The blurry lines between popular media and party propaganda: China's convergence culture through a linguistic lens.

There is a growing body of scholarly evidence that media convergence blurs the boundary between media production and media consumption and obscures the lines between institutions and individuals. Media convergence in the context of China has garnered attention in communication studies and in cultural studies. However, there is a scarcity of research on convergence culture from a linguistic perspective. Recent research has generated initial evidence that state media appropriates a pop-cultural social address for clickbait and information management in China's digital media space. However, the patterns and perceptual reality of linguistic convergence remain unexplored. This study investigates popular and party uses of xiaojiejie 'little older sister', a familiar expression of fictive kinship reborn as a viral personal reference and social address in China's convergence culture. Analysis of the Target Group Index in the Baidu search engine suggests xiaojiejie is gaining ground over its predecessor among young Chinese. Trends analysis of its usage in WeChat public accounts showed that the term has spread from popular media to state media, which employs the viral address to drive clickbait and disguise propaganda. An online survey of young Chinese WeChat users (N=330) on their perception of xiaojiejie headlines from WeChat public accounts showed that respondents could not tell state media uses from popular uses, providing perceptual evidence of the blurry boundaries between popular and state media uses of the viral address. The findings demonstrate the reality of linguistic convergence driven by participatory performance and its perceptual consequences in China's convergence culture.

Pre-war experimental evidence that Putin's propaganda elicited strong support for military invasion among Russians.

In February 2022, Russia invaded Ukraine. The Putin regime used extensive and aggressive propaganda to win public support for the war. But can this propaganda really convince ordinary people? Using the unique timing of a survey experiment fielded a year before the invasion, we provide the first experimental evidence of the effectiveness of this propaganda among Russian citizens. Vignette treatments containing information on threats similar to stories running in Russian media around the time of the invasion in combination with statements from President Putin show that propaganda was highly effective. Even mild treatments were enough to increase support for military aggression against neighboring countries among Russians from around 8 to 48% and up to 59% among Putin's supporters. Thus, the Russian president had good reason to believe that he could control popular opinion when he decided to launch a war against Ukraine.

Exploring online oral health misinformation: a content analysis.

Considering the unfavorable implications of health falsehoods and the lack of dental research into information disorder, this study aimed to identify and characterize online oral health misinformation. A total of 410 websites published in English were retrieved using Google Advanced Search and screened by two independent investigators to compile falsehoods through thematic content analysis. Afterward, 318 pieces of misinformation were consensually divided into four groups concerning their informational interest (G1), financial, psychological, and social interests produced/disseminated by non-dental professionals (G2) or by dental professionals (G3), and political interests (G4). Social media (Facebook and Instagram) and fact-checking tool (Snopes) were also screened to determine the spread of falsehoods by identifying corresponding posts and warnings. As a result, misinformation was mainly associated with gum diseases (12.0%), root canal treatment (11.6%), toothache (10.4%), fluoride (10.4%), and dental caries (9.8%), with a special highlight on recommendations for the usage of natural products, toxicity concerns, and anti-fluoridation propaganda. Additionally, most misinformation was allocated in G3 (41.9%), which presented a statistically higher frequency of financial interests than G4. Finally, falsehoods were considerably identified on Facebook (62.9%) and Instagram (49.4%), especially G3 and G4. Nevertheless, Snopes has debunked only 5.9% of these content items. Therefore, misinformation was predominantly produced or disseminated by dental professionals mainly motivated by financial interests and usually linked to alternative/natural treatments. Although these items were shared on social media, fact-checking agencies seemed to have limited knowledge about their dissemination.

Global political leaders during the COVID-19 vaccination: Between propaganda and fact-checking.

The advent of COVID-19 vaccination meant a moment of hope after months of crisis communication. However, the context of disinformation on social media threatened the success of this public health campaign. This study examines how heads of government and fact-checking organizations in four countries managed communications on Twitter about the vaccination. Specifically, we conduct a content analysis of their discourses through the observation of propaganda mechanisms. The research draws on a corpus of words related to the pandemic and vaccines in France, Spain, the United Kingdom, and the United States (n = 2,800). The data were captured for a five-month period (January-May 2021), during which COVID-19 vaccines became available for elderly people. The results show a trend of clearly fallacious communication among the political leaders, based on the tools of emphasis and appeal to emotion. We argue that the political messages about the vaccination mainly used propaganda strategies. These tweets also set, to a certain extent, the agendas of the most relevant fact-checking initiatives in each country.

Analysis of the promotion of consumer psychological analysis and marketing to sports propaganda / Análisis de la promoción del análisis psicológico del consumidor y marketing a la propaganda deportiva

In recent years, the number of sports enthusiasts in China has increased. Other domestic and international sporting goods manufacturers have also cited running gear as a primary development focus. The geographical environment and its environment heavily influence the marketing approach for the running brand Decay in a particular region. This study used the PEST analysis tool to investigate the region's political, economic, social, cultural, technological development, and other environmental factors. The SWOT analysis tool evaluated Decathlon's strengths, weaknesses, opportunities, and threats. This study studied Decathlon's marketing strategies from the 4P and 4C perspectives, described and assessed the emerging marketing strategies, including the tactics to encourage and inhibit its development, and offered some improvement approaches. In 2021, the Decathlon sports brand will see a growth rate of 65.69%, while in 2022, the growth rate will drastically drop to 15.69%. Even though the company's revenue growth rate has slowed, the overall profit margin has not altered substantially and has maintained at roughly 29%, demonstrating that the marketing strategy is highly significant. A sports brand's marketing plan offers more advantages than its price and channel strategies.(AU)

Análise dos perfis de cirurgiões-dentistas de Londrina (Paraná, Brasil) no Instagram / Análisis de losperfiles de odontólogos de Londrina (Paraná, Brasil) en Instagram: aspectos éticos de la publicidade y propaganda / Analysis of the profiles of dentists of Londrina (Paraná, Brazil) on Instagram: ethical aspects ofadvertising and publicity

A Odontologia tem adentrado nas redes sociais como forma de atrair e manter pacientes. O profissional, por vezes, não está atento às normativas éticas para utilizar a publicidade/propaganda na internet, cometendo infrações éticas referente à essas condutas. O objetivodesta pesquisa foi analisar os perfis públicos (de acesso aberto) de cirurgiões-dentistas (CD) do município de Londrina (PR) na rede social Instagram®frente aos aspectos da publicidade e propaganda caracterizados no Código de Ética Odontológica (CEO). Foi utilizada uma listagem de CD ativos no município de Londrina, disponibilizado pelo Conselho Regional de Odontologia do Paraná. Como critério de inclusão, foi necessário que o CD possuísse o perfil público e caracterizado como profissional da área, sendo excluídos os perfis privados, sem identificações, sem publicações e apenas com publicações pessoais.Após a seleção, cada perfil foi avaliado separadamente, levando-se em consideração as dez últimas postagens, de acordo com nove itens pré-estabelecidos tendo como base o CEO. Foram identificados 213 perfis que atendiam aos critérios de inclusão, sendo 137 em desacordo com o CEO e 76 em acordo. A maioria dos perfis analisados infringia um ou mais itens que foram avaliados, sendo a exposição de imagens de "antes e depois" o item encontrado com maior frequência (AU).

La Odontología ha entrado en las redes sociales como una forma de atraer y fidelizar pacientes. El profesional, en ocasiones, no es consciente de las normas éticas para el uso de publicidad/propaganda en internet, cometiendo infracciones éticas en relacióncon estas conductas. El objetivo de esta investigación fue analizar los perfiles públicos (acceso abierto) de los odontólogos (CD) de la ciudad de Londrina (PR) en la red social Instagram®frente a los aspectos de publicidad y propaganda caracterizados enel Código de Ética Dental (CEO). Se utilizó una lista de CD activos en la ciudad de Londrina, facilitada por el Consejo Regional de Odontología de Paraná. Como criterio de inclusión fue necesario que el CD tuviera perfil público y caracterizado como profesional del área, excluyendo perfiles privados, sin identificaciones, sin publicaciones y solo con publicaciones personales. Luego de la selección, cada perfil fue evaluado por separado, teniendo en cuenta los últimos diez cargos, según nueve ítems preestablecidos en base al CEO. Se identificaron un total de 213 perfiles que cumplían los criterios de inclusión, 137 en desacuerdo con el CEO y 76 de acuerdo. La mayoría de los perfiles analizados violaron uno o más ítems evaluados, siendo la exhibición de imágenes de "antes y después" el ítem encontrado con mayor frecuencia (AU).

Dentistry has entered social networks as a way toattract and retain patients. The professional, sometimes, is not aware of ethical norms for using publicity/advertisement on the internet, many times committing ethical infractions regarding these behaviors. The aim of this research was to analyze the public (open access) profiles of dentists (DE) in the municipality of Londrina (PR) on the social network InstagramTMin view of the aspects of publicity and advertisement characterized in the Code of Dental Ethics (CDE). A list of active DEs in the city of Londrina, made available by the Regional Council of Dentistry of Paraná, was used. As inclusion criterion, it was necessary that the dentist had public profile and characterized as a professional in the area, excluding private profiles, without identifications, without publications and only with personal publications. After selection, each profile was evaluated separately, taking into account the last ten posts, according to nine pre-established items based on CDE. A total of 213 profiles that met the inclusion criteria were identified, 137 in disagreement with CDE and 76 in agreement. Most profiles analyzed violated one or more items that were evaluated, with the exhibition of "before and after" images being the most frequently found item (AU).

Promotion de l’alcool : pourquoi la réglementation de la commercialisation est-elle importante ?

La mise en œuvre du contrôle de la commercialisation de l'alcool relève au moins en partie du secteur de la santé, mais elle doit être mise en œuvre afin de réduire l'abordabilité de l'alcool, entraînant un retard dans l'initiation des jeunes à la consommation d'alcool, un retard dans leur escalade vers des occasions de consommation excessive d'alcool, et une réduction de l'attrait pour la consommation d'alcool chez les gros buveurs et ceux qui ont choisi de s'abstenir. Les mesures d'autorégulation existantes sont insuffisantes et n'ont entraîné aucune réduction de la consommation d'alcool. Il est important d'accroître la compréhension du public et des décideurs politiques de la nécessité du contrôle du marketing, de sa valeur, afin que les lois connexes puissent être soutenues, adoptées et appliquées dans tous les pays. L'interdiction ou la réglementation de la commercialisation de l'alcool est l'une des principales politiques en matière d'alcool disponibles pour réduire l'usage nocif de l'alcool. Cette fiche d'information décrit les nombreuses formes de marketing de l'alcool, comment elles affectent la consommation et la consommation excessive, comment elles peuvent être efficacement réglementées et appliquées, et pourquoi elles doivent être mises en œuvre.

Promoción de la venta de alcohol: ¿por qué es importante la regulación del mercadeo?

La implementación del control de la comercialización del alcohol cae, al menos en parte, fuera del sector de la salud, pero debe implementarse para reducir la asequibilidad del alcohol, lo que lleva a un retraso en la iniciación de los jóvenes al consumo de alcohol, un retraso en su escalada a ocasiones de consumo excesivo de alcohol y una reducción en el atractivo de beber por parte de los bebedores empedernidos y aquellos que optaron por abstenerse. Las medidas de autorregulación existentes son insuficientes y no han conducido a ninguna reducción en el consumo de alcohol. Es importante aumentar la comprensión del público y de los encargados de formular políticas sobre la necesidad del control de la comercialización, su valor, para que las leyes relacionadas puedan apoyarse, adoptarse y aplicarse en todos los países. Prohibir o regular la comercialización del alcohol es una de las políticas clave sobre el alcohol disponibles para reducir el uso nocivo del alcohol. Esta hoja informativa describe las muchas formas de mercadeo del alcohol, cómo afectan el consumo y el consumo excesivo, cómo se pueden regular y hacer cumplir de manera efectiva y por qué es necesario implementarlas.

Promoção do álcool: por que a regulamentação do marketing é importante?

A implementação do controle de marketing de álcool cai, pelo menos em parte, fora do setor de saúde. Sua implementação é importante, no entanto, para reduzir a acessibilidade do álcool, levando a um atraso na iniciação do consumo de álcool pelos jovens, atraso em sua escalada para ocasiões de consumo pesado e uma redução no apelo à bebida por bebedores pesados ​​e aqueles que optaram por se abster. As medidas de autorregulação existentes são insuficientes e não conduziram a qualquer redução do consumo de álcool. É importante aumentar a compreensão do público e dos formuladores de políticas sobre a necessidade de controle de marketing, seu valor, para que as leis relacionadas possam ser apoiadas, adotadas e aplicadas em todos os países. Proibir ou regulamentar o marketing de álcool é uma das principais políticas de álcool disponíveis para reduzir o uso nocivo de álcool. Esta ficha informativa descreve as várias formas de marketing de álcool, como elas afetam o consumo e o consumo pesado, como podem ser regulamentadas e aplicadas com eficácia e por que precisam ser implementadas.

Psychology of the Lvov-Warsaw School and the shape of postcommunist Polish psychology (unfinished dialog with Brentanian tradition).

This article presents the development of Polish psychology from the perspective of the most important intellectual formation in Poland-the Lvov-Warsaw School of Kazimierz Twardowski. The representatives of the school played an extraordinary role in the history of Polish psychology in the first half of the 20th century. Unfortunately, this influence was halted by the outbreak of the war in 1939 and by communist oppression and propaganda after the war. After 1989, Polish psychology underwent a deep transformation in the spirit of Western psychology but with no continuation of the most significant achievements of Twardowski's School. Although this process has integrated Polish psychologists into the mainstream of psychology in the world, it has not led to the integration of one of the most original European psychological traditions into world psychology.

Advertising and Psychology: Strategies to Reduce Violence Against Women / Publicidade e Psicologia: Estratégias de Redução da Violência Contra a Mulher / Publicidad y Psicología: Estrategias de Reducción de la Violencia Contra la Mujer

Abstract The COVID-19 exacerbated violence against women. This study evaluated the possible efficacy of using advertising pieces containing the hypocrisy paradigm, the contrast principle, and moral disengagement mechanisms to prevent and reduce violence against women. We conducted two studies which included exclusively men as participants. Study 1 (n=400; M age =21.69; Me=20.00; SD=5.79) used traditional pieces on violence against women, manipulating only their moral disengagement phrases. Results suggest that the phrase combined with traditional images is either ineffective or has a rebound effect. Study 2 (n=303; M age =21.38; Me=20.00; SD=4.94) manipulated the image in Study 1, showing more effective results regarding hostility. However, physical aggression showed no significant differences. Finally, some pieces generated a rebound effect, increasing participants' self-perception of aggression. The use of advertising can act as an ally or an enemy of public policies if their effectiveness lacks proper testing.

Resumo A violência contra mulheres é um problema pandêmico agravado pela COVID-19. Esta pesquisa objetivou verificar a eficácia de peças publicitárias em reduzir a violência contra mulheres por meio do paradigma de hipocrisia, o princípio de contraste e os mecanismos de desengajamento moral. Realizaram-se dois estudos com amostras masculinas. O Estudo 1 (n=400; M idade =21,69; Me=20,00; DP=5,79) utilizou peças tradicionais, manipulando apenas as frases de desengajamento moral. O resultado sugere que a frase combinada com imagens tradicionais são ineficazes ou geram efeito rebote. O Estudo 2 (n=303; M idade =21,38; Me=20,00; DP=4,94) manipulou a imagem e os resultados indicam maior efetividade das peças em relação à hostilidade. Entretanto, a agressão física não demonstrou diferenças significativas. Finalmente, algumas peças geraram efeito rebote, levando ao incremento da autopercepção de agressividade dos participantes. O uso da publicidade pode prejudicar políticas públicas de combate a violência contra mulheres quando sua eficácia não é devidamente testada.

Resumen La violencia contra la mujer es un problema pandémico agravado por el COVID-19. Esta investigación verificó el grado de eficacia de anuncios publicitarios para reducir la violencia contra la mujer utilizando el paradigma de la hipocresía, el principio de contraste y los mecanismos de desconexión moral. Se diseñaron dos estudios con muestras masculinas. El Estudio 1 (n=400; M edad =21,69; Me=20,00; DT=5,79) utilizó anuncios tradicionales, manipulando únicamente las frases de desconexión moral. El resultado sugiere que la frase combinada con imágenes tradicionales es ineficaz o tiene efecto rebote. El Estudio 2 (n=303; M edad =21,38, Me=20,00; DT=4,94) manipuló la imagen, y los resultados indican mayor eficacia respecto a la hostilidad. Pero la agresión física no mostró diferencias significativas. Finalmente, algunos anuncios generaron efecto rebote, incrementando la autopercepción de la agresividad. Así, el uso de la publicidad puede actuar como enemiga de las políticas públicas contra la violencia a la mujer cuando no se comprueba adecuadamente su eficacia.

Dehumanization and mass violence: A study of mental state language in Nazi propaganda (1927-1945).

Dehumanization is frequently cited as a precursor to mass violence, but quantitative support for this notion is scarce. The present work provides such support by examining the dehumanization of Jews in Nazi propaganda. Our linguistic analysis suggests that Jews were progressively denied the capacity for fundamentally human mental experiences leading up to the Holocaust. Given that the recognition of another's mental experience promotes moral concern, these results are consistent with the theory that dehumanization facilitates violence by disengaging moral concern. However, after the onset of the Holocaust, our results suggest that Jews were attributed a greater capacity for agentic mental states. We speculate this may reflect a process of demonization in which Nazi propagandists portrayed the Jews as highly capable of planning and intentionality while nonetheless possessing a subhuman moral character. These suggestive results paint a nuanced portrait of the temporal dynamics of dehumanization during the Holocaust and provide impetus for further empirical scrutiny of dehumanization in ecologically valid contexts.

"My Death Was in a Kiss": Theatrical Propaganda Against Sexually Transmitted Infections in the Early Soviet Union and the United States in the 1920s-1930s.

We analyze key historical anti-sexually transmitted infection (STI) theatrical performances in the Soviet Union and the United States that were staged to disseminate knowledge and awareness of STIs among the population. The phenomenon of theatrical hygiene propaganda emerged in the USSR after the October Uprising of 1917. The so-called sanitary plays, mock trials, revues, and Living Newspapers addressed important public health issues, one of which was STIs. The Soviet experience provided inspiration for the Federal Theater Project in the United States, which produced socially relevant performances during the Great Depression. The Living Newspaper Spirochete, staged in Chicago, Illinois, in 1938 at the beginning of the "war against syphilis," became one of the most often staged Living Newspapers in the United States. We compare discourses of the theatrical propaganda against STIs in the Soviet Union and the United States. We aim to explain the driving forces and motives behind the anti-STI movement in both countries and describe structural and performative differences in the anti-STI theatrical productions. (Am J Public Health. 2022;112(9):1318-1325. https://doi.org/10.2105/AJPH.2022.306933).

Afterword: Science popularization, dictatorships, and democracies.

This Afterword to the special section on Science Popularization in Francoist Spain draws general conclusions from its case studies. Most overarchingly, the different contributions show that popularization existed under this dictatorial regime, and hence does not require a Habermasian liberal-democratic public sphere. Four more specific lessons are also drawn, each shedding new light on either science popularization or dictatorial regimes. (1) Popularization has not only been a way to promote science, it has also been used to prop up dictatorial regimes by associating them with things scientific. (2) Totalitarian regimes are much less monolithic than they appear to be at the surface; they often harbor internal weaknesses and conflicts. (3) The study of science popularization in dictatorships can help open our eyes for comparable forms of propaganda in democracies. (4) Totalitarianism is best understood not as a universal phenomenon, but in its specific historical situatedness. Studying science popularization under Franco brings out the specific traits of this regime: the legacy of the Civil War, Spanish regionalism, and the international dependencies of the Francoist state.

From Dresden to the world: images of the German Hygiene Museum's relations with Latin America, 1911-1933.

As of the nineteenth century, the number of world fairs and hygiene exhibitions grew significantly. This phenomenon was linked to the experience of modernity and the emergence of bacteriology, when different cities were sanitized with the aim of combating urban diseases and epidemics. For the purpose of sanitary education and hygiene propaganda, many objects and pictures were displayed in hygiene exhibitions and museums, such as the International Hygiene Exhibition of 1911 and the German Hygiene Museum, both in Dresden. The goal of this article is to analyze a chapter of the international history of health through images that portray the connections between the German Hygiene Museum and Latin American countries between 1911 and 1933.

The impact of reusable tableware packaging combined with environmental propaganda on consumer behaviour in online retail.

With the development of the takeaway industry, the demand for disposable cutlery is increasing, posing a heavy burden on the environment. Helping reusable tableware increase market share is important because it helps preserve the natural environment while making commercial gains. Given the additional cost to consumers of using reusable tableware in many settings, this article examines the impact of incorporating environmental propaganda into packaging design on consumer behaviour. The results show that the new packaging with high environmental propaganda satisfaction improves consumers' brand loyalty, purchase intention and continuance intention. The packaging of low environmental propaganda satisfaction may have negative effects and should be used with caution.

Propagandas e campanhas de aleitamento materno: percepção de mulheres membros de grupos virtuais / Breastfeeding advertisements and campaigns: perception of women members of virtual groups / Anuncios y campañas de lactancia materna: percepción de las mujeres miembros de grupos virtuales

Objetivo: conhecer a percepção de mulheres que participam de grupos virtuais hospedados no Facebook acerca do conteúdo veiculado por propagandas e campanhas, de 1921 até à atualidade, que envolvem à temática de aleitamento materno. Método: pesquisa de caráter exploratório e descritivo. Participaram 15 mulheres membros de dois grupos virtuais hospedados no Facebook. A coleta de dados se sucedeu na plataforma por meio de um formulário associado ao método de fotoelicitação. Posteriormente, empregou-se a análise de conteúdo. Resultados: as participantes identificaram que as propagandas do ramo alimentício, ao longo dos anos, contribuíram para a construção da falsa crença de que o leite artificial é superior ao leite materno, o que necessitou, posteriormente, de campanhas de incentivo à amamentação. Considerações finais: as campanhas recentes evidenciam a importância tanto da rede de apoio quanto da garantia dos direitos da nutriz para que o aleitamento materno se estabeleça conforme o recomendado pela Organização Mundial da Saúde. Contudo, as campanhas construíram um romantismo em torno do aleitamento materno e da figura materna, fato que culminou na sua responsabilização pelo sucesso da amamentação.(AU)

Objective: to know the perception of women who participate in virtual groups hosted on Facebook, about the content disseminated by advertisements and campaigns from 1921 until today, involving the theme of breastfeeding. Method: Exploratory and descriptive research. Fifteen women members of two virtual groups hosted on Facebook participated. Data collection took place on the platform through a form associated with the photo-elicitation method. Subsequently, content analysis was used. Results: The participants identified that food industry advertisements over the years have contributed to the construction of the false belief that artificial milk is superior to breast milk, which later required campaigns to encourage breastfeeding. Final considerations: recent campaigns highlight the importance of both the support network and the guarantee of the rights of the nursing woman so that breastfeeding is established as recommended by the World Health Organization. However, the campaigns have built romanticism around breastfeeding and the mother figure; a fact that has culminated in her being held responsible for the success of breastfeeding.(AU)

Objetivo: conocer la percepción de las mujeres que participan en grupos virtuales alojados en Facebook sobre el contenido visto por propagandas y campañas, desde 1921 hasta la actualidad, que envuelven la temática de aleitamento materno. Método: investigación exploratoria y descriptiva. Participaron 15 mujeres miembros de dos grupos virtuales alojados en Facebook. La recopilación de datos se realizó en la plataforma mediante un formulario asociado al método de fotoelitización. Posteriormente, se utilizó el análisis de contenido. Resultados: los participantes identificaron que los anuncios de la industria alimentaria, a lo largo de los años, han contribuido a la construcción de la falsa creencia de que la leche artificial es superior a la materna, lo que posteriormente requirió campañas para fomentar la lactancia materna. Consideraciones finales: las recientes campañas destacan la importancia tanto de la red de apoyo como de la garantía de los derechos de la madre lactante para que la lactancia materna se establezca tal y como recomienda la Organización Mundial de la Salud. Sin embargo, las campañas han construido un romanticismo en torno a la lactancia materna y a la figura de la madre, hecho que ha culminado en responsabilizarla del éxito de la lactancia.(AU)

A medicalização do sofrimento psíquico na cultura do hiperconsumo / Medicalization of psychic suffering in a culture of hyperconsumption

Na atual fase em que se encontra a sociedade de consumo, estão presentes de forma bastante acentuada os valores do hedonismo, da busca incessante pela felicidade através da aquisição de bens materiais, da negação do sofrimento, dos lazeres, da leveza e do hiperindividualismo. O processo crescente de destradicionalização da sociedade tornou o sujeito ao mesmo tempo livre e instável. Com o enfraquecimento da capacidade ordenadora de instituições como igreja e escola, o sujeito tende a buscar no consumo de bens e serviços uma fonte de segurança, além do uso de medicamentos que aliviam o sofrimento psíquico gerado por esse desamparo. Considerando que a medicalização do sofrimento psíquico atinge largas escalas nessa fase da sociedade contemporânea, o presente trabalho propõe-se a investigar os fatores da cultura do hiperconsumo que funcionam como dispositivos que favorecem o processo da medicalização generalizada. Partiu-se de uma pesquisa bibliográfica na qual foram observados alguns atores que difundem o discurso medicalizante, como a publicidade, a psiquiatria hegemônica e a indústria farmacêutica. As informações apresentadas e organizadas na pesquisa resultam na constatação de que a medicalização é produto tanto de interesses da indústria farmacêutica como da demanda do hiperconsumidor por felicidade, bem-estar e ausência de sofrimento.(AU)

In the current phase in which the consumer society is present, the values of hedonism, the incessant search for happiness through the acquisition of material goods, the denial of suffering, leisure, lightness and hyperindividualism are quite marked. The growing process of detraditionalization of society has made the subject at the same time free and unstable. With the weakening of the ordering capacity of institutions such as church and school, the subject tends to seek in the consumption of goods and services a source of security, in addition to the use of medications that relieve the psychic suffering generated by this helplessness. Considering that the medicalization of psychic suffering reaches large scales in this phase of contemporary society, the present work proposes to investigate the factors of the culture of hyperconsumption that function as devices that favor the process of generalized medicalization. It was based on a bibliographical research in which some actors were observed that spread the medicalizing discourse, such as advertising, hegemonic psychiatry and the pharmaceutical industry. The information presented and organized in the research results in the finding that medicalization is the product of both the interests of the pharmaceutical industry and the demand of the hyperconsumer for happiness, well-being and absence of suffering.(AU)

En la fase actual en la que está presente la sociedad de consumo, los valores del hedonismo, la búsqueda incesante de la felicidad a través de la adquisición de bienes materiales, la negación del sufrimiento, el ocio, la ligereza y el hiperindividualismo son bastante marcados. El creciente proceso de destradicionalización de la sociedad ha hecho que el sujeto sea al mismo tiempo libre e inestable. Con el debilitamiento de la capacidad de ordenamiento de instituciones como la iglesia y la escuela, el sujeto tiende a buscar en el consumo de bienes y servicios una fuente de seguridad, además del uso de medicamentos que alivian el sufrimiento psíquico generado por esta indefensión. Considerando que la medicalización del sufrimiento psíquico alcanza grandes escalas en esta fase de la sociedad contemporánea, el presente trabajo propone investigar los factores de la cultura del hiperconsumo que funcionan como dispositivos que favorecen el proceso de medicalización generalizada. Se basó en una investigación bibliográfica en la que se observaron algunos actores que difundieron el discurso medicalizador, como la publicidad, la psiquiatría hegemónica y la industria farmacéutica. La información presentada y organizada en la investigación resulta en el hallazgo de que la medicalización es el producto tanto de los intereses de la industria farmacéutica como de la demanda del hiperconsumidor de felicidad, bienestar y ausencia de sufrimiento.(AU)