Literacia para a cidadania e a democracia: Enquadrar a propaganda no âmbito da comunicação persuasiva organizada
Palavras-chave:
Propaganda, persuasão, relações públicas, ativismo, feminismoResumo
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.
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