The committee on public information : a transmedia war propaganda campaign

This thesis develops an understanding of how propaganda entered the realm of journalism and popular culture in the United States during World War I through an examination of materials created by the Committee on Public Information (CPI). The CPI was a US governmental propaganda organisation created during World War I to persuade the nation to mobilise for war. Three of its divisions were chosen for this study: the Division of News (DoN), the Division of Four Minute Men (FMM) and the Division of Pictorial Publicity (DPP). Chapter 1 provides a general context for the thesis, outlines the research questions and details previous research on the CPI. Chapter 2 outlines the methods of analysis for interpreting the case study chapters and provides contextual information. The case studies are presented in Chapters 3, 4 and 5. These chapters are structured in the order of context, medium and content, and contain historical contextual information about each particular division, medialogical aspects of its propagated form and thematic groupings created from close reading of CPI materials. A semiotic analysis in the Peircian tradition is also performed on visual forms of propaganda in Chapter 5. Chapter 6 discusses how the expectations of persuasion, truth and amusement relate to each other when mediated in culture, using Lotman’s concept of the semiosphere. This further develops an understanding of propaganda as a cultural system in relation to other cultural systems – in this case, journalism and popular culture. Chapter 7 provides conclusions about the study, outlines relative strengths and weaknesses regarding the selection and deployment of methods, makes recommendations for future research, and summarises the key contributions of the thesis.

The Committee on Public Information : a transmedia war propaganda campaign

This article summarises a PhD dissertation of the same name. It develops an understanding of how propaganda entered journalism and popular culture in the United States during World War I through an examination of materials created by the Committee on Public Information (CPI). Three CPI divisions were studied: The Division of News, the Four Minute Men, and the Division of Pictorial Publicity. The methodology of archival contextualisation was created, bringing together the methods of close reading, discourse-historical contextualisation, and Piercian semiotics. A summary of relevant literature is interspersed with thematic historical developments that impacted the relationship between propaganda, journalism and popular culture. This review outlines a gap in knowledge about the archival materials as well as the relationship between propaganda, journalism and popular culture from this period. A discussion about how the expectations of persuasion, truth and amusement relate to each other when mediated in culture, using Lotman’s concept of the semiosphere further develops an understanding of propaganda as a cultural system in relation to other cultural systems – in this case, journalism and popular culture. Findings from the study include that the CPI created a transmedia war propaganda campaign, which enabled propaganda to successfully draw entertainment value from popular culture and credibility from journalism in order to influence public opinion.

Ranskan rooli ja asema läntisessä liittoutumassa neljännen ja viidennen tasavallan vaihtumakohdassa 1956-1958

The study discusses the position of France as the United States’ ally in NATO in 1956-1958. The concrete position of France and the role that it was envisioned to have are being treated from the point of view of three participants of the Cold War: France, the United States and the Soviet Union. How did these different parties perceive the question and did these views change when the French Fourth Republic turned into the Fifth in 1958? The study is based on published French and American documents of Foreign Affairs. Because of problems with accessibility to the Soviet archival sources, the study uses reports on France-NATO relations of Pravda newspaper, the official organ of the Communist Party of the USSR, to provide information about how the Soviet side saw the question. Due to the nature and use of source material, and the chronological structure of the work, the study belongs methodologically to the research field of History of International Relations. As distinct from political scientists’ field of research, more prone to theorize, the study is characteristically a historical research, a work based on qualitative method and original sources that aims at creating a coherent narrative of the views expressed during the period covered by the study. France’s road to a full membership of NATO is being treated on the basis of research literature, after which discussions about France’s position in the Western Alliance are being chronologically traced for the period of last years of the Fourth Republic and the immediate months of coming back to power of Charles de Gaulle. Right from the spring of 1956 there can be seen aspirations of France, on one hand, to maintain her freedom of action inside the Western Alliance and, on the other, to widen the dialogue between the allies. The decision on France’s own nuclear deterrent was made already during the Fourth Republic, when it was thought to become part of NATO’s common defence. This was to change with de Gaulle. The USA felt that France still fancied herself as a great power and that she could not participate in full in NATO’s common defence because of her colonies. The Soviet Union saw the concrete position of France in the Alliance as in complete dependence on the USA, but her desired role was expressed largely in “Gaullist” terms. The expressions used by the General and the Soviet propaganda were close to each other, but the Soviet Union could not support de Gaulle without endangering the position of the French Communist Party. Between the Fourth and Fifth Republics no great rupture in content took place concerning the views of France’s role and position in the Western Alliance. The questions posed by de Gaulle had been expressed during the whole period of Fourth Republic’s existence. Instead, along with the General the weight and rhetoric of these questions saw a great change. Already in the early phase the Americans saw it possible that with de Gaulle, France would try to change her role. The rupture took place in the form of expression, rather than in its content.

Stalinismin lyhyt kurssi : Suomalaiset Moskovan Lenin-koulussa 1926-1938

This study of the Finns at the International Lenin School (ILS) reflects history of the Soviet Union during Stalin's era, history of the Communist International (Comintern) as well as history of Finnish communism. The life span of the ILS (1926-1938) matches up with creating and establishing the power structures of Stalinism. Both the ILS and Finnish Communism in the USSR became casualties of the Great Terror (1937-1938). After the WW2, however, the Soviet education was appreciated inside the Communist Party of Finland (CPF). If Finland would have become People's Democracy, the former ILS students would have composed the inner circle of the new "democratic" government. The Finnish teachers of the ILS were leaders of the CPF that was headquartered in Moscow. At the ILS studied in total 141 Finnish communists. The purpose of the ILS was to educate the communist parties' leading stratum of functionaries. They were supposed to internalize current values, methods and discipline of the Bolsheviks. This study evaluates the effects of the total school experience on the Finns that often ended in another total institution in Finland: prison. The curricula of the ILS consisted of theory of Marxism-Leninism, party history, political economics and themes of campaigns of Stalinism. The ILS year included participation in Bolshevik party life and practical work. During summer excursions (praktikas) the students could acquaint themselves with building of socialism in the Soviet Republics. At the ILS, intention to ideological moulding was not hidden. The students were supposed to adopt the Stalinist identity of the professional revolutionaries of the era. The ILS was saturated with ideology and propaganda. This study analyzes especially uses of history as vehicle of ideological standardisation and as instrument of power. Stalin contributed personally to shortcomings of history writing of the communist party. Later he supervised writing of the inclusive handbook of communism, "History of the All-Union Communist Party. Short Course". Special attention will be paid to the effects of Stalin's intervention at the ILS and inside the CPF. The life of the Finns at the ILS and outside the school is described at grass roots. The dividing line between personal and political is analyzed by charting emotional, intimate and bodily experiences of the Finns of the ILS. The fates of the ILS Finns after the studying or teaching period in Moscow are explored in detail. The protagonist among the teachers is Yrjö Sirola that was called "father of the CPF cadres". The Finnish ILS teachers and the formed students that had remained in the USSR were most severely hit by the Great Terror. The Soviet education had most importance in Finland of post WW2 period. The training at the ILS, however, did not contribute to revolution in Finland. The main heading of the study, "A Short Course of Stalinism", crystallises interpretation of the ILS as seat of learning of ideological unity of Stalinism. On the other hand, the title includes a statement of incompleteness of the Stalinist education if the schooling at the ILS had remained in one year.

Humanitaarisuuden varjossa : Poliittiset tekijät lastensiirroissa Ruotsiin sotiemme aikana ja niiden jälkeen

The evacuation of Finnish children to Sweden during WW II has often been called a small migration . Historical research on this subject is scarce, considering the great number of children involved. The present research has applied, apart from the traditional archive research, the framework of history-culture developed by Rüsen in order to have an all-inclusive approach to the impact of this historical event. The framework has three dimensions: political, aesthetic and cognitive. The collective memory of war children has also been discussed. The research looks for political factors involved in the evacuations during the Winter War and the Continuation War and the post-war period. The approach is wider than a purely humanitarian one. Political factors have had an impact in both Finland and Sweden, beginning from the decision-making process and ending with the discussion of the unexpected consequences of the evacuations in the Finnish Parliament in 1950. The Winter War (30.11.1939 13.3.1940) witnessed the first child transports. These were also the model for future decision making. The transports were begun on the initiative of Swedes Maja Sandler, the wife of the resigned minister of foreign affairs Rickard Sandler, and Hanna Rydh-Munck af Rosenschöld , but this activity was soon accepted by the Swedish government because the humanitarian help in the form of child transports lightened the political burden of Prime Minister Hansson, who was not willing to help Finland militarily. It was help that Finland never asked for and it was rejected at the beginning. The negative response of Minister Juho Koivisto was not taken very seriously. The political forces in Finland supporting child transports were stronger than those rejecting them. The major politicians in support belonged to Finland´s Swedish minority. In addition, close to 1 000 Finnish children remained in Sweden after the Winter War. No analysis was made of the reasons why these children did not return home. A committee set up to help Finland and Norway was established in Sweden in 1941. Its chairman was Torsten Nothin, an influential Swedish politician. In December 1941 he appealed to the Swedish government to provide help to Finnish children under the authority of The International Red Cross. This plea had no results. The delivery of great amounts of food to Finland, which was now at war with Great Britain, had automatically caused reactions among the allies against the Swedish imports through Gothenburg. This included the import of oil, which was essential for the Swedish navy and air force. Oil was later used successfully to force a reduction in commerce between Sweden and Finland. The contradiction between Sweden´s essential political interests and humanitarian help was solved in a way that did not harm the country´s vital political interests. Instead of delivering help to Finland, Finnish children were transported to Sweden through the organisations that had already been created. At the beginning of the Continuation War (25.6.1941 27.4.1945) negative opinion regarding child transports re-emerged in Finland. Karl-August Fagerholm implemented the transports in September 1941. In 1942, members of the conservative parties in the Finnish Parliament expressed their fear of losing the children to the Swedes. They suggested that Finland should withdraw from the inter-Nordic agreement, according to which the adoptions were approved by the court of the country where the child resided. This initiative failed. Paavo Virkkunen, an influential member of the conservative party Kokoomus in Finland, favoured the so-called good-father system, where help was delivered to Finland in the form of money and goods. Virkkunen was concerned about the consequences of a long stay in a Swedish family. The risk of losing the children was clear. The extreme conservative party (IKL, the Patriotic Movement of the Finnish People) wanted to alienate Finland from Sweden and bring Finland closer to Germany. Von Blücher, the German ambassador to Finland, had in his report to Berlin, mentioned the political consequences of the child transports. Among other things, they would bring Finland and Sweden closer to each other. He had also paid attention to the Nordic political orientation in Finland. He did not question or criticize the child transports. His main interest was to increase German political influence in Finland, and the Nordic political orientation was an obstacle. Fagerholm was politically ill-favoured by the Germans, because he had a strong Nordic political disposition and had criticised Germany´s activities in Norway. The criticism of child transports was at the same time criticism of Fagerholm. The official censorship organ of the Finnish government (VTL) denied the criticism of child transports in January 1942. The reasons were political. Statements made by members of the Finnish Parliament were also censored, because it was thought that they would offend the Swedes. In addition, the censorship organ used child transports as a means of active propaganda aimed at improving the relations between the two countries. The Finnish Parliament was informed in 1948 that about 15 000 Finnish children still remained in Sweden. These children would stay there permanently. In 1950 the members of the Agrarian Party in Finland stated that Finland should actively strive to get the children back. The party on the left (SKDL, the Democratic Movement of Finnish People) also focused on the unexpected consequences of the child transports. The Social Democrats, and largely Fagerholm, had been the main force in Finland behind the child transports. Members of the SKDL, controlled by Finland´s Communist Party, stated that the war time authorities were responsible for this war loss. Many of the Finnish parents could not get their children back despite repeated requests. The discussion of the problem became political, for example von Born, a member of the Swedish minority party RKP, related this problem to foreign policy by stating that the request to repatriate the Finnish children would have negative political consequences for the relations between Finland and Sweden. He emphasized expressing feelings of gratitude to the Swedes. After the war a new foreign policy was established by Prime Minister (1944 1946) and later President (1946 1956) Juho Kusti Paasikivi. The main cornerstone of this policy was to establish good relations with the Soviet Union. The other, often forgotten, cornerstone was to simultaneously establish good relations with other Nordic countries, especially Sweden, as a counterbalance. The unexpected results of the child evacuation, a Swedish initiative, had violated the good relations with Sweden. The motives of the Democratic Movement of Finnish People were much the same as those of the Patriotic Movement of Finnish People. Only the ideology was different. The Nordic political orientation was an obstacle to both parties. The position of the Democratic Movement of Finnish People was much better than that of the Patriotic Movement of Finnish People, because now one could clearly see the unexpected results, which included human tragedy for the many families who could not be re-united with their children despite their repeated requests. The Swedes questioned the figure given to the Finnish Parliament regarding the number of children permanently remaining in Sweden. This research agrees with the Swedes. In a calculation based on Swedish population registers, the number of these children is about 7 100. The reliability of this figure is increased by the fact that the child allowance programme began in Sweden in 1948. The prerequisite to have this allowance was that the child be in the Swedish population register. It was not necessary for the child to have Swedish nationality. The Finnish Parliament had false information about the number of Finnish children who remained in Sweden in 1942 and in 1950. There was no parliamentary control in Finland regarding child transports, because the decision was made by one cabinet member and speeches by MPs in the Finnish Parliament were censored, like all criticism regarding child transports to Sweden. In Great Britain parliamentary control worked better throughout the whole war, because the speeches regarding evacuation were not censored. At the beginning of the war certain members of the British Labour Party and the Welsh Nationalists were particularly outspoken about the scheme. Fagerholm does not discuss to any great extent the child transports in his memoirs. He does not evaluate the process and results as a whole. This research provides some possibilities for an evaluation of this sort. The Swedish medical reports give a clear picture of the physical condition of the Finnish children when arriving in Sweden. The transports actually revealed how bad the situation of the poorest children was. According to Titmuss, similar observations were made in Great Britain during the British evacuations. The child transports saved the lives of approximately 2 900 children. Most of these children were removed to Sweden to receive treatment for illnesses, but many among the healthy children were undernourished and some suffered from the effects of tuberculosis. The medical inspection in Finland was not thorough. If you compare the figure of 2 900 children saved and returned with the figure of about 7 100 children who remained permanently in Sweden, you may draw the conclusion that Finland as a country failed to benefit from the child transports, and that the whole operation was a political mistake with far-reaching consequenses. The basic goal of the operation was to save lives and have all the children return to Finland after the war. The difficulties with the repatriation of the children were mainly psychological. The level of child psychology in Finland at that time was low. One may question the report by Professor Martti Kaila regarding the adaptation of children to their families back in Finland. Anna Freud´s warnings concerning the difficulties that arise when child evacuees return are also valid in Finland. Freud viewed the emotional life of children in a way different from Kaila: the physical survival of a small child forces her to create strong emotional ties to the person who is looking after her. This, a characteristic of all small children, occurred with the Finnish children too, and it was something the political decision makers in Finland could not see during and after the war. It is a characteristic of all little children. Yet, such experiences were already evident during the Winter War. The best possible solution had been to limit the child transports only to children in need of medical treatment. Children from large and poor families had been helped by organising meals and by buying food from Denmark with Swedish money. Assisting Finland by all possible means should have been the basic goal of Fagerholm in September 1941, when the offer of child transports came from Sweden. Fagerholm felt gratitude towards the Swedes. The risks became clear to him only in 1943. The war children are today a rather scattered and diffuse group of people. Emotionally, part of these children remained in Sweden after the war. There is no clear collective memory, only individual memories; the collective memory of the war children has partly been shaped later through the activities of the war child associations. The main difference between the children evacuated in Finland (for example from Karelia to safer areas with their families) and the war children, who were sent abroad, is that the war children lack a shared story and experience with their families. They were outsiders . The whole matter is sensitive to many of such mothers and discussing the subject has often been avoided in families. The war-time censorship has continued in families through silence and avoidance and Finnish politicians and Finnish families had to face each other on this issue after the war. The lack of all-inclusive historical research has also prevented the formation of a collective awareness among war children returned to Finland or those remaining permanently abroad.. Knowledge of historical facts will help war-children by providing an opportunity to create an all-inclusive approach to the past. Personal experiences should be regarded as part of a large historical entity shadowed by war and where many political factors were at work in both Finland and Sweden. This means strengthening of the cognitive dimension discussed in Rüsen´s all-inclusive historical approach.

La propaganda por el hecho dentro del discurso anarquista en la Argentina del Centenario

Dueños de un discurso contestatario y crítico, pero a la vez formativo y comprometido con el hombre trabajador como centro de sus proyectos, el principal objetivo del movimiento anarquista argentino fue impugnar, cuestionar y contradecir el discurso oficialista. Una de las tácticas que utilizaron los militantes libertarios fue la propaganda por el hecho o acción directa, como denominaremos los actos terroristas ácratas. Si bien en la Argentina encontramos una importante literatura libertaria con un lenguaje perturbador y radicalizado, los sucesos violentos fueron aislados, aunque no por ello dejaron de preocupar tanto a la clase dirigente como a la sociedad en general, que llegó a identificar al militante ácrata con un criminal y lo transformó en un problema de higiene y seguridad pública. Esta situación, sumada no sólo al tenor violento que caracterizó los conflictos laborales, sino también a las noticias nada tranquilizadoras que llegaban de Europa, donde una ola de atentados sacudió la opinión pública, provocaron un pánico exagerado en los distintos ambientes sociales. La consecuencia directa fue la celebración del Centenario en medio de una oleada de huelgas, protestas y con declaración del estado de sitio.

La poesía bucólica en época de Nerón : lectura virgiliana, ideología senequiana y propaganda imperial

[ES] Durante los pocos años del gobierno de Nerón la poesía bucólica latina experimenta un auge anormal y desarrolla una función propagandística particularmente clara. En este artículo se trata de reconstruir, a partir de textos que hasta ahora no se habían implicado debidamente en la cuestión (cuarta égloga de Virgilio, Apocolocyntosis de Séneca, etc.), las motivaciones inmediatas de este resurgir del género: la poesía bucólica de la época responde en parte a una invitación expresa que Séneca formula en un pasaje de su Apocolocyntosis donde, además, se impone como modelo la égloga cuarta de Virgilio, que proporciona símbolos congruentes con la ideología filohelena de la corte de Nerón y conlleva la identificación entre Augusto y Nerón.

Propaganda de ciudades griegas

En este trabajo se describen los distintos procedimientos para hacer propaganda de las ciudades griegas en la Antigüedad.

O ser negro à vista: construção verbo-visual do negro na propaganda impressa

Esta tese destina-se a desenvolver estudo semiótico de propagandas impressas em que a pessoa negra é posta em presença. Investiga-se como a propaganda veiculada em revista, mediante seleção e combinação sígnicas, efetiva a construção da imagem verbo-visual do negro, tendo em vista o produto anunciado e os projetos comunicativos do enunciador e, assim, como finda por ratificar ou (re)elaborar significados sociais acerca desse sujeito. Pautando-se na Semiótica de Charles Sanders Peirce e tendo por suporte, fundamentalmente, a Teoria da Iconicidade Verbal de Simões (2009), a pesquisa aborda todos os signos verbais e não verbais em diálogo, como dotados de potencial icônico, não só revelador dos projetos de texto, como também ativador de interpretações/leituras e, ainda, delineador de sentidos, posteriormente cristalizados e convertidos em significados imanentes aos signos e aos objetos reportados. Por ter, como material constitutivo do corpus, textos elaborados em linguagem mista, a pesquisa propõe a aplicação da Teoria da Iconicidade Verbal ao universo dos signos lato sensu. O debate apresenta o texto de propaganda como excelente material, não só para implementar os estudos de História e Cultura Afro-brasileiras, como prevê a Lei 10.639/03, como também para subsidiar o ensino de língua portuguesa, com ênfase para os estudos sobre leitura e produção textual, para que se forme sujeito dotado de habilidades que lhe permitam reconhecer no verbal e no não verbal a revelação e a geração de sentidos sociais

Propaganda de medicamentos. É possível regular ?

A regulação da propaganda de medicamentos no Brasil incorpora quatro fragilidades: 1. A monitoração, fiscalização e punição de irregularidades são realizadas a posteriori do acometimento da infração (quando a população já foi submetida a risco sanitário); 2. As multas cobradas pela Anvisa têm valor irrisório frente aos investimentos do marketing farmacêutico; 3. Não há mecanismo que impeça que mesmo os valores irrisórios das multas sejam repassados aos preços dos produtos, onerando o consumidor; 4. A frase tida como de alerta - A PERSISTIREM OS SINTOMAS O MÉDICO DEVERÁ SER CONSULTADO - ao invés de conscientizar a população a respeito dos riscos da automedicação, estimula o uso de medicamentos sem receita, aconselhando a busca de um médico apenas no caso da persistência dos sintomas. Segundo dados da Anvisa e de estudos acadêmicos, 90% da publicidade exibida contém irregularidades. Assim, a RDC 102/2000 da Anvisa, que regulamenta o setor, se constitui em um aparente sistema de regulação, que beneficia o infrator e mantém a população sob risco. Este trabalho analisa o conceito e o uso dos mecanismos de marketing na busca de se elevar a comercialização de produtos farmacêuticos (no que se denomina produção de doenças), examina os conceitos de propaganda, medicamento, regulação e manipulação; percorre alguns estatutos internacionais referentes ao setor da publicidade de medicamentos (com foco nas diretivas da União Européia) e expõe a avaliação de organismos europeus de defesa do consumidor sobre o desempenho destas normas. Ao final, este estudo expõe as posições do setor regulado brasileiro (indústria, agências de publicidade e meios de comunicação) frente às posições de órgãos de defesa dos consumidores, da academia e da sociedade organizada no âmbito do SUS, para propor como alternativa um modelo regulador que supere as fragilidades do atual.

Secretariado Sul Americano e Partido Comunista do Brasil (1926-1930)

A presente dissertação investigou as concepções do Secretariado Sul-Americano (SSA), órgão da Internacional Comunista (IC), com sede na Argentina, e analisou relações entre este órgão e o Partido Comunista do Brasil (PCB). Esta pesquisa foi realizada através do estudo dos textos da revista La Correspondencia Sudamericana, a revista oficial do SSA, publicada entre 1926 e 1930. A partir deste estudo foram identificadas as concepções do SSA no que tange às atividades parlamentar, sindical, de propaganda e agitação revolucionárias, e em relação à tática da frente única proletária. Analisou-se a dominação exercida pelo SSA em relação ao PCB, assim como a reformulação e radicalização que perpassara este órgão entre 1928 e 1930. Investigou-se a crise do SSA que se ligara, diretamente, à crise do Partido Comunista da Argentina (1927) e à atuação do então editor da revista La Correspondencia Sudamericana e vereador de Buenos Aires, Fernando José Penelón. Analisou-se ainda as leituras realizadas pelos comunistas brasileiros acerca da realidade nacional, as questões que envolveram a aprovação da Lei Celerada, que pôs o PCB na ilegalidade em meados de 1927, a tentativa do partido de entabular uma aproximação com a pequena-burguesia radicalizada, a atuação eleitoral e parlamentar do BOC, e as superposições entre este organismo e o PCB. Investigou-se ainda o processo de assimilação por parte dos comunistas brasileiros da linha política radicalizada da IC, e a expectativa da IC e do PCB frente ao vislumbre da revolução democrático burguesa no Brasil no final dos anos 1920, a qual fornecera, internamente, uma lógica para a emergência do obreirismo no PCB.

A propaganda negativa : estratégia e voto nas eleições brasileiras

Esta tese se insere no conjunto de pesquisas que procura entender como funcionam as eleições no Brasil. Especificamente, o objetivo é investigar a propaganda negativa durante as eleições presidenciais. Para tal foram desenvolvidos cinco capítulos. O primeiro situa o leitor no debate normativo sobre o papel da propaganda negativa para a democracia eleitoral. Nele, é debatida a importância dos ataques em uma série de circunstâncias, como mobilização política, ambiente informacional e decisão do voto. O segundo capítulo constitui ampla análise do conteúdo da propaganda negativa exibida no âmbito do Horário Gratuito de Propaganda Eleitoral durante as eleições presidenciais de 1989, 1994, 1998, 2002, 2006 e 2010, primeiro e segundo turnos. A metodologia seguiu as orientações formuladas por Figueiredo et all. (1998), mas adaptadas para as especificidades da propaganda negativa. Neste objetivo, tendências interessantes foram descobertas, a mais interessante, sem dúvida, é o baixo índice de ataques ocorrido entre os candidatos. O terceiro busca investigar o uso estratégico das inserções durante as campanhas presidenciais. Debato o caráter regulamentado do modelo brasileiro de propaganda. Ainda assim, aponto estratégias divergentes no uso estratégico das inserções negativas, sendo o horário noturno o lócus predominante dos ataques. O quarto capítulo procura criar um modelo de campanha negativa com base na teoria dos jogos. No modelo, procuro responder às seguintes questões: quem ataca quem, quando e por quê? Argumento que a propaganda negativa é o último recurso utilizado pelos candidatos na conquista por votos. Ela tem como propósito central alterar a tendência do adversário. Por essa razão, é utilizada principalmente por candidatos em situações de desvantagem nos índices de intenção de voto. O quinto e último capítulo desenvolve modelo estatístico para medir o impacto da propaganda negativa nos índices de intenção de voto.

Prisioneros de los piratas: política y propaganda en la captura de Julio César y Clodio

Este artículo se inscribe dentro del programa de perfeccionamiento postdoctoral en el extranjero del Departamento de Educación, Universidades e Investigación del Gobierno Vasco. Forma parte, asimismo, del proyecto HAR2010-21893: «El discurso sobre el imperio en la República romana: Estrategias de dominación en la oratoria diplomática»

Corpo, propaganda de brasilidade: Gisele Bündchen na publicidade

As representações do corpo feminino na publicidade têm sido pauta para discussões acadêmicas quando entendidas como forma de capital na cultura brasileira. Nesta pesquisa, temos como objetivo compreender como ocorre a representação do corpo como propaganda de brasilidade em campanhas de repercussão midiática protagonizadas pela modelo Gisele Bündchen para as marcas Grendene, Hope e Banco do Brasil. Utilizamos como metodologia a análise de imagem guiada por Martine Joly e Jacques Aumont. O trabalho apresenta como fundamentação teórica as leituras de Gilberto Freyre, Roberto Da Matta e Sérgio Buarque de Holanda para traçar elementos identitários de brasilidade; Jean Baudrillard, Gilles Lipovetsky e Everardo Rocha para refletir sobre os significados da publicidade; Le Breton, Denise Siqueira e Mirian Goldenberg para estudar as nuanças do corpo brasileiro; e os estudos de Sandra Pesavento para tratar das representações. Concluímos que a publicidade toma os referenciais de beleza, de credibilidade e de sucesso da imagem de Gisele Bündchen como o corpo propaganda do Brasil, na intenção de transferir os mesmos significados para a marca anunciada.