Institutional image building for the Judiciary Power – an analysis based on the advertising campaigns of the National Council of Justice
Main Article Content
Abstract
Since the National Council of Justice (CNJ) was created, in 2004, there’s a space in the Judiciary for reflection and guidance with regard to the practices and institutional positioning of this Power. Within the scope of CNJ, one finds out the planning of actions promoting a change in the Judiciary image, which includes advertising campaigns, launched from 2008 by CNJ, in order to promote a new way how the Judiciary interacts with society. This paper aims to present how CNJ uses advertising pieces to build the Judiciary institutional image before the citizens. For this, the official advertising pieces launched by CNJ were analyzed having as a basis the advertising discourse analysis method proposed by Pinto (2002), who suggests an interpretive approach, grounded on the analysis of three functions of the advertising discourse: showing; interaction; and seduction. By analyzing the advertising pieces, it was possible to offer an interpretation of the proposal of institutional image construction concerned. The use of two advertising discourses supporting the Judiciary image construction by CNJ becomes apparent: the operational discourse, which mainly refers to the promotion of jurisdictional proceeding methods to increase the speed of the Judiciary; and the social discourse, which attributes to the Judiciary a key role in the discussion of controversial themes, such as punishment to violence against women, the application of alternative sentencing, and the ressocialization of former prisoners, something which clearly shows the new Judiciary attitude.
Downloads
Metrics
Article Details
Cadernos EBAPE.BR undertakes to contribute to the protection of authors’ intellectual rights. On this matter:
- It uses the Creative Commons BY (CC-BY) license for all texts it publishes, except when there is indication of specific holders of copyrights and property rights;
- It uses the similarity verification software of content - Plagiarism (Crossref Similarity Check);
- It takes actions to fight against plagiarism and ethical misconduct aligned with the guidelines of the Committee on Publication Ethics (COPE).
Further information on the Code of Ethics adopted by Cadernos EBAPE.BR can be found in Ethical Standards and Code of Conduct.