apontamentos teorias da comunicação

41
 ]horlgz mg Jokxeljgæêo  Troihzzorg @haheg Rlbhlro Tg}rëjlg Jgmh}h Jxrzo mh Noregalzko + 2¾ Zhkhz}rh  Geo Ahj}lyo 2474/2477

Upload: patricia-cadete

Post on 22-Jul-2015

754 views

Category:

Documents


2 download

TRANSCRIPT

Page 1: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 1/41

 

 

]horlgz mg Jokxeljgæêo 

Troihzzorg @haheg Rlbhlro

Tg}rëjlg Jgmh}h

Jxrzo mh Noregalzko + 2¾ Zhkhz}rh Geo Ahj}lyo ‚ 2474/2477

Page 2: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 2/41

 

7%  Jokxeljgæêo h Alefxgfhk

Nxalg Crlz}hyg>  Oz yhrboz igagr! hzjrhyhr h ahr zêo joenxfgmoz hk }omgz gz thzzogz h hk

}omoz oz }hktoz! mh kge`g ä eol}h h hk }omoz oz tgëzhz mo kxemo! g xkrl}ko exejg ge}hz joe`hjlmo3

  Hz}gz alefxgfhez zobrhtøhk+zh äz ox}rgz }omgz (fhz}o h lkgfhk,3  O `okhk komhreo hz}ç khrfxa`gmo eg alefxgfhk! ylyh eg igag! ì gzzga}gmo

tor kla`grhz mh zlfeoz! g toe}o mh nç wxgzh zú }hr xkg hplz}îejlg mh hklzzorh rhjht}or%

  Hk jgmg zok wxh hexejlo! hk jgmg tgagyrg wxh hzjrhyo! hk jgmg zlfeo wxhigæo! hzzg jolzg ì rhgakhe}h ‐hx“! ox xk ox}ro hx wxh hplz}h hk klk! oxglemg xk eêo zhl wxî mh hp}hrlor g klk wxh zh hptrlkh g}rgyìz mg kle`gbojg? Mgë g ehjhzzlmgmh mh mhzkoe}gr o khjgelzko alefxëz}ljo joko ylgtgrg he}hemî+ao%

Wxhz}êo> o thezgkhe}o ì lemhthemhe}h mg alefxgfhk ox g alefxgfhk ì hag trútrlg

thezgkhe}o?

  G alefxgfhk ì xkg trç}ljg moklegmg thao `okhk h hz}ç le}lkgkhe}halfgmg go `okhk h ä zojlhmgmh hk wxh hz}h `gbl}g%

  G alefxgfhk h lzoagmg h joaojgmg ä mlz}âejlg tgrg zhr jgt}gmg hewxge}oobnhj}o mh joe`hjlkhe}o tgr}ljxagr! mh komo g thrjhbhrkoz o zhxixejloegkhe}o h oz zhxz hihl}oz eg ormhk mo zojlga%

Thrzthj}lygz mo zxrflkhe}o mg alefxgfhk>  Oe}ofheì}ljo (toe}o mh ylz}g mo lemlyëmxo,

  Ilaofheì}ljo (toe}o mh ylz}g mg hztìjlh ̀ xkgeg,

Joko ojorrh o trojhzzo mh zlkboal~gæêo?G hkhrfîejlg mg alefxgfhk joaojg+eoz thrge}h g wxhz}êo mh zgbhr joko ì wxhtomhkoz zlkboal~gr! rhtrhzhe}gr! }oregr trhzhe}h! g eúz h goz ox}roz! o kxemo! gzjolzgz! oz gjoe}hjlkhe}oz eg zxg gxzîejlg%

G rhagæêo mo zxnhl}o igage}h jok g alefxgfhk joe`hjhx mxgz h}gtgz>  7®> trh}hemhx+zh joe`hjhr gwxlao wxh nç zh zgblg trg}ljgr (g alefxgfhk,3  2®> tronhj}gr o joe`hjlkhe}o jlhe}ëiljo mg alefxgfhk zobrh o joenxe}o mg

trç}ljg zojlga

 

zlfeozhahkhe}o bgzhwxh joez}l}xl g

alefxgfhk

zlega g tgr}lrmo wxga

}lrgkozzhe}lmo

rhtrhzhe}gæêo

Page 3: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 3/41

 

7¾ Koylkhe}o> gj}o mh joezlmhrgr g alefxgfhk joko obnhj}o hzthjëiljo mhjoe`hjlkhe}o ‚ lktaljg wxh hag mhlph mh zhr xk hphrjëjlo wxh zh lfeorg g zltrútrlo tgrg zh tor g £ igagr gz zxgz trútrlgz ahlz³ £xkg igag zh tøh g igagr oigagmo³>

  Mhzjoag o zxnhl}o igage}h mgwxlao wxh o joez}l}xl (g alefxgfhk,! h obrlfg+o g

ml~hr o komo joko ml~%  Zh o rhegzjlkhe}o zxbz}l}xl o jxa}o mo Mhxz thao `okhk! g eozzg ìtojg

zxbz}l}xl o `okhk tor xk zlz}hkg gegalzçyha jlhe}liljgkhe}h> g alefxgfhk%O `okhk joko g alefxgfhk! g alefxgfhk eo axfgr mo `okhk zhrç o fhz}omhzklz}liljgmor tor hpjhaîejlg! wxh le}romx~ g jlîejlg eg ~oeg joktah}g hlktrhjlzg mo `xkgeo! eo toe}o oemh zh lez}gagk gz lmhoaoflgz h gz rhalfløhz ì g alefxëz}ljg wxh tgrhjh zhr g gagygejg mhzzg mhzklz}liljgæêo%

  Wxhk ml~ alefxgfhk ml~ mhkgrjgæêo! zlfeliljgæêo h jokxeljgæêo% Ehz}hzhe}lmo! }omgz gz trç}ljgz `xkgegz zêo }ltoz mh alefxgfhk ylz}o wxh }îk gixeæêo mh mhkgrjgr! zlfeliljgr h jokxeljgr%

2¾ koylkhe}o> joe`hjhr oz zlz}hkgz (zxnhl}oz! zhe}lmoz! zlfeliljgæêo,! hz}xmgr gzzxgz tgr}ljxagrlmgmhz hewxge}o }ltoz mh alefxgfhk%

Thlrjh ig~ g gtroplkgæêo goz zlfeoz% Ml~ wxh xk zlfeo! xkg tgagyrg rhtrhzhe}gox}rg eg gxzîejlg mhzzg ox}rg jolzg%

£]omoz joezhfxlkoz joejht}xgal~gr zobrh gwxlao wxh hz}ox g igagr³

Zú tozzo jokxeljgr zobrh jolzgz! eokhgemo+gz tor tgagyrgz% O `okhk ì o

þeljo zhr ylyo wxh! zhemo xk zhr mh alefxgfhk! }hk g jgtgjlmgmh/igjxamgmh mheokhgr khmlge}h trojhzzoz mh gbz}rgjæêo%

  Zh eêo }lyhrkoz g igjxamgmh mh gbz}rgjæêo! eêo `ç alefxgfhk hewxge}ozlz}hkg mh rhtrhzhe}gæêo zlkbúaljg%

  G lmhlg mh wxh g aëefxg }hk wxh yhr jok g jgtgjlmgmh mh zlfeliljgr hrhtrhzhe}gr khmlge}h joeyheæøhz zojlglz% Tor lzzo! g aëefxg ì xk obnhj}ozojlojxa}xrga! xkg lez}l}xlæêo leyhe}gmg thao `okhk% Eêo ì mg ormhk mgeg}xrh~g (oz `okhez eêo igagk mg khzkg iorkg wxh oz tçzzgrozj`larhlgk,%

£…go joe}rçrlo moz ox}roz zhrhz ylyoz! wxh hz}gbhahjhk rhagæøhz mh }rgezgjæêojok o khlo gkblhe}h! rhztoemhemo khjâeljg h lkhmlg}gkhe}h goz hz}ëkxaoz wxh

rhjhbhk! o `okhk jokxeljg! eo zhe}lmo trútrlo mhz}h }hrko! go leyhe}grkhmlgæøhz zlkbúaljgz! mh eg}xrh~g jxa}xrga³ GMR%

 

Jgtgjlmgmh `xkgeg mh hagborgr tor gbz}rgjæêo xkg lkgfhk khe}ga xelyhrzgawxh }hk joko hzthjliljlmgmh g jgtgjlmgmh mh zhr gtaljgmo g xkg taxrgalmgmh mhobnhj}oz tgr}ljxagrlmgmhz% Gwxlao wxh eêo joezlfo joejht}xgal~gr g}rgyìz mh xkgrhtrhzhe}gæêo khe}ga ì+kh mhzjoe`hjlmo! aofo eêo joezlfo eokhç+ag tortgagyrgz%Hphktao> khzg ; zlfeo xelyhrzga%

]omoz joejhbhkoz! mh iorkg gbz}rgj}g! hzzh obnhj}o

Page 4: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 4/41

 

7%7 G Alefxgfhk! g aëefxg! g igag h o mlzjxrzo

O wxh ì g alefxgfhk?

  Jgmg ìtojg ox jgmg jlylal~gæêo! hk joeiorklmgmh jok o joenxe}o mo zhx

zgbhr! mgz zxgz jrheægz! mg zxg lmhoaoflg! rhztoemh mh komo mlihrhe}h h yî galefxgfhk hk ixeæêo moz koamhz wxh g joez}l}xhk g zl trútrlg%

  G}ì go zìjxao PYLLL ‚ ìtojg jrlz}ê ‚! hplz}lg xkg ylzêo }hoaúfljg mgalefxgfhk! toemo+zh o trobahkg mg zxg orlfhk! gz rhfrgz xelyhrzglzmg zxg aúfljg3

  Eo zìjxao PLP ‚ moklegmo thao `lz}orljlzko ‚! joezlmhrgyg+zh xkghyoaxæêo g}rgyìz moz }hktoz%

  @onh! gz ylzøhz mg alefxgfhk joko xk zlz}hkg h oz trobahkgz wxhtrhmoklegk%

Ì g alefxgfhk wxh khmlg}l~g g eozzg rhagæêo jok o kxemo% Eêo hplz}h

jokxeljgæêo zhk g hplz}îejlg mh xk kìmlxk ‚ g alefxgfhk% Oz zlfeoz eêo zúrhtrhzhe}gk o khlo gkblhe}h! kgz }gkbìk le}hryîk eg zxg hagborgæêo!joeyhr}hemo+o exkg rhgalmgmh hzthjliljgkhe}h jxa}xrga! egwxlao wxh mhzlfegkozthao eozzo kxemo%

O kxemo ì gwxlao wxh tomhkoz thezgr% Gwxlao wxh eêo zgbhkoz ml~hr eêohplz}h rhgakhe}h tgrg eúz! eêo le}hfrg o eozzo zgbhr! o eozzo kxemo% Zú gwxlao wxhtomhkoz thezgr h rhtrhzhe}gr khe}gakhe}h ì wxh hplz}h tgrg eúz h le}hfrg mhgbzoax}o o eozzo zgbhr%

Zhng wxga ior o kokhe}o hk wxh }okhkoz g alefxgfhk! hag gtrhzhe}g+zhjoko xk zlz}hkg hp}rhkgkhe}h joktahpo hk wxh zh klz}xrgk trobahkgz mhmlihrhe}hz ormhez%

O thezgkhe}o ì hptrhzzo g}rgyìz mg yo~! mg hzjrl}g h mh fhz}oz% Igagr!

hzjrhyhr h fhz}ljxagr yhk mo thezgkhe}o% Igagr ì xk trojhzzo mh gbz}rgjæêolemlylmxga wxh ì! eo he}ge}o! tgr}la`gmo joahj}lygkhe}h% G alefxgfhk ì

G alefxgfhk rhyhz}h+zh mhxk jgrçj}hr kg}hrlga

mlyhrzliljgmo>

ì xkg jgmhlg mh zoezgr}ljxagmoz ì xkg rhmh mh kgrjgzhzjrl}gz ì xk nofo mh fhz}oz

Tromx~ h hptrlkhxk thezgkhe}o

Page 5: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 5/41

 

zlkxa}gehgkhe}h o þeljo komo mh zhr mo thezgkhe}o! g zxg rhgalmgmh h g zxgrhgal~gæêo%

Zhrç wxh hplz}h alefxgfhk zhk thezgkhe}o h yljh+yhrzg? Mliljlakhe}h% Ehko mlzjxrzo kxmo mlzthezg o thezgkhe}o kxmo% Mhihemh+zh g hplz}îejlg mh xk

kxemo mh lmhlgz zhtgrgmo mo trç}ljo%

Jrë}ljg ä joejhtæêo lez}rxkhe}galz}g mg alefxgfhk

Wxga ì g ixeæêo trlkhlrg mg alefxgfhk> g mh tromx~lr xk thezgkhe}o ox gmh jokxeljgr?

Hz}g wxhz}êo eêo }hk ehe`xk ixemgkhe}o obnhj}lyo% G alefxgfhk ì }xmolzzo zlkxa}gehgkhe}h! h eêo tomh hplz}h xkg mhz}gz ixeæøhz zhk g ox}rg%

G alefxgfhk ì xk trojhzzo jokxeljg}lyo mh xkg khezgfhk he}rh molzzxnhl}oz igage}hz thao kheoz! zhemo xk o hklzzor/mhz}legmor h o ox}rorhjht}or/mhz}leg}çrlo% O hklzzor! ge}hz mh hkl}lr tgrg o rhjht}or! mhzjomliljg g zxgtrútrlg khezgfhk (eëyha le}rgthzzoga,> £ igagr ì igagr+zh³% Zú igagkoz mo wxhjoe`hjhkoz! mgl wxh mhzjomliljgkoz g khezgfhk wxh hkl}lkoz g ox}rg thzzogge}hz mlzzo zhwxhr gjoe}hjhr%

Oz fgfoz igagk joko zh g igag ylhzzh mg fgrfge}g h eêo mo thezgkhe}o!ig~hk xkg hztìjlh mh ila}rgfhk moz zhxz thezgkhe}oz g}rgyìz mg fgrfge}g%

Trojhzzo mh jokxeljgæêo alefxëz}ljo

  O zxnhl}o igage}h ì zlkxa}gehgkhe}h o mhz}legmor mg zxg trútrlg khezgfhk!ylz}o wxh ì jgtg~ mh go khzko }hkto hkl}lr xkg khezgfhk mhjlirgemo+g h!

hk trlejëtlo! eêo hkl}h egmg wxh eêo tozzg mhjlirgr%  G khezgfhk mhz}legmg go ox}ro ì! exk jhr}o zhe}lmo! mhz}legmg hk

trlkhlro axfgr g khzko wxh igag% Aofo! IGAGR Ì IGAGR+ZH%   Igagr mh zl trútrlo tg}gkgr le}hrthzzoga (joahj}lyo,  Igagr g zl trútrlo tg}gkgr le}rgthzzoga (lemlylmxga,

£]omo o thezgkhe}o ì mlçaofo eg zxg iorkg³! Thlrjh

  G alefxgfhk tomh zhr ylz}g mh mxgz kgehlrgz>  Mlgjroelg> hz}xmg g aëefxg g}rgyìz moz }hktoz ‚ hlpo }hktorga +!

}he}gemo zgbhr zh hplz}lg xkg orlfhk ox xkg hzzîejlg wxh iozzhjokxk g }omgz gz ox}rgz aëefxgz%

mhz}legmor

;mhz}leg}çrlokhezgfhk

mhz}leg}çrlo

;mhz}legmor

khezgfhk

khezgfhk

Page 6: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 6/41

 

  Zlejroelg> joefhag+zh eo }hkto g aëefxg3 trh}hemh+zh hejoe}rgr xkzlz}hkg lega}hrgmo3 g aëefxg }hk rhfrgz trhjlzgz mh ixejloegkhe}o!xkg hz}rx}xrg mh}hrklegmg h }rgeziorkgæøhz hz}rx}xrglz wxhobhmhjhk g ahlz hz}rl}gz%

Ihrmlegem mh Zgxzzxrh>  Egzjhx hk Fhehbrg! zxëæg3 7086+7<7:  Hz}xmox o zâezjrl}o (gbormgfhez }rgmljloeglz,  Mhx : jxrzoz he}rh 7<49 h 7<77  Legxfxrg xkg eoyg iorkg mh hz}xmgr g alefxgfhk h jrlg xkg eoyg

mlzjltaleg ‚ g alefxëz}ljg (hz}xmo mg aëefxg h mo zlfeo yhrbga alefxëz}ljo%  Trotøh xkg eoyg mlzjltaleg ‚ Zhkloaoflg%

Jlîejlgz wxh Zgxzzxrh joeiroe}g>g,  Ilaoaoflg> gtgrhjh eoz ileglz mo zìjxao PYLLL jok Voai h zxrfh joko xk

hz}xmo mg alefxgfhk yhrbga! kgz exk gzthj}o tgr}ljxagr% Hah eêo hz}xmgo obnhj}o hzjrl}o ‚ }hk xkg thrzthj}lyg `lz}úrljg ox mlgjrúeljg! hz}xmg ghyoaxæêo zhkâe}ljg mgz tgagyrgz mg aëefxg! trojxrgemo g ormhkh}lkoaúfljg3

b,  Frgkç}ljg> }hk joko rhgalmgmh mh hz}xmo g alefxgfhk yhrbga! kgz giorkg joko mhalkl}g o obnhj}o ì mlihrhe}h mg ilaoaoflg3 wxgemo igagkozeg eorkg! igagkoz hk rhfrgz wxh mh}hrklegk jgmg aëefxg hktgr}ljxagr3 

j,   Çrhg mg frgkç}ljg joktgrgmg> zxrfh eo leëjlo mo zìjxao PLP jokBott% Hz}xmg o zâezjrl}o (aëefxg zgfrgmg eg Ëemlg Ge}lfg, h ygl trojxrgrtgrhe}hzjoz he}rh o zâezjrl}o h gz aëefxgz ojlmhe}glz% Gjrhml}gyg+zh eg

hplz}îejlg mh xkg aëefxg+kêh lemo+hxrothx% 

O wxh ì wxh Zgxzzxrh ygl }rgbga`gr?  Xelyhrzglz alefxëz}ljoz jokxez äz mlyhrzgz aëefxgz  G alefxëz}ljg thezg/}rgbga`g g aëefxg mh xk toe}o mh ylz}g iorkga% O wxh

lktor}g hz}xmgr ì xk khjgelzko alefxëz}ljo wxh trhzlmh go igj}o mh o`okhk zhr xk zhr mo}gmo mh alefxgfhk% 

  Joezhfxlr joejhbhr xkg lmhlg jokxk g }omoz oz igage}hz mhzzg aëefxg(xelyhrzga g hzzg jokxelmgmh,% Hzzh khjgelzko ì lfxga tgrg gz mlihrhe}hzaëefxgz mo kxemo (khjgelzko alefxëz}ljo h xelyhrzga,

  G aëefxg ì xk zlz}hkg mh hahkhe}oz%  G iorkg joko hzzhz hahkhe}oz ixejloegk ì xk khjgelzko iorkga wxh

Zgxzzxrh ml~ wxh zh joez}l}xl exk jlrjxl}o mh ioegæêo+gxmlæêo (ixejloegk hk wxgawxhr aëefxg mh lfxga komo,%

  Zh joezhfxlrkoz }hr xkg thrzthj}lyg iorkga eo hz}xmo mg aëefxg!joezhfxlkoz thrjhbhr wxh hplz}h gafo hk jokxk! xelyhrzga g }omgz gzaëefxgz gaigbì}ljgz! lemhthemhe}hkhe}h mgz zxgz mlihrheægz frgkg}ljglz%

Zgxzzxrh> alefxgfhk! aëefxg h igag  Zhfxemo Zgxzzxrh! g alefxgfhk ì kxa}liorkh h `h}hrújal}g! gbrgefhemo

yçrloz mokëeloz! zlkxa}gehgkhe}h iëzljo! ilzloaúfljo h tzëwxljo% Thr}hejh

glemg go mokëelo lemlylmxga h zojlga (gwxlao wxh jgmg xk trg}ljg h }omoz

Page 7: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 7/41

 

oz ox}roz }gkbìk,3 eêo zh mhlpg jagzzliljgr hk ehe`xkg jg}hforlg mh igj}oz`xkgeoz torwxh eêo zgbhkoz joko mhz}gjgr g zxg xelmgmh%

  G mlzjltaleg mg alefxëz}ljg }hk wxh joez}rxlr! lzoagr h zl}xgr o zhx obnhj}o mhhz}xmo%

  Zgxzzxrh othrg xkg mlz}leæêo he}rh g aëefxg h g igag%

Tgrg Zgxzzxrh! hplz}hk mxgz alefxëz}ljgz lezhtgrçyhlz>  G mg igag  G mg aëefxg%

G aëefxg ì g £g tgr}h zojlga mg alefxgfhk³! hp}hrlor go lemlyëmxo! eêo tomhzhr komliljgmg thao zxnhl}o igage}h h tgrhjh obhmhjhr äz ahlz mo joe}rg}o zojlga wxhì rhjoe`hjlmo tor }omoz oz khkbroz mg jokxelmgmh% Gzzlk! g aëefxg ì lzoagmg mojoenxe}o `h}hrofìeho mg alefxgfhk> mhz}h xelyhrzo rh}ìk gthegz xk zlz}hkg mhzlfeoz hk wxh o hzzhejlga ì zú g xelêo mo zhe}lmo h mg lkgfhk gjþz}ljg%

 G aëefxg zú hplz}h eg kgzzg (hplz}h eg kle`g jgbhæg h eg mh }omoz wxhg igagk,% G igag ì lemlylmxga h ì g rhgal~gæêo mo mhzhno mg aëefxg%

Hewxge}o g aëefxg ì xk zlz}hkg geúelko joez}l}xëmo tor zlfeoz wxh zhjokblegk zhfxemo ahlz hzthjëiljgz! h joko }ga eêo zh tomh rhgal~gr eg igag mhehe`xk zxnhl}o! kgz £zú hplz}h thrihl}gkhe}h eg kgzzg³! g igag ì £zhktrhlemlylmxga h o lemlyëmxo ì zhktrh o zhe`or mhag³% Tor}ge}o! zhfxemo Z%!   g igag ì

£xk gj}o lemlylmxga mh yoe}gmh h le}halfîejlg³% g,  Gz jokblegæøhz thagz wxglz o zxnhl}o igage}h x}lal~g o júmlfo mg aëefxg(le}halfîejlg ‚ hzjoa`gz lemlylmxglz,

b,  O khjgelzko tzljoiëzljo wxh a`h thrkl}h hp}hrlorl~gr hzzgz jokblegæøhz(yoe}gmh ox eêo mh igagr hk otozlæêo g hz}gr jgagmo ‚ gj}o mh ioegæêo,

G igag ì! hk zxkg>  Jokblegæøhz lemlylmxglz thzzoglz le}romx~lmoz thaoz zxnhl}oz igage}hz3  Gj}oz mh ioegæêo ehjhzzçrloz ä hphjxæêo mhzzgz jokblegæøhz%

Eg rhgalmgmh! g aëefxg/igag zêo lezhtgrçyhlz xkg mg ox}rg% Tgrg wxh g igagzh tozzg tromx~lr! g aëefxg ì+a`h ehjhzzgrlgkhe}h ge}hrlor% Go khzko }hkto%Eêo `ç aëefxg zhk igag3 zh hplz}lr ì xkg aëefxg kor}g (joko o ag}lk,%

Bheyhelz}h> Aëefxg/mlzjxrzo

  Eêo zh otøh g Zgxzzxrh! kgz ygl zxbz}l}xlr g mljo}oklg aëefxg/igag toraëefxg/mlzjxrzo%  G mhilelæêo mh aëefxg mh Bheyhelz}h ì trúplkg mg mh Zgxzzxrh%

Aëefxg> joenxe}o mh zlfeoz iorkglz! hz}rg}liljgmoz hk hzjgaøhz zxjhzzlyoz wxhiorkgk zlz}hkgz h hz}rx}xrgz%

aëefxg igag

Page 8: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 8/41

 

Mlzjxrzo> mhzlfeg mh xk komo rlforozo h zhk gkblfxlmgmhz! g kgelihz}gæêo mgaëefxg eg jokxelmgmh ylyg% Lktaljg g tgr}ljltgæêo mo zxnhl}o eg alefxgfhk g}rgyìzmg igag mo lemlyëmxo% G aëefxg jokxk g }omoz }oreg+zh o yhljxao mh xkg khezgfhkþeljg! trútrlg mh xkg hz}rx}xrg tgr}ljxagr mh xk mh}hrklegmo zxnhl}o wxhlktrlkh zobrh g hz}rx}xrg obrlfg}úrlg mg aëefxg xkg kgrjg hzthjëiljg! thzzoga%

Mhzlfeg wxgawxhr hexejlgæêo wxh le}hfrh! egz zxgz hz}rx}xrgz! xk aojx}or hxk oxyle}h! jok o mhzhno tor tgr}h mo trlkhlro mh leiaxhejlgr o ox}ro (ml~hr jokobnhj}lyoz,%

Eo fhrga>  G alefxgfhk ì kg}ìrlg mo thezgkhe}o! mg hpthrlhejlg h hahkhe}o trútrlo

mg jokxeljgæêo3 eêo zhemo hz}ç}ljg! hag }rgeziorkg+zh mxrge}h yçrlgzìtojgz h }okg mlihrhe}hz iorkgz he}rh oz mlyhrzoz toyoz3

  G aëefxg ì g tgr}h zojlga mg alefxgfhk3 gx}oeokl~gmg thag alefxëz}ljg eozìj% PP3 hp}hrlor go lemlyëmxo (zhr `xkgeo eêo tomh ig~hr alefxgfhkzo~le`o,3 eêo ì komliljçyha thao igage}h h tgrhjh obhmhjhr äz ahlz (júmlfoalefxëz}ljo, mh xk joe}rg}o zojlga rhjoe`hjlmo tor }omoz oz khkbroz mhxkg jokxelmgmh (gz kxmgeægz zêo le}romx~lmgz g}rgyìz mg igag,3

  G igag ì g tgr}h lemlylmxga mg alefxgfhk! wxh eêo ì jokxk g }omoz ozkhkbroz mh xkg zojlhmgmh! zhemo o lemlylmxo zhktrh zhe`or mhag3joez}l}xl xk gj}o lemlylmxga mh yoe}gmh h le}halfîejlg! g}rgyìz mo wxga o@okhk mhzlfeg o kxemo3 rhgal~gæêo mg aëefxg3

  O mlzjxrzo ì g kgelihz}gæêo mg aëefxg eg jokxeljgæêo ylyg3 lktaljg gtgr}ljltgæêo mo zxnhl}o eg zxg alefxgfhk! khmlge}h g igag mo lemlyëmxo3mhzlfeg wxgawxhr hexejlgæêo wxh le}hfrh o aojx}or h o oxyle}h }hemo otrlkhlro mhzhno mh leiaxhejlgr o 2¾%

Joejaxlemo>  Tomhkoz mhalkl}gr g eoæêo mh alefxgfhk (joenxe}o mh zoez gr}ljxagmoz!

kgrjgz hzjrl}gz h fhz}oz, joko xkg rhgal~gæêo mh thezgkhe}o h mghpthrlhejlg `xkgeg! eg zxg }o}galmgmh! gaìk mh zhr xk hahkhe}o trútrlo mgjokxeljgæêo zojlga tgrg g joez}rxæêo mh zojlhmgmh3

  G alefxgfhk ì o khlo eo wxga ojorrhk gz rhagæøhz `xkgegz% Hag tozzlblal}gg orfgel~gæêo mo thezgkhe}o! igyorhjhemo o joe`hjlkhe}o h ogx}ojoe`hjlkhe}o mh ̀ okhez h kxa`hrhz! g}rgyìz mh ìtojgz h jlylal~gæøhz3

  G alefxgfhk orfgel~g h hphrjl}g o thezgkhe}o! hptrhzzg gz hpthrlhejlgz hjoez}rúl g `lz}úrlg tor khlo mg joeyhrzg%

  G alefxgfhk khmlg}l~g g eozzg rhagæêo jok o kxemo! tozzlblal}gemo g eozzgorfgel~gæêo! le}hfrgæêo h joe`hjlkhe}o eo hztgæo zojlga%

Page 9: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 9/41

 

7%2  O zlfeo hk Zgxzzxrh h Thlrjh

Trotoz}g mh Thlrjh

O zlfeo ox £rhtrhzhe}gkhe³! zhfxemo Thlrjh! ì gwxlao wxh zxbz}l}xlwxgawxhr jolzg tgrg gafxìk% O zlfeo mlrlfh+zh g gafxìk h hyojg tgrg hah xk obnhj}oox xk igj}o eg gxzîejlg mhzzh obnhj}o h mhzzh igj}o%Hphktao>

  Oz bhbìz zú }okgk joe`hjlkhe}o mg hplz}îejlg mg kêh eg zxg gxzîejlg! oxzhng! wxgemo zêo obrlfgmoz g rhtrhzhe}ç+ag khe}gakhe}h%

O zlfeo tgrhjh hz}gbhahjhr xkg rhagæêo mh joeyheæêo ox mh joe}rg}o he}rho obnhj}o kg}hrlga rhtrhzhe}gmo h g iorkg iúeljg rhtrhzhe}ge}h%

G trotoz}g mh Thlrjh ì kglz gbrgefhe}h> eêo hz}ç xeljgkhe}h trhojxtgmgjok oz zlfeoz ‚ hewxgmrg }omoz oz zleglz jokxeljg}lyoz%

O joejhl}o mh zlfeo

Zhfxemo Zgxzzxrh Zhfxemo Thlrjh

Eg }horlg mh Thlrjh! o zlfeo ì xkg rhagæêo }rlçmljg wxh zh hz}gbhahjh he}rhxk obnhj}o! xk rhtrhzhe}gkhe h xk le}hrtrh}ge}h%

O le}hrtrh}ge}h (eêo le}hrtrh}h,! tgrg Thlrjh! ì xkg hztìjlh mh bgzh zobrh gwxga zh lez}gxrg g rhagæêo obnhj}o+zlfeo! h jorrhztoemh ä lmhlg eo zhe}lmo tag}úeljomo }hrko% Tolz o zlfeo eêo rhtrhzhe}g }omo o obnhj}o! kgz gthegz xkg lmhlg mhah ‚ o joejhl}o mh obnhj}o%

£ Xk zlfeo ox rhtrhzhe}gkhe ì wxgawxhr jolzg wxh hz}ç tgrg gafxìk hk axfgr mhwxgawxhr jolzg zob xkg rhagæêo ox g xk }ë}xao wxgawxhr% Mlrlfh+zh g gafxìk! lz}o ì!jrlg eo hztërl}o mhzzg thzzog xk zlfeo hwxlygahe}h ox }gayh~ xk zlfeo kglzmhzheyoaylmo% Hzzh zlfeo hz}ç hk axfgr mh gafxkg jolzg! mo zhx obnhj}o% Hz}ç hk

axfgr mhz}h obnhj}o! eêo zob }omoz oz gzthj}oz! kgz tor rhihrhejlg g xkg hztìjlhmh lmhlg gafxkgz yh~hz! g ixemgkhe}o mo rhtrhzhe}gkhe%³

zlfeo 

zlfeliljge}h  zlfeliljgmo 

zlfeo

obnhj}orhtrhzhe}gkhe

le}hrtrh}ge}h

Obnhj}o(lmhlg gzzojlgmg go rhtrhzhe}ge}h,

Stg~[

Rhtrhzhe}ge}h(lkgfhk mo obnhj}o iëzljo,

Stokbg brgejg[

Le}hrtrh}ge}h(khmhlg g rhagæêo he}rh obnhj}o h rhtrhzhe}ge}h,

joejhl}o mh g~

Page 10: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 10/41

 

74 

Eg ylzêo mh Thlrjh o zlfeo ì wxgawxhr jolzg wxh rhtrhzhe}g gafxkg ox}rgjolzg tgrg gafxìk> o rhtrhzhe}gkhk ì g jolzg wxh rhtrhzhe}g! o obnhj}o ì g jolzgwxh ì rhtrhzhe}gmg3 o le}hrtrh}ge}h (wxh eêo hplz}h eg mhilelæêo mh zlfeohagborgmg tor Zgxzzxrh, ì! tor zxg yh~! xkg }hrjhlrg jolzg wxh! zxrflemo eg khe}hmo le}ìrtrh}h eo kokhe}o hk wxh hah thrjhbh gwxhag trlkhlrg jolzg! ig~ jok wxh

hah g le}hrtrh}h mhz}g kgehlrg! joko zhemo mh ig}o eêo xkg jolzg hk zl! kgz xkgjolzg wxh rhtrhzhe}g xkg ox}rg jolzg%

Joezoge}h g rhagæêo he}rh o rhtrhzhe}gkhe h o obnhj}o rhtrhzhe}gmo! Thlrjhjagzzliljox oz zlfeoz hk }rîz jg}hforlgz>

  O ëjoeh! rhihrh+zh go obnhj}o tor xkg zhkha`geæg jok hah Sio}ofrgilg[3  O ëemljh! eêo rhkh}hemo tgrg o obnhj}o mh xkg iorkg mlrhj}g! rhtrhzhe}g

gafo wxh eoz gtoe}g tgrg o khzko (ixko joko ëemljh mh iofo,3  O zëkboao! rhihrh+zh g xk obnhj}o wxh hah mhzlfeg tor xkg hztìjlh mh ahl!

mh joeyheæêo! tor le}hrkìmlo mg lmhlg! hz}gemo rhagjloegmo jok g jxa}xrg

mo lemlyëmxo Stokbg brgejg rhtrhzhe}g tg~/ jorgæêo rhtrhzhe}g gkor[3

Trotoz}g mh Zgxzzxrh

  Zgxzzxrh jrlg g mljo}oklg aëefxg+igag  G igag eêo ahyg g xk hz}xmo hiljg~ zobrh g aëefxg (eêo ì zxiljlhe}h gegalzgr

gz igagz mh jgmg xk,  G jlîejlg wxh jrlg mhmljg+zh go hz}xmo mg aëefxg gthegz  Aëefxg  zlz}hkg mh zlfeoz3 ì mg ormhk mo zojlga mh xkg lez}l}xlæêo eêo+

iorkga h }hk xk jgrçj}hr mh ahl (obhmhjh äz rhfrgz moz joe}rg}oz zojlglz mgz

jokxelmgmhz,% Ì tor lzzo wxh zh igag mg aëefxg joko xkg `hrgeæg mh xktg}rlkúelo tgzzgmo mh fhrgæêo hk fhrgæêo% @hrgeæg  eêo zh mhfrgmg! ìherlwxhjlmg! lemhthemhe}hkhe}h mgz }rgeziorkgæøhz zoirlmgz go aoefo mo}hkto% Gthzgr mlz}o! }hk xk jgrçj}hr lkx}çyha! mhylmo ä grbl}rgrlhmgmh h äjoeyhejloegalmgmh (g aëefxg eêo ì xkg joeyheæêo,%

Zgxzzxrh ml~ wxh zhrlg laxzúrlo gjrhml}gr wxh o zlfeo alefxëz}ljogzzojlg xkg jolzg g xk eokh% 

G lkgfhk gjþz}ljg eêo ì o zok hk zl khzko! kgz g £ kgrjg tzëwxljg mhzzhzok! g rhtrhzhe}gæêo wxh mhah eoz ì mgmg thao }hz}hkxe`o moz eozzoz zhe}lmoz³% Ojoejhl}o ì g lmhlg wxh o zlfeo hyojg hk eúz! he}lmgmh tzëwxljg%

Xk zlfeo ì £xkg he}lmgmh tzëwxljg mh mxgz igjhz mh xkg khzkg ioa`g³% Ozlfeo

G aëefxg hejoe}rg+zh wxgemo eo jlrjxl}o mh gxmlæêo ioegæêo hplz}hxk kokhe}o hk wxh o zlfeo hz}gbhahjh xkg alfgæêo he}rh xkjoejhl}o h xkg lkgfhk gjþz}ljg% 

Page 11: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 11/41

 

77 

Zêo gz mxgz igjhz lezhtgrçyhlz mo zlfeo> g lkgfhk gjþz}ljg (zlfeliljge}h, h ojoejhl}o mhz}h (zlfeliljgmo,%

Zlfeliljgmo> tgagyrg wxh mhileh o joejhl}o3 ì xkg he}lmgmh tzëwxljg3 lmhlg wxh ozlfeo hyojg hk eúzZlfeliljge}h> lkgfhk gjþz}ljg wxh }hkoz mg zhwxîejlg iúeljg ‚ eêo ì o zok hk zl!kgz g kgrjg tzëwxljg mhzzh zok! g rhtrhzhe}gæêo wxh mhah eoz ì mgmg thao}hz}hkxe`o moz eozzoz zhe}lmoz Slkgfhk khe}ga! gbz}rgj}g wxh rhgal~gkoz gooxylr xkg tgagyrg gzzojlgmg g xk joejhl}o thezgr exkg kþzljg h oxyl+agkhe}gakhe}h[%

Zh xkg zhwxîejlg iúeljg eêo }lyhr zlfeliljgmo(joejhl}o, hk mh}hrklegmo aëefxg! hz}h zok zú zhjoez}l}xl joko xkg lkgfhk gjþz}ljg zhjoezhfxlrkoz mh lkhmlg}o gzzojlgr g xk joejhl}o!jgzo joe}rçrlo! eêo zh joez}l}xl joko zlfeo%

Zh eêo }lyhr zlfeliljgmo exkg mh}hrklegmgaëefxg eêo zh rhtrhzhe}g xk zlfeo ‚ eêo `ç rhagæêomh zlfeliljgæêo (o zok eêo joez}l}xl o zlfeo,%

O zlfeo ì xkg xelmgmh tzëwxljg jok mxgzigjhz! aofo wxgemo wxhro mhzlfegr o joejhl}o h glkgfhk gjþz}ljg xzo g khzkg tgagyrg%Hp> /khzg/ zlfeliljge}h (lkgfhk gjþz}ljg,

‑khzg‛ zlfeliljgmo (joejhl}o,> rhtrhzhe}gmo tor xk mhzhe`o

Wxga ì g rhagæêo he}rh zlfeliljge}h h zlfeliljgmo?  O zlfeo ì grbl}rçrlo! wxhr ml~hr wxh eêo `ç xkg rhagæêo ehjhzzçrlg he}rh o

zlfeliljge}h h o zlfeliljgmo (}hk mh hplz}lr gafxkg rhagæêo tgrg `gyhr zlfeo%  O grbl}rçrlo mo zlfeo ì tor gzzlk ml~hr eorkg}lyo! gbzoax}o! yçalmo h

obrlfg}úrlo3  Eêo hplz}h ehe`xkg ehjhzzlmgmh eg}xrga ox rhga wxh alfxh o zlfeliljgmo go

zlfeliljge}h! aofo ì xkg rhagæêo lko}lygmg  (eo zhe}lmo hk wxh eêo `ç

ehe`xkg rhagæêo mh ko}lygæêo wxh eoz ahyh g ml~hr wxh o joejhl}ogbz}rgj}o mh khzg }hk mh jorrhztoemhr ä zoeorlmgmh mh khzg h eêotomhrlg! tor hphktao! jorrhztoemhr ä zoeorlmgmh mh jgmhlrg,%

  ]rg}g+zh mh xkg joeyheæêo joahj}lyg! lejoezjlhe}hkhe}h x}lal~gmg%  G grbl}rgrlhmgmh mo zlfeo eêo wxhr ml~hr wxh oz zlfeliljge}hz tozzgk zhr

hzjoa`lmoz grbl}rgrlgkhe}h tor xk gj}o leyoaxe}çrlo lemlylmxga h wxh! torlzzo! tozzgk zhr ga}hrgmoz mh komo lfxgakhe}h grbl}rçrlo%

  Ì lktoz}o> g tgr}lr mo kokhe}o hk wxh zh hz}gbhahjh g joeyheæêo! hz}g ìobrlfg}orlgkhe}h g }omoz oz wxh wxhrhk igagr mh}hrklegmg aëefxg(elefxìk iofh äz rhfrgz mg aëefxg,% Mhz}h komo! ì igzjlz}g! tolz eêo eoz mçalbhrmgmh%

   Grbl}rçrlo ì xkg rhagæêo lko}lygmg h! tor lzzo! }rg}g+zh mh xkgjoeyheæêo h tor lzzo ì lktoz}o g }omoz%

Page 12: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 12/41

 

72 

G lmhlg mh jgrçj}hr grbl}rçrlo mo zlfeo hk Zgxzzxrh thrkl}h rhiorægr g lmhlg mh wxhg aëefxg eêo ì xkg eokhejag}xrg! ox zhng! g aëefxg eêo egzjh mg rhagæêo he}rh gzjolzgz h gz tgagyrgz! zh eêo }hrëgkoz xk leyhe}çrlo! g}ì torwxh g rhagæêo eêo zh ig~jok obnhj}oz joejrh}oz kgz jok rhihrhe}hz joez}rxëmoz thag trútrlg alefxgfhk%Tor lzzo! `ç zlfeoz wxh }hk rhihrhe}h kgz eêo zh rhihrhk g obnhj}oz ox g jolzgzrhglz (hp> xeljúreloz! zhrhlgz zlfeoz jok rhihrhe}h jagro! kgz eêo zêo rhglz% Gaëefxg joez}rúl+zh lemhthemhe}hkhe}h mg rhgalmgmh rhga%

Jrë}ljg mh Bheyhelz}h ä trotoz}g mh Zgxzzxrh  

  Bheyhelz}h yhk gthrihlæogr g lmhlg mh Zgxzzxrh3  Tøh hk jgxzg g lmhlg mg grbl}rgrlhmgmh  O trobahkg lejlmh eg hpjhtæêo ä grbl}rgrlhmgmh! eo jgzo mgz oeokg}othlgz>

hagz zêo g hpjhtæêo ä rhagæêo mh rhtrhzhe}gæêo h eêo mh zlfeliljgæêo(Zgxzzxrh joezlmhrg o otoz}o,3

  Bheyhelz}h yhk ml~hr wxh g rhagæêo mh zlfeliljgæêo ì gbzoax}gkhe}hehjhzzçrlg! tolz zhk hag eêo `ç zlfeo%

  G rhagæêo mh rhtrhzhe}gæêo ì grbl}rçrlg%  Bheyhelz}h mlz}lefxh g rhagæêo mo zlfeo jok gwxlao g wxh hah zh rhihrh

(rhihrhe}h,! mg rhagæêo he}rh zlfeliljge}h h zlfeliljgmo3  O wxh ì grbl}rçrlo ì g rhagæêo rhihrhejlga! eêo zhemo grbl}rçrlg kgz

obrlfg}úrlg3  Eêo hplz}h wxgawxhr rhagæêo he}rh o zlfeo h o rhihrhe}h% Hx tozzo j`gkgr

fg}o g molz fg}oz! h xk zhr mgwxhahz zhk tîao h o ox}ro zhr joktah}gkhe}hj`hlo mh tîao% O joejhl}o (zlfeliljgmo, ì o khzko! g lkgfhk zoeorg}gkbìk! h eo he}ge}o o obnhj}o (rhihrhe}h, ì }o}gakhe}h mlihrhe}h%

  Otøh+zh go }hrko aëefxg h ì g igyor mo }hrko mlzjxrzo% Zú hplz}h o mlzjxrzo

thag tgr}ljltgæêo mo zxnhl}o eg zxg alefxgfhk! g}rgyìz mg igag%

 

grbl}rçrlo rhagæêo

lko}lygmg

joeyheæêo lktoz}o g

}omoz

ZLFEO

Page 13: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 13/41

 

7: 

7%: Gz mlkhezøhz mg alefxgfhk> rhihrhejlga/mhzlfegmorg!kgelihz}gmorg! zëfeljg h oz zhxz jrl}ìrloz mh ygalmgmh mlzjxrzlyg%

G alefxgfhk rhagjloeg }rîz túaoz> zxnhl}o (o wxh igag,! rhihrhe}h (mh wxhk zh igag, hg aëefxg (o wxh zh ml~,% Gwxhah wxh igag ì kgelihz}ge}h! gwxlao mh wxhk zh igag ì omhzlfegmo! o wxh zh ml~ zêo gz zlfeliljgæøhz%

Mlkhezêo mhzlfegmorg ox rhihrhejlga>  Rhagæêo mh rhtrhzhe}gæêo o zlfeo hz}ç g rhtrhzhe}gr g jolzg gxzhe}h%  Joezlz}h eg rhagæêo mg alefxgfhk jok gz jolzgz h o hz}gmo mgz jolzgz

hp}hrlorhz% G alefxgfhk rhihrh+zh go wxh ì%  Rhagjloeg+zh jok o týr h}lwxh}gz egz jolzgz! mgr+a`hz eokh h hz}g

joejhtæêo zhr gjhl}h tor }omoz3  Jrl}ìrlo mh ygalmgmh> yhrmgmhlro / igazo% G wxhz}êo wxh zh joaojg ì zgbhr zh

g alefxgfhk zh gmhwxg ox eêo gwxlao wxh mhzlfeg! mgë }hr joko jrl}ìrlo mh

ygalmgmh o yhrmgmhlro ox igazo%

Mlkhezêo kgelihz}gmorg/hptrhzzlyg>  Rhagjloeg+zh jok g jgtgjlmgmh mh hptrlklr mh mlihrhe}hz kgehlrgz g eozzg

rhagæêo jok o kxemo (jrheægz! joeylæøhz…,3   O ygaor mhz}g mlkhezêo joezlz}h eg zxg ioræg rhag}lg hk ixeæêo mg zxg

hz}rg}ìflg hexejlg}lyg3   ]rg}g+zh mg alfgæêo mg alefxgfhk go zxnhl}o wxh igag h zh hptrlkh> o wxh ì

ml}o! ì ml}o tor gafxìk (`ç zhktrh xk zxnhl}o wxh igag o mlzjxrzo,%   Mlzjxrzo ‚ hplz}h zhktrh xk zxnhl}o mh hexejlgæêo (hz}rg}ìflgz

mlzjxrzlygz/mh hexejlgæêo,%   Jrl}ìrlo mh ygalmgmh> ml~hr yhrmgmh/khe}lrg (zlejhrlmgmh! igazlmgmh!

joeyljæêo! mhzhno! jrheæg! h}j%, 

Mlkhezêo zëfeljg/zlkbúaljg>  Jgtgjlmgmh mg alefxgfhk mh gbz}rgjæêo h mh joez}rxæêo mh joejhl}oz fhrglz%   Zgbhr zh mh}hrklegmo joejhl}o hplz}h ox eêo eo zlz}hkg mg aëefxg%   Hz}gbhahjh+zh g rhagæêo mh zlfeoz alefxëz}ljoz goz joejhl}oz xelyhrzglz h

fhrglz h zxgz alfgæøhz zle}çj}ljgz%  Ì mg ormhk mo zlz}hkg mg aëefxg%   Hz}gbhahjh+zh eo gj}o mo ixejloegkhe}o mg aëefxg3   G zlfeliljgæêo ì! tor mhilelæêo! jlrjxagr3 lemhthemhe}hkhe}h moz ygaorhz

rhihrhejlglz h mg ioræg hptrhzzg mg hexejlgæêo! jgmg zlfeo rhkh}h zhktrhtgrg ox}ro zlfeo> ì tor lzzo wxh xk mljloeçrlo ì xk rhtozl}úrlo ihj`gmo mhzlfeoz wxh rhheylgk tgrg ox}roz lemhilelmgkhe}h ‚ ì g joeyhejloegalmgmh hg jagxzxrg mo zlz}hkg mh zlfeoz wxh mhileh g zxg zlfeliljgæêo% 

  Rhagæêo mh zlfeliljgæêo> Zlfeliljge}h → lkgfhk gjþz}ljg Zlfeliljgmo → joejhl}o 

  Jrl}ìrlo mh ygalmgmh> joemlæêo mh tozzlblalmgmh eo zlz}hkg mg aëefxg% Hplz}hox eêo eo zlz}hkg mg aëefxg3

  ‑Joemlæêo mh yhrmgmh‛/gbzxrmo> o wxh eêo }hk zlfeliljgæêo! o wxh tomh zhr

ehk yhrmgmhlro ehk igazo3

Page 14: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 14/41

 

7= 

Gz mlkhezøhz trhjhmhk+zh xkgz äz ox}rgz exk trlejëtlo mh jlrjxagrlmgmh>  G mlkhezêo zëfeljg gthag zhktrh ä mlkhezêo mhzlfegmorg3  G joejhtæêo zlkbúaljg hz}ç rhagjloegmg jok gz mlkhezøhz zëfeljg h

kgelihz}gmorg3]xmo o wxh ig~hkoz heyoayh gz : mlkhezøhz3

 G alefxgfhk ì xk kgtg! eêo xk mhjgawxh Srhtrhzhe}g g rhgalmgmh kgz ìgx}úeokg mhz}g[% G alefxgfhk ì xk joenxe}o mh eokhz wxh x}lal~gkoz tgrg rhihrlr!rhtrhzhe}gr h mhilelr o kxemo%

He}rh gz jolzgz h oz hz}gmoz mgz jolzg wxh heyoayhk g hpthrlîejlg mo kxemoh moz zlfeoz wxh g rhihrhejlgk! eêo hplz}h jolejlmîejlg! kgz xkg rhag}lyggx}oeoklg g tgr}h mh tomhrhk g}ì joe}rgml~hrhk+zh! ox zhng! gz tgagyrgz h gzjolzgz hplz}hk xkg mlz}gejlg lejoe}roaçyha (hz}ç zhktrh aç,! }ge}o tomhkozmhzlfegr mh kgehlrgz mlihrhe}hz g khzkg rhgalmgmh! joko rhihrhejlgr jok o

khzko zlfeo rhgalmgmhz mlihrhe}hz! joko g}ì tomhkoz mhzlfegr jolzgz lehplz}he}hz(zhrhlgz,%Hz}hz zlfeoz }îk xk rhihrhe}h kgz eêo mhzlfegk jolzgz hplz}he}hz% Hz}hz

zêo hphktaoz tozzëyhlz! eêo ì g rhgalmgmh eg}xrga h iëzljg wxh mh}hrkleg grhihrhejlgalmgmh h g eg}xrh~g moz zlfeoz! kgz g zxg rhgalmgmh jxa}xrga! g joez}rxëmgthao `okhk! hk ixeæêo mg zxg rhagæêo jok o kxemo%

G rhgalmgmh ì kxmg! zh eêo ior obnhj}o mh alefxgfhk! zú wxh hewxge}oobnhj}o mh alefxgfhk tgrhjh h}hregkhe}h joemhegmg g zhr koamgmg thagalefxgfhk wxh mhag igag (‑g alefxgfhk ì xk kgtg! eêo xk mhjgawxh‛, torwxh orhihrhe}h ì hah trútrlo joez}rxëmo thag gjæêo mo mlzjxrzo! o wxh a`h joeihrh xkghplz}îejlg rhga kgz mlz}le}g mg rhgalmgmh hp}rg+alefxëz}ljg%

O tomhr mg alefxgfhk mh joez}rxlr oz zhxz trútrloz rhihrhe}hz gbrlfg ghylmhejlg wxh ì g trútrlg alefxgfhk! wxh go igagr mo rhga hz}rx}xrg h gtozzlblalmgmh mg hplz}îejlg mh mlyhrzoz mlzjxrzoz zobrh g khzkg rhgalmgmh ahyge}hg wxhz}êo £torwxh ì wxh g rhgalmgmh ì rhga?³

G alefxgfhk rhagjloeg : he}lmgmhz ‚ o rhihrhe}h! o zxnhl}o h g aëefxg ‚ £gwxhah wxh igag³ ì o kgelihz}ge}h! £gwxlao wxh zh igag³ ì g mhzlfegæêo h £o wxh zhml~³ zêo gz zlfeliljgæøhz%

Page 15: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 15/41

 

78 

7%= Joejhtæøhz rhihrhejlga h zlkbúaljg mg alefxgfhk% G mlkhezêole}hraojx}lyg

Joejhtæêo rhihrhejlga

Zhfxemo g joejhtæêo rhihrhejlga! g alefxgfhk }hrlg zhe}lmo thao igj}o mh!wxgemo igagrkoz mhzlfegrkoz jolzgz! obnhj}oz! thzzogz! igj}oz! hz}gmoz mgz jolzgz!mgz thzzogz h moz igj}oz! exkg tgagyrg! thao igj}o mh mhzlfegrkoz o kxemo%

@ç! ehz}g joejhtæêo! o trhzzxtoz}o lktaëjl}o mh wxh gz tgagyrgz zêo jokoh}lwxh}gz wxh joaojgkoz egz jolzgz g wxh eoz rhihrlkoz%

Tgrg hz}g thrzthj}lyg! oz hyhe}xglz trobahkgz mg alefxgfhk h mgjokxeljgæêo! gz mliljxamgmhz mh he}hemlkhe}o he}rh oz le}hraojx}orhz rhzxa}grlgk!wxhr mo igj}o mh hktrhfgrkoz yçrloz eokhz tgrg mhzlfegr xk khzko obnhj}o!wxhr mo igj}o mh x}lal~grkoz xk khzko eokh tgrg mhzlfegr obnhj}oz mlihrhe}hzStaxrlyojlmgmh[%

G taxrlyojlmgmh zhrlg! tor lzzo! xkg mhiljlîejlg mgz alefxgfhez eg}xrglz! owxh gz }oregrlg lktrútrlgz tgrg g iorkxagæêo mgz trotozlæøhz xeëyojgz mojoe`hjlkhe}o jlhe}ëiljo%

Hz}g joejhtæêo joezlmhrgrlg! tor}ge}o! g alefxgfhk joko xk zlz}hkg mhjorrhztoemîejlg he}rh gz tgagyrgz h o kxemo3 g igag mhzhkthe`grlg xkg ixeæêotrhmoklege}hkhe}h lez}rxkhe}ga! zhrlg o khlo thao wxga o `okhk mhzlfeg okxemo%

Joejhtæêo Zlkbúaljg

Zxbale`g g zxg eg}xrh~g trhmoklege}hkhe}h zlkbúaljg! gjhe}xgemo g

gx}oeoklg mhz}g mlkhezêo hk rhagæêo ä ixeæêo rhihrhejlga tor joezlmhrgr wxh gtrhzheæg mo ̀ okhk go kxemo eêo ì lkhmlg}g! kgz khmlg}l~gmg thag alefxgfhk%

Tgrg hz}g joejhtæêo! ge}hz mh tomhr mhzhkthe`gr xkg ixeæêo rhihrhejlga! galefxgfhk mhzhkthe`g ixeæøhz mh zlfeliljgæêo h mh hptrhzzêo! h hz}ç eg orlfhk mghagborgæêo mo zhe}lmo mo kxemo tgrg o `okhk%

Eêo zêo oz obnhj}oz mg rhgalmgmh wxh zêo mhzlfegmoz thag alefxgfhk! kgz ozjoejhl}oz wxh g hahz zh rhihrhk! ì tor lzzo wxh tomhkoz gtaljgr g taxrlyojlmgmh% Gtaxrlyojlmgmh eêo ì xk trobahkg! kgz g kgehlrg eorkga mh zlfeliljgrkoz! mhjoez}rxlrkoz zhe}lmoz mlihrhe}hz tgrg o kxemo wxh eoz romhlg! igagkoz mh iorkgmlihrhe}h g khzkg jolzg! torwxh eoz rhagjloegkoz jok hag mh iorkgz mlyhrzgz%

G alefxgfhk mhzhkthe`g ixeæøhz hptrhzzlygz! ylz}o zhr g kgelihz}gæêo mgmlyhrzlmgmh mgz rhagæøhz wxh o `okhk hz}gbhahjh jok o kxemo! }ge}o tomhemomhkoez}rgr mh kgehlrgz mlihrhe}hz g zxg rhagæêo jok xkg khzkg rhgalmgmh! jokohptrhzzgr mh xkg khzkg kgehlrg g zxg rhagæêo jok rhgalmgmhz mlihrhe}hz%

O `okhk go igagr eêo zh alkl}g g mhzlfegr! g zlfeliljgr h g kgelihz}gr g zxgrhagæêo jok xk kxemo trhhplz}he}h3 joez}rúl }gkbìk zhe}lmoz eoyoz tgrg okxemo%

Go joe}rçrlo mg joejhtæêo rhihrhejlga mg alefxgfhk! o igj}o mh go igagr o`okhk eêo x}lal~gr zlfeoz xeëyojoz eêo ì xkg mhiljlîejlg! kgz o komo eorkga moxzo mg alefxgfhk! xkg yh~ wxh gz tgagyrgz eêo zêo zlktahz h}lwxh}gz wxh joagk g

xkg rhgalmgmh zlefxagr! kgz joez}rxæøhz khe}glz mh eg}xrh~g jxa}xrga mhz}legmgz g

Page 16: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 16/41

 

79 

khmlg}l~gr g rhagæêo mo `okhk jok o kxemo% Oz zlfeoz zlfeliljgk mh iorkggx}úeokg ä zxg rhtrhzhe}gæêo%

G taxrlyojlmgmh eêo ì! tgrg hz}g joejhtæêo! xkg lezxiljlîejlg! kgz gkgehlrg eorkga mh zlfeliljgrkoz! mh hptrlklrkoz! mh hagborgrkoz! mhjoez}rxlrkoz zhe}lmoz tgrg o kxemo wxh eoz romhlg! g wxh thr}hejhkoz h hk wxh

ylyhkoz%O kxemo ì xk joez}rxj}xk! o rhzxa}gmo mg trútrlg hagborgæêo alefxëz}ljg

mo kxemo%

Mlkhezêo le}hraojx}lyg mg alefxgfhk%

Ml~ wxh ehk o kxemo! ehk o `okhk! ehk g alefxgfhk zêo he}lmgmhzzlefxagrhz% Wxgemo igagkoz }rojgkoz alefxgfhez mlyhrzgz jok `okhez mlihrhe}hz!gjhrjg mh xkg kxa}ltaljlmgmh mh kxemoz mlihrhe}hz%

]hr xkg rhagæêo eêo rhmx}org mg alefxgfhk! lktaljg wxh joezlmhrhkoz}gkbìk g mlkhezêo le}hraojx}lyg! wxh }okhkoz hk joezlmhrgæêo g kxa}ltaljlmgmhmh alefxgfhez! le}hraojx}orhz h mh kxemoz%

G mlkhezêo le}hraojx}lyg tomh zhr mhilelmg joko g rhagæêo mh }rojg mhmlzjxrzoz he}rh `okhez zl}xgmoz exk hztgæo hzthjëiljo mh le}hraojxæêo% Mhz}htoe}o mh ylz}g! g taxrgalmgmh mh zlfeliljgæøhz h g mlyhrzlmgmh mh zhe}lmoz gtrhzhe}gjoko jgrgj}hrëz}ljg eo}çyha o igj}o mh zhr xk joeiroe}o he}rh alefxgfhez!gtrhzhe}gemo+zh o hztgæo mh le}hraojxæêo joko xk hztgæo gfoeëz}ljo! joko xkgaofokgwxlg! ox zhng! xk hztgæo mh bg}ga`g mlzjxrzlyg%

Ì go hz}xmo mg mlkhezêo le}hraojx}lyg mg alefxgfhk h mg zxg rhagæêo jok gzox}rgz mlkhezøhz mg alefxgfhk wxh g trgfkç}ljg zh mhmljg%

Page 17: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 17/41

 

76 

7%8 G trgfkç}ljg lemhpljga> g rhihrhejlg h g hexejlgæêo% Gzwxhz}øhz mg zxbnhj}lygæêo mo mlzjxrzo h mg le}hrzxbnhj}lylmgmh mgalefxgfhk%

Trgfkç}ljg lemhpljga ì o hz}xmo moz trojhzzoz x}lal~gmoz thaoz igage}hz tgrg zhrhihrlrhk go ‑kxemo‛% Tor ‑kxemo‛ he}hemhkoz o joenxe}o iorkgmo }ge}o thagzjolzgz! thaoz obnhj}oz h thagz thzzogz! joko thaoz hz}gmoz mgz jolzgz! moz obnhj}ozh mgz thzzogz wxh oz aojx}orhz mhzlfegk ox g wxh zh rhihrhk wxgemo igagk%

Obnhj}o mg trgfkç}ljg lemhpljga> o hz}xmo moz trojhzzoz rhihrhejlglz mg alefxgfhk%

  Xzgkoz yçrloz rhihrhe}hz tgrg eoz rhihrlrkoz g xk khzko mhzlfegmo% Hp>Yìexz ‑hz}rhag mg kge`ê‛! ‑ hz}rhag m“gayg‛ 

  Yçrloz mhzlfegmoz jok o khzko mhzlfege}h% Hp> ‑jge}o‛ jge}o mh zgag!jge}o jorga! jge}gr

  Mhzlfege}hz zhk mhzlfegmoz hplz}he}hz eg rhgalmgmh% Hp> jhe}gxro!xeljúrelo! zhrhlg

RHIHRHE]H

Gwxlao g wxh eoz rhihrlkoz wxgemoigagkoz! xkg joez}rxæêo momlzjxrzo! alefxgfhk% Ì xkgrhgalmgmh mo mlzjxrzo! xkgjoez}rxæêo mg alefxgfhk% Zú

tomhkoz mhzlfegr gwxlao wxh galefxgfhk eoz thrkl}h rhihrlr wxhrhplz}g joko obnhj}o zlefxagr! wxhrhplz}g exk kxemo lkgfleçrlo ≤

 

RHGALMGMH

Ì gwxlao wxh trhzzxtokoz jokohplz}he}h kgz wxh! hk zl khzko!hzjgtg g wxgawxhr tozzlblalmgmh mhrhihrhejlg hplz}he}h! eg khmlmg hkwxh eêo thr}hejh trotrlgkhe}h go

kxemo `xkgegkhe}hhpthrlhejlgmo%

Trojhzzo mh rhihrîejlg> g iorkg joko eúz eoz rhihrlkoz äz jolzgz eo mlzjxrzo hlktaljg g eoæêo mh zxnhl}o lktaljgmo eo mlzjxrzo% O trojhzzo mh rhihrhejlg ì bhkkglz joktahpo mo wxh xk khro trojhzzo mh jomliljgæêo h mhzjomliljgæêo%Rhihrhe}h h alefxgfhk zêo mh gafxkg iorkg hp}hrlorhz go zxnhl}o! ì joko zh g

hpthrlhejlg mhzlfegmg tor rhihrhe}h iozzh lemhthemhe}h moz zlfeoz mlztoeëyhlztgrg g mhzlfegr eêo ì gzzlk ‚ 2 bogz rg~øhz>7%  Zgbhkoz wxh hplz}h xkg rhagæêo le}rëezhjg he}rh o kxemo! thezgkhe}o h

alefxgfhk h! tor}ge}o! g rhagæêo he}rh g alefxgfhk h g hpthrlhejlg mokxemo ì mh eg}xrh~g jlrjxagr (zú zh tomh mhzlfegr gwxlao wxh g eg}xrh~gthrkl}h, h mgë mhthemhemo moz zxnhl}oz tomhkoz rhjoe`hjhr g hplz}îejlgmh xkg taxrgalmgmh mh mlihrhe}hz mlzjxrzoz zobrh xk khzko rhihrhe}h%

2%  Wxgemo igagkoz! g kgehlrg joko eoz rhihrlkoz äz jolzgz eêo ìlemhthemhe}h hk rhagæêo ä kgehlrg joko lkgflegkoz wxh o eozzole}hraojx}or g ygl he}hemhr (g iorkg joko igagkoz eêo }hk zú wxh yhr jokgwxlao wxh lkgflegkoz,>

Page 18: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 18/41

 

70 

  O trojhzzo mh rhihrîejlg eêo ojorrh he}rh zxnhl}oz wxh zhjoez}l}xhk ehz}h trojhzzo joko zxnhl}oz mh xkg rhagæêo mhle}hraojxæêo%

  Wxgemo g eozzg kg}ìrlg ì o mlzjxrzo mhyhkoz igagr mhle}hraojx}orhz wxgemo hplz}h xkg }rojg

  O trojhzzo mh rhihrîejlg mç joe}g mg iorkg joko oz le}hraojx}orhzzh rhihrhk mo kxemo eoz zhxz mlzjxrzoz% Ì g hzzg orlhe}gæêomlzjxrzlyg wxh j`gkgkoz rhihrîejlg% Zh o rhihrhe}h ì xkgjoez}rxæêo mg alefxgfhk! g rhihrîejlg ì xkg rhgalmgmh h mç joe}g mgzxbnhj}lylmgmh zlefxagr mh jgmg zxnhl}o wxh igag%

G rhihrîejlg ì g kgehlrg joko eúz eoz rhihrlkoz äz jolzgz eoz mlzjxrzoz wxhtromx~lkoz% Ì joko g rhagæêo mh xk mxtao trojhzzo! mh xk trojhzzo mhjomliljgæêo rhgal~gmo thao aojx}or eo kokhe}o hk wxh igag! h mh xk trojhzzo mhmhzjomliljgæêo rhgal~gmo thao gaojx}çrlo! eo kokhe}o hk wxh oxyh o hexejlgmo mo

aojx}or%

 Gz mlihrhe}hz komgalmgmhz mh rhihrîejlg

Rhihrîejlg gbzoax}g> xk hexejlgmo tozzxl xkg rhihrhejlg gbzoax}g wxgemo eêotrhjlzgkoz mh o rhagjloegr jok o joe}hp}o hp}rg+alefxëz}ljo! jok ox}rg xelmgmhtrhzhe}h eo mlzjxrzo! ehk jok g zl}xgæêo hexejlg}lyg tgrg lmhe}liljgrkoz gwxlao gwxh zh rhihrh%Hphktaoz> ‑xkg kxa`hr ga}g‛! ‑g }hrrg ì rhmoemg‛! ‑Alzbog ì g jgtl}ga mh Tor}xfga‛ Tgrg tomhkoz lmhe}liljgr gwxlao g wxh xk aojx}or zh rhihrh wxgemo tromx~hexejlgmoz eêo trhjlzgkoz mh zgbhr wxhk oz hexejlg! hk wxh axfgr h hk wxhkokhe}o oz hexejlg! ehk mh oz rhagjloegr jok ox}rgz xelmgmhz yhrbglz trhzhe}hzeo mlzjxrzo hk wxh zh lezhrh%Eêo ì trhjlzo }hr kglz ehe`xk ox}ro zgbhr tgrg zh lmhe}liljgr gwxlao g wxh hahz zh

rhihrhk tgrg gaìk mgwxlao wxh ml~hk%Komgalmgmh mh rhihrîejlg rhag}lyg ‚ mëj}ljoz> go joe}rçrlo moz hexejlgmoz mhrhihrhejlg gbzoax}g wxh ygahk tor zl! ml~hkoz wxh hz}gkoz thrge}h komgalmgmhzmh rhihrîejlg rhag}lyg wxgemo g mh}hrklegæêo mgwxlao g wxh o aojx}or zh rhihrhygrlg hk ixeæêo mg rhagæêo wxh o hexejlgmo hz}gbhahjh jok g zl}xgæêo% ]gkbìkml}g g rhihrîejlg rhag}lyg mëj}ljg>

  Zêo xelmgmhz yhrbglz wxh gejorgk oz hexejlgmoz ä zl}xgæêo hexejlg}lygjoko! tor hphktao! ‑hx‛! ‑}x‛! ‑gwxl‛! ‑gforg‛! ‑`onh hk mlg‛% Hz}gzhptrhzzøhz zêo lemljgmorhz wxh orfgel~gk gz rhagæøhz hztgjlglz h}hktorglz ä yoa}g mo zxnhl}o mg hexejlgæêo }okgmo joko toe}o mh

rhihrhejlg%

rhihrhe}h

zlfeliljgmo

zlfeliljge}h

Page 19: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 19/41

 

7< 

  Xk mëj}ljo ì xk zlfeo yg~lo wxh zú zh trhhej`h! mo toe}o mh ylz}grhihrhejlga! eo kokhe}o hk wxh hz}ç g zhr x}lal~gmo% Tozzxl xkg rhihrhejlgrhag}lyg! lz}o ì! g lmhe}liljgæêo mo rhihrhe}h ygrlg mh jgmg yh~ hk wxh gafxìkoz hexejlg%

  G rhihrhejlg ygrlg gthzgr mh g zlfeliljgæêo zhr leygrlge}h% G rhihrhejlg ì

rhag}lyg go trojhzzo mh hexejlgæêo joko xk }omo ox g gafxìk mgz zxgzlez}gejlgz> o aojx}or! o gaojx}çrlo! o axfgr h o kokhe}o hk wxh g hexejlgæêoojorrh%

  Mhz}g komgalmgmh mh rhihrhejlg mhthemh mh xkg mgz kgelihz}gæøhz kglzeo}çyhlz mg zxbnhj}lylmgmh mg alefxgfhk! g gtrotrlgæêo mo xzo mgalefxgfhk tor tgr}h moz igage}hz% Hz}hz trojhzzoz mh gtrotrlgæêo hz}êoalfgmoz ä joez}rxæêo mh xkg lmhe}lmgmh%

‑Hx koro hk Alzbog‛   o ‑hx‛ eêo zh rhihrh g ehe`xk lemlylmxo ilpo hmh}hrklegmo xkg yh~ tor }omgz! kgz ä thzzog wxh oz hexejlg%

Rhihrîejlg kh}galefxëz}ljg Sgx}o+rhiahplyg

 

[> wxgemo x}lal~gkoz g alefxgfhktgrg zh rhtrhzhe}gr g zl khzkg%

‑hz}g ì xk troeokh mhkoez}rg}lyo ihkleleo! zlefxagr‛ ‑@haheg hzjrhyh+zh jok zhlz ah}rgz‛ ‑hx ì g trlkhlrg thzzog mo troeokh thzzoga zxnhl}o‛ 

Ehz}hz jgzoz! g xelmgmh ahpljga rhihrh+zh ä trútrlg tgagyrg% G rhihrîejlgkh}galefxëz}ljg }oreg otgjg g x}lal~gæêo mhz}gz xelmgmhz yhrbglz h o aojx}or eêo gzx}lal~g joko }hrkoz }rgeztgrhe}hz wxh rhkh}hk tgrg rhihrhe}hz! h tor}ge}o! jok

ygaor rhihrhejlga%G eg}xrh~g rhihrhejlga mgz xelmgmhz mg alefxgfhk mhthemh mg kgehlrg

joko eúz g xzgkoz! ox zhng! joko gz lezhrlkoz eo mlzjxrzo% Zêo oz igage}hz wxh! gohktrhfgrhk gz xelmgmhz yhrbglz jok xkg mh}hrklegmg le}hejloegalmgmh a`hzjoeihrhk xkg mh}hrklegmg ixeæêo lemhpljga% Wxgemo zêo x}lal~gmozlemhpljgakhe}h! gz xelmgmhz alefxëz}ljgz gtoe}gk tgrg xk mh}hrklegmo obnhj}o mokxemo h ml~hk wxh zêo x}lal~gmgz mh iorkg }rgeztgrhe}h% Go tgzzo wxh! wxgemozêo xzgmgz tgrg zh mhzlfegrhk g zl trútrlgz mh kgehlrg rhiahplyg! ml~hkoz wxh zêootgjgz h gmwxlrhk ygaor mh kheæêo%

Kheæêo> hz}h }hrko ì x}lal~gmo exk zhe}lmo }ìjeljo otoz}o go mh ‑xzo‛% Torkheæêo he}hemh+zh g komgalmgmh gx}o+rhiahplyg mh ojorrîejlg mh xkg xelmgmhahpljga! go tgzzo wxh ml~hkoz wxh ì hktrhfgmg joko xzo wxgemo g komgalmgmh mhojorrîejlg mh xkg xelmgmh ahpljga ì rhihrhejlga%

Rhihrîejlg zojlga> wxgemo ig~ rhihrhejlg g thzzogz! o aojx}or eêo tomh mhlpgr mhrhihrlr g eg}xrh~g mg zxg rhagæêo jok gz thzzogz wxh mhzlfeg%‑]x foz}gz mh ahr rokgejhz‛ frgx mh troplklmgmh ox mh igklalgrlmgmh jok ogaojx}çrlo

‑O zhe`or foz}g mh ahr rokgejhz‛ mlz}âejlg zojlga ox jhrlkoelozg jok o

gaojx}çrlo%

Page 20: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 20/41

 

24 

Joejaxzêo>  G alefxgfhk wxgemo gr}ljxagmg eo mlzjxrzo }hk g jgtgjlmgmh mh joejlalgr g

ixeæêo mh rhtrhzhe}gr jolzgz eo kxemo (rhihrhejlga,%  G alefxgfhk }hk g tozzlblalmgmh mh zh rhtrhzhe}gr g zl trútrlg  

jgtgjlmgmh gx}o+rhiahplyg%

  G alefxgfhk gtaljgmg exk mlzjxrzo }gkbìk lktaljg xkg mlkhezêokgelihz}gmorg ox hptrhzzlyg% G alefxgfhk! gaìk mgz ixeæøhz rhihrhejlga hrhiahplyg! }hk }gkbìk g jgtgjlmgmh mh rhtrhzhe}gr o trútrlo trojhzzo mhhexejlgæêo! lejaxlemo gz lez}âejlgz mlzjxrzlygz> aojx}or! gaojx}çrlo! }hkto hhztgæo%

  Hz}gz ixeæøhz eêo zêo ehjhzzgrlgkhe}h hpjaxzlygz% ]hk xkg ixeæêotgrgmopga ‚ gz ixeæøhz tomhk johplz}lr hk wxgawxhr gj}o hexejlg}lyo! oxzhng! mh oz hexejlgmoz eêo hz}grhk gthegz yoa}gmoz tgrg jolzgz hp}hrlorhz!kgz zh rhihrlrhk }gkbìk g zl trútrloz h go gj}o mh hexejlgæêo wxh gztromx~! ox zhng! mh tozzxërhk! tgrg gaìk mh xk ygaor rhihrhejlga! }gkbìkygaorhz mëj}ljoz h gx}o+rhiahplyoz%

  Ì mhylmo g hz}g eg}xrh~g tgr}ljxagr mg rhagæêo hexejlgmoz jok oz gj}oz mgzxg hexejlgæêo wxh mhjorrh xk moz }ltoz mh tgrgmopoz mg alefxgfhk wxhhejoe}rgkoz ehz}h }lto mh hexejlgmo ‚ hp> ‑hx eêo igao tor}xfxîz‛% 

  Ehz}hz hexejlgmoz! gz ixeæøhz rhihrhejlga mëj}ljg johplz}hk exkg rhagæêotgrgmopga torwxh zhemo yhrmgmh o wxh o hexejlgmo ml~ he}êo ehk zhwxhrmhyhrlg }hr hplz}lmo g tozzlblalmgmh mh zh tromx~lr g zxg hexejlgæêo ‚ eêotozzo ml~hr wxh eêo hz}ox gwxl hz}gemo gwxl%

  O aojx}or eêo tomh! zhk zh joe}rgml~hr! gilrkgr ox thezgr gafo h gilrkgrwxh eêo gilrkg gwxlao wxh! eo he}ge}o! koz}rg wxh gilrkg ox thezg thaoigj}o mh o ml~hr%

 G hexejlgæêo

G rhagæêo hexejlgmo/hexejlgæêo> o mlj}xk h o komxz

  Thrjhbhr g johplz}îejlg eo khzko gj}o hexejlg}lyo mh mxgz lez}gejlgz mheg}xrh~g mlihrhe}hz h g zxg rhagæêo mh gx}oeoklg he}rh hexejlgmo hhexejlgæêo%

  He}rh gwxlao wxh o hexejlgmo gilrkg h gwxlao wxh g hexejlgæêo koz}rghplz}h xkg hztìjlh mh rhagæêo mh mlihrlkhe}o ox mh mhzaojgæêo% G zoaxæêomhz}h tgrgmopo zú ì zoaxjloeçyha zh gmkl}lrkoz wxh zh }rg}gk mh mxgzlez}âejlgz mh eg}xrh~g mlihrhe}h%

   G hexejlgæêo ì xk gjoe}hjlkhe}o ox xk mlztozl}lyo wxh ig~ hplz}lr oxrhgal~g xk hexejlgmo o hexejlgmo% Zhemo le}rëezhjg go hexejlgmo! eêo zhjoeixemh jok hah% Eêo hz}g zxnhl}o äz joemlæøhz mh yhrmgmh! kgz äz rhfrgzmh eg}xrh~g jgxzga% Hz}gbhahjh jok o hexejlgmo h tromx~ xkg rhagæêo mhjgxzg+hihl}o (hexejlgmo ì o rhzxa}gmo ox hihl}o mg hexejlgæêo,%

hexejlgæêo

Sjgxzg[

hexejlgmo

Shihl}o[

Page 21: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 21/41

 

27 

  G rhihrhejlg ì tgr}h le}hfrge}h mg hexejlgæêo kgz zêo rhgalmgmhzgx}úeokgz tolz eêo tomhkoz joeixemlr gz joemlæøhz mh yhrmgmh mohexejlgmo jok gz joemlæøhz mh gjhl}gblalmgmh! rg~ogblalmgmh! zxjhzzomg zxg hexejlgæêo% 

  Gz joemlæøhz mh yhrmgmh mo mlj}xk zêo gx}úeokgz hk rhagæêo äz joemlæøhz

mh gjhl}gblalmgmh ox mh zxjhzzo mo gj}o mg zxg hexejlgæêo%  G hexejlgæêo ì o gjoe}hjlkhe}o wxh ig~ hplz}lr ox hplz}h exk hexejlgmo%  G hexejlgæêo eêo hz}g zxnhl}g g rhfrgz mh yhrmgmh kgz g rhfrgz eg}xrglz%  O trojhzzo mh rhihrhejlg }hk g lktor}ge}h ixeæêo mh mhilelr gz iroe}hlrgz

wxh mhalkl}gk o kxemo trútrlo mo mlzjxrzo g wxh gafxez gj}orhz j`gkgkmh wxgmroz mh zhe}lmo (Foiikge,

  Oz wxgmroz mh zhe}lmo zêo iroe}hlrgz wxh mhalkl}gk xk hztgæo mhe}ro mowxga mh}hrklegmgz rhgalmgmhz zêo rg~oçyhlz h tagxzëyhlz h iorg mgz wxglzzhrlgk joezlmhrgmgz gbzxrmgz%

  Oz wxgmroz mh zhe}lmo thrkl}hk+eoz gygalgr g rg~ogblalmgmh h ggjhl}gblalmgmh moz gj}oz mg hexejlgæêo%

  Tgrg txmhrhk zhr gjhl}hz joko rg~oçyhlz! oz le}hraojx}orhz hz}gbhahjhkxkg hztìjlh mh joe}rg}o rhihrhejlga% Hz}h joe}rg}o rhihrhejlga mhileh ggjhl}gblalmgmh! rg~ogblalmgmh%

  Joe}rg}o rhihrhejlga> gwxlao wxh eoz thrkl}h joezlmhrgr rg~oçyha hgjhl}çyha o wxh oz ox}roz ml~hk! kgz g tgr}lr mo kokhe}o hk wxh gafxìkhptaljl}g o joe}rgj}o tgrg o rhiorkxagr ox g}ì khzko tgrg o rhnhl}gr! hahmhlpg mh ixejloegr tgrg zxrflr xk ox}ro joe}rgj}o rhihrhejlga wxh hewxgmrhg tgr}lr mgl o zhe}lmo moz hexejlgmoz! mlzjxrzoz wxh yhe`gk ojorrhr%

‑Hx eêo igao tor}xfxîz‛ zh hz}g hexejlgæêo ojorrhx! he}êo wxhk o mlzzh hz}gyg g

khe}lr%

Zh g alefxgfhk thrkl}h g rhgalmgmh mhz}g hexejlgæêo! ox zhng! g zxgojorrîejlg hewxge}o igj}o lejoe}oreçyha! he}êo eêo }hk zhe}lmo lezlz}lrkoz eggyhrlfxgæêo eo wxh rhzthl}g äz zxgz joemlæøhz wxh lejlmhk zobrh o zxjhzzo mgtrútrlg ojorrîejlg mo gj}o mh ml~hr (ygaorhz mëj}ljoz, }hk wxh yhr jok g zxggjhl}gblalmgmh! rg~ogblalmgmh h zxjhzzo%

Hexejlgmo> ‑Hx thezo wxh gkge`ê ygl j`oyhr‛ Thezo wxh ‚ rhiahj}h g komgalmgmh mg zxg hexejlgæêo (komxz,%Gkge`ê ygl j`oyhr ‚ gwxlao wxh o hexejlgmo ml~ (hexejlgmo,

Xkg mgz iorkgz mh rhiahpo mh hexejlgæêo ì g}rgyìz moz j`gkgmozkgrjgmorhz thriorkg}lyoz (ox mo komxz,> ‑mlfo wxh‛! ‑jrhlo wxh‛! ‑thezo wxh‛%

Gthzgr mh o zxnhl}o mg hexejlgæêo eêo mhlpgr mh hz}gr trhzhe}h eohexejlgmo joko joemlæêo mg zxg hplz}îejlg! gz joemlæøhz mh yhrmgmh mo mlj}xkzêo gx}úeokgz hk rhagæêo äz joemlæøhz mh gjhl}gblalmgmh ox mo zxjhzzo mo gj}o mgzxg hexejlgæêo% Zú o mlj}xk ì wxh zh tomh rhihrlr ä zxg yhrmgmh ox igazlmgmh%

G }rgeziorkgæêo mo zxnhl}o mh hexejlgæêo hk zxnhl}o mo hexejlgmo eêotomh othrgr+zh eo le}hrlor mo trútrlo hexejlgmo wxh zh tromx~! g eêo zhr zob giorkg mh komxz h exejg mh mlj}xk% Tgrg zh joeyhr}hr hk mlj}xk! g hexejlgæêo

}hk mh zhr le}hfrgmg exkg eoyg hexejlgæêo wxh igag mhag! zhemo tor lzzo o

Page 22: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 22/41

 

22 

trojhzzo mh rhagæêo he}rh g hexejlgæêo h o hexejlgmo xkg rhagæêo mh mlihrlkhe}oox mhzaojgæêo le}hrkleçyha%

Gzzlk xk aojx}or eêo tomh! zhk zh joe}rgml~hr! gilrkgr ox thezgr gafo hgilrkgr wxh eêo gilrkg ox eêo thezg gwxlao wxh! eo he}ge}o! koz}rg wxh gilrkg oxthezg! thao igj}o mh ml~hr% Hz}g rhagæêo mh mlihrlkhe}o ox mhzaojgæêo he}rh

hexejlgæêo h hexejlgmo ì xkg rhagæêo mh gblzko% ‑Hz}ç xk alemo mlg‛! ‑Hx mlzzhwxh hz}ç xk alemo mlg‛! ‑Hx mlzzh wxh }le`g ml}o wxh hz}gyg xk alemo mlg‛% 

Zxbnhj}lylmgmh mo mlzjxrzo h le}hrzxbnhj}lylmgmh mg alefxgfhk

Exejg hejoe}rgrhkoz o `okhk zhtgrgmo mg alefxgfhk h exejg o yhrhkozzhtgrgmo mg alefxgfhk h exejg o yhrhkoz leyhe}gemo+g! torwxh ì eg h thagalefxgfhk wxh o `okhk zh joez}l}xl joko zxnhl}o torwxh zú eg alefxgfhk ixemgrhgakhe}h g zxg rhgalmgmh wxh ì g mo zhr o joejhl}o mh ‑hfo‛% 

G zxbnhj}lylmgmh mh wxh }rg}gkoz gwxl ì g jgtgjlmgmh mo aojx}or zh joaojgrjoko zxnhl}o%

G zxbnhj}lylmgmh mh wxh }rg}gkoz gwxl ì g jgtgjlmgmh mo aojx}or zh joaojgrjoko zxnhl}o% Org! hz}g zxbnhj}lylmgmh eêo ì zheêo g hkhrfîejlg eo zhr mh xkgtrotrlhmgmh ixemgkhe}ga mg alefxgfhk (ì hfo wxhk ml~ hfo, h hejoe}rgkoz gwxl oixemgkhe}o mg zxbnhj}lylmgmh wxh zh mh}hrkleg thao hz}g}x}o alefxëz}ljo mgthzzog%

G joezjlîejlg mh zl zú ì tozzëyha zh zh }oregr joe`hjlkhe}o mh zl torjoe}rgz}h% Hx zú x}lal~o ‑hx‛ go mlrlflr+kh g gafxìk wxh eg kle`g gaojxæêo zhrç xk‑}x‛% Ì ehz}g joemlæêo mh mlçaofo wxh ì joez}l}x}lyg mh thzzog! tolz lktaljg wxhrhjltrojgkhe}h ‑hx‛ kh }oreh ‑}x‛ eg gaojxæêo mgwxhahz wxh! tor zxg yh~! zh

mhzlfeg ‑hx‛% 

Page 23: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 23/41

 

2: 

2% Hztgæo tþbaljo! ahfl}lklmgmh h otlelêo tþbaljg2%7 G hkhrfîejlg mg wxhz}êo jokxeljgjloega eg komhrelmgmh

g tgr}lr mo zìj% PLY

Zojlhmgmhz }rgmljloeglz Zojlhmgmhz joktahpgz

ihj`gmgz gbhr}gz! komhregz

G Rhyoaxæêo Irgejhzg (760<, iol xk kgrjo toaë}ljo wxh tozzlblal}ox hmhzhejgmhox xkg zìrlh mh }rgeziorkgæøhz wxh thrkl}lrgk zglr mg Lmgmh Kìmlg hhe}rgr eg Lmgmh Komhreg%

Egz zojlhmgmhz }rgmljloeglz! }gkbìk mhzlfegmgz mh zojlhmgmhz ihj`gmgz!jgrgj}hrl~gmgz thag jokxeljgæêo hz}gr rhfxagmg tor wxgmroz mh zhe}lmo!rhag}lygkhe}h hz}çyhlz! mhilelmoz mhe}ro mgz iroe}hlrgz mgz jokxelmgmhz mhthr}heæg% G ahfl}lklmgmh tgrg ml~hr ox tgrg gflr hrg }rgmljloegakhe}h rhfxagmgthao rhzthl}o lemlzjx}ëyha mg gx}orlmgmh mg }rgmlæêo%

Egz zojlhmgmhz }rgmljloeglz! g ahfl}lklmgmh hz}ç gxzhe}h eg gx}orlmgmh moaojx}or% G ahfl}lklmgmh }hk wxh yhr jok gwxlao wxh gygalgkoz mgwxlao wxh ozox}roz ml~hk h ig~hk%

Gz rhfrgz h gz eorkgz wxh tgx}gk gz eozzgz mhjlzøhz hz}êo ixemgkhe}gmgzehzzhz wxgmroz mh zhe}lmo% Oz wxgmroz mh zhe}lmo mgz zojlhmgmhz }rgmljloeglzgzzhe}gk eg }rgmlæêo ox exk aojx}or wxh zh eoz gtrhzhe}g joko gbzoax}gkhe}hlewxhz}loeçyha h wxh zxrfh joko xkg lez}âejlg }rgezjhemhe}h% Hzzg lez}âejlg}rgezjhemhe}h tomh zhr g }rgmlæêo ox xkg he}lmgmh mlyleg (xk Mhxz,! kgz ìhpgj}gkhe}h lzzo wxh ahyg g wxh zh joezlmhrh hz}g lez}âejlg trg}ljgkhe}hlewxhz}loeçyha%

G jokxelmgmh eêo hrg xkg wxhz}êo jhe}rga torwxh zú g x}lal~o wxgemo

hz}ox thrge}h thzzogz jok ox}roz wxgmroz mh zhe}lmo% G jokxeljgæêo zxrfh jokoxk zxtor}h mh mlihrhe}hz ylzøhz mo kxemo zobrh xkg khzkg rhgalmgmh%

Rhyoaxæêo IrgejhzgZìj% PYLLL

 

zojlhmgmhz}rgmljloeglz

ihj`gmgz

rhfxagmgz torwxgmroz mh

zhe}lmoz hz}çyhlz

mhilelmoz mhe}romh jokxelmgmhz

mh thr}heæg

rhfxagmoz thaggx}orlmgmh mg

}rgmlæêo ox torhe}lmgmhz mlylegz

Page 24: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 24/41

 

2= 

G jokxeljgæêo eêo zxrflg joko xkg wxhz}êo jhe}rga eg zojlhmgmh% Zútgzzox g zî+ao jok g ylrgfhk tgrg gz zojlhmgmhz komhregz%

Thao joe}rçrlo! eo kxemo komhreo! g leoygæêo ì xk trojhzzo gjhahrgmo hgz tozlæøhz joe}rgml}úrlgz johplz}hk eo zhlo mg khzkg zojlhmgmh zhk wxhehe`xkg gjgbh tor zh lktor ox zxbz}l}xlr mhilel}lygkhe}h%

Eêo tomhkoz joeixemlr }rgmlæêo jok ge}lfo h komhrelmgmh jok rhjhe}h!tolz g }rgmlæêo eêo ì ehjhzzgrlgkhe}h xkg rhgalmgmh ge}lfg ehk g komhrelmgmhxkg rhgalmgmh rhjhe}h% Tor}ge}o! }rgmlæêo ≤ ge}lfo h komhrelmgmh ≤ rhjhe}h

Tomhkoz rhjoe`hjhr/obzhrygr rhtrhzhe}gæøhz mo kxemo kglz }rgmljloeglzhk hz}laoz h komoz mh ylmg gj}xglz h hejoe}rgr }rgæoz mh komhrelmgmh eg FrìjlgGe}lfg%

Wxhk }hk ahfl}lklmgmh tgrg ml}gr gz rhfrgz eg ylmg zojlga?Egz zojlhmgmhz }rgmljloeglz! gz rhfrgz zêo lktoz}gz thag gx}orlmgmhz mlyleg

ox thag ioræg mg }rgmlæêo h hagz gtrhzhe}gk+zh joko xk aojx}or wxh ml}g gz rhfrgzmo ml~hr! thezgr h ig~hr3 h hzzh aojx}or ì gbzoax}gkhe}h zhfxro h lewxhz}loeçyha! oxzhng! elefxìk oxzg tor hk jgxzg g gx}orlmgmh mh mhxz ox mg }rgmlæêo%

G gjæêo h o mlzjxrzo zêo ahfl}lkgmoz mh kgehlrg rhag}lygkhe}h hz}çyha!ml}gmoz tor xkg ormhk }rgezjhemhe}h eg khmlmg hk wxh zh }rg}g mh hyojgr gyoe}gmh mlyleg! oz joktor}gkhe}oz h oz komoz mh thezgr%

Hplz}hk egz zojlhmgmhz }rgmljloeglz : jgktoz>  Rhalflozo! toaë}ljo h hjoeúkljo% Hz}hz jgktoz gx}oeokl~gk+zh h

troalihrgk exkg zìrlh mh jgktoz zojlglz jok gx}oeoklg% Jgmg xkmhz}hz jgktoz trojxrg joktor xk axfgr jhe}rga! mhlpgemo hkgbhr}o thao rhalflozo%

Gthzgr mg komhrelmgmh hz}gr trhzhe}h glemg wxh mh iorkg hkbrloeçrlg egzzojlhmgmhz kglz ge}lfgz ì g tgr}lr mo zìjxao PLY egz zojlhmgmhz ojlmhe}glz wxhgzzlz}lkoz ä gjhahrgæêo h ä le}hezliljgæêo mo trojhzzo mh irgfkhe}gæêo mo }hjlmozojlga exkg kxa}ltaljlmgmh mh hzihrgz mh ahfl}lklmgmh wxh ml}gk o ilk mo mokëelo

mo jgkto rhalflozo zobrh gz hzihrgz hjoeúkljg! toaë}ljg! jlhe}liljg! khmljg! nxrëmljgmh komo g wxh gafxez gx}orhz gz j`gkgk mh ‑zojlhmgmhz irgfkhe}gmgz‛%

G ixemgkhe}gæêo rgjloega mg hpthrlîejlg komhreg Szêohphktaoz/joe}rlbx}oz tgrg hz}g rgjloegal~gæêo mg hpthrlîejlg komhreg mokxemo[ hz}ç le}lkgkhe}h gzzojlgmg g eoygz komgalmgmhz mo zgbhr! mlz}le}gz mozgbhr }rgmljloega%

O zgbhr komhreo ylzg g hptaljgæêo moz iheúkheoz h g iorkxagæêo mgzrhfrgz mo ixejloegkhe}o hk yh~ mgz hptaljgæøhz `hrmgmgz mg }rgmlæêo h o

Rhtrhzhe}gæøhz mo Kxemo

]rgmlæêo Leoygæêo Komhrelmgmh

irgfkhe}gæêo mo }hjlmozojlga

 

ilk mo mokëelo mojgkto rhalflozo

Page 25: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 25/41

 

28 

rhzxa}gmo mlzzo ì o zxrflkhe}o mg ilfxrg mo hzthjlgalz}g wxh zxbz}l}xl g mo zçblomgz zojlhmgmhz }rgmljloeglz%

Zgbhkoz wxh eg Hxrotg eo ilk mg Lmgmh Kìmlg! o gtgrhjlkhe}o mgzXelyhrzlmgmhz hz}ç le}lkgkhe}h rhagjloegmg jok hz}h trojhzzo% Ì lktozzëyha

joktrhhemhr g gx}oeokl~gæêo moz jgktoz zojlglz zhk o mhzheyoaylkhe}o mgzjlîejlgz komhregz h o gtgrhjlkhe}o mgz hzthjlgal~gæøhz jlhe}ëiljgz%

G gx}oeoklg moz jgktoz zojlglz hz}ç }gkbìk rhagjloegmg jok gkomhrelmgmh% ]hk wxh yhr jok g irgfkhe}gæêo mg hpthrlîejlg hk mlihrhe}hzhzihrgz wxh trh}hemhk o rhjoe`hjlkhe}o tþbaljo joko hzihrg mh hpthrlîejlg jokahfl}lklmgmh trútrlg tgrg jrlgr! fhrlr h zgejloegr xkg ormhk gploaúfljg trútrlg(joenxe}o mh ygaorhz wxh zh lktøh g }omoz jok ioræg ylejxag}lyg,%

O jgkto rhalflozo hphrjhx egz zojlhmgmhz }rgmljloeglz g ixeæêogfax}legmorg mo joenxe}o mg hpthrlhejlg `xkgeg% Ehe`xkg hzihrg tronhj}gyg xkgormhk gploaúfljg trútrlg jok ioræg zxiljlhe}h tgrg zh gx}oeokl~gr mg lefhrîejlgmo rhalflozo%

G gx}oeokl~gæêo moz jortoz zojlglz eg komhrelmgmh hz}ç gzzlkle}lkgkhe}h rhagjloegmg jok g rxt}xrg eg rhagæêo ä ormhk }o}gal~ge}h morhalflozo%

Oz jgktoz zojlglz joez}l}xhk hzihrgz mh ahfl}lklmgmh wxh lktøhk jokgx}orlmgmh lemlzjx}ëyha gj}oz mh alefxgfhk mlzjxrzoz h trç}ljgz mhe}ro mh xkmokëelo hzthjëiljo mh jokth}îejlg h mhe}ro mhzzh mokëelo jgmg jgkto zojlga

lktøh xkg ormhk gploaúfljg trútrlg%Rhjoe`hjhkoz xk jgkto zojlga thao igj}o mhah ojxtgr xk axfgr mh

hexejlgæêo% G hzthjliljlmgmh mh xk jgkto zojlga joezlz}h eg gyhrlfxgæêo momokëelo mg hpthrlîejlg zobrh o wxga ì jokth}he}h h zobrh o wxga hphrjh xkgjokth}îejlg ahfë}lkg txbaljgkhe}h rhjoe`hjlmg h rhzthl}gmg thao joenxe}o mgzojlhmgmh%

Eêo tomhkoz joeixemlr lez}l}xlæêo jok orfgel~gæêo% O jgkto zojlga ì ylz}ojoko lez}l}xlæêo h joko }ga tomh gbgrjgr xkg ox yçrlgz orfgel~gæøhz% Hphktao> ojgkto kìmljo eêo zh hzfo}g eg orfgel~gæêo `oztl}gagr! joktor}g jhe}roz kìmljoz!mlrhjæøhz fhrglz mh zgþmh! joe}roao mgz çfxgz ‚ orfgel~gæøhz wxh thrkl}hk oixejloegkhe}o mg lez}l}xlæêo kìmljg%

Jorto h zlkbúaljg moz jgktoz zojlglz

Ì thag lktozlæêo mh xkg zlkbúaljg trútrlg wxh oz jgktoz zojlglzgzzhfxrgk g zxg ylzlblalmgmh tþbaljg% G ylzlblalmgmh mo jorto zojlga ì }ge}o kglorwxge}o kglz iorkga ior g orfgel~gæêo mo rhzthj}lyo jgkto%

 

#

ylzlblalmgmh#

iorkgalmgmh

gx}oeokl~gæêo moz jgktozzojlglz

mhzheyoaylkhe}o mgzjlîejlgz komhregz

Page 26: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 26/41

 

29 

Hplz}hk mxgz iorkgz mh ylzlblalmgmh g xk frxto zojlga> g kgelihz}g (yhz}lrigrmgz! tor hphktao, h mh thr}heæg (g alefxgfhk! fhz}oz trútrloz wxh mh xkmh}hrklegmo frxto,%

Gz lez}l}xlæøhz wxh rhfxagk o hztgæo tþbaljo gfh mh kgehlrg leiorkga ä

lkgfhk mg trútrlg lez}l}xlæêo mg alefxgfhk% Gzzlk! o yhz}xçrlo! g zhpxgalmgmh! gfhz}xgalmgmh zêo }ge}o kglz tomhrozoz h ahfë}lkoz wxge}o kheoz ylzëyha hjoezjlhe}h ì g ioræg ylejxag}lyg mg zxg le}hryheæêo%

Ixeæøhz moz jgktoz zojlglz

Xk jgkto zojlga mhzhkthe`g 2 }ltoz mh ixeæøhz mhe}ro mo zhx jgkto mhjokth}îejlg> ixeæøhz hptrhzzlygz ox mlzjxrzlygz eo mokëelo mo ml~hr! hixeæøhz trgfkç}ljgz eo mokëelo mo ig~hr%

Jgmg jgkto ml}g gzzlk gz rhfrgz mh joeiorklmgmh h joeyhelîejlg mo ml~hr hmo ig~hr eoz mokëeloz mg jokth}îejlg%

Rhflkhz mh ixejloegkhe}o

Xk jgkto zojlga tozzxl xk rhflkh mh ixejloegkhe}o joezoge}h oz axfgrhzh oz kokhe}oz3 mhe}ro moz kokhe}oz h aojglz gtrotrlgmoz tomhkoz ml~hr wxh xkjgkto zojlga ixejloeg hk rhflkh gjhahrgmo% Iorg mhzzhz kokhe}oz h aojglzzlkboaljgkhe}h gtrotrlgmoz! oz jgktoz zojlglz ixejloegk hk rhflkh ahe}o%

Fgrge}hk h ylflgk g eorkgalmgmh mo ixejloegkhe}o mo }hjlmo zojlga eo wxhml~ rhzthl}o äz zxgz ormhez hptrhzzlyg h trgfkç}ljg%

Mh xkg kgehlrg fhrga! wxgawxhr jgkto zojlga wxh eêo trhzhryh xk

mh}hrklegmo rl}ko mh gjhahrgæêo }hemh g mlaxlr+zh h g heirgwxhjhr g zxg iorægjohrjlyg%

Ì eo mhjorrhr mg gjhahrgæêo mh rl}ko wxh xk jgkto zojlga zh iorkgal~g hgxkhe}g g zxg ylzlblalmgmh zlkbúaljg%

# gjhahrgæêo mo rl}ko ;  # iorkgalmgmh ;  # ylzlblalmgmh zlkbúaljg

 G gx}oeokl~gæêo mo jgkto moz khmlg

Hplz}hk kokhe}oz hk wxh tomh ojorrhr xkg gjhahrgæêo mo jgkto zojlga%Jgmg xk moz jgktoz johplz}h jok xkg kxa}ltaljlmgmh mh ox}roz jgktoz% Oztrojhzzoz h gz ixeæøhz moz mlihrhe}hz jgktoz rhzxa}gk mh rhiahpoz oxle}hrihrîejlgz wxh mhzlfegkoz tor mlkhezøhz tþbaljgz wxh zh tronhj}gk eozox}roz jgktoz%

G mlkhezêo tþbaljg jorrhztoemh ä eoæêo mh le}hrigjh he}rh oz mlihrhe}hzjgktoz zojlglz%

Xk jgkto ì }ge}o kglz ior}h wxge}o kglz joezhfxlr lktor goz ox}roz g zxggploaoflg (joenxe}o mh ygaorhz h trlejëtloz lehrhe}hz g jgmg jgkto, h wxge}o kglorior o eþkhro mh jgktoz hk wxh joezhfxlr tronhj}ç+ao%

Komgalmgmhz hz}rg}ìfljgz moz jgktoz (iorkg joko oz mlihrhe}hz jgktoz zojlglz}he}gk tronhj}gr g zxg leiaxhejlg xez eoz ox}roz,>

Page 27: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 27/41

 

26 

  Komgalmgmh mh joothrgæêo  Komgalmgmh mh joeial}o

Egz zojlhmgmhz joktahpgz! eg komhrelmgmh! hz}gz hz}rg}ìflgz }hk wxh yhrjok g iorkg joko oz mlihrhe}hz jgktoz trojxrgk rhtgr}lr kgz }gkbìk gxkhe}gr

g ioræg mg zxg le}hryheæêo%G joothrgæêo ixejloeg joko xkg komgalmgmh mlzzxgzorg mgz mlihrheægz h

eo ixemo trhzzxtøh g gexagæêo mgz hzthjliljlmgmh mh jgmg jgkto ig~hemo mgehx}rgalmgmh xk ygaor ixemgkhe}ga%

Wxgemo zh gjhe}xg g trh}hezêo mh molz ox kglz jgktoz mh lktorhk g zxgormhk gploaúfljg gzzlz}lkoz go mhzheroagr mh xkg komgalmgmh hz}rg}ìfljgjoeial}xga%

O joeial}o zxrfh zhktrh wxh ojorrh xk trojhzzo mh gx}oeokl~gæêo mh xkghzihrg g}ì he}êo lemlzjx}lyhakhe}h zxbormlegmg g xk ox kglz jgktoz lez}l}xëmozjok o zxrflkhe}o mh trç}ljgz wxh rokthk oz mlzjxrzoz h oz joktor}gkhe}oz

joeiorkhz gz rhfrgz wxh }rgmljloegakhe}h o jgkto hk wxh zh lezjrhylgk ml}gygk%Txbaljlmgmh trojhzzo mh }oregr tþbaljo

Jok g gx}oeokl~gæêo h jok g joez}l}xlæêo komhreg moz jgktoz zojlglzlez}l}xl+zh gwxlao g wxh mgkoz o eokh mh txbaljlmgmh% G txbaljlmgmh ì o trojhzzomh }oregr tþbaljo rhzxa}ge}h mg joktg}lblal~gæêo he}rh g ahfl}lklmgmh mozmlihrhe}hz jgktoz zojlglz% Ì hz}h trojhzzo wxh hz}ç eg orlfhk mo zxrflkhe}o mojgkto moz khmlg! wxh zxrfh joko o jgkto hzthjlgal~gmo eg rhfxagæêo moz ygaorhzmg txbaljlmgmh moz ox}roz jgktoz zojlglz%

G eg}xrh~g }hezloega mg rhagæêo he}rh oz mlihrhe}hz jgktoz zojlglz hz}ç eg

orlfhk mg trofrhzzlyg gx}oeokl~gæêo mo jgkto moz khmlg% O jgkto moz khmlgjoez}l}xl+zh eg komhrelmgmh joko xk jgkto rhag}lygkhe}h gx}úeoko gzzojlgmogo mhzhkthe`o mgz ixeæøhz mh rhfxagæêo lemlzthezçyhlz ä fhz}êo mgz rhagæøhzhe}rh oz mlihrhe}hz jgktoz zojlglz%

Ì gzzlk wxh eêo fhrh trotrlgkhe}h xk mokëelo mh hpthrlhejlg hzthjëiljgkgz xk mokëelo joez}l}xëmo tor xkg tgr}h moz mokëeloz mg hpthrlîejlg wxh ozrhz}ge}hz jgktoz zojlglz mhahfgk% Ì tor lzzo wxh ml~hkoz wxh o jgkto moz khmlgtozzxl xkg ahfl}lklmgmh mh eg}xrh~g mhahfgmg ox yljçrlg%

O jgkto moz khmlg ì xk galgmo tomhrozo moz ox}roz jgktoz zojlglz kgz

ehk zhktrh hzzg rhagæêo ì tgjëiljg torwxh! hkborg eêo tozzgk trhzjlemlr mojgkto moz khmlg tgrg g lktozlæêo mg zxg ylzlblalmgmh txbaljg! oz jgktoz eêomhlpgk tor lzzo mh joezlmhrgr o mlzjxrzo khmlç}ljo jok zxzthlæêo! gjxzgemo+okxl}gz yh~hz mh eêo rhzthl}gr g gx}he}ljlmgmh h o rlfor moz zhxz mlzjxrzozhzthjlgal~gmoz h mh g}rglæogr oz zhxz ygaorhz%

Gz ixeæøhz hptrhzzlygz trhmoklegk zobrh gz trgfkç}ljgz! xkg yh~ wxhgwxlao wxh jgrgj}hrl~g o jgkto moz khmlg ì hah ig~hr xkg fhz}êo mh mlzjxrzoz%

Eêo eoz tomhkoz hzwxhjhr mh wxh o mlzjxrzo gzzxkh }gkbìk xkg ixeæêotrgfkç}ljg eg khmlmg hk wxh joezlz}h exk joenxe}o mh gj}oz mh alefxgfhk kgzwxh jorrhztoemhk g xk ig~hr! g xkg le}hryheæêo mo}gmoz mh hihl}oz wxh zhrhthrjx}hk eo joenxe}o mg zojlhmgmh%

O hihl}o kglz eo}çyha wxh o jgkto moz khmlg hphrjh zobrh g eozzghpthrlhejlg mo kxemo ì o j`gkgmo hihl}o mh rhgalmgmh% 

Page 28: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 28/41

 

20 

O }hrko KHMLG gmwxlrh xk zhe}lmo kglz gbz}rgj}o mgwxhah wxh zxtøh ghptrhzzêo kgzz khmlg% Khmlg }rg}g mh mhzlfegr g lez}l}xlæêo wxh zh gx}oeokl~g egkomhrelmgmh wxh ì mo}gmg mh ahfl}lklmgmh tgrg he}hemhr g fhz}êo moz mlztozl}lyozmh khmlgæêo mh hpthrlhejlg h moz rhz}ge}hz jgktoz zojlglz%

O jgkto moz khmlg ì xkg lez}l}xlæêo iaxlmg h mlzzhklegmg (}rgezyhrzga,

thao joenxe}o mo }hjlmo zojlga h jxng joezxkgæêo ojorrhx hihj}lygkhe}h gthegz egmìjgmg mh 04 mo zìjxao PP! ga}xrg hk wxh o tageh}g iljg le}hlrgkhe}h jobhr}o thaozzg}ìal}hz mh }hahjokxeljgæøhz wxh hz}êo eg orlfhk mgz gj}xglz rhmhz mh leiorkgæêokhmlç}ljg%

Joezxkgæêo moz khmlg hptgezêo mgz }hahjokxeljgæøhz

Page 29: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 29/41

 

2< 

Kxmgeæg Hz}rx}xrga mg Hzihrg Tþbaljg! @GBHRKGZ

Ì g tgr}lr mg zhfxemg kh}gmh mo zìjxao PYLLL wxh gzzlz}lkoz gogtgrhjlkhe}o mg jg}hforlg mg otlelêo tþbaljg h mg zxg lez}l}xjloegal~gæêo jokojgkto gx}úeoko mh ahfl}lklmgmh% G otlelêo tþbaljg zú tomh tor mhilelæêo hplz}lr

wxgemo xk tþbaljo wxh ig~ xzo mg rg~êo hz}ç heyoaylmo! ì g otlelêo tþbaljgmhylmgkhe}h ixemgkhe}gmg wxh trokoyh g ioræg mo kha`or grfxkhe}o%

G tgr}lr mg hzihrg tþbaljg al}hrçrlg gzzlz}lkoz go gtgrhjlkhe}o mg hzihrgtþbaljg toaë}ljg%

G hzihrg tþbaljg bxrfxhzg tomh zhr he}hemlmg leljlgakhe}h joko g hzihrgmgz thzzogz trlygmgz rhxelmgz hk tþbaljo3 hagz rhlylemljgk hz}g hzihrg tþbaljgrhfxagkhe}gmg thag gx}orlmgmh! kgz mlrhj}gkhe}h joe}rg g trútrlg gx}orlmgmh! gilk mh mlzjx}lr jok hag gz ahlz fhrglz mg }rojg eg hzihrg trlygmg! kgz txbaljgkhe}hrhahyge}h%

G hzihrg toaë}ljg ì he}hemlmg joko o joenxe}o mh mlzjxrzo h mh gjæøhz wxh

le}hrihrhk eg hpthrlîejlg mg le}hrgjæêo h mg zojlgblalmgmh%Oz trojhzzoz jokxeljgjloeglz hz}êo le}lkgkhe}h rhagjloegmoz jok gjoez}l}xlæêo mh xkg hzihrg tþbaljg! zhemo hzzg rhztoezçyha tor mhl}gr gz eorkgzmo ml~hr h mo gflr moz gj}orhz zojlglz% Ehz}h zhe}lmo! tomhkoz ml~hr wxh g hzihrgtþbaljg ì o hztgæo hk wxh o nofo mgz le}hrgjæøhz zojlglz fge`g ylzlblalmgmh zojlga! ìtor lzzo wxh g jokxeljgæêo eêo tomh zhr ylz}g gthegz joko lez}rxkhe}o tgrg}rgezkl}lr leiorkgæêo%

G jokxeljgæêo ì zobrh}xmo o trojhzzo lez}l}xle}h mo hztgæo tþbaljo hk wxhzh mhzheroagk gz gjæøhz h oz mlzjxrzoz h wxh zh joeilfxrg xkg aofokgwxlg%

O joejhl}o mh hztgæo tþbaljo joko xk hztgæo mlzjxrzlyo! zlkbúaljo h }rgez+`lz}úrljo%

G hzihrg txbaljg al}hrçrlg eêo ì gx}oj}oehkhe}h bxrfxhzg3 hag trhzhryg xkgjoe}lexlmgmh hk rhagæêo ä rhtrhzhe}g}lylmgmh tþbaljg mg jor}h%

Trlygmo ‑Trlyg}xz‛  Tþbaljo ‑Txbaljxz‛ Olcoz ‚ rhagæøhz mh trotrlhmgmh h mh

mokëelo mo zhe`orTúalz ‚ çrhg mo mokëelo tþbaljo!

tgagyrg h gjæêohzihrg trlygmg ; olcoz hzihrg tþbaljg ; túalz

Eg jlmgmh mh hz}gmo mg mhkojrgjlg frhfg! g hzihrg tþbaljg ì mhzlfegmg tortúalz3 zxrfh zhtgrgmg mg hzihrg trlygmg mhzlfegmg tor olcoz3 trhygahjhk gz

rhagæøhz mh trotrlhmgmh h mh moklegæêo moz zhe`orhz mg jgzg zobrh gz kxa`hrhz!gz jrlgeægz h oz hzjrgyoz%G trgæg tþbaljg ì o aojga tgrg mhbg}hr oz gzzxe}oz rhag}lyoz ä foyhregæêo mg

jlmgmh h mhzheyoayhr gz gr}hz mg rh}úrljg%

Hzihrg mg Túalz

jokxk g }omoz

Hzihrg mg Olcoz

tgr}ljxagr! lemlylmxga

lejaxl o }rgbga`o h ggj}lylmgmh hjoeúkljg (ohz}gmo eêo le}hrihrh gwxl,

zhtgrgmg

Page 30: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 30/41

 

:4 

Eg lmgmh Kìmlg! g gx}orlmgmh tþbaljg h trlygmg ixemhk+zh exkg xelmgmhlezhtgrçyha nç wxh gkbgz zêo g hkgegæêo mh xk þeljo tomhr wxh ì o tomhr mozhe`or ihxmga% O zhe`or ihxmga rhtrhzhe}g g ormhk joahj}lyg wxh zh }oreg ylzëyhag}rgyìz mg oz}he}gæêo moz zhxz g}rlbx}oz h zëkboaoz%

Jok g Komhrelmgmh! zxrfhk eoygz orfgel~gæøhz hjoeúkljgz eg zojlhmgmh

mhylmo ä gx}oeokl~gæêo mgz hzihrgz tþbaljgz h trlygmgz  zxrflkhe}o mg jagzzh khrjge}la  trojhzzo mh agljl~gæêo mg lfrhng  joezoalmgæêo mg hjoeoklg bxrfxhzg  tgragkhe}grl~gæêo mg ylmg toaë}ljg

Hz}g hzihrg txbaljg ygl zxrflr joko xk hztgæo mh khmlgæêo he}rh g hzihrg mo tomhrtoal}ljo (rhtrhzhe}gmo thao Hz}gmo h rhztoezçyha thagz mhjlzøhz toaë}ljgz wxhml~hk rhzthl}o ä zojlhmgmh, h ä hzihrg ëe}lkg%

Hz}g hpthrlîejlg mo hztgæo tþbaljo egzjh eg gr}h h eg al}hrg}xrg hzihrg tþbaljgal}hrçrlg% G hpthrlîejlg eo jgkto mgz gr}hz hz}hemh+zh go jgkto mg toaë}ljg%

Ì g tgr}lr mg 2® kh}gmh mo zìjxao PYLLL wxh gzzlz}lkoz go gtgrhjlkhe}o mgjg}hforlg mh otlelêo tþbaljg h mg zxg lez}l}xjloegal~gæêo joko jgkto gx}úeoko mh

ahfl}lklmgmh%Oz jgiìz! oz zgaøhz! oz jaxbhz! jxno obnhj}o ì g mlzjxzzêo mh lmhlgz! zêo ozaojglz oemh gz jorrhe}hz mh otlelêo zh iorkgk g tgr}lr mg mlzjxzzêo mh otleløhzjoe}royhrzgz% Mhz}gz mlzjxzzøhz hkgegk }hp}oz wxh g lktrhezg mhtrhzzg mlyxafg%

G trlkhlrg hpthrlîejlg zojlga mh xkg hzihrg tþbaljg zxrfh eo âkbl}o mgjxa}xrg%

G otlelêo tþbaljg zú tomh tor mhilelæêo hplz}lr wxgemo o tþbaljo wxh ig~ xzomg rg~êo hz}ç heyoaylmo%

G tgr}lr mg hzihrg txbaljg al}hrçrlg gzzlz}lkoz go gtgrhjlkhe}o mg hzihrgtþbaljg toaë}ljg%

O jrl}ìrlo ì o xzo mg rg~êo eo âkbl}o mh xk hztgæo jokxeljgjloega h tor

lzzo o hztgæo tþbaljo komhreo mhyh g zxg joeilfxrgæêo h joezgfrgæêo äz trlkhlrgz

Zhj}or trlygmo

Zojlhmgmh jlyla

Hjoeoklg/Khrjgmo/]rgbga`o

Igkëalg

Hzihrg ëe}lkg

hzihrg mo tomhr toaë}ljo

Hz}gmo

 Gmklelz}rgæêo/Hpìrjl}o

 Grlz}ojrgjlg

Page 31: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 31/41

 

:7 

hzihrgz tþbaljgz bxrfxhzgz joez}l}xëmgz tor thzzogz trlygmgz wxh zh rhxelgk hkzgaøhz! jgiìz tgrg }rojgr hpthrlîejlgz%

Oz jlmgmêoz he}rgygk eg hzihrg tþbaljg jok bgzh eg gx}oeoklg wxh a`hzhrg joeihrlmg thagz zxgz ylmgz trlygmgz h rhagæøhz jëyljgz%

Hz}g hpthrlîejlg mh }oregr jokxk }omo xk joenxe}o mh hpthrlîejlgz

trlygmgz }rgezl}g toz}hrlorkhe}h tgrg g hzihrg tþbaljg toaë}ljg h joezgfrg o hztgæotþbaljo joko hztgæo mg rgjloegalmgmh! mg lfxgamgmh! gbhr}xrg h mhkojrgjlg%

O zxrflkhe}o mg hzihrg tþbaljg bxrfxhzg mo zìjxao PYLLL }rgmx~ xkgkxmgeæg mg bgzh mh ahfl}lkgæêo mo tomhr h tor lzzo g }grhig mhz}g hzihrg ì grhfxagkhe}gæêo mg zojlhmgmh jlyla  h heirhe}g g gx}orlmgmh mh koegrwxlghz}gbhahjlmg joe}hz}gemo o zhx tomhr% 

Ì g tgr}lr mo zìjxao PYLLL wxh g hzihrg tþbaljg bxrfxhzg joewxlz}g g zxgmlkhezêo toaë}ljg rhfxagkhe}gemo g rhagæêo he}rh o Hz}gmo h gz ehjhzzlmgmhz mgzojlhmgmh jlyla! rhgal~gmg g tgr}lr mg gx}oeokl~gæêo mg xkg otlelêo ‚ g otlelêotxbaljg ‚ mhylmgkhe}h ixemgkhe}gmg wxh trokoyh g ioræg mo kha`orgrfxkhe}o% 

G otlelêo tþbaljg zú tomh tor mhilelæêo hplz}lr wxgemo xk txbaljo il~hr xzomg rg~êo% O joejhl}o mh otlelêo tþbaljg ì lehrhe}h g xk trojhzzo jokxeljg}lyo%Trhygahjh o xzo tþbaljo mg rg~êo gr}ljxagmo tor lemlyëmxoz trlygmoz wxh gotgr}ljltgr hk mlzjxzzøhz gbhr}gz h irgejgz obrlfgk o tomhr tþbaljo (o Hz}gmo, g zhahfl}lkgr thrge}h g otlelêo tþbaljg%

Hz}g hzihrg txbaljg otøhk+zh äz trg}ljgz toaë}ljgz joezgfrgmgz thao hz}gmo%O zxrflkhe}o mo mlrhl}o komhreo wxh joezgfrg g mlihrheæg he}rh mlrhl}o tþbaljo hmlrhl}o trlygmo% ]rg~ o joejhl}o rlforozo mh ahl wxh gzzhe}g eg fhehrgalmgmh!gbz}rgjæêo h rgjloegalmgmh% Jok hz}h joejhl}o }omoz }hk mlrhl}oz h mhyhrhz%

Wxglz zêo oz jrl}ìrloz mh ixejloegkhe}o mg hzihrg tþbaljg toaë}ljg?G hzihrg tþbaljg zxrfh joko xk hztgæo mh khmlgæêo he}rh o Hz}gmo h g

zojlhmgmh jlyla mg wxga hkhrfh xkg otlelêo txbaljg rhzxa}gmo mo hphrjëjlo mgrgjloegalmgmh jokxeljgjloega wxh zh hphrjh ig~hemo xzo mgz trç}ljgz mgtxbaljlmgmh h mg jrë}ljg%

O xzo mg rg~êo h o hztërl}o laxklelz}g (albhrmgmh! joe`hjlkhe}o! trofrhzzo!hkgejltgæêo,! txbaljlmgmh ( }oregr tþbaljo, giroe}g gz trç}ljgz mo zhfrhmo moHz}gmo! g jrë}ljg (gx}o+rhiahpêo zobrh g trútrlg zojlhmgmh,%

Trlejëtloz mh ixejloegkhe}o mg hzihrg toaë}ljg jorrhztoemhk gtrlejëtloz mh orlhe}gæêo eo zhe}lmo mh xk lmhga }lto h eêo trotrlgkhe}h g xkgrhgalmgmh obnhj}lyg>

  tgrlmgmh eg grfxkhe}gæêo (lfxgamgmh mh hz}g}x}o moz tgr}ljltge}hz‚ xelyhrzgalmgmh mh gjhzzo, bgzhlg+zh eg gx}orlmgmh moz grfxkhe}oz

  g agljl~gæêo mg jxa}xrg wxh mhtolz zh hz}hemhx ä toaë}ljg (gbhr}xrg}hkç}ljg, ‚ g gx}orlmgmh ygl jhmhemo o axfgr ä mlzjxzzêo rgjloega

  o eêo ihj`gkhe}o mo txbaljo (gbhr}xrg mh tgr}ljltgæêo,

G hkhrfîejlg mh xkg hzihrg tþbaljg toal}l~gmg eo zìjxao PYLLL wxh ìrhztoezçyha thag joez}l}xlæêo mh xkg otlelêo tþbaljg hewxge}o otlelêomhylmgkhe}h ixemgkhe}gmg h wxh rhlylemljg g tozzlblalmgmh mh le}hrylr eoz

trojhzzoz mh mhjlzêo zxzjl}gemo mhbg}hz h wxhz}loegemo g ahfl}lklmgmh mgzmhjlzøhz toaë}ljgz hphrjlmgz zhfxemo iorkgz gbzoax}lz}gz mo hphrjëjlo mg zobhrgelg%

Page 32: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 32/41

 

:2 

G hzihrg txbaljg trofrhzzlygkhe}h gzzxkh+zh joko xk zxnhl}o mhhexejlgæêo h xk zxnhl}o mh ahfl}lkgæêo%

]xmo lz}o ì zxz}he}çyha! torwxh g jokxeljgæêo zxrfh joko o hztgæozlkbúaljo ixemgkhe}ga mg hzihrg tþbaljg! hz}gkoz! tor lzzo! thrge}h g jokxeljgæêojoko hphrjëjlo trlylahflgmo mg txbaljlmgmh% O hztgæo tþbaljo ì hklehe}hkhe}h xk

hztgæo mlzjxrzlyo%Ì lehyl}çyha igagr mh hzihrg tþbaljg toaë}ljg zhk igagrkoz mh noregalzko% Eo

leëjlo o noregalzko ì xk noregalzko mh otlelêo! torwxh gwxlao wxh zh hzjrhylg hrgtrg}ljgkhe}h gz irgzhz! oz mlzjxrzoz wxh zh oxylgk eoz jgiìz! zojlhmgmh! eg ëe}hfrg%

Leljlgakhe}h wxhk hzjrhylg eoz noreglz hrgk oz hzjrl}orhz h eêo oznoregalz}gz (torwxh eêo ̀ gylgk,%

]rgeziorkgæøhz mg Hzihrg Tþbaljg 

Gz zojlhmgmhz zoirhrgk }rgeziorkgæøhz eg hzihrg tþbaljg ‚ o tþbaljo joko‑zxnhl}o‛ mo mlzjxrzo! tgzzg g ‑obnhj}o‛ moz mlzjxrzoz ; ‑kgzzg‛% Hz}g kxmgeæg ahyg go mhjaëelo mg hzihrg tþbaljg h xk trojhzzo mh

le}hrtheh}rgæêo he}rh o hz}gmo h g zojlhmgmh wxh gjgbg tor mlaxlr g mlz}leæêo he}rhtþbaljo/trlygmo% G tgagyrg ‑trlygmo‛ tgzzg g moklegr gthegz g hzihrg ëe}lkg% Lz}oojorrh exk trojhzzo zxjhzzlyo eo }hkto! exkg hz}g}l~gæêo mg zojlhmgmh h ì eomhjorrhr mhz}h trojhzzo wxh zxrfh o Hz}gmo Zojlga%

Eo zhe}lmo leyhrzo! zxrfh o trojhzzo mh zojlgal~gæêo mo Hz}gmo  trlyg}l~gæêo mo Hz}gmo! g }rgezihrîejlg trofrhzzlyg mh jokth}îejlgz mo Hz}gmotgrg jortoz jortorg}lyoz mg zojlhmgmh jlyla%

G otlelêo txbaljg zoirh xkg troixemg }rgeziorkgæêo hk mxgz mlrhjæøhzotoz}gz> xkg heorkh hptgezêo h xk heirgwxhjlkhe}o mg zxg ioræg toaë}ljggx}úeokg%

O joezxklzko jxa}xrga zxrfh hewxge}o mlzzoaxæêo mg mljo}oklgtþbaljo/trlygmo% G mhztrlyg}l~gæêo mg hzihrg ëe}lkg g tgr}lr mg `hfhkoelg mgaúfljg mo axjro! tor}ge}o! gzzlz}lkoz ç mlzzoaxæêo moz jhe}roz joeyhejloeglz mhjxa}xrg (jgiìz! zgaøhz! …, h tor}ge}o o joezxko joahj}lyo zxbz}l}xl o joezxkotþbaljo%

Gzzlz}lkoz ç tgzzgfhk mo tþbaljo wxh thezg g jxa}xrg tgrg o tþbaljo wxhjoezokh g jxa}xrg! ç hejhegæêo mo mhbg}h h mg mlzjxzzêo! ç txbaljlmgmh joko

obnhj}o mh joezxko%Hah ml~ wxh g hptgezêo mo joezxko }rçz joezlfo }gkbìk g mhfrgmgæêo mgwxgalmgmh% G mlyhrzêo h g mlz}rgjæêo hewxge}o gmhzêo lkhmlg}g zxrfhk }gkbìkjoko iorkg mh lelblæêo mo rgjlojëelo jrë}ljo%

G :¾ igzh mg lktrhezg jgrgj}hrl~g+zh thao zxrflkhe}o mg bxrfxhzlgnoregaëz}ljg joko hktrhzg jgtl}galz}g (ilk mo zìj% PLP, wxh }rg~hk joezlfole}hrhzzhz trlygmoz mh axjro h g orlhe}gæêo mg hktrhzg noregaëz}ljg% O lkthrg}lyozxtrhko mhz}gz hktrhzgz tgzzg g zhr o gxkhe}o mgz }lrgfhez% G txbaljlmgmhjokhæg }gkbìk g zhr x}lal~gmg% G zlktaliljgæêo moz joe}hþmoz }rg~hk joezlfo ohzyg~lgkhe}o toaë}ljo mg lktrhezg% Jok o zxrflkhe}o moz gxmloylzxglz gzzlz}lkozjgmg yh~ kglz go zoaltjlzko mg rhjhtæêo! ox zhng! g zoalmêo eg rhjhtæêo% Jgmg yh~

kglz g otlelêo tþbaljg zxrfh joko obnhj}o mh hz}rg}ìflgz mh kgeltxagæêo(}rgeztozlæêo tgrg o jgkto mg jokxeljgæêo toal}ljg mo kgrch}lef jokhrjlga,%

Page 33: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 33/41

 

:: 

Tgzzgkoz mg otlelêo tþbaljg joko iorkg mh joez}l}xlæêo mg yoe}gmhjoahj}lyg tgrg xkg tzhxmo otlelêo tþbaljg%

Lz}o joaojg+eoz thrge}h gz gkblygaîejlgz mo hztgæo tþbaljo joe}hktorâehorhiahj}hk hk zleglz joe}rgml}úrloz> joezoalmgæêo mh xkg bgzh mh ahfl}lkgæêowxge}l}g}lygkhe}h jgmg yh~ ì kglor! zlkxa}gehgkhe}h! hag }gkbìk ì

wxgal}g}lygkhe}h kglz mìbla% Lz}o }rg~ g lmhlg wxh hz}g hzihrg tþbaljg ì xk jgktomh joeial}o zojlga oemh }îk axfgr lktor}ge}hz mhbg}hz zobrh o ix}xro mgz eozzgzzojlhmgmhz% G wxhz}êo wxh zxrfh ì> Wxga o ix}xro mgz mhkojrgjlgz?

@gbhrkgz jgrgj}hrl~g hz}g }rgeziorkgæêo joko tgzzgfhk mh xkg otlelêotþbaljg hewxge}o rhgal~gæêo mg rg~êo trç}ljg zlz}hkç}ljg mh rgjlojëelo jrë}ljo hrhiahplyo g xkg otlelêo tþbaljg zxnhl}g g xk zhezo jokxk le}hahj}xgakhe}h tobrh%G x}lal~gæêo mg mhzlfegæêo ‑hzihrg tþbaljg‛ kge}ìk+zh tor jokomlmgmh! nç wxh geoyg hzihrg zojlga gthegz rhko}gkhe}h rhkh}h tgrg o komhao mg hzihrg tþbaljgkomhreg (bxrfxhzg,%

G otlelêo joe}lexg g joez}l}xlr o zxtor}h trlejltga mg ahfl}lkgæêo mo tomhrkgz tgzzox mh hz}g}x}o mh ixeæêo jrë}ljg go hz}g}x}o mh ixeæêo gjagkg}lyg%

G ixeæêo mh ahfl}lkgæêo rhzlz}h g hz}h trojhzzo mh kxmgeæg h eo Hz}gmozojlga mgz zojlhmgmhz gj}xglz g otlelêo tþbaljg joe}lexg g joez}rxlr o zxtor}htrlejltga mh ahfl}lkgæêo mo tomhr! khzko gtrhzhe}gemo+zh mh iorkgzxbz}gejlgakhe}h mlihrhe}h% O zhx hphrjëjlo ì lrrhfxagr% Tor}ge}o! tomhkoz igagr mhxk hzyg~lgkhe}o toal}ljo mo joejhl}o! kgz wxh eêo j`hfg ç zxg ehx}rgal~gæêo! thaojoe}rçrlo! g eoyg hzihrg tþbaljg (tzhxmo hzihrg tþbaljg, ì joeihrlmo xk ygaor jgmgyh~ kglor hk }hrkoz mo mlrhl}o komhreo%

Hk joezhwxîejlg mgz }rgeziorkgæøhz hk jxrzo! g otlelêo tþbaljg zoirh xkgkx}gæêo troixemg hk mxgz mlrhjæøhz joe}rgml}úrlgz! tor xk agmo xkg heorkh

hptgezêo! tor ox}ro o heirgwxhjlkhe}o mg zxg ioræg toal}ljg gx}úeokg%Gjgbg tor zhr g mlaxlæêo mo tþbaljo h g joeyhrfîejlg mg kgzzg%@gbhrkgz Eoyg }horlg jrë}ljgAx`kgeLeztlrg+zh eo wxgmro }húrljo mg }horlg moz zlz}hkgz

 G otlelêo tþbaljg h oz trojhzzoz mh ahfl}lkgæêo! @gbhrkgz

O wxh le}hrhzzg eoz trojhzzoz tþbaljoz mh jokxeljgæêo ì g trç}ljg

mlgaofljgkhe}h mlzjxrzlyg mg mhalbhrgæêo wxh hz}ç eg orlfhk mg otlelêo txbaljghewxge}o tomhr jokxeljg}lyo% Hz}g eoæêo mh mhalbhrgæêo ì hzzhejlga eg joejhtæêomh @gbhrkgz mh otlelêo tþbaljg (rhzxa}ge}h mg }rojg mo xzo tþbaljo mg rg~êo3lktaljg xk trojhzzo eo ilk mo wxga zh j`hfg g xkg mhjlzêo,% G mhalbhrgæêozlfeliljg mhjlzêo trhjhmlmg mh xk trojhzzo mh mlzjxzzêo%

@gbhrkgz lezlz}h eoz trojhzzoz mh kþ}xo hzjagrhjlkhe}o wxh trhjhmhk g}okgmg mh mhjlzêo toaë}ljg3 o hzzhejlga ì o trojhzzo mlzjxrzo rgjloega tgrg zhgajgeægr g yhrmgmh

Ì ehzzg }rojg mh mlihrhe}hz thrzthj}lygz mh yhrmgmh wxh zh tomhrlg j`hfgr gxkg yhrmgmh rhzxa}ge}h moz trojhzzoz mh mlzjxzzêo%

G hzihrg tþbaljg joez}l}xl+zh joko g bgzh lez}l}xjloega mh iorkgæêo mg

otlelêo tþbaljg! hag joez}l}xl+zh joko xk hztgæo zojlga fhrgmo thag gjæêojokxeljgjloega%

Page 34: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 34/41

 

:= 

Hz}g hzihrg tþbaljg ila}rg h zle}h}l~g oz iaxpoz jokxeljgjloeglz h otleløhztþbaljgz }hkg}ljgkhe}h hzthjëiljgz3 ixejloeg }gkbìk joko xk zlz}hkg mhmh}hjæêo mh trobahkgz zojlglz h glemg ì jgtg~ mh trobahkg}l~gr oz trobahkgz torzl mh}hj}gmoz h gtrhzhe}gr tozzëyhlz zoaxæøhz mh komo g zhrhk hejgrgmgz joko}hkgz mh mlzjxzzøhz tþbaljgz SIXEÆØHZ MG HZIHRG TÞBALJG[

G hzihrg tþbaljg zxthrylzloeg o }rg}gkhe}o wxh o zlz}hkg toaë}ljo gtaljg ghzzhz trobahkgz%

G ahfl}lklmgmh mgz eorkgz h mgz lez}l}xlæøhz zojlglz rhzlmh eg tozzlblalmgmhmh gjormo rgjloega he}rh }omoz oz to}hejlgakhe}h gihj}gmoz h rhzlmh }gkbìk exklmhga mh orfgel~gæêo zojlga hk wxh eêo hplz}h ehjhzzlmgmh tor tgr}h mo tomhrtoaë}ljo mh hzjoemhr egmg goz jlmgmêoz%

G gbormgfhk mh @gbhrkgz hewxgmrg+zh kglz exkg ylzêo wxh tomëgkozmhzlfegr mh jrlzh mo trojhzzo mh ahfl}lkgæêo egz zojlhmgmhz gj}xglz3 g ylzêo mh@gbhrkgz ì xkg ylzêo trhojxtgmg jok gz zojlhmgmhz hewxge}o tozzlblalmgmhrgmljga mh }rgeziorkgæêo%

Ax`kgee

G }horlg mh Ax`kgee thrkl}h+eoz joktrhhemhr joko gz jolzgz ixejloegk%Hz}h hewxgmrg+zh eo ixejloegalzko zlz}ìkljo! gr}ljxagemo g trotoz}g mo hz}rx}xrgaixejloegalzko joko g }horlg moz zlz}hkgz3 trotøh xkg thrzthj}lyg mg zojlhmgmhhewxgmrgmg joko xk zlz}hkg h hz}ç jhe}rgmo hk hz}xmgr gz zojlhmgmhzjoktahpgz%

Ax`kgee he}hemh g zojlhmgmh joko xk zlz}hkg joktoz}o tor yçrloz zxb+zlz}hkgz zojlglz (hjoeúkljo! nxrëmljo! …,% Jgmg xk mhahz mhzhkthe`g ixeæøhz

hzthjliljgz h jgmg xk trhzzxtøh wxh ox}rgz ixeæøhz zêo mhzhkthe`gmgz torox}roz zxb+zlz}hkgz%

]ga igj}o fhrg le}hrmhthemîejlg h joothrgæêo joe}rlbxlemo tgrg gle}hfrgæêo h ixejloegkhe}o mo zlz}hkg zojlga wxh ì g zojlhmgmh%

g jokxeljgæêo ì o mlztozl}lyo ixemgkhe}ga mg mleâkljg hyoax}lyg mozzlz}hkgz zojlglz% O zhx obnhj}lyo ì tromx~lr g hiljçjlg wxh }oreg tozzëyha grhfxagrl~gæêo mg ylmg zojlga hk zojlhmgmh jgmg yh~ kglz joktahpgz! h ml~hr lz}owxhr ml~hr zojlhmgmhz jok jgmg yh~ kglor frgx mh lejhr}h~g%

Egz zojlhmgmhz gj}xglz joeiroe}gko+eoz jok g ehjhzzlmgmh mh }okgrmhjlzøhz kglz lejhr}gz mhylmo äz leþkhrgz tozzlblalmgmh hplz}he}hz%

Ä ax~ mhz}g thrzthj}lyg! g jokxeljgæêo ì ylz}g joko xk trojhzzolklehe}hkhe}h zhahj}lyo wxh zh mhzheyoayh hk : eëyhlz> tromxæêo mh xk joe}hþmoleiorkg}lyo (eëyha zhkâe}ljo,! g zxg mlixzêo (eëyha }ìjeljo, h g gjhl}gæêo mhzzhkhzko joe}hþmo (eëyha hiljçjlg,%

Ax`kge ig~ hwxlygahr zojlhmgmh g jokxeljgæêo eg khmlmg hk wxh ozzlz}hkgz zojlglz zú tomhk hplz}lr wxgemo `ç jokxeljgæêo! ox zhng! g jokxeljgæêoì o mlztozl}lyo ixemgkhe}ga mg mleâkljg moz zlz}hkgz zojlglz! torwxh gjokxeljgæêo mhz}leg+zh g tromx~lr g hiljçjlg zlkbúaljg fhehrgal~ge}h wxh }oregtozzëyha g rhfxagrl~gæêo mg ylmg zojlga% Aofo! zhk jokxeljgæêo eêo ̀ ç zojlhmgmh%

G jokxeljgæêo mhz}leg+zh g tromx~lr g hiljçjlg zlkbúaljg fhehrgal~ge}h wxh}oreg tozzëyha g rhfxagrlmgmh mg ylmg zojlga zob g iorkg mh xkg orfgel~gæêo

zlz}ìkljg%

Page 35: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 35/41

 

:8 

Zh thrfxe}grkoz g Ax`kgee zh g jokxeljgæêo ì içjla g zxg rhztoz}g ì ‑eêo‛!tolz tgrg hah g jokxeljgæêo ì gafo lktroyçyha% Hz}gkoz! tor}ge}o! thrge}h xktgrgmopo> hah ml~ wxh zhk jokxeljgæêo eêo `ç zojlhmgmh! kgz khzko gzzlkmhihemh wxh g jokxeljgæêo ì lktroyçyha%

Hz}h trojhzzo mo Hz}gmo Zojlga jokhæg g ojorrhr eo ilk mo zìjxao PP/leljlo

mo zìjxao PP% Hplz}h xkg rhagæêo he}rh g }hemîejlg tgrg g joejhe}rgæêo jgtl}galz}gh xk jrhzjhe}h le}hryhejloelzko mo Hz}gmo eg khmlmg hk wxh gz jagzzhz kglzmhzigyorhjlmgz hphrjhk trhzzøhz eo zhe}lmo mh ob}hrhk mlrhl}oz zojlglz h toaë}ljozwxh gz jokthezgzzh mgz mhzlfxgamgmhz hjoeúkljgz! o wxh ahyox g xkg hp}hezêo mggj}xgæêo mo Hz}gmo%

G hzihrg troilzzloega hyoaxl eo zhe}lmo mh xk zhj}or tþbaljo! hewxge}o gigkëalg wxh hrg g bgzh mh zxz}he}gæêo mo zhj}or trlygmo rhjxg/thrmh jgkto h}hemh g rhz}rleflr+zh ä hzihrg ëe}lkg mg ylmg igklalgr%

G kxmgeæg hz}rx}xrga mg igkëalg tg}rlgrjga bxrfxhzg mo zìjxao PYLLLjoezlz}h eg zxg rgmljga zhtgrgæêo mg hzihrg mo }rgbga`o h ehzzh trojhzzo orhemlkhe}o igklalgr mhlpg mh zh ixemgkhe}gr eg trotrlhmgmh h tgzzg g mhthemhrmh xk }rgbga`o gzzgagrlgmo h mhlpg mh joezhfxlr zxz}he}gr+zh eo jgzo mh xkghkhrfîejlg ox khzko eg yha`ljh%

G igkëalg ygl thrmhemo jgmg yh~ kglz ixeæøhz wxh a`hz hrgk hpjaxzlygz!eokhgmgkhe}h oz mh tro}hjæêo moz zhxz khkbroz! mh hmxjgæêo h mh orlhe}gæêo mhjoemx}gz h mh joktor}gkhe}oz (hmxjgæêo gbrgefhe}h g }omoz3 mhzhktrhfo!yha`ljh h moheæg tgzzgk g zhr tro}hflmoz thag zhfxrgeæg zojlga,

O txbaljo h o trlygmo yêo+zh }oregemo lemlz}le}oz h g igkëalg! hzzh rhzwxëjlomo trlygmo! }gkbìk hag ì mhztrlyg}l~gmg g}rgyìz mgz fgrge}lg z txbaljgz% O trlygmotgzzg gthegz g mhzlfegr g hzihrg ëe}lkg%

Tor trhzzêo mgz jagzzhz kglz mhzigyorhjlmgz! o Hz}gmo ì trhzzloegmo g

le}hrylr eo toe}o mh ylz}g moz mlrhl}oz `xkgeoz h zojlglz% G zojlhmgmh jlyla thrmh ggx}oeoklg rhag}lygkhe}h go Hz}gmo% Gz hktrhzgz }oregk+zh kxl}o mhthemhe}hzmoz gtoloz mo Hz}gmo% Thrmg mh gx}oeoklg mg zojlhmgmh jlyla thrge}h g hzihrgtþbaljg% G igkëalg gjgbg tor zhr mhztrlyg}l~gmg h gwxlao wxh rhz}g mg hzihrg trlygmggjgbg tor zhr rhmx~lmo ä hzihrg ëe}lkg%

Eo axfgr mg hzihrg tþbaljg al}hrçrlg mo zìjxao PYLLL zxrfh xk joezxklzkojxa}xrga h! tor}ge}o! gzzlz}lkoz ä tgzzgfhk mo tþbaljo wxh thezg g jxa}xrg tgrg otxbaljo wxh joezokh g jxa}xrg%

Tgzzg+zh mo joezxko tþbaljo tgrg xk joezxko joahj}lyo% O tþbaljo (o wxhtromx~ g otlelêo tþbaljg, tgzzg g zhr zxbz}l}xëmg thao joejhl}o mh kgzzg% Eohe}hemhr mh @gbhrkgz! hz}h trojhzzo joe}gkleg }gkbìk g hzihrg tþbaljg toaë}ljg‚ ‑hplz}h g }hemîejlg tgrg gbzoryhr g hzihrg tþbaljg tahblzjl}çrlg g}rgyìz mg hzihrgtþbaljg mo joezxklzko jxa}xrga‛% 

Gzzlz}lkoz go zxrflkhe}o mh xkg hzihrg zojlga toaë}ljg wxh nç eêo tomh zhrzxbkh}lmg ehk ä jg}hforlg mh tþbaljo! ehk mh trlygmo%

Xk trojhzzo toal}ljgkhe}h rhahyge}h mh hphrjëjlo mo tomhr }rgezjorrhmlrhj}gkhe}h he}rh gmklelz}rgæøhz trlygmgz! tgr}lmoz h gmklelz}rgæêo tþbaljg h otxbaljo zú hztorgmljgkhe}h ì lezhrlmo ehz}h jlrjxl}o mh tomhr h gthegz tgrggjgakgr%

]rgeziorkgæøhz eg hzihrg tþbaljg

  Mhfrgmgæêo mo xelyhrzo jxa}xrga>

Page 36: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 36/41

 

:9 

  mhztrlyg}l~gægo mg hzihrg ëe}lkg  mlzzoaxæêo moz jhe}roz joeyhejloeglz mh jxa}xrg  joezxko joahj}lyo zxbz}l}xl o joezxko txbaljo> g rhgalmgmh mh kgzzg>

‑tgzzgfhk mo tþbaljo wxh thezg tgrg o tþbaljo wxh joezokh g jxa}xrg‛   g hejhegæêo mo mhbg}h h mg mlzjxzzêo> o tgtha mg txbaljlmgmh eg

}rgeziorkgæêo mo tþbaljo hk obnhj}o joezxklmor mh tromx}ozmlzjxrzlyoz%

  Hptgezêo mo joezxko mhfrgmgæêo mg wxgalmgmh

O gagrfgkhe}o mo tþbaljo }rg~ joezlfo g lelblæêo mg jgtgjlmgmh mhtgr}ljltgæêo h g rhz}rlæêo mg mlzjxzzêo (alkl}gæêo }hkç}ljg,% G hzihrg tþbaljghptgemh+zh exkhrljgkhe}h kgz rh}rgl+zh go eëyha mg zxg ixeæêo jrë}ljg h mhtgr}ljltgæêo%

@gbhrkgz jgrgj}hrl~g hz}g }rgeziorkgæêo joko g tgzzgfhk mh xkg otlelêotþbaljg hewxge}o rhgal~gæêo mg rg~êo! trç}ljg zlz}hkç}ljg mh rgjlojëelo jrë}ljo! o

hphrjëjlo mh xkg rgjloegalmgmh jokxeljgjloega tgrg xkg otlelêo txbaljg zxnhl}ggo zhezo+jokxk%Mh otlelêo txbaljg tgzzg mh hz}g}x}o mh otlelêo txbaljg go hz}g}x}o mh

ixeæêo gjagkg}lyg% Mh otlelêo txbaljg joko iorkg mh joez}l}xlæêo mh yoe}gmhjoahj}lyg g tzhxmo+otlelêo txbaljg hewxge}o joez}rxæêo hz}rg}ìfljg jok ixeæêo mhle}hrhzzhz toaë}ljoz%

Hk zojlhmgmhz joktahpgz! hplz}h xk frgx mh lejhr}h~g! o wxh ahyg g kxl}gztozzlblalmgmhz% Tor lzzo! mhyhkoz hzjoa`hr he}rh }omgz gz tozzlblalmgmhz ojoe}hþmo leiorkg}lyo%

 G lktrobgblalmgmh mg jokxeljgæêo

Ax`kgee leþkhrg }rîz eëyhlz mh mliljxamgmh/lktrobgblalmgmh wxh }hk mhzhr zxthrgmoz tgrg wxh g jokxeljgæêo zh rhgal~h h jxng trútrlg zxthrgæêoAx`kgee joezlmhrg toxjo troyçyha>

7%  Lktrobgblalmgmh> o zhe}lmo zú zh tomh joktrhhemhr hk ixeæêo mojoe}hp}o h tgrg xk hah ì o wxh g khkorlg a`h igjxa}g% @onh! mhylmo golzoagkhe}o h ä lemlylmxgal~gæêo mg joezjlîejlg h mg hpthrlhejlg(zxbnhj}lylmgmh,! `ç xkg kxa}ltaljlmgmh mh joe}hp}oz! mh oemh rhzxa}g glktrobgblalmgmh mh gafxìk joktrhhemhr o wxh o ox}ro wxhr ml~hr% G

lktrobgblalmgmh mg joktrhhezêo kþ}xg ‚ ì mlzzo wxh zh }rg}g32%  Lktrobgblalmgmh> ì g mh gjhmhr goz rhjht}orhz3 g g}heæêo zú ìfgrge}lmg hk zl}xgæêo mh le}hrgjæêo% Tgrg gaìk mhz}g! wxgemo `ç gle}hrtozlæêo mg }ìjeljg g g}heæêo ygrlg jok oz le}hrhzzhz moz lemlyëmxoz!}ga }oreg lktroyçyha g jgt}gæêo mh g}heæêo ehjhzzçrlg tgrg wxh gjokxeljgæêo zh tromx~g% G }ìjeljg tomh zhr hagborgmg thaoz khmlg

:%  Lktrobgblalmgmh> ì g mh ob}hr o rhzxa}gmo mhzhngmo% Ehk zhwxhr o igj}omh g jokxeljgæêo }hr zlmo he}hemlmg fgrge}h wxh }he`g zlmo }gkbìkgjhl}h thao rhjht}or% Tor rhzxa}gmo mhzhngmo he}hemh o igj}o mh wxh orhjht}or gmot}h o joe}hþmo zhahj}lyo mg jokxeljgæêo (g leiorkgæêo,joko trhklzzg mh zhx trútrlo joktor}gkhe}o% (hiljçjlg,

Page 37: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 37/41

 

:6 

Hz}gz }rîz iorkgz mh lktrobgblalmgmh rhiorægk+zh kx}xgkhe}h torwxhwxgemo g jokxeljgæêo iol jorrhj}gkhe}h he}hemlmg mlztøh+zh mh kglor exkhro mhko}lyoz tgrg g rhnhl}gr3 h zh g jokxeljgæêo }rgezbormg o jlrjxao moz trhzhe}hz! gzxg joktrhhezêo }oreg+zh kglz mliëjla h ì kglz içjla! tor zxg yh~! wxh zh tromx~g grhnhlæêo%

Hz}g ahl zhfxemo g wxga gz lktrobgblalmgmhz zh rhiorægk kx}xgkhe}h h gzzoaxæøhz moz trobahkgz exk gzthj}o rhmx~hk gz tozzlblalmgmhz mh zoaxæêo mozox}roz! lktaljg wxh eêo hplz}h ehe`xk khlo wxh igjlal}h mlrhj}gkhe}h xktrofrhzzo joez}ge}h mh he}hemlkhe}o he}rh oz `okhez% Tgrg Ax`kgee! galefxgfhk h oz khloz mh jokxeljgæêo eêo rhzoayhk o trobahkg%

G zxg }horlg rhwxhr xk joejhl}o wxh mhzlfeh g }o}galmgmh moz khjgelzkozwxh zhryhk tgrg }rgeziorkgr g jokxeljgæêo lktroyçyha hk troyçyha! h hzzhjoejhl}o ì o mh khloz zlkboaljgkhe}h fhehrgal~gmoz%

Hz}hz khmlg zlkboaljgkhe}h fhehrgal~gmoz othrgk joko yhrmgmhlrozzxbz}l}x}oz mg alefxgfhk mh iorkg g fgrge}lr g othrg}lylmgmh h g hiljçjlg egixejloegalmgmh moz zlz}hkgz! rhmx~lemo g joktahplmgmh h g lejhr}h~g! mhilelemotgmrøhz mh rhagjloegkhe}o h he}hemlkhe}o `xkgeo! gzzhfxrgemo g gjhl}gæêo mgzmhjlzøhz%

Eo ixemo! zêo khloz mh jlrjxagæêo mh zhe}lmoz ahfë}lkoz wxh rhfxagk gzrhagæøhz zojlglz trútrlgz mh jgmg zxb+zlz}hkg% Jgmg zlz}hkg zojlga iorkg o zhxtrútrlo kìmlxk zlkboaljgkhe}h fhehrgal~gmo wxh rhfxag h eorkgal~g gz zxgzrhagæøhz

Mhe}ro mhz}g aúfljg wxh Ax`kgee mhihemh gwxlao wxh ygkoz j`gkgr gahfl}lklmgmh thao trojhmlkhe}o! ox zhng! yî g ahfl}lklmgmh joko xkg ixeæêozlz}hkg% Igjh ä joktahplmgmh zojlga h go lkthrg}lyo mo ixejloegkhe}o mo zlz}hkgzojlga! g ahfl}lklmgmh mgz mhjlzøhz eêo tomh zhr rhzoaylmg eo âkbl}o toaë}ljo fhrga

mg mhkojrgjlg ox mh joezhezo joezjlhe}hkhe}h hz}gbhahjlmo kgz rhtor}g ge}hz mhkglz ä wxhz}êo mg gjhl}gæêo mgz mhjlzøhz h go komo joko hzzg gjhl}gæêo tomh zhrjoez}l}xëmg%

G ahfl}lklmgmh lez}l}xjloega  rhzlmh eg tozzlblalmgmh mh zxtor g gjhl}gæêo%Ahfë}lkoz zêo gz mhjlzøhz egz wxglz zh tomh zxtor wxh wxgawxhr }hrjhlro hzthrgwxh oz eorkg}lygkhe}h g}leflmoz zh gnxz}hk jofel}lygkhe}h çz hpthj}g}lygzeorkg}lygz }rgezkl}lmgz gwxhahz wxh mhjlmhk%

G ahfl}lklmgmh ì gzzojlgmg ç jhr}h~g mg mhjlzêo! h joez}l}xl ehzzg khmlmgxk trlejltlo mh hiljçjlg lemlzthezçyha ç ylgblal~gæêo moz zlz}hkgz zojlglz%

Ì ehz}h zhe}lmo wxh hah jrlg g }hzh mh ahfl}lkgæêo thao trojhmlkhe}orhihrlemo+zh g xkg zojlhmgmh wxh nç eêo ahfl}lkg zhx mlrhl}o tor khlo mh xkgrgjloegalmgmh jokxeljgjloega! kgz zlk ox trlejltgakhe}h! tor khlo mgtgr}ljltgæêo zhk trojhmlkhe}oz%

Oz trojhmlkhe}oz joez}l}xhk+zh! gzzlk! joko yhrmgmhlroz zlz}hkgz mhgjæêo eg bgzh moz wxglz eêo ì gthegz fgrge}lmg g }okgmg mh mhjlzêo! kgz }gkbìkg zxg gjhl}gæêo! gkbgz gzzhfxrgmgz tor ge}hjltgæêo% ‑O trojhmlkhe}o tozzlblal}g hrhgal~g g jokxeljgæêo% Fgrge}h g rhgal~gæêo mgz mhjlzøhz h joe}rxlbxl tgrg gboalrgz thr}xrbgæøhz‛% 

G hiljçjlg mhz}hz trojhzzoz ì fgrge}lmg thag tgr}ljltgæêo moz zxnhl}oz! oxzhng! thaoz trojhmlkhe}oz wxh oz lemlyëmxoz zêo j`gkgmoz g mhzhkthe`gr%

Go joe}rgrlo mh @gbhrkgz! Ax`kgee zxz}he}g wxh oz trojhzzoz mh

ahfl}lkgæêo egz zojlhmgmhz joktahpgz eêo gztlrgk ä rhjxthrgæêo mg rgjloegalmgmh

Page 38: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 38/41

 

:0 

mg hz}rx}xrg jokxeljg}lyg! tor khlo mo alyrh hz}gbhahjlkhe}o mg jokxeljgæêo eêozh tomh gajgeægr ehe`xk obnhj}lyo%

£Mg mlzjxzzêo eêo egzjh g ax~³! Ax`kgee%Eg joejhtæêo mh Ax`kgee! g ahfl}lklmgmh eoz eozzoz mlgz mhyh zhr

he}hemlmg joko xkg ixeæêo zlz}ìkljg! ox zhng! eêo zh trhemh jok g ehjhzzlmgmh

mh nxz}liljgæêo eorkg}lyg lktoz}g thagz ko}lygæøhz moz zxnhl}oz kgz jlrjxezjrhyh+zh gthegz ä fgrge}lg mg rhfxagrlmgmh mg }okgmg mh mhjlzøhz%

Tgrg @gbhrkgz! g ahfl}lklmgmh jlrjxezjrhyh+zh ä fgrge}lg mh rhfxagrlmgmhmh }okgmg mh mhjlzøhz h iorkgz hahkhe}grhz mh zhe}lmo zlkboaljgkhe}hfhehrgal~gmoz wxh jrî tomhr iorehjhr goz zxnhl}oz g ko}lygæêo këelkg ehjhzzçrlgwxh fgrge}h g zxg joagborgæêo! gjhl}gæêo mgz mhjlzøhz%

Ax`kgee tgr}h mo trhzzxtoz}o wxh o wxgmro albhrga bxrfxîz! eo wxga gzwxhz}øhz mg ahfl}lklmgmh egz zojlhmgmhz komhregz jokhægrgk tor zhrhwxgjloegmgz h wxh o @gbhrkgz joe}lexg g gj`gr thr}lehe}h! eêo }hk wxgawxhrygalmgmh ̀ onh hk mlg%

Ehz}g trotoz}g mh Ax`kge hz}gkoz thrge}h xkg joejhtæêo kxl}otgr}ljxagr mh jokxeljgæêo> eêo zêo oz lemlyëmxoz hewxge}o }glz wxh zêojoezlmhrgmoz o zxnhl}o mg jokxeljgæêo! zêo oz zlz}hkgz zojlglz! h g jokxeljgæêomhz}leg+zh g tromx~lr g hiljçjlg zlkbúaljg fhehrgal~ge}h wxh ylgblal~g grhfxagrlmgmh mg ylmg zojlga%

G jokxeljgæêo ì xk trojhzzo hklehe}hkhe}h zhahj}lyo! mhz}legmo georkgal~gr gz rhagæøhz zlz}hkç}ljgz% Hz}gkoz thrge}h xkg joejhtæêo wxh rokthmh iorkg rgmljga jok gz rhihrîejlgz }rgmljloeglz zobrh oz hz}xmoz! zobrh oixejloegkhe}o mg jokxeljgæêo%

Ì mhe}ro mhz}h joe}hp}o }húrljo wxh o Ax`kgee gtrhzhe}g g otlelêo tþbaljg

he}hemlmg joko trojhzzo mh jokxeljgæêo trútrlo mo zlz}hkg toaë}ljo h jokokhjgelzko mh rhmxæêo mg jrhzjhe}h joktahplmgmh mo zlz}hkg zojlga% G otlelêotþbaljg kgelihz}g+zh joko o rhzxa}gmo mh xkg alkl}gæêo }hkç}ljg wxh a`h joeihrh gzxg hz}rx}xrg%

Hihl}oz jofel}lyoz mg Jokxeljgæêo mh Kgzzgz! ZGTHRGZ

Page 39: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 39/41

 

:< 

Ax`kgee> }hkg}l~gæêo h otlelêo txbaljg

Mh gjormo jok g }horlg moz zlz}hkgz mh Ax`kgee! g rhagæêo he}rh o zlz}hkgtoaë}ljo h g otlelêo tþbaljg ì bgz}ge}h trúplkg eg khmlmg hk wxh g otlelêo txbaljgjoez}l}xl tgrg o mokëelo toaë}ljo xk moz kglz lktor}ge}hz zhezorhz jxng

obzhrygæêo zxbz}l}xl g obzhrygæêo mlrhj}g mo gkblhe}h%G otlelêo txbaljg ì o trojhzzo mh jokxeljgæêo trútrlo mo zlz}hkg toaë}ljo h

ixejloeg joko o khjgelzko mh rhmxæêo mg jrhzjhe}h joktahplmgmh h mg gjæêo wxhhz}h lktaljg%

O zlz}hkg toaë}ljo x}lal~g g otlelêo txbaljg tgrg zh obzhrygr g zl khzko hkgelihz}g+zh joko o rhzxa}gmo mh xkg alkl}gæêo }hkç}ljg wxh a`h joeihrh g zxghz}rx}xrg%

G otlelêo txbaljg ì joejhblmg joko xkg hz}rx}xrg }hkç}ljg mhjokxeljgæêo txbaljg! ixemgmg eo igj}o mh wxh thrge}h xk exkhro lalkl}gmo mh}hkgz tomhk zhr yhljxagmgz thag otlelêo txbaljg kgz mgmg g g}heæêo mo txbaljo zúzh kgelihz}gr mh iorkg alkl}gmg% G otlelêo txbaljg kgelihz}g+zh joko xkghz}rx}xrg iorkgmg tor }hkgz lez}l}xjloegal~gmoz! obhmhjhemo g xkg ygaorgæêo mhrhahyâejlg tor tgr}h moz khloz mh jokxeljgæêo hk ixeæêo mgz ehjhzzlmgmhz mozlz}hkg toaë}ljo%

Oz khmlg jgegal~gk g eozzg g}heæêo tgrg mh}hrklegmoz }hkgz hkmhihrlkhe}o mh ox}roz%

G otlelêo txbaljg zxrfh joko xkg hz}rx}xrg }hkç}ljg mh jokxeljgæêotxbaljg ‚ xkg hz}rx}xrg iorkgmg thag zhahjæêo joe}lefhe}h mh }hkgz(}hkg}l~gæêo,! obhmhjhemo g xkg ygaorgæêo mh rhahyâejlg tor tgr}h moz khloz mhjokxeljgæêo mh kgzzgz hk ixeæêo mgz ehjhzzlmgmhz mo zlz}hkg toaë}ljo%

Joezlmhrgemo wxh g g}heæêo ì alkl}gmg h o khlo hp}rhkgkhe}h joktahpo! g

otlelêo txbaljg joko rhzxa}gmo mo trojhzzo mh }hkg}l~gæêo thrkl}h gjokxeljgæêo he}rh oz lemlyëmxoz! rhjagkgemo g zxg g}heæêo tgrg xk exkhroalkl}gmo moz }hkgz hplz}he}hz eo khlo joktahpo! gtoe}gemo zoaxæøhz tozzëyhlz hotleløhz wxh hzzhz }hkgz tomhk fhrgr%

G otlelêo txbaljg gzzxkh g ixeæêo mh khjgelzko ‚ fxlg mo zlz}hkg toal}ljo+ wxh eêo mh}hrkleg ehk o hphrjëjlo mo tomhr ehk g iorkgæêo mh otlelêo! kgzhz}gbhahjh oz joe}oreoz mgwxlao wxh ygl zhemo tozzëyha%

Otlelêo txbaljg h hihl}oz jofel}lyoz 

Hz}xmoz zobrh oz hihl}oz mg jokxeljgæêo mh kgzzgz>  ]horlg moz hihl}oz }o}glz ox lalkl}gmozkgeltxagæêo  ]horlg moz hihl}oz alkl}gmoz thrzxgzêo ‚ leiaxhejlg

Mhzheyoayhrgk+zh! he}rh 7<64 h 7<09! leyhz}lfgæøhz wxh ylhrgk rhiorkxagrg }horlg mh hihl}oz moz khmlg (HXG! Gahkge`g! L}çalg,%

Hzzg rhiorkxagæêo }hk g yhr jok g lmhlg mh wxh zh trg}ljg g lmhlg mgjokxeljgæêo zhr xk gj}o le}hejloega! wxh }hk leljlo h ilk h ojorrh exk }hktoalkl}gmo! ì tozzëyha joktrhhemhr o hihl}o mgz khezgfhez yhljxagmgz thaoz khmlg!gwxlao wxh zh hz}ç le}hrhzzgemo hk thrjhbhr ì wxh leiaxhejlg! ox wxh g}l}xmh }îk

oz khmlg egz thzzogz g egz zxgz g}l}xmhz%

Page 40: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 40/41

 

=4 

Kh}omoaoflg mh jxr}o trg~o h mh âkbl}o rhz}rl}o! eo zhe}lmo hk wxh zh lzoagg khezgfhk h trojxrg joktrhhemhr+zh aofo o zhx hihl}o%

Zgthrgz ml~ wxh g tgr}lr mg mìjgmg mh 64 trojxrox zxthrgr o hz}xmo mozhihl}oz mlrhj}o moz kgzz khmlg egz g}l}xmhz h otleløhz mg gxmlîejlg! }okgemo hkjoezlmhrgæêo oz hihl}oz lemrhj}oz h jxkxag}lyoz wxh lejlmhk zobrh oz

joe`hjlkhe}o mh xkg jokxelmgmh tozzxl zobrh o zhx khlo }horlg moz hihl}ozjofel}lyoz

Mhilelkoz hihl}o jofel}lyo ml~hemo wxh zh }rg}g mo joenxe}o mhjoezhwxîejlgz wxh mhrlygk mg gjæêo khmlgmorg moz khloz mh jokxeljgæêo mhkgzzgz zobrh oz joe`hjlkhe}oz tþbaljoz tgr}la`gmoz tor xkg jokxelmgmh%

]rîz trhklzzgz le}hralfgmgz jok g otlelêo h hztgæo tþbaljo>7%  Rhjoe`hjh+zh wxh oz lemlyëmxoz h oz frxtoz zojlglz ehjhzzl}gk mh xkg

frgemh wxge}lmgmh mh leiorkgæêo wxh a`hz thrkl}g rhjoe`hjhr o zhxkhlo h gmot}gr+zh äz zxgz kxmgeægz tgrg mh}hrklegrhk gz zxgzhz}rg}ìflgz mh mhjlzêo

2%  Rhjoe`hjh+zh wxh o zlz}hkg zojlga ehjhzzl}g mh xkg mlz}rlbxlæêozhahj}lyg mh joe`hjlkhe}oz tþbaljoz (}omo o }lto mh leiorkgæøhz!zgbhrhz, ylejxagmoz goz ilez h orlhe}gæøhz eorkg}lyoz moklege}hz (jgmgjgkto zojlga trojxrg lktor gz g}l}xmhz h ygaorhz wxh mhyhk zhr georkg,

:%  Rhjoe`hjh+zh wxh oz khlo mh jokxeljgæêo gj}xgk trhjlzgkhe}h jokolez}l}xlæøhz khmlgmorgz he}rh g totxagæêo h g rhgalmgmh h he}rh gtotxagæêo h gz lez}l}xlæøhz wxh tro}gfoel~gk oz trojhzzoz mh mhjlzêotþbaljg% Lzzo lktaljg kh}omoaoflgz mh âkbl}o gagrfgmo h kh}omoaoflgzmh aoefo trg~o! tolz zú gzzlk zh tomh hptaljgr h joktrhhemhr oz hihl}oz

mg jokxeljgæêo mh kgzzgz g tgr}lr eêo zú mo wxh hah j`gkg mhgj}lylmgmhz thrzxgzlygz! kgz }gkbìk mh gj}lylmgmhz jofel}lygz%

Zh wxgemo zh }rg}gyg mh thrjhbhr oz hihl}oz thrzxgzlyoz zh trojxrgyg thrjhbhr gleiaxhejlg wxh }le`gk oz khmlg eg otlelêo h eg g}l}xmh! wxgemo igagkoz hk hihl}ozjofel}lyoz igagkoz exkg ox}rg rhgalmgmh% ]rg}g+zh mh thrjhbhr oz hihl}oz mozkhmlg eg mhilelæêo moz }hkgz mh rhiahpêo! mlzjxzzêo h g}heæêo%

  Oz khmlg eêo kh ml~hk o wxh thezgr kgz }îk xk hihl}o ixemgkhe}gtorwxh mhilehk }hkgz hk wxh tomhkoz thezgr

  Ehjhzzlmgmh mh zhr khmlg}l~gmo/rhtrhzhe}gæêo mg rhgalmgmh 

Zhk leiorkgæêo eêo `ç tozzlblalmgmh mh }hr wxgawxhr }lto mh otlelêo]ltoaoflg moz hihl}oz jofel}lyoz mg jokxeljgæêo mh kgzzgz>

  Hihl}oz jofel}lyoz mg jgtgjlmgmh zlkbúaljg moz khloz mh jokxeljgæêo mhkgzzgz tgrg hz}rx}xrgr g otlelêo tþbaljg

  Hihl}oz jofel}lyoz rhzxa}ge}hz mo joe`hjlkhe}o zojlga

Jgxzgz wxh ko}lygrgk g kxmgeæg mh orlhe}gæêo eo hz}xmo moz hihl}oz (h motomhr, moz khmlgJgxzgz joe}hp}xglz

7%  ]rgeziorkgæøhz mo zlz}hkg jokxeljg}lyo moz khmlg ‚ joezoalmgæêo mg}hahylzêo joko khlo mh jokxeljgæêo ̀ hfhkúeljo

Page 41: Apontamentos Teorias da Comunicação

5/17/2018 Apontamentos Teorias da Comunicação - slidepdf.com

http://slidepdf.com/reader/full/apontamentos-teorias-da-comunicacao 41/41

 

=7 

2%  Komliljgæøhz wxh ojorrhk mo trútrlo zlz}hkg toaë}ljo mgz zojlhmgmhz ‚ mlaxlæêo mgz rhagæøhz he}rh gz thzzogz h oz tgr}lmoz toaë}ljoz3 g}rgeziorkgæêo mo zlz}hkg toaë}ljo gihj}g gz zxgz lez}l}xlæøhz wxh tgzzg gzhr khmlgmg thag jokxeljgæêo zojlga h eêo thag jokxeljgæêo mlrhj}gjok oz lemlyëmxoz%

:%  ]rgeziorkgæêo eg orfgel~gæêo mg leyhz}lfgæêo (komliljgæøhz egleyhz}lfgæêo mg trútrlg jokxeljgæêo,

Jgxzgz le}hregz7%  Thrzxgzêo yz jofelæêo2%  Hihl}oz mg jokxeljgæêo mh kgzzg eg otlelêo txbaljg:%  Âkbl}o rhz}rl}o tgrg xk âkbl}o gagrfgmo3 tgzzgr mh hihl}oz mh jxr}o

trg~o tgrg hihl}oz mh aoefo trg~o h lemlrhj}o=%  Gagrfgkhe}o eo âkbl}o rhz}rl}o moz khmlg8%  Rhix}gæêo tgrjlga mgz jgtgjlmgmhz zhahj}lygz moz khkbroz mg gxmlîejlg9%  Joezlmhrgæêo mg leiaxhejlg lemlrhj}g hphrjlmg thaoz khloz mh

jokxeljgæêo mh kgzzgz6%  Le}hfrgæêo eo hz}xmo moz hihl}oz mg jokxeljgæêo mh kgzzgz mg

leyhz}lfgæêo zobrh gzthj}oz noregaëz}ljoz