ADVERTISING, MEDIA AND EDUCATION: THE OFFICIAL AND ADVERTISING SPEECH ABOUT THE REFORM OF HIGH SCHOOL 2017

Abstract

This article brings the results of the research that analyzed the advertisements about the reform of the high school of 2017, making counterpoints with the reality of the Brazilian educational system and taking into account socioeconomic issues, interpretations of the text of the law and historical perspectives of the policies for teaching medium in Brazil. Techniques of document and content analysis were used using the Iramuteq software for examining texts in the light of a bibliographic matrix supported by the main axes of dialectical historical materialism. The existence of two axes contained in the advertisements was identified: the defense that Law No. 13,415 / 17 brings vigor and airs of renewal and novelty to high school, on the one hand, and, on the other, the exaltation of a supposed freedom of choice by students for the curricular trajectory according to their ambitions, desires and personal goals for the future, which would increase their satisfaction with the school experience. However, we defend that the official and publicity discourse on Law nº 13.415 / 17 presents a fallacious content that distorts and manipulates the content of the legal text, being that the main objective of the ads is to guarantee the conditions of implementation of an educational reform that befits those interested in maintaining the social status quo, in which an elite dominates and directs society, controls production and big capital and relegates to the rest of society a totally adverse socio-economic reality in which not even education was guaranteed for all.