GESTÃO PÚBLICA E RESPONSABILIDADE

UMA ABORDAGEM ACERCA DA IMPORTÂNCIA DA COMUNICAÇÃO DE CAMPANHAS

Abstract

This article aims to present an approach to the communication process in Brazilian public management. In this way, it briefly addresses the governing principles of Brazilian public administration, public communication and the communication process. Furthermore, the fundamental importance of Discourse Analysis is addressed to explain the functioning of discursive materialities , such as public advertising campaigns. For this purpose, qualitative and bibliographical research was used as a methodology to explore the themes and theoretical basis. With this, it was possible to observe that the discourse present in public campaigns, because it has an ideological character like any manifestation of language, generates diverse and singular interpretations that, not infrequently, can lead to contrary or even excluding senses to a certain social group. Thus, greater commitment is needed in the construction of publicity campaigns carried out by the public administration, since it is aimed at a diverse public.