Mídia e Consumo: a afirmação do consumo de cursos MBA nas páginas do Boa Chance

Abstract

Communications studying field is known by its interdisciplinarity, which allows analyzing objects related to other areas as they're presented by different kinds of media. Making use of words, images and sounds, the means of communication help product reasons to use and appropriation of different products and services available. Through this information exchange based on studies of consumption on an Education originated product, the MBA courses, this paper aims to analyze the messages produced by Boa Chance, a feature of the newspaper O Globo, about this type of education. Communication, Consumption, Education and Social Representation authors compose the referential background of this paper. Besides offering subsidies to reflect on the consumption of this kind of product, the ideas and concepts presented also collaborate on building the elaborated categories to analyze published issues. In order to look more deeply the at the MBA courses, it was necessary to study the history of this teaching program, since its very beginning, in the United States, followed by its rise in the 1940's up to when it landed in Brazil. The way the courses were introduced by the job newspapers features, especially by Boa Chance is also highlighted in this study. Interviews with reporters and editors that have worked or still work for Boa Chance feature articles allowed identify under which context the issues related to this topic became more frequent. Therefore, it was possible to perceive that the subject started being more published as the institutions offered vacancies, in the early 2000's. Twenty six editions of the feature were stored between 2009 and 2010, seeking understand how the means of communication approach this kind of consumption and also what are the representations they produce about this type of education.