Literacia para a cidadania e a democracia: Enquadrar a propaganda no âmbito da comunicação persuasiva organizada

Autores

Palavras-chave:

Propaganda, persuasão, relações públicas, ativismo, feminismo

Resumo

A ameaça global aos ideais democráticos e aos direitos e liberdades fundamentais exige que os cidadãos avaliem criticamente as diferenças entre formas de persuasão consensuais e formas de persuasão não consensuais, manipuladoras e propagandísticas, a fim de fazerem escolhas livres e informadas. A partir de um trabalho etnográfico com uma organização portuguesa de defesa dos direitos das mulheres durante seis meses (janeiro-junho de 2021), este artigo discute a intersecção das relações públicas ativistas e da comunicação persuasiva organizada no âmbito de campanhas feministas. A propaganda surge como um fenómeno sociológico multifacetado e as campanhas de comunicação analisadas neste estudo indicam que, por princípio, a comunicação ativista feminista pode operar no âmbito da persuasão estratégica consensual e não da propaganda. Os resultados também ilustram as possíveis contribuições das relações públicas para a mobilização social, participação cívica e adesão democrática. As observações mostraram que nem todos os tipos de persuasão são prejudiciais ou falsos e que a propaganda não serve apenas para mudar opiniões, mas muitas vezes pretende manter as tendências dominantes e o status quo.

Biografia Autor

Naíde Müller, Faculdade de Ciências Humanas - Universidade Católica Portuguesa

Doutorada em Ciências da Comunicação e investigadora no CECC da FCH-UCP, onde também leciona na Licenciatura e Mestrado em Ciências da Comunicação. Licenciada em Comunicação Empresarial e Relações Públicas pela Escola Superior de Comunicação Social (2008) e mestre em Comunicação Integrada pelo Instituto Superior de Novas Profissões (2011), foi investigadora visitante na Kent State University (2021) com uma bolsa da FLAD. Trabalhou como consultora de comunicação em projetos no setor público e privado e foi assessora de comunicação política entre 2015 e 2019 na Assembleia da República. Investiga na área da comunicação estratégica, movimentos sociais e ativismo por direitos humanos.

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Publicado

2023-11-30