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            <title xml:lang="en">GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD</title>
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            <title xml:lang="en" type="sub">considerations about the organizational dimension of the production practices circuit in the Ministry of Health</title>
            <title xml:lang="es" type="sub">reflexiones acerca de la dimensión organizacional del circuito de las prácticas de producción en el Ministério de la Salud</title>
            <title xml:lang="pt" type="sub">considerações sobre a dimensão organizacional no circuito das práticas de produção no Ministério da Saúde</title>
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                <title xml:lang="en">GOVERNMENTAL PUBLIC INTEREST ADVERTISING IN THE HEALTH FIELD</title>
                <title xml:lang="es">PUBLICIDAD GUBERNAMENTAL DE UTILIDAD PÚBLICA EN SALUD</title>
                <title xml:lang="pt">PUBLICIDADE GOVERNAMENTAL DE UTILIDADE PÚBLICA EM SAÚDE</title>
                <title xml:lang="en" type="sub">considerations about the organizational dimension of the production practices circuit in the Ministry of Health</title>
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                <title xml:lang="pt" type="sub">considerações sobre a dimensão organizacional no circuito das práticas de produção no Ministério da Saúde</title>
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                <term xml:lang="en">communication</term>
                <term xml:lang="en">cultural studies</term>
                <term xml:lang="en">health</term>
                <term xml:lang="en">propaganda</term>
                <term xml:lang="en">Advertising</term>
                <term xml:lang="es">Publicidad</term>
                <term xml:lang="es">estudios culturales</term>
                <term xml:lang="es">salud</term>
                <term xml:lang="es">comunicación</term>
                <term xml:lang="pt">comunicação</term>
                <term xml:lang="pt">estudos culturais</term>
                <term xml:lang="pt">saúde</term>
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              <p>Health is considered as a conceptual complex regarding actors, practices, contexts and specific dynamics. Since the Cultural Studies perspective, this article considers the logics and dimensions involved in the process of production of an advertising campaign by the Ministry of Health. The collected data (in documentary research and interviews), analyzed, pointed that the process of production is composed by the articulation and tension between what is written on the rules and what is the everyday practices in a given social context. Besides, it's the aftermath of negotiations and disputes between the actors and institutions involved. The organizational logic stood out at the same time the health logic was attenuated, mainly, when related to the concept of health in our attention system.</p>
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              <p>La salud se configura como un complejo conceptual con actores, prácticas, contextos y dinámicas específicas. Desde la perspectiva de los Estudios Culturales, este artículo considera lógicas y dimensiones movilizadas en el proceso de producción de una campaña publicitaria por el Ministerio de la Salud. Los datos recogidos en la investigación documental y entrevistas, analizados, indicaron que el circuito de producción se configura en la articulación y la tensión entre las disposiciones de las normas y las actualizaciones de las prácticas diarias insertadas en el contexto social. Es el resultado de las negociaciones y disputas entre actores y organizaciones involucradas. La lógica de la organización se destacó mientras que la lógica de la salud se mostró relativamente atenuada, en particular en relación con el diseño de nuestro sistema de salud.</p>
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              <p>A saúde configura-se como complexo conceitual com atores, práticas, contextos e dinâmicas particulares. Na perspectiva dos Estudos Culturais, este artigo considera lógicas e dimensões mobilizadas no processo de produção de campanha publicitária pelo Ministério da Saúde. Os dados coletados, em pesquisa documental e entrevistas, analisados, indicaram que o circuito de produção é configurado na articulação e tensionamento entre o disposto nas normas e o atualizado nas práticas cotidianas inseridas no contexto social, além de resultado de negociações e disputas entre atores e organizações envolvidas. A lógica organizacional destacou-se, ao mesmo tempo em que a lógica da saúde apresentou-se relativamente atenuada, sobretudo, em relação à concepção de saúde em nosso sistema de atenção.</p>
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