bruno de oliveira jayme university of victoria community-based research laboratory
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“The story of my face”. How environmental stewards perceive stigmatization (re)produced by the media. Bruno de Oliveira Jayme University of Victoria Community-Based Research Laboratory. “Seeing comes before words. The child looks and recognizes before it can speak.” - PowerPoint PPT PresentationTRANSCRIPT
“The story of my face”. How environmental stewards perceive stigmatization (re)produced by the media
Bruno de Oliveira JaymeUniversity of Victoria
Community-Based Research Laboratory
“Seeing comes before words.The child looks and recognizes before it can speak.”
(John Berger in “Ways of Seeing”)
Who are these faces?
Environmental stewards;
2006 = 50 binners;
2010 = 210 binners;
Recycling is the main income generation for 98% of binners.
Source: Binning report, CBRL.
How media (re)produce stigmatization?
How media (re)produce stigmatization?
How media (re)produce stigmatization?
How media (re)produce stigmatization?
How media (re)produce stigmatization?
How media (re)produce stigmatization?
Recyclers’ perceptions
1- Mark: I believe there is a certain stigma[2- Joy: [It’s a persona3- It’s a persona.4- Mark: I mean, our face seems to tell us. I 5- walk in a store and they target me as a booster, a 6- shoplifter. Because my face tells a story. My high 7- cheekbones, I am an ex heroin addict.
1- Mark: I believe there is a certain stigma[2- Joy: [It’s a persona3- It’s a persona.4- Mark: I mean, our face seems to tell us. I 5- walk in a store and they target me as a booster, a 6- shoplifter. Because my face tells a story, my high 7- cheekbones. I am an ex heroin addict.
Recyclers’ perceptions
1- Mark: I believe there is a certain stigma[2- Joy: [It’s a persona3- It’s a persona.4- Mark: I mean, our face seems to tell us. I 5- walk in a store and they target me as a booster, a 6- shoplifter. Because my face tells a story, my high 7- cheekbones. I am an ex heroin addict.
Recyclers’ perceptions
1- Mark: I believe there is a certain stigma[2- Joy: [It’s a persona3- It’s a persona.4- Mark: I mean, our face seems to tell us. I 5- walk in a store and they target me as a booster, a 6- shoplifter. Because my face tells a story, my high 7- cheekbones. I am an ex heroin addict.
Recyclers’ perceptions
Discussion
Hotline = Panapticon
Discipline and Punish (Foucault, 1977)
CRD Metro Waste
Recyclers
…but what about social economy?
Conclusion
✓ Semiotic studies are fundamental in understanding how signifiers can shape different social behaviors;
✓Media produce and reproduce the stigmatization of recyclers;
✓Stigmatization is an attribute presented to, or perceived by others;
✓Stigmatization increases recycler’s vulnerability;
✓Stigmatization decreases the value of the recyclers
Obrigado(Thank you)
http://web.me.com/brunojayme/Bruno