0067/2019 - Quando uma imagem não diz tudo: Análise do discurso da logomarca da Estratégia Saúde da Família à luz do conceito de família contemporânea. When one image does not say everything: Analysis of the discourse of the Family Health Strategy logo in light of the concept of contemporary Family.
O artigo trata de uma pesquisa exploratória com o objetivo de analisar o discurso da logomarca da Estratégia Saúde da Família (ESF) à luz do conceito de família contemporânea. A análise se deu pela teoria Semiolinguística de Patrick Charaudeau da Escola Francesa do Discurso. O resultado mostrou um quadro discursivo com importantes restrições quanto ao ato de linguagem como o aspecto monologal do processo e um sujeito de fala não institucional constituído pelo agente publicitário contratado pelo Ministério da Saúde. Na análise evidenciou-se uma discrepância entre o conteúdo verbal que mostra a expressão “Saúde da Família” tendendo à abrangência da política implementada pela ESF quando comparado à parte imagética cujos elementos demonstraram o predomínio da família tradicional. Trabalhou-se a relevância de múltiplos contextos como o cultural, social e de gênero que influenciam na interpretação de textos mistos. Apontou-se a necessidade de reformulação da marca para torná-la mais abrangente e condizente com os novos formatos de família na contemporaneidade. Sugere-se estudos futuros que explorem, de maneira mais crítica e incisiva, o caráter limitante implícito na visão da logomarca.
Palavras-chave:
Família, Estratégia Saúde da Família, Estudos de Linguagem
Abstract:
The article deals with an exploratory research with the objective of analyzing the discourse of the Family Health Strategy logo (ESF) in light of the concept of contemporary family. The analysis was made by the Semiolinguistic theory of Patrick Charaudeau of the French School of the Discourse. The result showed a discursive framework with important restrictions regarding the act of language as the monologal aspect of the process and a subject of non-institutional speech constituted by the advertising agent hired by the Ministry of Health. In the analysis there was a discrepancy between the verbal content that shows the expression \"Family Health\" tending to the comprehensiveness of the policy implemented by the ESF when compared to the imaginary part whose elements demonstrated the predominance of the traditional family. The relevance of multiple contexts such as cultural, social and gender influences the interpretation of mixed texts. It was pointed out the need to redesign the brand to make it more comprehensive and in keeping with the new contemporary family formats. We suggest future studies that explore, in a more critical and incisive way, the limiting character implied in the vision of the logo.
When one image does not say everything: Analysis of the discourse of the Family Health Strategy logo in light of the concept of contemporary Family.
Resumo (abstract):
The article deals with an exploratory research with the objective of analyzing the discourse of the Family Health Strategy logo (ESF) in light of the concept of contemporary family. The analysis was made by the Semiolinguistic theory of Patrick Charaudeau of the French School of the Discourse. The result showed a discursive framework with important restrictions regarding the act of language as the monologal aspect of the process and a subject of non-institutional speech constituted by the advertising agent hired by the Ministry of Health. In the analysis there was a discrepancy between the verbal content that shows the expression \"Family Health\" tending to the comprehensiveness of the policy implemented by the ESF when compared to the imaginary part whose elements demonstrated the predominance of the traditional family. The relevance of multiple contexts such as cultural, social and gender influences the interpretation of mixed texts. It was pointed out the need to redesign the brand to make it more comprehensive and in keeping with the new contemporary family formats. We suggest future studies that explore, in a more critical and incisive way, the limiting character implied in the vision of the logo.
Fragoso, GL. Quando uma imagem não diz tudo: Análise do discurso da logomarca da Estratégia Saúde da Família à luz do conceito de família contemporânea.. Cien Saude Colet [periódico na internet] (2019/Mar). [Citado em 29/06/2024].
Está disponível em: http://cienciaesaudecoletiva.com.br/artigos/quando-uma-imagem-nao-diz-tudo-analise-do-discurso-da-logomarca-da-estrategia-saude-da-familia-a-luz-do-conceito-de-familia-contemporanea/17141?id=17141
