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Atenção Primária à Saúde

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Apoios à mulher/nutriz nas peças publicitárias da Semana Mundial da Amamentação. / Apoios à mulher/nutriz nas peças publicitárias da Semana Mundial da Amamentação. / Support to woman/nourisher in the advertising pieces of the World Breastfeeding Week.

Moreira, Luciana Alves; Cruz, Nina Velasco E; Linhares, Francisca Marcia Pereira; Guedes, Tatiane Gomes; Martins, Fernanda Demutti Pimpão; Pontes, Cleide Maria.
Rev Bras Enferm; 70(1): 61-70, 2017.
Artigo em Português, Inglês | MEDLINE | Fev 2017 | ID: mdl-28226043
Resumo: Objective:: to unveil the support to woman/nourisher in the advertisements of the World Breastfeeding Week. Method:: This is a descriptive, exploratory, documentary, qualitative study. Since the collection until the analyses of these advertisements, we adopted the methodological steps of Gemma Penn, based on the semiology of Roland Barthes. The results were interpreted by the theory of Social Network of Sanícola and of the five types of support: companionship, emotional, instrumental, informational, and self-supportive. Results:: we identified actors of the social network of the woman/nourisher in nine advertisements of the 22 world breastfeeding weeks. In five of them, partner, grandmother, and brother showed emotional and companionship support to breastfeeding. We observed self-support in three posters; instrumental support in one; and informational support in none. Conclusion:: the support unraveled in only five advertisements included: emotional, companionship, instrumental, and self-supportive. In the others, there was no support. The set of supports was not revealed in any of them.