Literacia para a cidadania e a democracia: Enquadrar a propaganda no âmbito da comunicação persuasiva organizada
Palabras clave:
Propaganda, persuasão, relações públicas, ativismo, feminismoResumen
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.
Citas
Adi A., (2020). Protest Public Relations—Communicating Dissent and Activism (1st ed.). New York, Routledge.
Adi, A. & Moloney, K. (2012). The importance of scale in Occupy movement protests: a case study of a local Occupy protest as a tool of communication through Public Relations and Social Media, Revista Internacional de Relaciones Públicas, Nº 4, Vol. II [97-122]
Adichie's, C. N. (2017). TED talk "We should all be feminists" at https://www.youtube.com/watch?v=S6ufvYWTqQ0&ab_channel=TED
Arendt, H. (1969). On violence, New York: Harcourt Brace and World
Arendt, H. (1973). Origins of totalitarianism, New York: Harcourt Brace Jovanovich
Bakir, V., Herring, E., Miller, D., & Robinson, P. (2019). Organized Persuasive Communication: A new conceptual framework for research on public relations, propaganda and promotional culture. Critical Sociology, 45(3), 311–328. https://doi.org/10.1177/0896920518764586
Barbakadze, T. (2020). Ideology, propaganda, and gender: images of women on World War II posters, Heinrich Boell Foundation Tbilisi Office
Baszanger I. & Dodier N. (2004). Ethnography: Relating the part to the whole. In: Silverman D (ed.) Qualitative Research: Theory, Method and Practice (2nd ed.). Calif. Sage Publications.
Baudrillard, Jean (1991). Simulacros e Simulação, Relógio D'Água
Bıçakçı, A., B. & Hürmeriç, P. (2020). Second-wave feminist movement in Turkey through an activist PR perspective, in: Adi A. (ed.), Protest Public Relations—Communicating Dissent and Activism (1st ed.). New York, Routledge.
Boorstin, D.J. (1961). The Image: A guide to pseudo-events in América. New York: Atheneum
Ciszek, E. & Logan, N. (2018). “Challenging the dialogic promise: how Ben & Jerry’s support for Black Lives Matter fosters dissensus on social media", Journal of Public Relations Research, 30:3, 115-127
Ciszek, E. L. (2017). Activist Strategic Communication for Social Change: A Transnational Case Study of Lesbian, Gay, Bisexual, and Transgender Activism. J Commun, 67: 702-718. https://doi.org/10.1111/jcom.12319
Coombs, T. & Holladay, S. (2012a). Fringe public relations: How activism moves critical PR toward the mainstream. Public Relations Review 38(5): 880–887, https://www.sciencedirect.com/science/article/abs/pii/S0363811112000562
Coombs, T. W. & Holladay, S. J. (2012b). Privileging an activist vs. a corporate view of public relations history in the US. Public Relations Review, 38, 347–353, https://doi.org/10.1016/j.pubrev.2011.11.010
Demetrious K., (2011). Activist Public Relations. Wiley Online Library. Available at: https://onlinelibrary.wiley.com/doi/abs/10.1002/9781405186407.wbieca076.
Demetrious, K. (2013), Public relations, activism, and social change: speaking up, Routledge, New York
Edwards, L. & Hodges, C. M. (2011). Public relations, society & culture: theoretical and empirical explorations, London, New York, Routledge
Ellul, J. (1973). Propaganda: The Formation Of Men's Attitudes, Vintage Books Random House New York
Everett, J. L., & Johnston, K. A. (2012). Toward an ethnographic imperative in public relations research. Public Relations Review, 38(4), 522–528. https://doi.org/10.1016/j.pubrev.2012.05.006
Fawkes, J. (2007). Public relations models and persuasion ethics: a new approach, Journal of Communication Management, Vol. 11 No. 4, pp. 313-331, DOI 10.1108/13632540710843922
Gudkova, O. & Sarikakis, K. (2020). Public relations for social change - Shock tactics in feminist activism in Eastern Europe, in: Adi A. (ed.), Protest Public Relations—Communicating Dissent and Activism (1st ed.). New York, Routledge.
Habermas J. (1984). The Theory of Communicative Action, Volume 1: Reason and the Rationalization of Society, trans. McCarthyT. Boston, MA: Beacon Press.
Hammersley, M. & Atkinson, P. (2019). Ethnography, Principles in Practice, 4th Edition, Routledge
Heath, R. L., Motion, J. & Leitch, S., (2009). “Power and Public Relations: Paradoxes and Programmatic Thoughts” at 12th Annual International Public Relations Research – Conference Research that Matters to the Practice, Edited by Koichi Yamamura, University of Miami
Heath, R.L., Johansen, W. and James, M. (2018). Emergent Strategy. In The International Encyclopedia of Strategic Communication (eds R.L. Heath and W. Johansen). https://doi.org/10.1002/9781119010722.iesc0067
Holtzhausen, D.R. (2012). Public Relations as Activism: Postmodern Approaches to Theory & Practice. New York: Routledge
Jaksa, J.A. & Pritchard, M.S. (1994), Communicator Ethics: Methods of Analysis, 2nd ed., Wadsworth, Belmont, CA.
James, M. (2009). Getting to the heart of public relations: The concept of strategic intent. Asia Pacific Public Relations Journal, 10, 109-122
James, M. (2011). A Provisional Conceptual Framework for Intentional Positioning in Public Relations, Journal of Public Relations Research, 23:1, 93-118. https://doi.org/10.1080/1062726X.2010.505120
L’Etang, J. (2016). Public relations, activism and social movements: Critical perspectives. Public Relations Inquiry, 5(3), 207–211. https://doi.org/10.1177/2046147X16675665
L’Etang, J., Hodges, E. M., & Pieczka, M. (2012). Cultures and places: Ethnography in public relations spaces—Editorial. Public Relations Review, 38(4), 519–521. http://dx.doi.org/10.1016/j.pubrev.2012.05.013
Moloney, K. & McGrath, C. (2020). Rethinking Public Relations, Persuasion, Democracy and Society, 3rd Ed, Routledge
Moloney, K. (2006). Rethinking Public Relations, PR Propaganda and Democracy, 2nd ed. London: Routledge
Müller, N. (2021). From grassroots movement to parliament: Strategic communication and the achievement of public legitimacy - Case Study: PAN (People – Animals – Nature), Strategic Communication and Civic Dynamics, Public Sciences & Policies, V. VII, N 2, 201-221; DOI: 10.33167/2184-0644.CPP2021.VVIIN2/pp.201-221
Müller, N. (2022). Public relations and dissent: Anti-racism digital advocacy Portuguese case study, Communication & Society, Vol 35 No 2, pp. 19-35, https://doi.org/10.15581/003.35.2.19-35
Nothhaft, H., Werder, K., Verčič, D. & Zerfass, A. (Eds.). (2021). Future Directions of Strategic Communication, Routledge
Ortega-Sánchez, D., Blanch, J. P., Quintana, J. I., Cal, E. S. de la, & de la Fuente-Anuncibay, R. (2021). Hate Speech, Emotions, and Gender Identities: A Study of Social Narratives on Twitter with Trainee Teachers. International Journal of Environmental Research and Public Health, 18(8), 4055. MDPI AG. http://dx.doi.org/10.3390/ijerph18084055
Pieczka, M. (1997). Understanding in public relations. Australian Journal of Communication, 24(2), 65–80.
Rapp, C. (2012). “Aristotle on the Moral Psychology of Persuasion”, in Ch. Shields (ed.), The Oxford Handbook of Aristotle, Oxford: Oxford University Press, 589–611
Rapp, C. (2022). "Aristotle’s Rhetoric", The Stanford Encyclopedia of Philosophy (Spring 2022 Edition), Edward N. Zalta (ed.), URL = https://plato.stanford.edu/archives/spr2022/entries/aristotle-rhetoric/
Repucci, S. & Slipowitz, A. (2022). The Global Expansion of Authoritarian Rule, 2022 edition of Freedom in the World Report by Freedom House
Ryan, C. & Jeffreys, K. (2019). Beyond Prime-Time Activism, Communication Activism and Social Change, Routledge
Scharff, C. (2019). Why so many young women don't call themselves feminist, BBC News, 6 February 2019, at https://www.bbc.com/news/uk-politics-47006912
Servaes, Jan, (2012). Soft power and public diplomacy: The new frontier for public relations and international communication between the US and China, Public Relations Review, Volume 38, Issue 5, Pages 643-651, https://doi.org/10.1016/j.pubrev.2012.07.002
Sutton, M. Q., & Anderson, E. (2004). Introduction to cultural ecology. Altamira Press.
Thompson, G. (2016). Towards a theory of rent-seeking in activist public relations, Public Relations Inquiry, 5(3), 213–231, https://doi.org/10.1177/2046147X16644005
Verčič D. (2008). Public Relations and Power: How Hard is Soft Power?, In: Zerfass A., van Ruler B., Sriramesh K. (eds) Public Relations Research. VS Verlag für Sozialwissenschaften, https://doi.org/10.1007/978-3-531-90918-9_17
Vujinovic, M., & Kruckeberg, D. (2010). The local, national & global challenges of public relations: A call for an anthropological approach to practicing public relations. In R. Heath (Ed), Handbook of public relations (pp. 671–678). London, UK: Sage
Winthrop, R. H. (1991). Dictionary of concepts in cultural anthropology. Greenwood Press.
Wolcott, H. F. (2008). Ethnography: A way of seeing, Second Edition, Lanham, MD: Altamira Press
Ziegler, M. (2022). If the Supreme Court Can Reverse Roe, It Can Reverse Anything, No one should get used to their rights, The Atlantic, June 24, 2022
Descargas
Publicado
Número
Sección
Licencia
Esta obra está bajo una licencia internacional Creative Commons Reconocimiento-NoComercial-SinObraDerivada 3.0.
Estudos em Comunicação / Estudos de Comunicação é um jornal de Acesso Livre. Todos os seus conteúdos estão disponíveis gratuitamente, sem custo para o utilizador ou para a sua instituição. O utilizador pode ler, baixar, copiar, distribuir, imprimir, pesquisar ou vincular aos textos completos dos artigos nesta revista sem autorização prévia do editor ou do autor. Estudos de Comunicação, por LabCom.IFP, está licenciado sob uma Licença Creative Commons Atribuição-Não Comercial-NoDerivs 3.0 Unported. Ao enviar seu trabalho para estudos de comunicação / estudos de comunicação, você confirma ser o autor e que possui os direitos autorais, que o conteúdo é original e anteriormente inédito e que concorda com os termos de licenciamento.
