Pub Date : 2021-06-30DOI: 10.31211/interacoes.n40.2021.a5
Reuben Connolly Ross
The Amoreiras shopping centre in Lisbon is an icon of Portuguese postmodernism. When it first opened in 1985, its kitsch design stood out conspicuously amidst a landscape of smart Pombaline shopping streets, social housing tower blocks and tourist-friendly houses clad in “traditional” azulejo tiles. But it also reflected a pivotal moment in Portuguese history and still stands today as a reminder of the consumerist aspirations of post-revolutionary Portugal, the neoliberal policies that have come to dominate life in many Western nations and the stark contradictions of global capitalism. Departing from an initial discussion of Amoreiras, this short essay critically explores recent transformations to Lisbon’s urban and architectural landscape and traces their political and economic origins. In so doing, it suggests ways in which postmodernism might be considered a relevant concept for describing contemporary Portuguese society.
{"title":"Learning from Lisbon Or, how postmodernism conquered Portugal","authors":"Reuben Connolly Ross","doi":"10.31211/interacoes.n40.2021.a5","DOIUrl":"https://doi.org/10.31211/interacoes.n40.2021.a5","url":null,"abstract":"The Amoreiras shopping centre in Lisbon is an icon of Portuguese postmodernism. When it first opened in 1985, its kitsch design stood out conspicuously amidst a landscape of smart Pombaline shopping streets, social housing tower blocks and tourist-friendly houses clad in “traditional” azulejo tiles. But it also reflected a pivotal moment in Portuguese history and still stands today as a reminder of the consumerist aspirations of post-revolutionary Portugal, the neoliberal policies that have come to dominate life in many Western nations and the stark contradictions of global capitalism. Departing from an initial discussion of Amoreiras, this short essay critically explores recent transformations to Lisbon’s urban and architectural landscape and traces their political and economic origins. In so doing, it suggests ways in which postmodernism might be considered a relevant concept for describing contemporary Portuguese society.","PeriodicalId":222431,"journal":{"name":"Interações: Sociedade e as novas modernidades","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125601686","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-30DOI: 10.31211/interacoes.n40.2021.a6
Camila Costa Feijó
Este artigo investiga como as revistas femininas estão sendo substituídas pelas comunidades virtuais na internet. A análise de conteúdo realizada mostra a necessidade das mulheres procurarem novos espaços de debate e criar identificação com temas relacionados com o feminismo e não apenas sobre beleza. As revistas especializadas no público feminino foram uma das primeiras formas de ascensão das mulheres aos meios de comunicação. Entretanto, essas publicações, assim como o jornalismo em geral, enfrentam dificuldades e estão sendo canceladas ou adaptadas para o meio digital nas últimas duas décadas. Portanto, as comunidades virtuais analisadas nessa pesquisa (Fashionismo e Modices) são uma oportunidade para desenvolver novas interações e debates graças aos recursos do Facebook, entre outras redes que disponibilizam recursos para criação de comunidades. Agora, ao invés de lerem revistas onde são sexualizadas, as mulheres também estão criando o seu próprio espaço nas comunidades virtuais, como esse artigo identificou e contribui para futuras reflexões sobre o tema.
{"title":"O paralelo entre as revistas femininas e as comunidades virtuais no Brasil","authors":"Camila Costa Feijó","doi":"10.31211/interacoes.n40.2021.a6","DOIUrl":"https://doi.org/10.31211/interacoes.n40.2021.a6","url":null,"abstract":"Este artigo investiga como as revistas femininas estão sendo substituídas pelas comunidades virtuais na internet. A análise de conteúdo realizada mostra a necessidade das mulheres procurarem novos espaços de debate e criar identificação com temas relacionados com o feminismo e não apenas sobre beleza. As revistas especializadas no público feminino foram uma das primeiras formas de ascensão das mulheres aos meios de comunicação. Entretanto, essas publicações, assim como o jornalismo em geral, enfrentam dificuldades e estão sendo canceladas ou adaptadas para o meio digital nas últimas duas décadas. Portanto, as comunidades virtuais analisadas nessa pesquisa (Fashionismo e Modices) são uma oportunidade para desenvolver novas interações e debates graças aos recursos do Facebook, entre outras redes que disponibilizam recursos para criação de comunidades. Agora, ao invés de lerem revistas onde são sexualizadas, as mulheres também estão criando o seu próprio espaço nas comunidades virtuais, como esse artigo identificou e contribui para futuras reflexões sobre o tema.","PeriodicalId":222431,"journal":{"name":"Interações: Sociedade e as novas modernidades","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129968923","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-31DOI: 10.31211/INTERACOES.N39.2020.A2
M. Nilsson
Public opinion regarding the organization of welfare and elder care are issues which have mainly been studied as expressions of individual attitudes or conflicting ideologies. By contrast, and departing from an understanding of the importance of context and societal rhetoric, this study explores a media event in the form of a Swedish TV documentary about problems in elder care and the reactions to it that were published in printed news media. The study departs from a discursive psychological perspective and focuses on what is taken for granted with regard to how elder care should be organized, and which conflicts are articulated in the different articles and opinion pieces that were published during the month following the broadcast. The study also shows how elder care is not a singular issue, but always interconnected with issues such as citizenship, identity, migration, and the legitimacy of the political and legal system. It was found that right to formal care for older people to a large extent was articulated as a right by virtue of citizenship.
{"title":"Conflicts Around Elder Care in Mass Media: A Case Study of a Swedish TV-Documentary and the Reactions to it in Public Discourse","authors":"M. Nilsson","doi":"10.31211/INTERACOES.N39.2020.A2","DOIUrl":"https://doi.org/10.31211/INTERACOES.N39.2020.A2","url":null,"abstract":"Public opinion regarding the organization of welfare and elder care are issues which have mainly been studied as expressions of individual attitudes or conflicting ideologies. By contrast, and departing from an understanding of the importance of context and societal rhetoric, this study explores a media event in the form of a Swedish TV documentary about problems in elder care and the reactions to it that were published in printed news media. The study departs from a discursive psychological perspective and focuses on what is taken for granted with regard to how elder care should be organized, and which conflicts are articulated in the different articles and opinion pieces that were published during the month following the broadcast. \u0000The study also shows how elder care is not a singular issue, but always interconnected with issues such as citizenship, identity, migration, and the legitimacy of the political and legal system. It was found that right to formal care for older people to a large extent was articulated as a right by virtue of citizenship.","PeriodicalId":222431,"journal":{"name":"Interações: Sociedade e as novas modernidades","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133938868","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-31DOI: 10.31211/INTERACOES.N39.2020.A5
Kamoru Aremu Salaudeen, M. Omotosho
This paper explores the perception of university undergraduates about online shopping sales promo. The researchers adopted a qualitative approach, conducting four sessions of focus group discussion (FGD) among forty students selected through purposive and snowball sampling techniques across the two colleges of the university that served as the study setting: College of Management and Social Sciences and College of Natural and Applied Sciences. The study is underpinned by the consumer perception theory which explains consumer behaviour by analyzing motivations for their buying decisions and preferences. Major findings revealed that university undergraduates in this study trust online sales promo and were active in benefiting from it while being influenced by certain factors that shaped their perception of online sales platforms and promotions. It is therefore recommended that online shops and malls need to provide more convenience, competitive price, product variety, after sales services in order to attract more patronage to for their products.
{"title":"Online Shopping Sales Promo and its Perception Among Undergraduate Students in Osogbo, South Western Nigeria","authors":"Kamoru Aremu Salaudeen, M. Omotosho","doi":"10.31211/INTERACOES.N39.2020.A5","DOIUrl":"https://doi.org/10.31211/INTERACOES.N39.2020.A5","url":null,"abstract":"This paper explores the perception of university undergraduates about online shopping sales promo. The researchers adopted a qualitative approach, conducting four sessions of focus group discussion (FGD) among forty students selected through purposive and snowball sampling techniques across the two colleges of the university that served as the study setting: College of Management and Social Sciences and College of Natural and Applied Sciences. The study is underpinned by the consumer perception theory which explains consumer behaviour by analyzing motivations for their buying decisions and preferences. Major findings revealed that university undergraduates in this study trust online sales promo and were active in benefiting from it while being influenced by certain factors that shaped their perception of online sales platforms and promotions. It is therefore recommended that online shops and malls need to provide more convenience, competitive price, product variety, after sales services in order to attract more patronage to for their products.","PeriodicalId":222431,"journal":{"name":"Interações: Sociedade e as novas modernidades","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128157341","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-31DOI: 10.31211/INTERACOES.N39.2020.A7
K. Tembo
When viewed from the lens of couture and class, the contemporary portrayal of the vampire as iconic in both sociopolitical and aesthetic spheres, and as icons of various subaltern, outsider, or what I call 'demimondeur' lifestyles, subcultures, and their attendant styles/fashions, offers an interesting analytical frame through which to examine the dialogic relationship between ideology, time, fashion, and class. Referring to Marxist thought concerning vampire capitalism and time, this chapter will discuss the issues and debates surrounding the portrayal of the figure of the vampire as what I will theorize to be a 'pure consumer', sociopolitical elite, and sociopolitical outsider, and its figuration of both the atemporality and spuriousness of ideology in The Hunger (1983). Using the Bauhaus post-punk couture or style of the undead in the film as an analytical frame, the methodology of this paper will be to perform a close reading of the film as a case study, focussing on its engagement with the sociopolitics, cultures, and phenomena of wealth, style, privilege, and time(lessnes).
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Pub Date : 2019-12-31DOI: 10.31211/interacoes.n37.2019.e1
Maria João Ribeiro Barata
O presente ensaio constituiu a Oração de Sapiência proferida na cerimónia de Abertura Solene do Ano Lectivo 2019/2020 no ISMT a 6 de Novembro de 2019. Nele, a autora reflecte sobre a internacionalização das instituições do ensino superior, dando destaque à passagem de uma ênfase na mobilidade internacional de estudantes, enquanto modalidade por excelência de internacionalização do ensino, para uma ênfase na própria internacionalização dos cursos e das instituições. Para esse efeito, o ensaio percorre conceitos teóricos centrais nesta questão – internacionalização do ensino superior, internacionalização em casa e internacionalização do currículo –, salientando algumas das dinâmicas institucionais e pedagógicas que lhes estão associadas. Na parte final do ensaio, nota-se a necessidade de equilibrar os requisitos de quantificação e estandardização dos indicadores de internacionalização com uma atenção às especificidades das áreas disciplinares, argumentando-se que estas devem ter um papel crucial nas dinâmicas institucionais de internacionalização do currículo.
{"title":"A Internacionalização do Ensino Superior","authors":"Maria João Ribeiro Barata","doi":"10.31211/interacoes.n37.2019.e1","DOIUrl":"https://doi.org/10.31211/interacoes.n37.2019.e1","url":null,"abstract":"\u0000 \u0000 \u0000O presente ensaio constituiu a Oração de Sapiência proferida na cerimónia de Abertura Solene do Ano Lectivo 2019/2020 no ISMT a 6 de Novembro de 2019. Nele, a autora reflecte sobre a internacionalização das instituições do ensino superior, dando destaque à passagem de uma ênfase na mobilidade internacional de estudantes, enquanto modalidade por excelência de internacionalização do ensino, para uma ênfase na própria internacionalização dos cursos e das instituições. Para esse efeito, o ensaio percorre conceitos teóricos centrais nesta questão – internacionalização do ensino superior, internacionalização em casa e internacionalização do currículo –, salientando algumas das dinâmicas institucionais e pedagógicas que lhes estão associadas. Na parte final do ensaio, nota-se a necessidade de equilibrar os requisitos de quantificação e estandardização dos indicadores de internacionalização com uma atenção às especificidades das áreas disciplinares, argumentando-se que estas devem ter um papel crucial nas dinâmicas institucionais de internacionalização do currículo. \u0000 \u0000 \u0000","PeriodicalId":222431,"journal":{"name":"Interações: Sociedade e as novas modernidades","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127543576","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-30DOI: 10.31211/INTERACOES.N36.2019.E1
H. Vicente
O presente ensaio equaciona a relação entre mito e busca de conhecimento na vida do ser humano, nomeadamente com a actividade criadora, na sua dupla vertente artística e científica. Tomando como ponto de partida diversos apontamentos biográficos de Freud, o lugar que conferiu à psicanálise aplicada na sua obra e as referências aos mitos da antiguidade, são analisadas duas produções cinematográficas contemporâneas de ficção científica: as trilogias de “Star Wars” e “Back to the Future”. Estas análises permitem ilustrar de que forma o campo mitológico (em particular, o mito edipiano) é reactualizado nas narrativas cinematográficas. O cinema pode assim ser perspectivado como um palco de eleição para a “redescoberta” dos mitos pelo espectador, tal como o teatro e a tragédia de Sófocles permitiram a Freud revisitar o mito edipiano e pensar o desenvolvimento do ser humano. A análise psicanalítica das obras cinematográficas entabulada, bem como a reflexão sobre a actividade criadora de Freud, facultam suporte empírico adicional à conexão entre mitos e vínculo do conhecimento, proposta por Wilfred Bion, os quais se constituem, ontem como hoje, “geradores” de arte e ciência.
{"title":"Psicanálise e Vida: Mitologia e Cinema","authors":"H. Vicente","doi":"10.31211/INTERACOES.N36.2019.E1","DOIUrl":"https://doi.org/10.31211/INTERACOES.N36.2019.E1","url":null,"abstract":"O presente ensaio equaciona a relação entre mito e busca de conhecimento na vida do ser humano, nomeadamente com a actividade criadora, na sua dupla vertente artística e científica. Tomando como ponto de partida diversos apontamentos biográficos de Freud, o lugar que conferiu à psicanálise aplicada na sua obra e as referências aos mitos da antiguidade, são analisadas duas produções cinematográficas contemporâneas de ficção científica: as trilogias de “Star Wars” e “Back to the Future”. Estas análises permitem ilustrar de que forma o campo mitológico (em particular, o mito edipiano) é reactualizado nas narrativas cinematográficas. O cinema pode assim ser perspectivado como um palco de eleição para a “redescoberta” dos mitos pelo espectador, tal como o teatro e a tragédia de Sófocles permitiram a Freud revisitar o mito edipiano e pensar o desenvolvimento do ser humano. A análise psicanalítica das obras cinematográficas entabulada, bem como a reflexão sobre a actividade criadora de Freud, facultam suporte empírico adicional à conexão entre mitos e vínculo do conhecimento, proposta por Wilfred Bion, os quais se constituem, ontem como hoje, “geradores” de arte e ciência.","PeriodicalId":222431,"journal":{"name":"Interações: Sociedade e as novas modernidades","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127206916","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-30DOI: 10.31211/INTERACOES.N36.2019.E2
Deepak Gupta, B. Hassan, Anusha Agarwal, Avni Bhasin
This paper revisits varied conceptual frameworks of the strategic communication, especially applicable on vaccination challenges that the immunization programmes are confronted with world over and how critical it is to ensure addressing the ‘last mile’ gaps in attaining cent percent vaccination coverage. It is based on consolidated reflections gathered together through varied field experiences and study of programme approaches. It assumes further significance as ensuring social-inclusion of vulnerable, hard-to-reach and poor populace is the key to using strategic communication as a marketing communication approach in bringing about positive behaviour change in the communities. Across the world, the public health programmes have been struggling for many decades in reaching out to communities and delivering the vaccination programmes. Despite the efforts invested in by the respective governments on supply aspects of vaccinations, social scientists continue to face challenges with the demand generation dimensions of the immunization programmes. Therefore, a significant emphasis on the ‘health seeking behavior’ aspects in individuals and their respective communities play a significant role in achieving cent percent immunization coverage. The current paper propounds a model called Vaccination Communication Model, i.e. ‘VCM’ which provides a modular approach in facilitating design of its immunization communication strategy.
{"title":"Immunization Campaigns: Mitigating Barriers - Designing Communication","authors":"Deepak Gupta, B. Hassan, Anusha Agarwal, Avni Bhasin","doi":"10.31211/INTERACOES.N36.2019.E2","DOIUrl":"https://doi.org/10.31211/INTERACOES.N36.2019.E2","url":null,"abstract":"This paper revisits varied conceptual frameworks of the strategic communication, especially applicable on vaccination challenges that the immunization programmes are confronted with world over and how critical it is to ensure addressing the ‘last mile’ gaps in attaining cent percent vaccination coverage. It is based on consolidated reflections gathered together through varied field experiences and study of programme approaches. It assumes further significance as ensuring social-inclusion of vulnerable, hard-to-reach and poor populace is the key to using strategic communication as a marketing communication approach in bringing about positive behaviour change in the communities. Across the world, the public health programmes have been struggling for many decades in reaching out to communities and delivering the vaccination programmes. Despite the efforts invested in by the respective governments on supply aspects of vaccinations, social scientists continue to face challenges with the demand generation dimensions of the immunization programmes. Therefore, a significant emphasis on the ‘health seeking behavior’ aspects in individuals and their respective communities play a significant role in achieving cent percent immunization coverage. The current paper propounds a model called Vaccination Communication Model, i.e. ‘VCM’ which provides a modular approach in facilitating design of its immunization communication strategy.","PeriodicalId":222431,"journal":{"name":"Interações: Sociedade e as novas modernidades","volume":"310 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131373279","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-30DOI: 10.31211/INTERACOES.N36.2019.A5
Ignacio Pablo Traversa Tejero
La Marihuana (Cannabis sativa L.) es una planta con fines múltiples, el psicoactivo es el más diversificado y globalizado. En Uruguay esta droga fue legalizada, el objetivo de ésta investigación fue conocer el impacto social de su legalización. Fueron aplicados cuestionarios en seis municipios. Se encontró que la droga provoca efectos múltiples, un tercio de los uruguayos la probó al menos una vez, los canales de acceso a la droga son informales, aunque las vías legales alcanzan un tercio del total. Las tres cuartas partes de la población desconoce el objetivo de la ley, por lo que su valoración cuantitativa en escala 1-10 es poco favorable (4,3). Además, piensan que conduce al consumo de otras drogas y que afecta el trabajo, el estudio y la vida social. El consumo es independiente del nivel económico. La población cree que la ley atrae al turismo cannábico.
{"title":"Impacto social de la política de legalización de Cannabis sativa (marihuana) en Uruguay","authors":"Ignacio Pablo Traversa Tejero","doi":"10.31211/INTERACOES.N36.2019.A5","DOIUrl":"https://doi.org/10.31211/INTERACOES.N36.2019.A5","url":null,"abstract":"La Marihuana (Cannabis sativa L.) es una planta con fines múltiples, el psicoactivo es el más diversificado y globalizado. En Uruguay esta droga fue legalizada, el objetivo de ésta investigación fue conocer el impacto social de su legalización. Fueron aplicados cuestionarios en seis municipios. Se encontró que la droga provoca efectos múltiples, un tercio de los uruguayos la probó al menos una vez, los canales de acceso a la droga son informales, aunque las vías legales alcanzan un tercio del total. Las tres cuartas partes de la población desconoce el objetivo de la ley, por lo que su valoración cuantitativa en escala 1-10 es poco favorable (4,3). Además, piensan que conduce al consumo de otras drogas y que afecta el trabajo, el estudio y la vida social. El consumo es independiente del nivel económico. La población cree que la ley atrae al turismo cannábico.","PeriodicalId":222431,"journal":{"name":"Interações: Sociedade e as novas modernidades","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131114499","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-30DOI: 10.31211/INTERACOES.N36.2019.A3
A. Jurkevits
In the process of reforming social policies, various actors use media channels to convey their arguments to a wide audience and popularize certain ideas. Not only facts are transmitted, but also a certain image of social reality. This paper explores the main media narratives of the official discourse of ‘active longevity’ in Belarus in the period 2017-2018, with the aim to explore the meanings that they broadcast in society, and what the image of social reality they represent and construct. For the analysis of narratives, semantic content analysis is used, as well as qualitative discourse analysis of texts/articles of The Belarusian Telegraph Agency BelTA and The Belarus Segodnia (‘Belarus Today’) state publishing house incorporated five newspapers. Texts were sampled for the period 1 January 2017 to 31 December 2018. The transmitted narratives in the materials of the official media, together with the comments of journalists, show the activity of older people as a desirable version of reality, as well as their rarity and non-typicality for the contemporary Belarusian society. This conclusion suggests that in this discourse, exactly the official narrative of ‘active longevity’ is the counter-story, designed to overcome the dominant in society popular and most shared narratives. The understanding of ‘active longevity’ offered by official discourse seems to be a simplified version of reality, focusing mainly on categories of labour activity, utility for the society or not burdening the society. This counter-narrative does not re-humanize, but instead of empowering it makes other choices for understanding ‘active longevity’ invisible and insignificant.
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