Comunicação e saúde: sentidos, medos e esperanças – uma diagnóstica de cenas discursivas num posto de campanha de prevenção ao câncer de próstata

Abstract

Based on the theoretical assumptions of Discourse Analysis (DA), this research aimed to understand the way in which Prostate Cancer Prevention campaigns are read by men who respond to a call from the Ministry of Health (MS). To fulfill the research objectives, 17 discursive interviews were carried out in health centers in the Municipality of Juiz de Fora, composing what we call a “discursive scene”, in which clashes and intrigues between competing discursive formations materialized in verbally produced textualities are analyzed. or not by a certain group of social actors. Media files were also mobilized for analysis purposes, in addition to the campaigns themselves, as a way of understanding the relationship between memory and discursive scenario, comparing them with the production-reading of the MS convocation speech carried out by the men interviewed. Men are identified by health literature, as well as by the National Policy for Comprehensive Attention to Men's Health (PNAISH - 2009), as culturally 'aloof from taking care of their health'. One of the aspects that drew the most attention in the interviews carried out in a period prior to the beginning of the master's degree was the recurrence of a speech operated by jokes, which, although they provoke laughter in their brevity, considering their extended versions, reveal other crossed meanings, often, through imaginary formations about the male body, of masculinity, virility and even medical discourses, a memory often affected by discourses propagated by the media (in a broad sense). The joke presents itself as a discursive mechanism that indicates the imbalance of certainties already stabilized in the social structure regarding what “it is to be a man”, veiling a game that involves said and unsaid, present and absent, covering up other meanings that, Through analytical-discursive in-depth analysis, they begin to reveal themselves. We believe that the result of this reading can help formulators of public policies and pieces of communication aimed at health to understand possible dissonances between the objectives of the campaigns and ways of adhering to the target audience.