As representações sociais sobre o consumo infantil de mães e crianças de Álvares Machado e suas relações com a propaganda televisiva
Carregando...
Data
2017-10-25
Autores
Ferruzzi, Gabriela Amorin [UNESP]
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Estadual Paulista (Unesp)
Resumo
A presente pesquisa, inscrita na linha de pesquisa “Processos formativos, ensino e aprendizagem” do programa de Pós - Graduação em Educação da Universidade Estadual Paulista Júlio de Mesquita Filho, Campus de Presidente Prudente, teve por objetivo geral identificar e analisar as representações sociais do consumo infantil para mães e crianças no município de Álvares Machado e suas possíveis relações com a propaganda televisiva. Para alcançar tal objetivo, foram delineados os seguintes objetivos específicos: identificar e analisar as representações sociais das mães sobre a propaganda dirigida às crianças; identificar e analisar as representações sociais de crianças sobre a propaganda dirigida a elas; identificar e analisar as representações sociais de mães sobre o consumo/consumismo infantil e identificar e analisar as representações sociais de crianças sobre o consumo/consumismo infantil. O estudo se justifica como uma possibilidade para compreender o papel das mídias e da família para estabelecer noções de consumo e consumismo em crianças de sete a nove anos, permitindo refletir sobre quais são as representações sociais estabelecidas sobre o consumo e de como elas se manifestam na percepção da criança entre diferenciar o supérfluo do necessário ao se realizar uma compra. A pesquisa assumiu uma abordagem qualitativa, com características do tipo descritivo-explicativo e se dividiu em duas fases de coleta de dados: aplicação de questionários às mães e entrevistas semiestruturadas com crianças de escolas pública e privada da cidade de Álvares Machado. A análise dos dados se deu por meio da técnica de análise de conteúdo de L. Bardin. Os resultados da pesquisa apontam que as mães machadenses tem a representação do consumo atrelada com a propaganda infantil televisiva, e esta se apresenta com recursos apelativos na intenção de interferir no modo consumo de seus filhos. No entanto, a maioria afirmou que se consideram e consideram seus filhos como consumidores, uma vez que, só realizam compras necessárias. Sobre as crianças, a pesquisa revelou que elas raramente ouvem falar em consumo/consumismo no sentido de comprar ou consumir em excesso, pois apresentaram pouco conhecimento em relação a estes termos e nas poucas vezes que conseguiram fazer alguma associação com essa palavra foi no sentido de consumir (gastar) água ou energia. Já em relação à propaganda infantil, a maior parte das crianças disse que costuma prestar atenção e pedir para os pais comprarem os itens que são divulgados. Dessa forma, os resultados da pesquisa apontam que mesmo diante dos inúmeros debates acerca das propagandas infantis elas fazem parte do cotidiano das crianças e cabe a nós, professores e pais, a função de alertá-las sobre as estratégias mercadológicas que visam apenas o consumismo e prepará-las para um consumo consciente, por meio de uma educação voltada a uma leitura crítica dos meios.
The present research, enrolled in the research line "Formative processes, teaching and learning" of the Post-Graduation Program in Education of the Universidade Estadual Paulista Júlio de Mesquita Filho, Campus of Presidente Prudente, had the general objective to identify and analyze the social representations of the infantile consumption for mothers and children in Álvares Machado city and their possible relations with television advertising. In order to achieve this goal, the following specific objectives were outlined: identifying and analyzing the mothers' social representations about advertising directed at children; identifying and analyzing the social representations of children about advertising directed at them; identifying and analyzing the social representations of mothers about child consumption / consumerism and identify and analyze the social representations of children about child consumption / consumerism. The study is justified as a possibility to understand the role of the media and the family to establish notions of consumption and consumerism in children of seven to nine years, allowing to reflect on what are the established social representations about consumption and how they are manifested in the perception of the child between differentiating the superfluous from the necessary when making a purchase. The research took a qualitative approach, with characteristics of the descriptive-explanatory type and was divided into two phases of data collection: questionnaire application to mothers and semi-structured interviews with children from public and private schools in Álvares Machado. The analysis of the data was done through the technique of content analysis of L. Bardin. The results of the research indicate that mothers in Alvares Machado have the representation of consumption linked to television advertising for children, and this presents appealing resources in order to interfere in the consumption mode of their children. However, most stated that they consider themselves and their children as consumers, since they only make necessary purchases. Of the children, the research revealed that they rarely hear of consumption / consumerism in the sense of buying or consuming in excess, because they had little knowledge about these terms and in the few times that they could make any association with that word was in the sense of consume (spend) water or energy. Concerning child advertising, most children said they usually pay attention and ask their parents to buy the items that are advertised. Thus, the research results point out that even in the face of countless debates about children's advertisements, they are part of children's daily lives, and it is up to us, teachers and parents, to alert them to marketing strategies that aim only at consumerism and to prepare them for a conscious consumption, through an education directed to a critical reading of the means.
The present research, enrolled in the research line "Formative processes, teaching and learning" of the Post-Graduation Program in Education of the Universidade Estadual Paulista Júlio de Mesquita Filho, Campus of Presidente Prudente, had the general objective to identify and analyze the social representations of the infantile consumption for mothers and children in Álvares Machado city and their possible relations with television advertising. In order to achieve this goal, the following specific objectives were outlined: identifying and analyzing the mothers' social representations about advertising directed at children; identifying and analyzing the social representations of children about advertising directed at them; identifying and analyzing the social representations of mothers about child consumption / consumerism and identify and analyze the social representations of children about child consumption / consumerism. The study is justified as a possibility to understand the role of the media and the family to establish notions of consumption and consumerism in children of seven to nine years, allowing to reflect on what are the established social representations about consumption and how they are manifested in the perception of the child between differentiating the superfluous from the necessary when making a purchase. The research took a qualitative approach, with characteristics of the descriptive-explanatory type and was divided into two phases of data collection: questionnaire application to mothers and semi-structured interviews with children from public and private schools in Álvares Machado. The analysis of the data was done through the technique of content analysis of L. Bardin. The results of the research indicate that mothers in Alvares Machado have the representation of consumption linked to television advertising for children, and this presents appealing resources in order to interfere in the consumption mode of their children. However, most stated that they consider themselves and their children as consumers, since they only make necessary purchases. Of the children, the research revealed that they rarely hear of consumption / consumerism in the sense of buying or consuming in excess, because they had little knowledge about these terms and in the few times that they could make any association with that word was in the sense of consume (spend) water or energy. Concerning child advertising, most children said they usually pay attention and ask their parents to buy the items that are advertised. Thus, the research results point out that even in the face of countless debates about children's advertisements, they are part of children's daily lives, and it is up to us, teachers and parents, to alert them to marketing strategies that aim only at consumerism and to prepare them for a conscious consumption, through an education directed to a critical reading of the means.
Descrição
Palavras-chave
Mídias, Consumo, Propaganda, Crianças, Representações sociais, Media, Consumption, Advertising, Children, Social representations