Os enunciados das campanhas de prevenção à aids no Brasil e seus dispositivos de produção de verdades no âmbito da saúde

Abstract

The present study had the aim of analyzing the midia contents of mass media campaigns produced by the Brazilian health Ministry, targeting HIV/aids prevention. Such medias are conceived as devices which produce certain statements that are presented as truths in the HIV/aids context. Result produced by the articulation between knowledge-power surrounding the issue of aids and the strategies of governability which define ways to live. Aids, as a social phenomenon, about which public policies on prevention are developed, when enunciated by means of certain devices such as the media, establishes conceptions about the disease and prescribes conducts to the population. The campaigns of HIV/aids prevention by the Health Ministry are based by such public policies and, by producing statements about prevention, institute subject positions to be occupied by people who access health care services, where the public policies are implemented and where these medias circulate. Such positions are then occupied by individuals, who will adhere or not to a change in behavioral attitude, have or not safe sexual practices, use condoms, thus, consume the prevention products. Therefore, the content and information about aids which were and still are constructed and enunciated by the media, from 1998 to 2010, especially by means of such campaigns, constitutes the main document source of this research. The statements which compose the campaign releases were analyzed from the theoretical perspective of Michel Foucault, by means of Discourse Analysis. The main goal was to investigate how these campaigns enunciate the subjects of the public policies of aids prevention and which statements of prevention are propagated, being, therefore, possible to investigate the media as a productive device to governability in the scope of Brazilian public health care. By focusing on these research sources, this investigation proposal highlights the political attribute of such media devices, in their productive character, in their capacity to disseminate discourses and fabricate truths about issues as complex as aids. The results prove that the discourse of the campaigns utilizes basically of the incentive strategy to the use of the male condom, placing responsibility and culpability on the individual in regards to preventive measures and means of diagnosis; a positive pedagogy is applied which regards behaviors and means of living sexuality; and mainly, in terms of prevention, it does not encompass the positive prevention proposal, one of the most important contributions to the renewal of the national policy of combat to the epidemic.