Refugiados e migrantes em campanhas públicas: dar voz a quem não tem voz

Célia Belim

doi:10.17231/comsoc.38(2020).2553

Autores

Célia Belim Centro de Administração e Políticas Públicas (CAPP), Instituto Superior de Ciências Sociais e Políticas, Universidade de Lisboa (ISCSP-ULisboa), Portugal https://orcid.org/0000-0001-9927-8018

DOI:

https://doi.org/10.17231/comsoc.38(2020).2553

Palavras-chave:

refugiados, migrantes, campanhas públicas, discurso, retórica

Resumo

Este artigo foca-se no potencial persuasivo das campanhas de comunicação pública sobre refugiados e migrantes. A partir da análise da retórica a suportes (n=62), conclui-se que o discurso adota uma tática retórica assente na proposta aristotélica: ethos, pathos e logos. Os resultados indicam: 1) o uso da credibilidade da fonte e do sujeito ativo, construindo a impressão de que são dignos de confiança; 2) ao nível do pathos, a instigação da dimensão afetiva, motivando, potencialmente e com valor positivo, a empatia, o compadecimento, o exercício de reflexão, o reconhecimento do erro dos preconceitos, o peso da responsabilidade, o ímpeto a agir e a resolver problemas, a gratificação por ajudar e a consciencialização do contributo para algo positivo e, com valor negativo, a frustração e a culpa; 3) ao nível do logos, a força do realismo – alicerçada nos dados estatísticos, factos, exemplos e personalizações –, dos recursos estilísticos como a metáfora, do uso do ponto de interrogação e da riqueza e multiformismo da criatividade.

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