"Eu pensei que você só caminhasse por aí tomando vinho branco e mandando beijos": um estudo sobre a representação do profissional de Relações Públicas na série Flack

Abstract

The present monograph aims to study how the Public Relations professional is being represented in the audiovisual, through the analysis of films and series, with a specific focus on the English series Flack (LANSLEY, 2019). The choice for this specific object was due to the great potential of study, since it presents four RP characters said as such. We sought to understand how the construction of these characters was carried out, their physical and psychological characteristics, their actions and professional activities. Six scenes from the series were also selected for an in-depth study of these representations. For the development of these analyses, it was previously necessary to search for parameters that defined the Public Relations professional and his activities, based on the work of Cesca (2012), the context of origin of the profession and the laws and regulations in force for the area, anchored in the Law No5.377 (BRAZIL, 1967), and in the Global Alliance of Public Relations and Communication Management. And starting from the hypothesis that the existing representations of PR professionals are loaded with stereotypes, it was also necessary to define the concepts of stereotype and representation, according to Moscovici (2007) and Baptista (2004). Before going into the analysis of the Flack series, a broader study was also carried out on films and series where it is possible to perceive the presence of RPs said or not as such. For the analysis of the objects, concepts and categories were used, based on the work of Miller (1999) on archetypes, Saltzman (2011) on image, and Campos (2007) and Comparato (1995) to study the construction of characters and their characteristics.