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Bruno de Oliveira Jayme University of Victoria Community-Based Research Laboratory

“The story of my face”. How environmental stewards perceive stigmatization (re)produced by the media. Bruno de Oliveira Jayme University of Victoria Community-Based Research Laboratory. “Seeing comes before words. The child looks and recognizes before it can speak.”

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Bruno de Oliveira Jayme University of Victoria Community-Based Research Laboratory

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  1. “The story of my face”. How environmental stewards perceive stigmatization (re)produced by the media Bruno de Oliveira Jayme University of Victoria Community-Based Research Laboratory “Seeing comes before words. The child looks and recognizes before it can speak.” (John Berger in “Ways of Seeing”)

  2. Who are these faces? Environmental stewards; 2006 = 50 binners; 2010 = 210 binners; Recycling is the main income generation for 98% of binners. Source: Binning report, CBRL.

  3. How media (re)produce stigmatization?

  4. How media (re)produce stigmatization?

  5. How media (re)produce stigmatization?

  6. How media (re)produce stigmatization?

  7. How media (re)produce stigmatization?

  8. How media (re)produce stigmatization?

  9. Recyclers’ perceptions 1- Mark: I believe there is a certain stigma[ 2- Joy: [It’s a persona 3- It’s a persona. 4- Mark: I mean, our face seems to tell us. I 5- walk in a store and they target me as a booster, a 6- shoplifter. Because my face tells a story. My high 7- cheekbones, I am an ex heroin addict.

  10. Recyclers’ perceptions 1- Mark: I believe there is a certain stigma[ 2- Joy: [It’s a persona 3- It’s a persona. 4- Mark: I mean, our face seems to tell us. I 5- walk in a store and they target me as a booster, a 6- shoplifter. Because my face tells a story, my high 7- cheekbones. I am an ex heroin addict.

  11. Recyclers’ perceptions 1- Mark: I believe there is a certain stigma[ 2- Joy: [It’s a persona 3- It’s a persona. 4- Mark: I mean, our face seems to tell us. I 5- walk in a store and they target me as a booster, a 6- shoplifter. Because my face tells a story, my high 7- cheekbones. I am an ex heroin addict.

  12. Recyclers’ perceptions 1- Mark: I believe there is a certain stigma[ 2- Joy: [It’s a persona 3- It’s a persona. 4- Mark: I mean, our face seems to tell us. I 5- walk in a store and they target me as a booster, a 6- shoplifter. Because my face tells a story, my high 7- cheekbones. I am an ex heroin addict.

  13. Discussion Discipline and Punish (Foucault, 1977) Hotline = Panapticon

  14. …but what about social economy? CRD Metro Waste Recyclers

  15. Conclusion • ✓ Semiotic studies are fundamental in understanding how signifiers can shape different social behaviors; • ✓ Media produce and reproduce the stigmatization of recyclers; • ✓ Stigmatization is an attribute presented to, or perceived by others; • ✓ Stigmatization increases recycler’s vulnerability; • ✓ Stigmatization decreases the value of the recyclers

  16. Obrigado (Thank you) http://web.me.com/brunojayme/Bruno

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