0064/2017 - Publicidade de alimentos para crianças e adolescentes: desvelar da perspectiva ética no discurso da autorregulamentação Food Marketing targeting children: unveiling the ethical perspectives in the discourse on self regulation
Um dos públicos de maior interesse para a publicidade de alimentos é o infantil. A regulação da publicidade de alimentos tem papel estratégico na proteção à saúde. O objetivo da pesquisa foi caracterizar a perspectiva ética presente no discurso contrário à regulação pelo Estado, com fins de compreender o contexto de produção e o modo como o discurso gera sentidos. A metodologia adotada foi qualitativa, com análise documental e utilização de conceitos e procedimentos da Análise de Discurso. As lentes que pautaram a análise e discussão foram o pensamento de Hans Jonas e seu Princípio Responsabilidade e a Bioética de Intervenção, de Garrafa e Porto. A análise do discurso da autorregulamentação caracterizou uma perspectiva ética em que predominam relações de consumo sobre a vulnerabilidade de crianças e adolescentes. É constante o excesso de retórica e recursos de naturalização, inverossimilidade, dissimulação ideológica e eufemização. Estão presentes o apagamento de conflitos sociais e a desvalorização de perspectivas históricas. O discurso não se alinha ao princípio responsabilidade de Jonas nem aos princípios da bioética de intervenção. A perspectiva ética do discurso representa duplo paradoxo, pela origem empresarial, mas que apaga sua raiz competitiva e metamorfosa-se em discurso ético.
Palavras-chave:
Publicidade de alimentosCriançasadolescentesdiscursoética
Abstract:
When it comes to food marketing, children are one of the greatest targets. Regulatory actions can play a strategic role on health protection. The objective of research was to characterize the ethical perspective in the discourse against regulatory actions over food marketing directed to children. The final goal is to realize the means of production and how the discourse creates meanings. The methodology adopted was qualitative, with documental analysis and procedures based on the Discourse Analysis. Hans Jonas´ thinking and his Responsibility Principle and the Intervention Bioethics,Garrafa and Porto, oriented the analysis. The self regulation discourse analysis showed an ethical perspective in which the consumption relations over the children´s vulnerability predominates. The rhetorical excess is constant, as well as the use of statements and naturalization resources, untruthfulness, ideological dissimulation and euphemism. The social conflicts deletion and ahistorical perspective are also present. The discourse does not align with Jonas´ or Intervention Bioethics´ principles. Lastly, it is considered that the ethical perspective of the discourse represents a double paradox, because it is a business discourse, however, it s its competitive roots and metamorphoses into an ethical one.
Food Marketing targeting children: unveiling the ethical perspectives in the discourse on self regulation
Resumo (abstract):
When it comes to food marketing, children are one of the greatest targets. Regulatory actions can play a strategic role on health protection. The objective of research was to characterize the ethical perspective in the discourse against regulatory actions over food marketing directed to children. The final goal is to realize the means of production and how the discourse creates meanings. The methodology adopted was qualitative, with documental analysis and procedures based on the Discourse Analysis. Hans Jonas´ thinking and his Responsibility Principle and the Intervention Bioethics,Garrafa and Porto, oriented the analysis. The self regulation discourse analysis showed an ethical perspective in which the consumption relations over the children´s vulnerability predominates. The rhetorical excess is constant, as well as the use of statements and naturalization resources, untruthfulness, ideological dissimulation and euphemism. The social conflicts deletion and ahistorical perspective are also present. The discourse does not align with Jonas´ or Intervention Bioethics´ principles. Lastly, it is considered that the ethical perspective of the discourse represents a double paradox, because it is a business discourse, however, it s its competitive roots and metamorphoses into an ethical one.
Silva, Dillian Adelaine Cesar da, da Cunha, Antonio Carlos Rodrigues, Cunha, Thiago, Rosaneli, Caroline Filla. Publicidade de alimentos para crianças e adolescentes: desvelar da perspectiva ética no discurso da autorregulamentação. Cien Saude Colet [periódico na internet] (2017/Fev). [Citado em 28/09/2024].
Está disponível em: http://cienciaesaudecoletiva.com.br/artigos/publicidade-de-alimentos-para-criancas-e-adolescentes-desvelar-da-perspectiva-etica-no-discurso-da-autorregulamentacao/16110
