Advertising and social representation of Naturology in newspapers and magazines in Brazil

Abstract

Objective: To identify the social representations about Naturology published in the digital media by newspapers and magazines in Brazil. Method: Documentary research, carried out in the digital collection of the most popular newspapers and magazines in Brazil. The data related to the news sample were processed in the IRAMUTEQ® software and analyzed based on the frequency, occurrence and similarity between the terms. The analysis guided by the theory of social representation through the mechanisms of anchoring and objectification. Results: It was possible to identify that naturology is represented in 4 large groups (p <0.0001): professional training in the area (31.0%), government regulation (26.7%), teaching of self-applied techniques %), and practices in specific groups (16.9%). Conclusion: The media representations have collaborated for the presentation of naturology as an academic formation surrounded by regulations, which is a positive aspect, but is very present the idea of a complementary practice and in negative aspects. Thus, considering the influence of these media, it is necessary to study more about the social representation of Naturology.