THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes

Authors

  • Bianca Zanella Ribeiro Universidade do Minho
  • Teresa Ruão Universidade do Minho
  • Helena Prates Universidade Mackenzie

DOI:

https://doi.org/10.20873/uft.2447-4266.2020v6n5a12en

Keywords:

Organizational image, Communication, Racial diversity, Public Communication, Visual analysis, Universities

Abstract

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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Author Biographies

Bianca Zanella Ribeiro , Universidade do Minho

Doctoral student in Communication Sciences at Universidade do Minho.

b.zanella@gmail.com

 

Teresa Ruão , Universidade do Minho

PhD in Communication Sciences at Universidade do Minho. Associate Professor in this institution.

truao@ics.uminho.pt

 

Helena Prates, Universidade Mackenzie

Doctoral student in Education, Art and History at Universidade Mackenzie.  

helena.prates@gmail.com

 

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Published

2020-08-31

How to Cite

RIBEIRO , Bianca Zanella; RUÃO , Teresa; PRATES, Helena. THE IMAGE OF THE UNIVERSITY THROUGH ENEM DISSEMINATION: reflections on public communication, representativeness and stereotypes. Observatory Journal, [S. l.], v. 6, n. 5, p. a12en, 2020. DOI: 10.20873/uft.2447-4266.2020v6n5a12en. Disponível em: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/11256. Acesso em: 22 nov. 2024.

Issue

Vol. 6 No. 5 (2020): Life Stories in communication: from stereotypes to (the possibility of) humanization / Histórias de Vida na comunicação: dos estereótipos à (possibilidade de) humanização

Section

Life Stories in communication:from stereotypes to (the possibility) humanization

License

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