Acabar com a dengue é uma guerra de todos?: a presença do discurso mobilizador nas campanhas publicitárias de prevenção à dengue da Secretaria de Estado de Saúde de Minas Gerais

Abstract

This research aims to analyze the advertising campaign of the State Department of Health of Minas Gerais (SES-MG) focusing on the fight against dengue, aired on television, and to understand the notion of social mobilization used as a discursive strategy on the object. The dengue study is presented as a matter of social communication, because the fight against the disease requires the involvement of people, since the mosquitos outbreaks typically lie within the domestic environment. In this sense, communication is seen as an relevant method to raise awareness and mobilize every citizen. Our corpus for analysis were the spots of the advertising campaign against dengue disease, aired on broadcast TV. We analyzed at eight spots, wherein seven were 30 seconds long and one a minute long and our time frame focuses on the period from 2010 to 2014. These pieces were analyzed from the perspective of the new discourse analysis proposed by Charaudeau (1996), which considers the speeches as something that results from a two-way and non-deterministic articulation, between situational and linguistic plans. Some of the results were the direct or indirect presence of warm discourse since the secretariat advocated the argument that the dengue mosquito was a common enemy to "all" and was of common interest to end the disease. The state has held a place of centralized and educational talks, leaving him to convey the information to the citizens. Added to this, this discursive place was predominantly male, as observed in all parts the male presence, representing the institution. It was for this body and this voice male exercising the role of informing and telling people what they should do. It was also noticeable that while the campaigns key concepts have been: "the participation of all," "War of all" or a "problem of all," we note in the analyzed pieces, which fit people who appeared less affluent effective task to undertake actions to eliminate the outbreaks. Furthermore, our theoretical approach assumed that communication is a dialogical and relational process. We therefore consider the individual as a social actor or a social actress, responsible for their actions and not a being that just react to stimuli or motivations.