Nem tudo o que reluz é ouro: análise discursiva das campanhas educativas sobre a hanseníase

Abstract

Leprosy is a chronic infectious disease whose transmission occurs, preferably, through prolonged contact of a susceptible individual with secretions from the airways of a sick individual. It is mainly manifested by lesions in the skin, eyes and impairment of peripheral nerves that, if not treated early, can progress to physical disability. These physical disabilities are the main stigmatizing aspects of leprosy, still linked to divine conceptions. In this sense, it is noted that leprosy is a known disease, however, little understood by the population. Therefore, it is essential to research the educational and transforming potential of these campaigns, whether they act as an obstacle to the transformation of the stigma about the disease or whether they are potentially transformative.To analyze the socio-discursive representations of leprosy campaigns produced and propagated by the Ministry of Health; to identify and analyze the discourses contained within the posters of the Ministry of Health's leprosy campaigns; to perform an identify of the social conjuncture on the representation of leprosy; analyze how campaigns represent the disease and the people affected by it in their multimodal language; critically analyze and explain the educational and transforming potential of leprosy campaigns: if they act as an obstacle to the transformation of the stigma about the disease or if they are potentially transformative. Documentary and discursive research on leprosy campaign posters, produced by the Ministry of Health between 2010 and 2021, available on Google Search Images, MS, MORHAN, DHAW, and FIOCRUZ. For verbal text analysis, Norman Fairclough's dialectical-relational approach to critical discourse was used. Image analysis was carried out using the Grammar of Visual Design by Gunther Kress and Theo van Leeuwen. The socio- discursive representations are guided by the biomedical ideology. Verbs in the imperative mood indicate that governments hold the population accountable for disease control actions. The multimodality of the posters builds a positive idea of the disease, by highlighting images of “healthy” bodies in physical contact and colors that represent good vibes. They veil the reality of experiencing the disease by omitting important social aspects involving leprosy. To build a new image for such an old disease is not an easy challenge, especially when relationships are kept with common sense, permeated by stigmas. It is noted that the discourses on leprosy are related, even if indirectly, with the memories that address the stigma and, therefore, the setbacks linked to the formation of social identity and the full exercise of citizenship. The posters, by presenting images of “perfect bodies” and disjointed body parts with the manifestations of the disease, reinforce the stereotypes of the disease, in the same way that they bring insecurity, fear, anxiety, and doubts about it. Such socio-discursive representations accumulate socially and, in this way, perpetuate the mutilating, segregating, punitive, and dishonorable representation of the disease of the past.