Abstract

MION, Mirian Raquel  and  HENNIGEN, Inês. Movements of a social movement in digital networks: struggles concerning child advertising. Pesqui. prát. psicossociais [online]. 2018, vol.13, n.4, pp.1-17. ISSN 1809-8908.

We present a research that focused on the emergence and unfolding of the "Consumerism-Free Childhood Movement" (an initiative of a group of activist mothers who use digital networks to disseminate their positions), aiming to analyze discourse produced regarding the relation between child and consumption. Michel Foucault's conceptions and the cartographic approach (Kastrup, 2007), suitable when the purpose is to follow processes, were our theoretical-methodological bases. The analysis of its posts in different virtual spaces made it possible to identify and discuss here some questions and struggle strategies: the biggest target is adverting to children, which the group advocates must be regulated by the State and not self-regulated by the market; the condition of the mothers of its members, strongly highlighted, trying to denote a privileged position of power-knowledge regarding what is suitable to childhood; and the strategic use of communication resources. We conclude the article with comments about their willingness to rule conducts, the non-inclusion of other voices, and the paradoxical use of communication strategies.

Keywords : Digital social networks; Advertising; Consumption; Childhood.

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