TO BREASTFEED: TO WHOM IS THIS DECISION?

This paper aims to provoke a reflection, in the light of Discourse Analysis, on advertising campaigns in defense of breastfeeding. We understand that a discussion on this discourse, which is becoming more popular in society, deserves a review, especially when the subject seems to transpose the field of the debatable, since it is given as non-controversial. What stands as problematic – which does not relate to the benefits of breastfeeding – is the existence, in these campaigns, of a social problem concerning the treatment that the female body receives when public policies come into play, taking as their responsibility a choice that should be left exclusively to women. The discussion focuses on a discursive practice of expropriation of the mother’s own body when public authorities unilaterally support the discourse of breastfeeding, publicly exposing, through the unsaid, the women who, by choice or impossibility, do not breastfeed. This discursive order conveys questionable judgments on the good mother (the one who gives herself entirely to maternity) and the bad mother (the one who, by choosing not to breastfeed, is seen as less dedicated to the child and, even worse, as the one that deprives her child of better health). The campaigns that comprise the corpus of this study reveal silencing practices that cause a complex process of non-autonomy of women over their own bodies.

"IT IS GOOD TO PROTECT YOURSELF FROM EVIL": CARNIVAL, MEDIA AND SEXUAL DISEASES PREVENTIVE DISCOURSE

In this paper it is intended to analyzesexual diseases preventive discourse (SDPD) - placing it in relation to production conditions that make possible its appearance. In this sense, carnival is perceived as a period in which incentive campaigns – that try to convince the population about the importance of using condoms - are intensified. Carnival constitutes the deflagrated element that emphasizes SDPD discourse in media. It is intended to investigate network of memories that produce sense effects. As analysis materiality,it was selected the samba Vamosvestir a camisinha, meuamor.that was presented by Acadêmicos do Grande Rio Samba School in 2004, also presented by the Health Ministry informative campaign, about using of condom, carried  out by televised media in 2012 carnival. In addition, reading gesture – about the mentioned samba – aims to investigate the measurement that discourse incorporation occurs about SDPD prevention, in public power educative campaigns – especially in Helth Ministry.