Gênero e saúde : análise semiótica de campanhas da saúde da mulher

Abstract

It is proposed in this text to discuss about points that tangent women's health in a qualitative exploratory perspective. The general objective is to analyze how the imagery representation of health campaigns reinforces a unitary model of women still centered on biomedical reading and tied to a hierarchical opposition between men and women. Campaigns such as the pink October and the blue November corroborate a symbolic division that at first seems naive and free of effects, but which reverberates markers of interventions drawn in gaps between the genders, preserving the ideal of "mommy", fragility and " pink universe ". Negative gender hierarchies emerge in health. Modern conceptional methods still focus more heavily on controlling female bodies by forging a denial of the male role in the biological sphere and highlighting the male role in the social sphere by creating bifurcations that assimilate physical attributes to social functions by equating the logic of woman as procreator and man. as provider. As a methodological resource in this endeavor, we use Charles Sanders Peirce's Semiotic Theory and Serge Moscovici's Theory of Social Representations. The analysis of the official campaigns of the Ministry of Health of the years 2013, 2014, 2015 and 2016 was performed. With this in mind, we understand that health advertising campaigns help to solidify this binary logic. Thus, we point out the importance of thinking about the binarisms supported by health campaigns so as not to engage in practices that deviate from the perspective of the integral model, electing health repertoires in a cast and excluding the plurality of women, and consequently of men.