Campanhas de conscientização: como a recepção compreende a mobilização proposta neste tipo de abordagem

Abstract

This work has as its theme the relationship between the reception and awareness campaigns, to understand whether the latter are able to mobilize the receiver audience, bringing the office as a subject of study. There are many approaches especially on the chosen theme, however, you can find many analyzes that focus on the development of campaigns, but not directly on the reception. This work is based on the hypothesis that the methods used in awareness campaigns do not always work, which are not always effective, ie that the public may reflect, but not always act. Thereby there is a problem linked to how viewers understand the pieces of awareness campaigns and whether or not they are able to mobilize. This work has as main objective to analyze, considering the message decoding process, as this audience receive the messages sent through awareness campaigns, taking into account the strategy of this approach. To get the considerations about it, there as methodology the bibliographical research and indepth interview. The work is based on cultural studies as both theoretical and methodological contribution. Through interviews, data is acquired that can be taken into consideration in other campaigns and understood that campaigns can take the audience to think, but not always to act, failing absolutely to mobilize. Through experimentation, the hypothesis, if proven to be true.