Evaluating resistances to health promotion campaigns with Discourse Analysis

Authors

  • Stéphanie Lyanie De Melo e Costa Stricto Sensu Graduate Program in Health Information and Communication, Oswaldo Cruz Foundation, Brazil , Fundação Oswaldo Cruz - Fiocruz
  • Wedencley Alves Stricto Sensu Graduate Program in Communications, Federal University of Juiz de Fora, Brazil

DOI:

https://doi.org/10.20318/recs.2019.4424

Keywords:

Discourse Analysis, Health promotion campaign, Prevention Campaign, Biopower, HIV, Acquired Immunodeficiency Syndrome

Abstract

Introduction: This paper argues the role of Discourse Analysis - DA (Michel Pêcheux, Eni Orlandi) as a theoretical-methodological contribution to the evaluation of health campaigns. Objectives: It shows how DA can be applied to identify and understand discourses of resistance to health promotion campaigns. Methodology: It analyses the HIV prevention campaign of the Brazilian Ministry of Health designed for the carnival of 2010, as well as individual interviews with two people living with HIV. Results: By comparing the discourses mapped in the campaign and those present in the interviews, some dissonance of senses, understood as forms of resistance, are identified. Discussion: Such results also lead to the discussion regarding biopower issues (Michel Foucault) and the relationship between power and resistance in historical processes of subjectivation. Conclusion: It is concluded that, before trying with campaigns to change individual’s practices towards behaviors that promote health, institutional practices must be changed in order to prioritize listening to people when designing such campaigns, by applying Discourse Analysis’s theoretical-methodological contributions.

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Author Biographies

  • Stéphanie Lyanie De Melo e Costa, Stricto Sensu Graduate Program in Health Information and Communication, Oswaldo Cruz Foundation, Brazil, Fundação Oswaldo Cruz - Fiocruz

    Doctoral student of Health Information & Communications at Oswaldo Cruz Foundation (FIOCRUZ, Brazil), with a master's degree in Communications, a specialist's degree in Marketing and a bachelor's degree in Social Communications, all obtained at the Federal University of Juiz de Fora (UFJF, Brazil). 

  • Wedencley Alves, Stricto Sensu Graduate Program in Communications, Federal University of Juiz de Fora, Brazil
    Professor at the Faculty of Communications and at the Post-graduate Programm in Communications of the Federal University of Juiz de Fora (UFJF, Brazil), with a post-doctor's degree obtained at the EHESS (School for Advanced Studies in the Social Sciences, France), a doctor's degree in Linguistics (University of Campinas - UNICAMP, Brazil), a master's degree in Communications (Fluminense Federal University - UFF, Brazil), a specialist's degree in Applied Linguistics (State University of Rio de Janeiro - UERJ, Brazil) and a bachelor's degree in Journalism (Fluminense Federal University - UFF, Brazil).

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Additional Files

Published

2019-11-12

Issue

2019: Suplemento 2

Section

Originals

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How to Cite

Evaluating resistances to health promotion campaigns with Discourse Analysis. (2019). Revista Española De Comunicación En Salud , 9-19. https://doi.org/10.20318/recs.2019.4424