“Rodas de conversa” sobre a (além da) campanha “Crack nem pensar”: a saga do “Super-homem moderno” em tempos de crack

Abstract

This master s dissertation is conceived from our uneasiness since the Crack Epidemic has become a phenomenon socially known through several news, reports and campaigns broadcasted by means of mass communication. Based on the concept of ideology, the general objective was to analyze how the crack users attending a Psychosocial Attention Center Alcohol and Drugs perceive the symbolic forms transmitted on the television campaign Crack nem pensar (in Eglish, Crack? No way! ). The specific objectives were: to know how the users feel and what they think when watching the television campaign Crack nem pensar ; to analyze how the users interpret the constructions of themselves represented in the campaign; to analyze how they perceive the constructions of the drug transmitted by the campaign; to identify and interpret possible relations of domination (ideology) established in the participants speech with regard to the campaign; and reflect, through the experience of the groups, on the possibility of creating new forms of approaching the theme. Through the dialogical meetings, we proposed the construction of a communication space understood as the right to say their word, and express their opinion. Based on the theoretical perspective of the Critical Social Psychology and on the methodological pressupositions of the Deep Hermeneutics, we used as a method the conduction of observation-making on the part of the participants, the writing of a field diary and the establishment of Roundtable Conversations . For conducting the Roundtable Conversations , the Focus Group technique was used. Three groups were formed in a total of 16 speekers. The data were submitted to analysis forming three theoretical axis, conceiving the modern western culture as the main axis: modern projects and the production of human dregs of society ; the television as the agorá of the modern societies; and the drug myth. Several ideological strategies were identified in this research (e.g. naturalization, eternalization, differenciation, universalization, among others). By using modes of subjectivity expression , the group demonstrated not only a therapeutic character but also a political character. Moreover, the Roundtable Conversations highlighted the speekers critical posture regarding the campaign under debate, and in spite of their agreement with the importance of the theme being broadcasted by the media, they believe that the adds escaped from reality . For them, the adds can contribute to increased prejuice on the part of the population toward the drug users. Thus, the Roundtable Conversations went beyond the debate over the campaign Crack nem pensar , in which the notion of subjectivity was crucial to the analyses.