Afetos que salvam vidas: educação em saúde tecendo conexões sanguíneas

Abstract

This study is part of the research line in Science and Mathematics Education, within the Graduate Program in Education at the Federal University of Uberlândia. The dissertation analyzes how blood donation advertising campaigns in Brazil construct cultural meanings and influence social behaviors. The analysis is grounded in Cultural Studies, which enables the understanding of media as an active force in shaping identities and constructing cultural narratives. In this context, Cultural Pedagogy is presented as a tool that helps to comprehend how these media messages shape social perceptions and influence behaviors. The research adopts a qualitative methodological approach, exploring audiovisual advertising campaigns from different political periods in Brazil, spanning various government administrations. The advertisements are examined in terms of their communicative strategies. The study investigates how blood donation campaigns employ emotional and institutional strategies to reach the public. Throughout the analysis, it becomes clear that these campaigns rely on persuasive appeals and impactful visual narratives to mobilize society, raising awareness and reinforcing blood donation as an act of altruism and social responsibility. These campaigns not only inform but also play a fundamental role in collective education and awareness, promoting a vision of solidarity around blood donation. The study reveals that while these advertising campaigns aim to fulfill their informational role, they also function as pedagogical tools, engaging and motivating society towards civic practices. These campaigns contribute to the construction of a culture of solidarity and collective responsibility, with the potential to influence and promote significant changes in social behavior. However, they should be critically evaluated, as they may convey behaviors not always aligned with health issues, especially during pandemic times.