Multimodalidade no discurso preventivo de cartazes do Programa Saúde da Família

Abstract

This research has the topic of discussion discursive multimodality and part of an expanded notion of text (Fairclough, 2001), according to which the text is defined as a unit of meaning and concerns, so the verbal compositions, nonverbal compositions and also formed compositions, both verbal material and non-verbal material. The theme of this research is defined as Multimodality in preventive speech posters of the Family Health Program (PSF) and arises from the field experience gained during the participation in the project entitled "Dialogue as Health Professional Intervention Tool in Relationship Patients with ", funded by the Cearense Support Scientific and Technological Development Foundation (FUNCAP / PPSUS / CNPq / SESA notice 3-2012) and coordinated by Professor Maria Isabel Santos Magalhaes, guiding this research. We aimed to examine how multimodality contributes to materialize the preventive discourse on posters to publicize the Family Health Program (PSF), identifying and characterizing the multimodal elements that shape the genre in question, checking how these elements are articulated to build and naturalize senses potentially ideological. From the perspective of qualitative research, we conducted a case study with as photographic records of circulating posters data in the PSF service centers. Reports and field notes subsidized in context and analysis of the data analyzed based on the theoretical and methodological assumptions of Design Visual Grammar (KRESS; van Leeuwen, 2006) and Critical Discourse Analysis (CDA) (Fairclough, 2001, 2003). We note that the posters are produced by joint elements from the advertisement genre, and its informative function and neutrality of information are in the background, because the persuasive elements have greater prominence. Thus, we understand that the real purpose of the wide circulation of these visual compositions in the PSF service posts is not the information as a preventive method, able to alert and educate the public, but lead your readers to see the social practice in which they live as part of the reality presented in the visual compositions. Our conclusions point that, so that campaigns can meet a really informative and preventive role, you need much more than their dissemination through posters. It is also necessary to rethink how the reception of these texts is being made and take into account the specificities of the different communities which are circulating because we find that the social, economic and cultural issues are not present in these visual compositions.