Mulher e mídia Janeiro-Março 2017; 415-433Observatoire Journal; Vol. 3 No. 1 (2017): Vol. 3 N. 1 (2017) Mulher e mídia Janeiro-Março 2017; 415-433Revista Observatório ; v. 3 n. 1 (2017): Vol. 3 N. 1 (2017) Mulher e mídia Janeiro-Março 2017; 415-4332447-426610.20873/uft.2447-4266.2017v3n1reponame:Revista Observatórioinstname:Universidade Federal do Tocantins (UFT)instacron:UFTporhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/9594https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10182https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10184https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10186https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10187https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10189Século XX/XXICopyright (c) 2017 Revista Observatórioinfo:eu-repo/semantics/openAccessAlves, Marcelo Rodrigo de Avelar BastosCardoso, Janine Miranda2022-03-04T13:22:40Zoai:ojs.revista.uft.edu.br:article/2997Revistahttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/indexPUBhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/oaigilsonportouft@gmail.com||gilsonporto@uft.edu.br||2447-42662447-4266opendoar:2022-03-04T13:22:40Revista Observatório - Universidade Federal do Tocantins (UFT)false
dc.title.none.fl_str_mv GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health
PUBLICIDAD GUBERNAMENTAL DE UTILIDAD PÚBLICA EN SALUD: reflexiones acerca de la dimensión organizacional dei circuito de las prácticas de producción en el Ministério de la Salud
PUBLICIDADE GOVERNAMENTAL DE UTILIDADE PÚBLICA EM SAÚDE: considerações sobre a dimensão organizacional no circuito das práticas de produção no Ministério da Saúde
title GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health
spellingShingle GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health
Alves, Marcelo Rodrigo de Avelar Bastos
Advertising
propaganda
health
cultural studies
communication
Publicidad
propaganda
salud
estudios culturales
comunicación
Publicidade
propaganda
saúde
estudos culturais
comunicação
propaganda
publicidade
saúde
estudos culturais
comunicação
title_short GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health
title_full GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health
title_fullStr GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health
title_full_unstemmed GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health
title_sort GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD: considerations about the organizational dimension of the production practices Circuit in the Ministry of Health
author Alves, Marcelo Rodrigo de Avelar Bastos
author_facet Alves, Marcelo Rodrigo de Avelar Bastos
Cardoso, Janine Miranda
author_role author
author2 Cardoso, Janine Miranda
author2_role author
dc.contributor.author.fl_str_mv Alves, Marcelo Rodrigo de Avelar Bastos
Cardoso, Janine Miranda
dc.subject.por.fl_str_mv Advertising
propaganda
health
cultural studies
communication
Publicidad
propaganda
salud
estudios culturales
comunicación
Publicidade
propaganda
saúde
estudos culturais
comunicação
propaganda
publicidade
saúde
estudos culturais
comunicação
topic Advertising
propaganda
health
cultural studies
communication
Publicidad
propaganda
salud
estudios culturales
comunicación
Publicidade
propaganda
saúde
estudos culturais
comunicação
propaganda
publicidade
saúde
estudos culturais
comunicação
description Health is considered as a conceptual complex regarding actors, practices, contexts and specific dynamics. Since the Cultural Studies perspective, this article considers the logics and dimensions involved in the process of production of an advertising campaign by the Ministry of Health. The collected data (in documentary research and interviews), analyzed, pointed that the process of production is composed by the articulation and tension between what is written on the rules and what is the everyday practices in a given social context. Besides, it's the aftermath of negotiations and disputes between the actors and institutions involved. The organizational logic stood out at the same time the health logic was attenuated, mainly, when related to the concept of health in our attention system.
publishDate 2017
dc.date.none.fl_str_mv 2017-03-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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dc.identifier.uri.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997
10.20873/uft.2447-4266.2017v3n1p415
url https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997
identifier_str_mv 10.20873/uft.2447-4266.2017v3n1p415
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/9594
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10182
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10184
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10186
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10187
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2997/10189
dc.rights.driver.fl_str_mv Copyright (c) 2017 Revista Observatório
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Revista Observatório
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/epub+zip
application/octet-stream
application/zip
application/x-gzip
application/zip
dc.coverage.none.fl_str_mv Século XX/XXI
dc.publisher.none.fl_str_mv Universidade Federal do Tocantins - UFT
publisher.none.fl_str_mv Universidade Federal do Tocantins - UFT
dc.source.none.fl_str_mv Observatory Journal; Vol. 3 No. 1 (2017): Vol. 3 N. 1 (2017) Mulher e mídia Janeiro-Março 2017; 415-433
Observatorio Magazine; Vol. 3 Núm. 1 (2017): Vol. 3 N. 1 (2017) Mulher e mídia Janeiro-Março 2017; 415-433
Observatoire Journal; Vol. 3 No. 1 (2017): Vol. 3 N. 1 (2017) Mulher e mídia Janeiro-Março 2017; 415-433
Revista Observatório ; v. 3 n. 1 (2017): Vol. 3 N. 1 (2017) Mulher e mídia Janeiro-Março 2017; 415-433
2447-4266
10.20873/uft.2447-4266.2017v3n1
reponame:Revista Observatório
instname:Universidade Federal do Tocantins (UFT)
instacron:UFT
instname_str Universidade Federal do Tocantins (UFT)
instacron_str UFT
institution UFT
reponame_str Revista Observatório
collection Revista Observatório
repository.name.fl_str_mv Revista Observatório - Universidade Federal do Tocantins (UFT)
repository.mail.fl_str_mv gilsonportouft@gmail.com||gilsonporto@uft.edu.br||
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