Other pedagogical grounds: media teaching about equality and alterity

• Main Authors: Fernanda de Camargo Machado, Márcia Lise Lunardi-Lazzarin
• Format: Article
• Language: Portuguese
• Published: Universidade Federal de Santa Maria (UFSM) 2010-10-01
• Series: Revista Educação Especial
• Subjects: Publicities’ Discourse; Equality; Difference.
• Online Access: http://cascavel.ufsm.br/revistas/ojs-2.2.2/index.php/educacaoespecial/article/view/1425

This study aims to discuss the discourse of advertising and its effects of truth in contemporary circuit. From this perspective, looks like the plot of a particular discursive television ad tells, disseminates, and in that respect, teaches about sameness and otherness. In other words, how to delineate the relationships of power and knowledge involved in the production of identity and difference. When you sign up in the field of Cultural Studies in Education, headquartered in post-structuralist, this study aims at philosophical production of Michel Foucault’s notions of discourse, truth and power as tools to undertake a cultural production and the other even in the context examined. Importantly, this debate does not want to assign a value-judgment to propaganda analysis. Its main intention is to confront the productive nature of discourse and educational advertising and its effects of meaning, among them the significance of differences as barriers to equality.