The claim of freedom: deinstitutionalization movement and practices in the 1990s, through their posters

Abstract

This article aims to understand how the voices that changed the practices and ideas about madness organized their discourse and disputed meanings in the public space, through the analysis of advertising material for the Brazilian Psychiatric Reform. More specifically in 1990’s posters, one of the social-historical and discursive moments focused in the thesis: "Social Movements in Health and Strategies of Production of Senses: in the claim of freedom, the new place of madness". The posters were analyzed in their discourses trying to identify, comprehend and compare the enunciation devices in the light of their temporal and geographical aspects. The results identify the 1990’s as a moment of consolidation for deinstitutionalization movement and practices (anti-manicomial), when culture, freedom and citizenship were the main values, which built the meaning of that historical moment.

Keywords:
Communication and Health; movement and deinstitutionalization practices; discourse analysis