Estratégias de regulamentação da medicação: o caso da propaganda de aspirina

• Ano de defesa: 2014
• Autor(a) principal: Moura, Morgana Moreira
• Orientador(a): Spink, Mary Jane Paris
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Serviço Social
• Departamento: Psicologia
• País: BR
• Palavras-chave em Português: Propaganda de medicamentos; Medicalização; Farmaceuticalização; Aspirina
• Palavras-chave em Inglês: Drug advertising; Medicalization; Pharmaceuticalization; Social psychology; Aspirin
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA SOCIAL
• Link de acesso: https://tede2.pucsp.br/handle/handle/17049

In a scenario of self-medication, drug advertising has a significant role. Thus, in this research, we seek to understand the strategies used to regulate OTC (out-the-counter) medications, focusing more specifically to the regulations of advertisements addressed to the general public. For that, it has as a case study the advertisements of aspirin, Bayer lab. By having ontological, epistemological and methodological bases strands post-constructionism, the work was developed at the confluence of psychosocial studies of constructionism orientation and techno-scientific studies of Actor-Network Theory. Backed by the concept of medicalization and pharmaceuticalization, as well as the performance of the advertising of medicines in these processes, initially sought to situate the advertising of aspirin in Brazil. Then it was aimed to understand, using analysis of the identified regulations, when and how drug advertising became the object of regulation. In this stage, the different actors who are part of this process and the different periods in the regulatory line were identified. From the description of these phases, we identified the impact of such regulation on the aspirin print advertising by selecting advertisements published after the legislation change of each phase. Finally, the controversies between CONAR and Anvisa in the regulatory process were described, as well as the articulations, the divergence points and the weaknesses of this debate. Thus, we conclude that the regulation has significant effect on advertising, but it has significant gaps that show the conflict of interests among the sanitary authority, the pharmaceutical industry and the people who consume these drugs, thus questioning the notion of self-medication and the way people relate themselves to the substances and to the information about it