Sociodiscursive representations about leprosy in educational campaigns: implications on stigma reduction

Abstract

Objectives: to analyze the socio-discursive representations about leprosy produced in posters of educational campaigns of the Brazilian Ministry of Health. Methods: a documentary and discursive research about posters of campaigns about leprosy produced by the Brazilian Ministry of Health and available on Google Search Images. For the analysis, we used the Critical Discourse Analysis approach and the Grammar of Visual Design. Results: the socio-discursive representations of leprosy are based on the biomedical ideology, through a normative-curative discourse that focuses on the dermatological manifestations of the disease. Regarding the construction of the compositional space, there are posters that emphasize the meaning that the disease does not prevent affectionate relationships, and others highlight as “new” the clinical manifestations of the disease. Final Considerations: the normative-curative discourse produced in the campaigns is not enough to face stigma related to the disease. For leprosy to be understood as a common chronic disease, it is first necessary to fight the “social leprosy”: the stigma.

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“…Por isso, há dimensões "sociocognitivas" específicas de produção e interpretação textual, que se concentram na relação interna daquilo que o discurso pretende passar, trazendo consigo o próprio texto como "pistas" de interpretação (Fairclough, 2001). Esses dados corroboram com estudo semelhante que avaliou as representações para a Hanseníase em campanhas governamentais (Arantes;Lana, 2022).…”

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“…A poster is a publication in the form of an image or text or a combination of both with a larger size than a leaflet. Posters can explain or express a concept or idea and deliver messages, ideas, and science-related issues (30).…”

Epidemiological, clinical, and geographical characterization of Leprosy in the County of Santarém-Pará: Insights for effective control and targeted intervention

“…To combat this stigmatization and improve patient inclusion, public awareness of the disease is essential, emphasizing its treatable nature and advancements in treatment. Integrated education and awareness campaigns can help dispel myths surrounding leprosy and challenge negative beliefs and attitudes; [ 16 , 20 ].…”

“…Effective disease control demands a comprehensive approach that goes beyond medical treatment. Social stigmatization is a significant barrier faced by individuals affected by leprosy [16][17][18]. The physical deformities resulting from the disease can lead to social exclusion, discrimination, and prejudice, significantly affecting the patients' quality of life [19].…”