A MÍDIA E A PRODUÇÃO DO CONSENSO EM TORNO DAS POLÍTICAS EDUCACIONAIS: o caso do Novo Ensino Médio

Abstract

The article presents an analysis of advertisements broadcast by media channels, especially television, about the main educational policy in vogue, namely, the New High School. From the concepts of ideology, in Marx and Engels, and hegemony and ideology in Gramsci, analyzes the ideological character of advertisements, seeking to demonstrate how they portray the aggregated reality of elements of mystification and how this constitutes a class task. It also approaches the usurping and retrograde character of the reform, relating it to the ultraliberal and conservative rise of contemporary Brazil. Concluding that the media continues to be an essential vehicle for the dissemination of the dominant ideology, and that if it had been important in all historical times, today it is absolutely imperative.

Keywords

• public policies
• new type of education entrepreneurship
• new high school
• ideology
• advertising