Comunicação e consumo: uma abordagem da propaganda de medicamentos na internet
| dc.contributor.advisor | Silva, Paulo Celso da | |
| dc.contributor.author | Martins, Andréia Maria Lins | |
| dc.date.accessioned | 2023-05-09T20:57:17Z | |
| dc.date.available | 2023-05-09T20:57:17Z | |
| dc.date.issued | 2017 | |
| dc.description.abstract | A divulgação de medicamentos na mídia é tema dessa dissertação, que tem como propósito refletir sobre o estabelecimento de critérios a respeito da qualidade e direcionamento dessas informações científicas e promocionais prestadas, tanto à classe médica, quanto à sociedade civil. O corpus do qual lançamos mão são os anúncios disponibilizados no portal do Universo On-line (UOL). O percurso metodológico caracteriza-se pela análise dos anúncios fundamentada em Bauman, que aborda questões sobre os efeitos do consumo emergente e o sistema capitalista. Constatou-se que a indústria farmacêutica e as empresas têm uma intensa estratégia de marketing com o objetivo de elevar o consumo de medicamentos pela população. Assim sendo, na lógica capitalista, a medicalização, por meio da propaganda de medicamentos em sites, pode ser considerada como mercadoria, cujo objetivo é gerar lucros com a elevação das vendas e de seu aumento no consumo para conquista de mais mercados. | pt |
| dc.description.abstract | Currently the presence of medical issues in the media is a constant, as well as the controversies related to the promotion and indiscriminate use of medicines. In this way it is necessary to establish criteria regarding the quality and direction of the scientific and promotional information provided to both the medical class and society. In a consumer society, drug advertisements and sponsorship aimed at the medical profession often seek incisively to obtain new sales positions in the market and to a certain extent promote the commercialization of the medical act. From this perspective, it becomes increasingly necessary to regulate the advertisement of medicines disclosed to prescribers, in order not to exceed ethical limits and seek the impediment of said commercialization of the medical act. This research project deals with the relationship between the media and the advertisement of medications on the UOL website, in order to propose a reflection on the subject. The present study aims to stimulate a thinking about the transformation processes in the form of drug consumption that society is exposed by encouraging the purchase of drugs placed on websites. The methodological course is characterized by the development of an exploratory research about the ads on the sites. And the theoretical basis was based on the studies of Bauman, that contextualizes the notions of the update on the effects of the emergent consumption and the capitalist. Practical research looked at drug advertisements and the types of stimuli used through digital media on the UOL website. This study found that the pharmaceutical industry and communication companies have an intense marketing strategy in order to raise the consumption of drugs by the population. Thus, in the capitalist logic, the medicalization through the advertisement of drugs on websites, can be considered as a commodity, whose objective is to generate profits by increasing sales and increasing consumption to gain more markets. | en |
| dc.identifier.uri | https://repositorio.uniso.br/handle/uniso/814 | |
| dc.subject | Propaganda - Medicamentos | |
| dc.subject | Propaganda pela Internet | |
| dc.subject | Anúncios - Medicamentos - Brasil | |
| dc.subject | Saúde na comunicação de massa | |
| dc.title | Comunicação e consumo: uma abordagem da propaganda de medicamentos na internet | |
| dc.type | Dissertação | |
| dspace.entity.type | Publication | |
| local.rights | Open Access |
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