AZOUBEL, Marcos Spector    ABBUD, Gabriella Mendes. Journalistic (im)postures: misconceptions of Veja magazine about B. F. Skinner. Temas psicol. []. 2017, 25, 1, pp.181-192. ISSN 1413-389X.  https://doi.org/10.9788/TP2017.1-12.

The analysis of human behavior and its conceptual variant, radical behaviorism, have been suffering under the constant misunderstanding of its philosophy, preconceptions and unfounded criticism, therefore creating walls to its diffusion, either conceptual, philosophical or technological. Mass media has an important part on this erroneous view and its diffusion. Thus it is primordial to examine what is said about behaviorism, in order to create a plan with actions on how to better explain this analysis of the human behavior to non-behaviorists. In Brazil the popular magazine Veja stands on the spotlight of one of the most important mass media magazines. The aim of this study was to identify what was published in Veja magazine about radical behaviorism and behavior analysis and to critically evaluate its references. A search on the digital magazine collection met 67 occurrences of the terms "Skinner", "behavior analysis" and "behaviorism." There were 12 stretches selected for analysis. Of these, 11 were contained historical or conceptual misunderstandings in relation to the radical behaviorism and behavior analysis.

: Análise do comportamento; behaviorismo radical; incompreensão do behaviorismo; Skinner; mídia popular; revista Veja.

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