The voice campaign in the two major Brazilian newspapers

Abstract

In today society mass communication produces, selects, excludes and transforms reality, thus reproducing it partially and forming public opinion. In the area of health communication means should bring education and promotion of public health. This makes us ponder on the comparison between the reality exercised by communication means and the approach of health issues by the media. PURPOSE: To analyze the news about the Voice Campaign in two major newspapers. METHOD: Documental analysis of the pieces of news published in the newspapers "O Estado de São Paulo" and the 'Folha de São Paulo' between 13th and 20th April 2002. The analysis considers both the quantity and quality aspects of the news and also its contribution to the educational process suitable to health promotion. RESULTS: Only the "Folha de S. Paulo" published two pieces of news about the campaign. Dramatic recourse and emphasis on the illness became evident. The behavioral, normative, overtechnical and technological approach refers the treatment and prevention. There is reinforcement of stereotype and the downsizing of the complexity of the actions by the fields of specialization involved. Aspects of such areas and their basic conceptions along process of production of news implied in the evident problem are discussed in the article. CONCLUSION: On dealing with Voice Campaign the published pieces of news makes a small contribution for the construction of health educational processes suitable for health promotion. Further studies should be made on the role played by the media in relation to public health promotion.