Letramento em marketing: o livro didático de Língua Portuguesa de 1a. a 4a. série na formação de consumidores críticos

Abstract

This research which is documental in purpose tries to analyze the way in which textbooks of the Portuguese native language, during the first four years of elementary school act to build consciousness and critical thinking citizens regarding consumption; they are able to deal with the growing complexity of todays strategies of enterprise marketing initiatives, which transcend the traditional boundaries and genres (such as adverts and billboards). The selection of the analysis corpus was given by the data of PNLD/2007 and the FNDE on the one hand, the best reviewed book series within MECs requirements, and on the other hand, the most required in Minas Gerais state schools. The theoretical references were drawn from (1) studies about textbooks (2) regarding the ministerial evaluation and (3) studies which deal with education for media and the consumer. For the categorization of the work contents, the studies of Marcuschi and Bakhtin were also used, as well as Norman Faircloughs Critical Analysis of Discourse, in which it was possible to determine whether the occurrences contributed or not to the development of a consumption awareness, bringing the social and discursive practices behind the texts to comprehension from the pupils perspective. The data survey demonstrated that within certain limits proper for textbooks, the learning period in question and the methodology used, the works present affirmative incentive toward marketing literacy; they discuss not only the persuasive strategies in advertising works and graphic design, but also childrens consumption motivations, their needs and their wishes