Abstract

OLIVEIRA, Danielle Pena de  and  MACHADO, Laêda Bezerra. Social representations of consumption in school practices: an analysis of the communication systems. Rev. Elet. Educ. [online]. 2018, vol.12, n.3, pp.836-851. ISSN 1982-7199.  https://doi.org/10.14244/198271992189.

This article addresses consumer practices within the school. We seek to identify what has been disclosed about practices of “consumer education” by public and private institutions. The study is based on the Theory of Social Representations of Serge Moscovici and takes as support for discussion the communication systems. This is a documentary study. An analysis was made of the digital information (blogs, websites, social networks) and printed material made available by the institutions to the school user community and the general public. We analyzed 431 images in 46 (forty-six) electronic addresses (websites, blogs, relationship networks), and 87 (eighty-seven) printed information. The results revealed signs of propagation and propaganda systems in circulating discourses related to consumer education. The different forms of communication used by schools have a contradictory feature. Through different communication mechanisms, the school has problematized and questioned some consumption practices, as well as it has contributed to strengthen and encourage others. Social representations of consumption are incorporated into pedagogical practices through their accommodation to pedagogical discourses. Considering the results of the research, we signal the role of teacher training institutions in order to incorporate the discussion and problematization of consumption into the curricular components of the courses.

Keywords : Education for consumption; Social representations; Communication systems..

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