Open AccessTHE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
Author(s) -
Bianca Zanella Ribeiro,
Teresa Ruão,
Helena Zanella Prates
Publication year - 2020
Publication title -
revista observatório
Language(s) - English
Resource type - Journals
ISSN - 2447-4266
DOI - 10.20873/uft.2447-4266.2020v6n5a12en
Subject(s) - representativeness heuristic , stereotype (uml) , representation (politics) , ideology , government (linguistics) , public opinion , advertising , politics , political science , sociology , public relations , psychology , social psychology , law , business , linguistics , philosophy
The present study consists of a visual analysis of the official Enem advertising campaigns for 2019 and 2020. This highlights the unequivocal preponderance of white people in advertising representation and demonstrates subjectivities such as the recurrent association of black individuals with the stereotype of poverty and exceptionality. Based on these insights, the role of government advertising in the (de) construction of the image of Higher Education and Brazilian public universities is discussed, and attention is drawn to the possible use of public communication as a political and ideological mechanism.