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Articulation of languages in communication models on public health: the animated films and the character Joe little drop

Grant number: 13/17085-9
Support type:Scholarships in Brazil - Master
Effective date (Start): December 01, 2013
Effective date (End): September 30, 2015
Field of knowledge:Applied Social Sciences - Communications - Radio and Television
Principal researcher:Irene de Araújo Machado
Grantee:Patrícia Beatriz Souza Campinas Pena
Home Institution: Escola de Comunicações e Artes (ECA). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

Brazil is a pioneer country in immunization, having as an important mark, the poliomyelitis eradication, in 1994. This was achieved using national vaccination campaigns which aimed better results with the use of communication channels. One of the "key-points" in this developed communication process was the character Joe Little Drop, made to the eradication of polio. And, it's for the developing of the movies of animation with this character that is guided the objectives and the interests of investigation from this research. The study will stress the languages utilized and developed in this movies, investigating the signic interchanging in distinct semiotic environment - for instance the scientific language transmuted to a audiovisual graphic semiotic environment - and how it articulates benefic ideas to vaccine transforming data into communication, researching the way this materials are affected by the new cultural models, in a way to harmonize with them, appropriating from the dialogic possibilities already established in many of their forms of representation and interrogating in what this implies for health in terms of promotion. The research will analyze the campaigns from the end of the eighties and nineties - period of the conception of the character; the campaigns of 2010 and 2011 with the changing of the techniques, and of the 2012 with the displacement in the vaccine calendar of the oral vaccine, origin from the character's name, to the injectable vaccine. The study intends to analyze television as well, as one of the strongest medium utilized in the campaigns, from the point of view of its sensory experience, and how this could contribute to the diffusion of these conceptions. (AU)

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