UMA CRÍTICA ÀS ESTRATÉGIAS DE COMUNICAÇÃO NA CAMPANHA DO UNICEF "ESTÁ EM SUAS MÃOS PROTEGER NOSSAS CRIANÇAS"
DOI:
https://doi.org/10.22456/2238-152X.50389Keywords:
UNICEF, estratégias de comunicação, sistema de garantia de direitos, neoliberalismo, corporaçõesAbstract
No contexto dos megaeventos no Brasil, foi lançada uma campanha pelo Fundo das Nações Unidas para a Infância (UNICEF) – “Está em suas mãos proteger nossas crianças” –, com o objetivo de prevenir e denunciar casos de exploração e violência contra crianças e adolescentes. As estratégias de comunicação utilizadas nos dão pistas de como os efeitos de poder circularam nesse processo, sendo importante uma análise mais minuciosa de algumas considerações genealógicas ancoradas em algumas ferramentas de Michel Foucault. Interrogamos que as estratégias usadas articularam o marketing às práticas de judicialização da vida, caindo em um denuncismo que opera a defesa e punição e pouco a rede de garantia de direitos dessas crianças e desses adolescentes. Ao dar uma resposta mais imediata, esses serviços tornam-se uma política de emergência e uma ferramenta de luta midiatizada, baseada na denúncia, na lógica penal e no negócio do social.
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