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Previous issue date: 2017-12-13 / Data from the Brazilian Institute of Geography and Statistics show that the Brazilian
population is aging rapidly. According to WHO's World Health and Aging Report from 2015,
the number of people over 60 years old in the country is expected to grow much faster than
the world average. While the number of elderly people will increase twice in the world by the
year 2050, it will be about triple in Brazil. Therefore this study get started from the question
of how this segment is being portrayed in advertisements. Are the elderly present in ads being
represented in the context of a Consumer Society, according to stereotypes or with a vision of
citizenship and autonomy? The theoretical basis was Serge Moscovici's Theory of Social
Representations. This research had a qualitative approach, based on documental analysis of
some brazilian magazines, such as Veja (Abril publisher), Isto?? (publisher 3) and ??poca
(Globo publisher). The design was longitudinal, considering the years 2016 and 2017 (July
2016 to June 2017), making one (1) year of analysis. The analyse included 52 editions of
each releasead publication, making 156 periodicals. The research was made using the Bardin
(2011) content analysis technique, combined with a visual data analysis of Banks (2009). A
total of 1437 advertisements were selected, with the elderly being 89, with 43 being analyzed,
excluding repetitions. According to the Theory of Social Representations the discussion of
the collected material evidenced an anchorage in images elderly people, in interaction with
the family, in the objectification of the sale of products for loss of functionality or health, for
adherence to new investment technologies and pension reform. The analysis points to an
ambivalent Social Representation of old age in a society in transition in epidemiology,
demography and autonomy of the elderly. / Dados do IBGE comprovam que a popula????o brasileira est?? envelhecendo rapidamente.
Conforme o Relat??rio Mundial do Envelhecimento e Sa??de (OMS, 2015), o n??mero de
pessoas com mais de 60 anos no pa??s dever?? crescer muito mais r??pido que a m??dia mundial.
Enquanto a quantidade de idosos duplicar?? no mundo at?? o ano de 2050, ela quase triplicar??
no Brasil. Diante desse quadro, esse estudo partiu da indaga????o de como este segmento est??
sendo retratado em an??ncios publicit??rios. As pessoas idosas est??o presentes nos an??ncios
sendo representados no contexto de uma Sociedade de Consumo, conforme estere??tipos ou
com uma vis??o de cidadania e autonomia? O embasamento te??rico foi a Teoria das
Representa????es Sociais de Serge Moscovici. A pesquisa teve uma abordagem qualitativa com
a an??lise documental de tr??s peri??dicos: Veja (editora Abril), Isto?? (editora 3) e ??poca
(editora Globo). O delineamento foi longitudinal, considerando os anos de 2016 e 2017
(julho/16 a junho/17), totalizando um (1) ano de an??lise. Foram 52 edi????es de cada peri??dico,
perfazendo 156 n??meros analisados. Utilizou-se a t??cnica de an??lise de conte??do de Bardin
(2011) combinada com uma an??lise de dados visuais de Banks (2009). Foram selecionados
1437 an??ncios, sendo que havia pessoas idosas em 89, tendo sido analisados 43, exclu??das as
repeti????es. Conforme a Teoria das Representa????es Sociais a discuss??o do material recolhido
evidenciou uma ancoragem em imagens de idosos com sucesso, em intera????o com a fam??lia
na objetiva????o da venda de produtos para perda de funcionalidade ou sa??de, para ades??o a
novas tecnologias de investimento e reforma da previd??ncia. A an??lise aponta para uma
Representa????o Social ambivalente da velhice numa sociedade em transi????o epidemiol??gica,
demogr??fica e de autonomia da pessoa idosa.
| Identifer | oai:union.ndltd.org:IBICT/oai:bdtd.ucb.br:tede/2362 |
| Date | 13 December 2017 |
| Creators | Ribeiro, Lucyara Franco |
| Contributors | Faleiros, Vicente de Paula |
| Publisher | Universidade Cat??lica de Bras??lia, Programa Strictu Sensu em Psicologia, UCB, Brasil, Escola de Sa??de e Medicina |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UCB, instname:Universidade Católica de Brasília, instacron:UCB |
| Rights | info:eu-repo/semantics/openAccess |
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