Discursos sobre a juventude periférica em publicidades de programas sociais do Governo do Espírito Santo

Abstract

Adverting, through languages, rebuild aspects of live, manage points of view about the world, and pick fragments up from the life of the youth, distributing them as common sense and axio logical statements about this group. The Government of Espírito Santo uses advertising to an nounce public policies to in theory support the young ones and promote public security. To announce these initiatives to the citizens, advertising is extensively used. This research aims to analyse the production of meaning about the youth of periphery on the advertising of public policies to those, according to the government, classified as in situation of social vulnerability. This is a qualitative, descriptive, and explanatory study that analyses bibliography and docu ments in form of the videos from the launch campaign of the social programs Ocupação Social (2016) and Estado Present (2019). As theorical-methodological basis, French sociossemiotics is applied with considerations of Landowski (1992; 2012; 2014; 2017), Greimas and Courtés (2008) and Barros (2011). It also dialogs with contemporaneous advertising studies (TRIN DADE, 2012; ZOZZOLI, 2007; 2010), the studies about the social as argument in adverting (ALVARADO LÓPEZ, 2005; 2009; BALONAS, 2013; SALDANHA, 2018; 2019), and the concept of territorialities (HAESBAERT, 2007; SAQUET, 2015). Advertising is considered as a construction that reflects and refract the reality. The videos examined reiterate the stereotypes of the young of periphery that already exist in the media. There is the sense of the periphery tied to dysphoric values, reinforcing the feeling of fear from this place. Both discourses are built over the semantic opposition /life/ versus /death/. They are told to mobilize, although there is a sense that they are enclosed and watched by the Government. The enunciator donates its being able-to-do to them, so they can possibly transform their future through the limited opportunities and options of work and leisure. Therefore, the simulacrums suggest power relations full of conflicts, even though the better future promised by the Government not fully recognizable. The way the advertisings are built they work as a tool to maintain the hegemonic structures of society. To get over the stereotypical constructions and to be a communication to emancipate in fact the citizens, it is necessary to invert the gradient, letting the young ones truly enunciate about themselves. The social adverting of public interest could guide the population to feel the problems of the periphery as if they were their own problems.