A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014)
Ano de defesa: | 2018 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Não Informado pela instituição
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Programa de Pós-Graduação: |
Pós-Graduação em Comunicação
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Departamento: |
Não Informado pela instituição
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País: |
Não Informado pela instituição
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Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://ri.ufs.br/jspui/handle/riufs/10143 |
Resumo: | The communication policy of the Brazilian State, based on the distribution of advertising dollars or federal media funds, in parts, consists of the amount of public resources destined to the purchase of advertising space in the different media and communication vehicles in the country, in order to advertise institutional framework of government. The distribution of this amount of media is usually directed to the industrial communication system formed by the national broadcasting network, which in turn is responsible for a large portion of the commercialization of the merchandise audience produced under the aegis of the Cultural Industry during the development of the monopoly capitalism. The absence of papers that deepen the discussion about the links between federal advertising and the oligopolistic market of communication have led us to question in what sense the Federal Government, when becoming a buyer of the merchandise audience contributes to the maintenance of the oligopolistic communication market in the country ? Our hypothesis is that the Federal Government, as advertiser and buyer of the merchandise audience, contributes to the maintenance of the oligopolistic communication market, to the detriment of the public system. The present work has the objective of analyzing the historical, economic and political aspects that support the policy of distribution of the advertising budget of the Federal Government, as well as its location in the communication circuit fed by the Cultural Industry in Brazil. The methodology used belongs to the Critical Studies of the Political Economy of Communication (EPC), and articulates the analysis of quantitative data referring to the amount of media funding distributed to the media, offered by the Federal Government from 2000 to 2014, with the research (2000 and 2004), Valério Britos (2000), Dallas Smythe (2000), and the Brazilian Institute of Public Information (IAP), and the range of national and international bibliographical references, based on studies by César Bolaño (2000 and 2004). 1977), Celso Furtado (2005) and Maria Arminda (2015). It is hoped that this research will contribute to the advancement of critical knowledge in the area of the EPC and present tools for future analysis on the subject in question. |
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Santos, Pedro Alexandre de OliveiraBolaño, César Ricardo Siqueira2018-12-20T18:02:03Z2018-12-20T18:02:03Z2018-06-14SANTOS, Pedro Alexandre de Oliveira. A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014). 2018. 76 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2018.http://ri.ufs.br/jspui/handle/riufs/10143The communication policy of the Brazilian State, based on the distribution of advertising dollars or federal media funds, in parts, consists of the amount of public resources destined to the purchase of advertising space in the different media and communication vehicles in the country, in order to advertise institutional framework of government. The distribution of this amount of media is usually directed to the industrial communication system formed by the national broadcasting network, which in turn is responsible for a large portion of the commercialization of the merchandise audience produced under the aegis of the Cultural Industry during the development of the monopoly capitalism. The absence of papers that deepen the discussion about the links between federal advertising and the oligopolistic market of communication have led us to question in what sense the Federal Government, when becoming a buyer of the merchandise audience contributes to the maintenance of the oligopolistic communication market in the country ? Our hypothesis is that the Federal Government, as advertiser and buyer of the merchandise audience, contributes to the maintenance of the oligopolistic communication market, to the detriment of the public system. The present work has the objective of analyzing the historical, economic and political aspects that support the policy of distribution of the advertising budget of the Federal Government, as well as its location in the communication circuit fed by the Cultural Industry in Brazil. The methodology used belongs to the Critical Studies of the Political Economy of Communication (EPC), and articulates the analysis of quantitative data referring to the amount of media funding distributed to the media, offered by the Federal Government from 2000 to 2014, with the research (2000 and 2004), Valério Britos (2000), Dallas Smythe (2000), and the Brazilian Institute of Public Information (IAP), and the range of national and international bibliographical references, based on studies by César Bolaño (2000 and 2004). 1977), Celso Furtado (2005) and Maria Arminda (2015). It is hoped that this research will contribute to the advancement of critical knowledge in the area of the EPC and present tools for future analysis on the subject in question.A política de comunicação do Estado brasileiro baseada na distribuição verba publicitária ou verba de mídia do Governo Federal, em partes, consiste no montante de recursos públicos destinados para a compra de espaço publicitário nos diferentes meios e veículos de comunicação no país, para veiculação da propaganda institucional do governo. A distribuição dessa verba de mídia, geralmente, é direcionada para o sistema industrial de comunicação formado pela rede de radiodifusão nacional, que por sua vez, é responsável por grande parcela da comercialização da mercadoria audiência produzida sob a égide da Indústria Cultural durante o desenvolvimento do capitalismo monopolista. A ausência de trabalhos que aprofundem a discussão sobre os nexos entre verba publicitária federal e o mercado oligopólico da comunicação nos levaram a questionar em que sentido o Governo Federal ao se tornar um comprador da mercadoria audiência contribui para a manutenção do mercado oligopólico de comunicação no país? Nossa hipótese é a de que o Governo Federal, na condição de anunciante e respectivamente comprador da mercadoria audiência, contribui para manutenção do mercado oligopólico de comunicação, em detrimento do sistema público. O presente trabalho tem como objetivo analisar os aspectos históricos, econômicos políticos que respaldam a política de distribuição da verba publicitária do Governo Federal, bem como a localização deste no circuito da comunicação alimentado pela Indústria Cultural no Brasil. A metodologia utilizada é própria dos estudos críticos da Economia Política da Comunicação (EPC), e articula a análise dos dados quantitativos referentes ao montante de verba de mídia distribuída para os meios de comunicação, ofertados pelo Governo Federal de 2000 a 2014, com a pesquisa documental, tomando como referência os dados ofertados pelo Instituto para Acompanhamento da Publicidade (IAP), e, a gama de referências bibliográficas nacionais e internacionais, a partir dos estudos de César Bolaño (2000 e 2004), Valério Britos (2000) Dallas Smythe (1977), Celso Furtado (2005) e Maria Arminda (2015). Espera-se com essa pesquisa contribuir para o avanço do conhecimento crítico na área da EPC e apresentar ferramentas para futuras análises sobre o tema em questão.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESSão Cristóvão, SEporIndústria culturalAudiênciaCulturaPropagandaPublicidadeGoverno federalMídiaMediaIndustryAudienceCultureAdvertisingFederal governmentCIENCIAS SOCIAIS APLICADAS::COMUNICACAOA política de distribuição da verba publicitária do governo federal no Brasil (2000/2014)info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisPós-Graduação em ComunicaçãoUniversidade Federal de Sergipereponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessTEXTPEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdf.txtPEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdf.txtExtracted texttext/plain165881https://ri.ufs.br/jspui/bitstream/riufs/10143/3/PEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdf.txt31631e3ae72c813364a5d13195fd5ec3MD53THUMBNAILPEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdf.jpgPEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdf.jpgGenerated Thumbnailimage/jpeg1221https://ri.ufs.br/jspui/bitstream/riufs/10143/4/PEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdf.jpgf932d08644c76d2def03a53dc4593d6eMD54LICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/10143/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALPEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdfPEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdfapplication/pdf1194340https://ri.ufs.br/jspui/bitstream/riufs/10143/2/PEDRO_ALEXANDRE_OLIVEIRA_SANTOS.pdfea967ad8d244c30388cb9b4c21106598MD52riufs/101432018-12-20 15:02:04.119oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2018-12-20T18:02:04Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014) |
title |
A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014) |
spellingShingle |
A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014) Santos, Pedro Alexandre de Oliveira Indústria cultural Audiência Cultura Propaganda Publicidade Governo federal Mídia Media Industry Audience Culture Advertising Federal government CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014) |
title_full |
A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014) |
title_fullStr |
A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014) |
title_full_unstemmed |
A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014) |
title_sort |
A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014) |
author |
Santos, Pedro Alexandre de Oliveira |
author_facet |
Santos, Pedro Alexandre de Oliveira |
author_role |
author |
dc.contributor.author.fl_str_mv |
Santos, Pedro Alexandre de Oliveira |
dc.contributor.advisor1.fl_str_mv |
Bolaño, César Ricardo Siqueira |
contributor_str_mv |
Bolaño, César Ricardo Siqueira |
dc.subject.por.fl_str_mv |
Indústria cultural Audiência Cultura Propaganda Publicidade Governo federal Mídia Media |
topic |
Indústria cultural Audiência Cultura Propaganda Publicidade Governo federal Mídia Media Industry Audience Culture Advertising Federal government CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Industry Audience Culture Advertising Federal government |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The communication policy of the Brazilian State, based on the distribution of advertising dollars or federal media funds, in parts, consists of the amount of public resources destined to the purchase of advertising space in the different media and communication vehicles in the country, in order to advertise institutional framework of government. The distribution of this amount of media is usually directed to the industrial communication system formed by the national broadcasting network, which in turn is responsible for a large portion of the commercialization of the merchandise audience produced under the aegis of the Cultural Industry during the development of the monopoly capitalism. The absence of papers that deepen the discussion about the links between federal advertising and the oligopolistic market of communication have led us to question in what sense the Federal Government, when becoming a buyer of the merchandise audience contributes to the maintenance of the oligopolistic communication market in the country ? Our hypothesis is that the Federal Government, as advertiser and buyer of the merchandise audience, contributes to the maintenance of the oligopolistic communication market, to the detriment of the public system. The present work has the objective of analyzing the historical, economic and political aspects that support the policy of distribution of the advertising budget of the Federal Government, as well as its location in the communication circuit fed by the Cultural Industry in Brazil. The methodology used belongs to the Critical Studies of the Political Economy of Communication (EPC), and articulates the analysis of quantitative data referring to the amount of media funding distributed to the media, offered by the Federal Government from 2000 to 2014, with the research (2000 and 2004), Valério Britos (2000), Dallas Smythe (2000), and the Brazilian Institute of Public Information (IAP), and the range of national and international bibliographical references, based on studies by César Bolaño (2000 and 2004). 1977), Celso Furtado (2005) and Maria Arminda (2015). It is hoped that this research will contribute to the advancement of critical knowledge in the area of the EPC and present tools for future analysis on the subject in question. |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-12-20T18:02:03Z |
dc.date.available.fl_str_mv |
2018-12-20T18:02:03Z |
dc.date.issued.fl_str_mv |
2018-06-14 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
SANTOS, Pedro Alexandre de Oliveira. A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014). 2018. 76 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2018. |
dc.identifier.uri.fl_str_mv |
http://ri.ufs.br/jspui/handle/riufs/10143 |
identifier_str_mv |
SANTOS, Pedro Alexandre de Oliveira. A política de distribuição da verba publicitária do governo federal no Brasil (2000/2014). 2018. 76 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2018. |
url |
http://ri.ufs.br/jspui/handle/riufs/10143 |
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por |
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Pós-Graduação em Comunicação |
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Universidade Federal de Sergipe |
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