Experimentação e avaliação do método “noção ética”

Abstract

With this dissertation, we aimed to experiment and evaluate an analysis method not yet tested in academic practice - "Ethical Notion": Method for analysis of communication pieces - developed by the researcher and supervisor of this research, in order to help communication researchers interested in research involving ethics. With this purpose, starting from two ready-made pieces of communication, we put the method in evidence and, thus, evaluate it in practice, in order to understand how it performs in use in the analysis of journalistic and advertising pieces in their ethical aspects, this being our problem premise to be solved. We experimented with the method by analyzing a journalistic piece and an advertisement, the first involving the Covid-19 theme and the second the gender/feminism theme. The themes are distinct and are strictly related to the choice of the pieces, which takes into consideration contemporary issues, sensitive to ethical discussions, and that fit into divergent contextual situations for the applicability of the method. They are, therefore, only sifters/objects of analysis to the extent that the method itself is the subject of our research. In the end, after experimentation, we evaluated the method and came to the following considerations: the method has potential for involving a specific concept of ethics; for broadening the possibilities of discussions; for not requiring a predetermined theoretical framework; and for being reflexive rather than prescriptive. On the other hand, it presents the following limitations: it does not direct the researcher to objective answers; its last two nuances are more specific, one standing out more in advertising pieces and the other in journalistic ones; the method may be running the risk of conceptual displacement; and, finally, its experimentation and evaluation, promoted by the present dissertation, may be understood as endogenous.