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SOCIAL DISCOURSES ON TOBACCO CONSUMPTION Joana Godinho |
In this study, we analyze the discourses pro and against tobacco consumption that were produced in Portugal in a period of 25 years (1970-1995), with the goal of identifying the representations of tobacco addiction, health and communication that are advocated by two dissonant discourses, as well as the cognitive mechanisms required by this kind of communication. Drawing some conclusions from that analysis, we propose some general principles for social discourses on health that can be applied to tobacco consumption, as much as to other social issues. The participation of all relevant parts in all steps of the process and the freedom to choose its own individual and social life-projects are two central matters of this proposal. |
36 Rhetoric December 2005