A metáfora da dominação: um olhar sobre as práticas de empresas da indústria do tabaco frente à proibição da venda de cigarros eletrônicos no Brasil

Abstract

This research examines the practices of tobacco industry companies in response to the ban on the sale of electronic cigarettes in Brazil, alongside the perspectives of two stakeholder groups opposed to the legalisation of electronic cigarettes: experts from regulatory bodies and the medical field, and former users. The research problem revolves around how the metaphor of domination applies to studying the practices of tobacco industry companies in the face of the ban on the sale of electronic cigarettes. The theoretical framework is based on the domination metaphor developed by Gareth Morgan. The research employs a qualitative approach and documentary research on electronic media materials from tobacco sector company websites, regulatory bodies, and news portals. The method of thematic content analysis was used for data collection and analysis. Through the documentary research technique, news articles were gathered concerning three stakeholders or interest groups related to electronic cigarettes in Brazil: (1) company communication practices advocating for legalisation and supporting the production and trade of electronic cigarettes, (2) voices of experts opposing legalisation - regulatory bodies and medicais experts, (3) voices of former users warning against the use of electronic cigarettes. The results identify and analyse the positions of the three researched stakeholder groups. The analysis demonstrates that companies in the sector employ communication strategies that portray their product as not harmful to health. This communication targets the youth in developing countries, where companies aim to establish their dominance in the electronic cigarette market, considering the decline in traditional cigarette sales, primarily due to educational campaigns and restrictive legislation on traditional cigarette production and trade. The counterpoints to the corporate discourse come from experts in regulatory bodies and the medical field, as well as from former users who discuss problems related to electronic cigarette consumption. This research contributes to studies aiming to apply the metaphor of domination across different industries. Keywords: Domination metaphor. Power games. Stakeholders. Corporate communication.