This is a qualitative exploratory study related to the use of television institutional advertisements and mass media discourses (symbolic forms) mediated by governmental agents and by a private institution in favor of Companhia Vale do Rio Doce privatization. Supported by the Depth Hermeneutics and Critical Discourses Studies, the aim of the study was to demonstrate how these symbolic forms may serve to establish and reinforce relations of domination. Considering the mass media has the legal responsibility to inform and educate critically the citizens and the television institutional advertisements in focus only stimulate and value the neoliberal politics pro-privatization, it was concluded that these symbolic forms may be reinforcing the relations of domination.
Social psychology; neoliberalism; advertisements