Photoadvisory: the photography in the press advisory body in the Maringá City Hall Administration

Abstract

This work aims the study of the photographic image in the press advisory body. It puts the press advisory body into the field of organizational communication. It seeks to answer to the following question: What strategies of senses do the photographic images build in the press advisement? In this attempt, it aims to: 1) To conceptualize photojournalism and the aspect of intentionality inherent to the production of this type of image; 2) To infer about the photographer’s intention in the photographic image produced for the purpose of press advisory body, 3) To analyze if the formats and genres of photographic image in journalism remain in the press advisory body. This
work is guided by the methodological perspective ofanalytical deconstruction of photographic images in Boni (2000), as it assumes that the photographic image has its own language, with meaning and a written form that can be read, and therefore it appears as discourse. As a discourse, the photographic image in the press advisory body aims to build positive senses for the advised. The photojournalist of the press advisory body in the photographic language intends to have elements, objects and characters in order to build up concepts, values and positive representations of the advised. For analysis of the photojournalists’ intentionality, they were used 24 photographs taken from
the site of the press advisory body of the Prefecture2 of Maringá-PR, referring to several articles. The first material is about the deliver of a community vegetable garden to the population of Tuiuti area. The second one refers to the construction of the Northern border route- the road that will divert truck traffic from central area. The last material shows the meeting of the community of Jardim Paraíso area with the mayor during Espaço da Cidadania, a government program created to provide the administration services to the population and also to divulge their actions. It can be affirmed that the press advisory body of photographic image, a term created to designate the
photographic image in the press advisory body, takes distance from photojournalism, as resulting of its intentionality and of images formats in its production, such as the arranged, consented and masqueraded photography.