COMUNICAÇÃO E SAÚDE EM JOGO Os Video Games Como Estratégia De Promoção Da Saúde

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COMUNICAÇÃO E SAÚDE EM JOGO Os Video Games Como Estratégia De Promoção Da Saúde MARCELO SIMÃO DE VASCONCELLOS COMUNICAÇÃO E SAÚDE EM JOGO Os video games como estratégia de promoção da saúde ORIENTADORA Profa. Dra. Inesita Soares de Araujo 2o ORIENTADOR Prof. Dr. Joost Raessens Rio de Janeiro 2013 MARCELO SIMÃO DE VASCONCELLOS COMUNICAÇÃO E SAÚDE EM JOGO Os video games como estratégia de promoção da saúde Tese apresentada ao Programa de Pós- Graduação em Informação, Comunicação e Saúde (Icict), como parte dos requisitos para obtenção do grau de Doutor em Ciências. Orientadora: Profa. Dra. Inesita Soares de Araujo 2o Orientador: Prof. Dr. Joost Raessens Rio de Janeiro 2013 Ficha catalográfica elaborada pela Biblioteca de Ciências Biomédicas/ ICICT / FIOCRUZ - RJ V331 Vasconcellos, Marcelo Simão de Comunicação e saúde em jogo: os video games como estratégia de promoção da saúde / Marcelo Simão de Vasconcellos. – Rio de Janeiro, 2013. xiv, 293 f. : il. ; 30 cm. Tese (Doutorado) – Instituto de Comunicação e Informação Científica e Tecnológica em Saúde, Pós-Graduação em Informação e Comunicação em Saúde, 2013. Bibliografia: f. 259-281 1. Comunicação e saúde. 2. Promoção da saúde. 3. Video games. 4. MMORPGs. 5. Jogos digitais. 6. Mundos virtuais. I. Título. CDD 371.337 MARCELO SIMÃO DE VASCONCELLOS COMUNICAÇÃO E SAÚDE EM JOGO: Os video games como estratégia de promoção da saúde Aprovado em ___ de ___________ de __________. Banca Examinadora Profa. Dra. Inesita Soares de Araujo Icict / Fundação Oswaldo Cruz Prof. Dr. André Luiz Martins Lemos FACOM / Universidade Federal da Bahia Profa. Dra. Wilma Madeira Instituto Sírio-Libanês Profa. Dra. Kátia Lerner Icict / Fundação Oswaldo Cruz Profa. Dra. Cícera Henrique da Silva Icict / Fundação Oswaldo Cruz A Deus, “porque Dele, e por meio Dele, e para Ele são todas as coisas.” (Romanos, 11:36) A meus pais, Edézio e Sônia, cujo amor e dedicação me trouxeram até aqui. À minha esposa, Ilmeire, que abdicou tantas vezes da minha presença nestes quatro anos, mas cujo carinho e companheirismo me ajudaram a superar todas as dificuldades e incertezas. AGRADECIMENTOS À minha orientadora, Inesita Soares de Araujo, que me ensinou, orientou e corrigiu ao longo destes quatro anos e com quem aprendi a entender um pouco mais as sofisticadas estratégias do discurso, um jogo desafiante em si mesmo. Obrigado por me ajudar a transformar intuições ainda nebulosas em argumento escrito e ter sido a primeira pessoa a acreditar que um gamer poderia se tornar um pesquisador. Aos meus colegas do Icict e do Multimeios, pelo reconhecimento e apoio à pesquisa deste objeto ainda tão novo, que são os video games. Em especial a Mauro Campello, Cristiane d’Avila, Paulo Marques, Henrique Nicolau, Alice Ferry, Umberto Trigueiros e Adir Glüsing. A Flávia Carvalho, pela companhia, apoio e ajuda em incontáveis ocasiões. A Wanilmar Kawakami, pelo incentivo e carinho. A Bianca Marins, pelos comentários oportunos e úteis. Aos meus colegas alunos e professores do PPGICS, por todo o aprendizado, companhia e incentivo. Aos entrevistados, que me cederam seu tempo, simpatia e histórias que foram esclarecedoras, engraçadas e, às vezes, esquisitas. Ao professor Joost Raessens, pela calorosa acolhida em Utrecht e pela orientação concedida, a qual contribuiu muito para esta tese. Valeu a pena ter cruzado o Atlântico para obter este aprendizado. Ao grupo de pesquisadores do New Media & Digital Culture da universidade de Utrecht, por compartilhar seu conhecimento comigo, especialmente ao doutor René Glas, pelas profundas observações a respeito de World of Warcraft. A Alex Gekker, pelas produtivas conversas a respeito de video games e comunicação nos cafés de Utrecht – Eu ainda lhe devo alguns scones por conta disso. Aos amigos de Utrecht cuja amizade tornou possível suportar os cinco meses longe de casa: Emanuelle, Pieter, Flávia Ba, Daniel Schiavini, Karola, Daniel Thomaz, Rafael, Vinícius, Suen e Qijun Han. “Suponha que nós apenas sonhamos, ou inventamos todas aquelas coisas – árvores e relva e sol e lua e estrelas e até o próprio Aslam. Suponha que tenhamos feito isso. Então tudo que posso dizer é que, neste caso, as coisas inventadas parecem muito mais importantes do que as reais. Suponha que este fosso negro, este seu reino, seja o único mundo. Bem, me ocorre que é um mundo bem pobre. E esta é a coisa engraçada, quando penso a respeito. Nós somos apenas bebês inventando um jogo, se você estiver certa. Mas quatro bebês jogando um jogo podem criar um mundo de brincadeira que ganha do seu mundo vazio. É por isso que eu vou ficar do lado do mundo de brincadeira. Eu estou do lado de Aslam, mesmo que não haja Aslam.” C.S. Lewis, The Silver Chair (2009, p. 196, tradução nossa) RESUMO As estratégias públicas de Comunicação e Saúde no Brasil fazem uso de variadas mídias, desde as tradicionais (impressos, rádio, televisão) até as novas mídias, como sites, blogs e redes sociais. Estas iniciativas apresentam limitações advindas de sua matriz comunicacional, que produz uma prática caracterizada por um enfoque normativo e prescritivo e pela centralização da produção, com a decorrência de não atender a diversidade e as especificidades dos múltiplos contextos culturais e sanitários de um país como o Brasil, além de estabelecer um padrão comunicativo unidirecional, sem espaço para interlocução com os cidadãos. Estas características limitam muito os resultados das políticas de Comunicação e Saúde, que não se alinham com o protagonismo inerente aos princípios do SUS, particularmente ao princípio da participação social Esta tese investigou o potencial de Massively Multiplayer On-line Roleplaying Games (MMORPGs) para a Comunicação e Saúde sob o enfoque da promoção da saúde e teve como premissa que MMORPGs podem superar estes problemas apontados, representando uma estratégia relevante para a Comunicação e Saúde no sentido do aprimoramento da Promoção da Saúde, como espaço de desenvolvimento de uma cultura participatória na relação entre o Estado e a população, portanto como elemento de transformação da sociedade. Foram utilizados conceitos e teorias dos campos da Comunicação e Saúde e dos Game Studies para caracterizar video games como cultura participatória. Jogadores de um MMORPG (World of Warcraft) foram entrevistados como forma de refinamento da elaboração de categorias analíticas que formaram uma estrutura para análise de MMORPGs, o modelo de “Análise Relacional de MMORPGs: Contextos e Dispositivo” (ARM). O modelo foi baseado em dois outros modelos: um do campo da comunicação, Modelo do Mercado Simbólico e um do campo dos Games Studies, o Gaming Dispositif. Concluiu-se com a confirmação do potencial dos MMORPGs para a promoção da saúde e aplicabilidade do modelo para se avaliar e orientar a produção e a análise de MMORPGs para a promoção da saúde. Palavras-chave: Comunicação e Saúde, promoção da saúde, video games, MMORPGs, jogos digitais, mundos virtuais. ABSTRACT The public Health Communication strategies in Brazil use various media, from the traditional ones (print, radio, television) to the new media such as websites, blogs and social networks. These initiatives have limitations arising from its communication matrix, which produces a practice characterized by a normative and prescriptive approach and the centralization of production, with the result of disregarding the diversity and specificity of the multiple cultural and health contexts of a country like Brazil as well as establishing a standard unidirectional communication, with no room for dialogue with citizens. These features greatly limit the results of the policies of Health Communication, which do not align with the inherent protagonism of the SUS´s principles, particularly the principle of social participation This thesis investigated the potential of Massively Multiplayer Online Roleplaying Games (MMORPGs) for Health Communication with a focus on health promotion and its premise was that MMORPGs can overcome the identified problems, being a relevant strategy for Health Communication in the sense improvement of health promotion, as a space for the development of a participatory culture in the relation between the state and the population, hence as element of social transformation. Theories from the fields of Health Communication and Game Studies were used to characterize video games as participatory culture. Players of a MMORPG (World of Warcraft) were interviewed as a way of refining the development of analytical framework for MMORPGs, the model for “Relational Analysis of MMORPGs: Contexts and Apparatus” (RAM). The model was based on two other models: one from communication field, Symbolic Model Market, and another from the field of Game Studies, the Gaming Dispositif. The conclusion supports the potential of MMORPGs for health promotion and the applicability of the model to evaluate and guide the production and analysis of MMORPGs for health promotion. Keywords: Health Communication, health promotion, video games, MMORPGs, digital games, virtual worlds. Sumário 1 Hic Sunt Dracones ............................................................................................... 12 Os video games e sua relação com a saúde .................................................. 17 Objetivos ...................................................................................................... 24 Justificativa .................................................................................................. 25 Referencial teórico ....................................................................................... 27 Capítulos .....................................................................................................
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