Estudo de recepção da campanha “amor seja como for”

Abstract

Aim of the study is to determine which readings and perceptions of militants of the "Movement Sunflower, friends in diversity", of São Borja-RS, regarding the campaign "Love, anyway." To that end, the analysis of the campaign was made following the model of semiotic Roland Barthes for the analysis of text, image in its connotative and denotative. The theoretical framework is still structured by the model coding / decoding, proposed by Stuart Hall, to analyze the readings of the and also the cultural mediations, designed by Jesus Martin-Barbero and Guillermo Orozco Gomez, to understand how these mediations infer the reception of an advertising campaign. In the methodological procedures, data collection was carried out through a qualitative perspective, using observation and individual interviews, following a semi-structured with five members are LGBT-borjense. Thus, we can see the work that the mediation that more was present at the reception was the cultural competence, with relations between subjects and Gaucho regional identity and the relationship of them with LGBT activism.