Resumen

PEREYRA-OLMOS, Giselle Alejandra; SORRIBAS, Patricia Mariel  y  CUELLO PAGNONE, Marina Soledad. Production and recognition of Senses on Problematic Substance Use: Analysis of Advertising after the National Mental Health Law . Trama comun. [online]. 2021, vol.25, n.2, pp.53-73. ISSN 1668-5628.

This paper aims to identify production and recognition conditions of sense on advertising pieces (published by National Health Ministry and Argentine Advertising Council) publicized since the enactment of Mental Health National Law and available until 2018, about problematic substance use of psychoactive substances, regarding the mental health paradigms that operate in them. It is a qualitative social investigation with descriptive scope structured in two stages. In the first, to identify production conditions, four graphic and three audiovisual pieces are analyzed with various tools from the field of discourse analysis.. In the second stage, the recognition conditions are identified. Through a study of primary sources, the meanings constructed by the recipients / enunciators of these pieces were investigated. For this purpose, a Focus group device was conducted, formed by users of the public health system due to problematic substances use, in Villa Mercedes, San Luis.

Palabras clave : Advertisement; Problematic substance use; Senses circulation; Prevention; Mental health paradigms.

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