Representações sobre a mulher nas políticas públicas de saúde : uma análise a partir das campanhas publicitárias do Ministério da Saúde.

Abstract

Brazilian public policies, especially health, can be understood as agency strategies of the population: from certain technologies of government, they dictate specific ways of living, prescribing the care that people need and must have in relation to its body, the procedures best suited to submit, and the (s) order (s) as it should behave in relation to other instances of your life, such as in the home environment, for example. In this context, it is possible to think the health field as an object of knowledge-power, consisting of a set of practices that, while producing the subject to which it is addressed, just forging truths about them. In this sense, I propose, from the present research, discuss the representations of women present in the public health policies, based on the advertising campaigns of the Ministry of Health. The theoretical framework is designed mainly from studies of Guacira Lopes Louro (in relation to the concept of gender) and Ruth Sabbath (in relation to the advertising of discussions). The methodology consisted of analysis of advertising campaigns of the Ministry of Health, published in the last 11 years, his wife was the focus or a major focus of the guidelines. From the data analysis, we list three analytical categories: campaigns aimed at mothers; Campaigns aimed at preventing sexually transmitted diseases and viral hepatitis; the issue of medical professional as the reference to the field of women's health. Generally speaking, the informational materials reinforce the idea of a woman-mother, whose health needs are reduced to issues related to motherhood. In addition, most of the guidelines with regard to guidelines that this must have in relation to their body, neglecting thus other demands that are part of their daily lives.