| Resumo: |
The non-governmental organizations (NGOs) are gaining notoriety in Brazil since the 1980s due to their roles both in social and environmental scenarios, in response to demands from the Brazilian Society. The NGOs are also frequent users of advertisement as a method of publicizing their actions. This research aims to investigate the discourse of NGOs on mass media, focusing advertisement, and we consider such advertisement as products consumed in a symbolic way. Hence, the goal of this research is to understand the interactions between such advertisements and the culture of consumption. In this research, we assume that consumption, with its broad manifestations and social representations, has great influence over the production of NGOs public narratives under the form of advertisements. For the purpose of the research, we address the following aspects of the problem: the context of civil society and citizenship; the field of publicity; the overlapping of the Third Sector with the marketing, propaganda, and adv ertisement sector; and the concepts and paradigms involving the Environmental Movement, because we have chosen, as a corpus for the discourse analysis of publicity, ads from SOS Mata Atlântica Foundation, an environmental NGO active in Brazil since 1987. The chosen methodology is the French tradition of Discourse Analysis (DA), applied both on the publicity narratives and on the Mission of the Foundation. We carried out a comparative study between the discourses produced during the establishment of the Foundation and the contemporary discourses. The analysis demonstrates the existence of a tension zone between the publicity discourse and the Mission of the NGO. As a result, we explain the move of the Mission towards the publicity narrative. This move has brought the Foundation discourse closer to the rhetoric of the market, showing an intention to produce a symbolic image of the Foundation in the same way the market rhetoric produces the brand of goods: focusing on publicity communication to build its "brand" from a discourse already consumed by society instead of publicizing their cause. |
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