THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes

Detalhes bibliográficos
Autor(a) principal: Ribeiro , Bianca Zanella
Data de Publicação: 2020
Outros Autores: Ruão , Teresa, Prates, Helena
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Observatório
Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/11256
Resumo: The present study consists of a visual analysis of the official Enem advertising campaigns for 2019 and 2020. This highlights the unequivocal preponderance of white people in advertising representation and demonstrates subjectivities such as the recurrent association of black individuals with the stereotype of poverty and exceptionality. Based on these insights, the role of government advertising in the (de) construction of the image of Higher Education and Brazilian public universities is discussed, and attention is drawn to the possible use of public communication as a political and ideological mechanism.
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spelling THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypesLA IMAGEN DE LA UNIVERSIDAD A TRAVÉS DE LA DIFUSIÓN DEL ENEM: reflexiones sobre la comunicación pública, la representatividad y los estereotiposTHE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypesOrganizational imageCommunicationRacial diversityPublic CommunicationVisual analysisUniversitiesOrganizational imageCommunicationRacial diversityPublic CommunicationVisual analysisUniversitiesThe present study consists of a visual analysis of the official Enem advertising campaigns for 2019 and 2020. This highlights the unequivocal preponderance of white people in advertising representation and demonstrates subjectivities such as the recurrent association of black individuals with the stereotype of poverty and exceptionality. Based on these insights, the role of government advertising in the (de) construction of the image of Higher Education and Brazilian public universities is discussed, and attention is drawn to the possible use of public communication as a political and ideological mechanism.Universidade Federal do Tocantins - UFT2020-08-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/1125610.20873/uft.2447-4266.2020v6n5a12enObservatory Journal; Vol. 6 No. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização; a12enObservatorio Magazine; Vol. 6 Núm. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização; a12enObservatoire Journal; Vol. 6 No. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização; a12enRevista Observatório ; v. 6 n. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização; a12en2447-426610.20873/uft.2447-4266.2020v6n5reponame:Revista Observatórioinstname:Universidade Federal do Tocantins (UFT)instacron:UFTporhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/11256/18147https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/11256/18148Copyright (c) 2020 Revista Observatório info:eu-repo/semantics/openAccess Ribeiro , Bianca ZanellaRuão , TeresaPrates, Helena 2022-03-04T12:58:44Zoai:ojs.revista.uft.edu.br:article/11256Revistahttps://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:2022-03-04T12:58:44Revista Observatório - Universidade Federal do Tocantins (UFT)false
dc.title.none.fl_str_mv THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
LA IMAGEN DE LA UNIVERSIDAD A TRAVÉS DE LA DIFUSIÓN DEL ENEM: reflexiones sobre la comunicación pública, la representatividad y los estereotipos
THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
title THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
spellingShingle THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
Ribeiro , Bianca Zanella
Organizational image
Communication
Racial diversity
Public Communication
Visual analysis
Universities
Organizational image
Communication
Racial diversity
Public Communication
Visual analysis
Universities
title_short THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
title_full THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
title_fullStr THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
title_full_unstemmed THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
title_sort THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
author Ribeiro , Bianca Zanella
author_facet Ribeiro , Bianca Zanella
Ruão , Teresa
Prates, Helena
author_role author
author2 Ruão , Teresa
Prates, Helena
author2_role author
author
dc.contributor.author.fl_str_mv Ribeiro , Bianca Zanella
Ruão , Teresa
Prates, Helena
dc.subject.por.fl_str_mv Organizational image
Communication
Racial diversity
Public Communication
Visual analysis
Universities
Organizational image
Communication
Racial diversity
Public Communication
Visual analysis
Universities
topic Organizational image
Communication
Racial diversity
Public Communication
Visual analysis
Universities
Organizational image
Communication
Racial diversity
Public Communication
Visual analysis
Universities
description The present study consists of a visual analysis of the official Enem advertising campaigns for 2019 and 2020. This highlights the unequivocal preponderance of white people in advertising representation and demonstrates subjectivities such as the recurrent association of black individuals with the stereotype of poverty and exceptionality. Based on these insights, the role of government advertising in the (de) construction of the image of Higher Education and Brazilian public universities is discussed, and attention is drawn to the possible use of public communication as a political and ideological mechanism.
publishDate 2020
dc.date.none.fl_str_mv 2020-08-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/11256
10.20873/uft.2447-4266.2020v6n5a12en
url https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/11256
identifier_str_mv 10.20873/uft.2447-4266.2020v6n5a12en
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/11256/18147
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/11256/18148
dc.rights.driver.fl_str_mv Copyright (c) 2020 Revista Observatório
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Revista Observatório
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
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. 6 No. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização; a12en
Observatorio Magazine; Vol. 6 Núm. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização; a12en
Observatoire Journal; Vol. 6 No. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização; a12en
Revista Observatório ; v. 6 n. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização; a12en
2447-4266
10.20873/uft.2447-4266.2020v6n5
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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