Representações da natureza e des-figuração dos conflitos socioambientais: a publicidade dos setores elétrico, químico e petroquímico entre 1982 e 2002

Abstract

The main of this dissertation is demonstrate that the advertising propagated by destroyers segments of environment acts in two different ways: First, composing a positive image of the companies, which explore nature, in the other hand it, circulates notions in dispute in theenvironmental field. The argument used goes for to emphasize that the economic appropriation of nature is affirmed by symbolic meanings which wants to hierarchize the views of nature and legitimize inequalities in the environmental space distribution. In that way we intend through the examination of the publicity advertisements made by the electric, chemical and petrochemical sectors published in the Veja and Exame magazines between the years of 1982 and 2002 show how the dominant economic view of nature use the notions of sustainable development and social response in and outside the environmental field to legitimize the process of nature' s exploration. Using the perspective which conceives the publicity as an heuristic instrument that helps in the appreciation of social imaginaries (BRETON & PROULX, 2002; RIAL, 1999; SOULAGES, 1996) we intend to elucidate the discourse strategies, images, colors and framings which if they mix in the consolidation of this process. Then we realise an attempt to keep in dark the social and environmental impacts and a rationalization of nature as the place for production of wealth