THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes
DOI:
https://doi.org/10.20873/uft.2447-4266.2020v6n5a12enPalavras-chave:
Organizational image, Communication, Racial diversity, Public Communication, Visual analysis, UniversitiesResumo
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.
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