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We analyze how health experts on Bem Estar television show (TV Globo) encourage modeling practices of viewers' conduct. The concept of governmentality - created by Michel Foucault and developed by followers, as Nikolas Rose - underlies the study that has modes of address and television style as methods. The authority of experts - demonstrated by speech, clothing and didactic tone - asks the viewer voluntary cultivation of healthy habits and behaviors, reinforcing the neoliberal governments' maxim that health is up to individual's responsibility. [ABSTRACT FROM AUTHOR]

Starting from a review of the structuralist and culturalist paradigms, whose analytical models were important from the perspective of cultural studies since the '1970s in research on media products, this paper resumes the discussion around the possibility of analyzing modes of address. This perspective allow us to show what is characteristic of television language and also to deal with the specificities of the product's social and cultural context, leading us to affirm the close dialogue between media texts and cultural reality. [ABSTRACT FROM AUTHOR]

The aim of this paper is to present the methodological proposal and the results of the research "Communication, culture and politics: dimensions of representation" in which we aim at understanding the positions of slam dwellers subjects built by television programs. From the presupposition that television is an important dimension of social life, we try to unravel its productions from a methodological approach which matches content analysis with television gender analysis to understand the ways the narratives suggest for the presentation of those subjects. The corpus is composed of four programs exhibited by Rede Globo Television: Central da Periferia (2006), Linha Direta (2004), Globo Repórter (2004) and Cidade dos Homens (2002). [ABSTRACT FROM AUTHOR]