Toxic masculinity in the public health discourse: strategies for exhorting men in campaigns carried out by SUS

Authors

  • Eliza Bachega Casadei Escola Superior de Propaganda e Marketing, Programa de Pós-graduação em Comunicação e Práticas do Consumo. São Paulo, SP http://orcid.org/0000-0003-2810-8702
  • Victoria Sayuri Freire dos Santos Kudeken Escola Superior de Propaganda e Marketing, Programa de Pós-graduação em Comunicação e Práticas do Consumo. São Paulo, SP http://orcid.org/0000-0002-4033-8837

DOI:

https://doi.org/10.29397/reciis.v14i4.2094

Keywords:

Communication, Toxic masculinity, SUS, Discourse, Health.

Abstract

Taking into account the overlap between the public health discourses classifying pathologies and the modes of subjectivation that are materialized in consumption discourses, the purpose of this article is to map discourses on masculinity that are intertwined in the public health discourse on toxic masculinity. Based on the methodological assumptions of the critical discourse analysis, we will analyze discourses that appeal to modes of subjectivation in two campaigns carried out by SUS against toxic masculinity so that we can explore the ways of exhorting male audience used by them. In these campaigns, it is possible to observe a narrative about healthy masculinity in contrast to a sick masculinity, the displacement of the responsibility for health from social institutions to an individual responsability, and elements to legitimate discourse reinforcing the hegemonic masculinity in the same videos that aim to question it.

Author Biographies

Eliza Bachega Casadei, Escola Superior de Propaganda e Marketing, Programa de Pós-graduação em Comunicação e Práticas do Consumo. São Paulo, SP

Doutorado em Ciências da Comunicação pela Escola de Comunicações e Artes da Universidade de São Paulo.

Victoria Sayuri Freire dos Santos Kudeken, Escola Superior de Propaganda e Marketing, Programa de Pós-graduação em Comunicação e Práticas do Consumo. São Paulo, SP

Mestrado em Ciências da Comunicação pela Universidade Estadual Paulista Júlio de Mesquita Filho.

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Published

2020-12-17

How to Cite

Casadei, E. B., & Kudeken, V. S. F. dos S. (2020). Toxic masculinity in the public health discourse: strategies for exhorting men in campaigns carried out by SUS. Revista Eletrônica De Comunicação, Informação & Inovação Em Saúde, 14(4). https://doi.org/10.29397/reciis.v14i4.2094

Issue

Vol. 14 No. 4 (2020): Dossiê Comunicação, Saúde e Crises Globais

Section

Original articles

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