Projeto de letramento negritude do poder: anúncios publicitários e a (des)construção de identidadedos dos estudantes de Açuzinho - Bahia

Abstract

This research, required by the Professional Master’s Degree ProfLetras-UFBA, was materialized in a lettering project destined to the teaching of advertising texts reading. The project included a teacher and mostly black 9th grade students who study at Escola Municipal João Pereira Vasconcelos located in Açuzinho/BA, a coast peripheral community near Praia do Forte which is a touristic region at Linha Verde. The target project treated reading perceived as a joint and social act centered in educating author-readers who are capable of creating meaning and significance to their life in society. In extension, it adjoined the study of the language with social praxis and reeducation of social relations in accordance with Law 10639/03. A law which amends the LDB (Lei de Diretrizes e Bases da Educação Nacional) and includes in the basic education official curriculum of the public and private schools of the country the study of the afro-Brazilian history and culture as mandatory. Noticeably, the designed spaces to the black population in publicity are still associated with discourses which convey negative and stereotyped images and ideas which reinforce the devaluation of one social group and fortify the racism that still organize the society we live. The research had its theoretical framework mainly tightened to the lettering studies contributions from Kleiman (2007), Rojo (2012) and Souza (2011) about identity, from Hall (2016), Gomes (2008) and Munanga (2001) about racial questions and from Carvalho (2003), Borges (2012) and Kellner (2001) about publicity. Methodologically, more than to talk about the individuals involved, this investigation intended to talk to them, fomenting the dialogue, as teaches Paulo Freire (1980, 1996). The always-problematizing activities applied in class propitiated the reconstruction of the images and meaning of publicity texts, according to the experience of the students. Which came to broaden their view about themselves and about the world that surround them putting under suspect racist and sexist conceptions, helping them to build another social identities.