{"id":23266,"date":"2015-07-25T09:00:53","date_gmt":"2015-07-25T12:00:53","guid":{"rendered":"http:\/\/www.rioonwatch.org\/?p=23266"},"modified":"2015-08-15T14:10:17","modified_gmt":"2015-08-15T17:10:17","slug":"espocc-launches-its-2015-2016-class-on-affirmative-publicity","status":"publish","type":"post","link":"https:\/\/rioonwatch.org\/?p=23266","title":{"rendered":"School of Popular Communication Launches Class on Affirmative Publicity"},"content":{"rendered":"

Clique aqui para Portugu\u00eas\"PT\"<\/strong><\/em><\/a><\/p>\n

On July 14, the Popular School for Critical Communication (ESPOCC)<\/a> launched\u00a0its 2015-2016 class<\/a> on Affirmative Publicity at\u00a0Observat\u00f3rio de Favelas<\/a>\u00a0(Favelas Observatory) in Complexo da\u00a0<\/a>Mar\u00e9<\/a>, in Rio’s North Zone<\/a>. Each year, after a competitive application process, the school chooses 90 current or graduated high school students from all over Rio to participate in the free course, which is broken down into two groups\u2014one with an emphasis on audiovisual skills and the other on digital creation.<\/p>\n

Civil society organization Observat\u00f3rio de Favelas<\/a> created ESPOCC<\/a> in August 2005 with the purpose<\/a> of \u201coffering residents of popular spaces in Rio de Janeiro access to different languages, concepts and techniques in the area of communication in order to produce\u00a0communicating citizens and multipliers of knowledge, thus preparing them for integration into the job\u00a0market and helping them exercise their citizenship in full.\u201d In 2012, with the sponsorship of Petrobras and the support of the School of Communication at the Federal University of Rio de Janeiro (UFRJ), ESPOCC ran\u00a0its first course on Affirmative Publicity.<\/p>\n

Executive Coordinator of ESPOCC, Eduardo Alves, welcomed the students at the 2015-2016 inaugural class, telling them: \u201cYou have arrived here to live together, create, and enlarge.\u201d He continued by stressing the importance of Observat\u00f3rio de Favelas and ESPOCC in building\u00a0a new concept of \u201cfavela\u201d that counters the stigmatized vision<\/a> of violence and neglect often portrayed by the mainstream media<\/a>. He said: \u201cA favela is a place of potential<\/a> and not of absence… What identifies a favela is not what it lacks, but rather the capacity of its people, with little assistance from the state, to invent their encounters, their art, their mobility, their houses\u2026this potential for invention, this is what identifies a favela<\/a>.\u201d<\/p>\n

Professor and project coordinator Rodrigo Azevedo explained the objective of Affirmative Publicity and what the students will learn in the upcoming classes: Affirmative Publicity<\/a> is\u00a0publicity that \u201cpromotes values of sociability, culture, community and environmental entrepreneurship by adapting or undermining the language, the tools, and the organization of traditional advertising.\u201d It can help de-stigmatization by producing representations of favelas by their\u00a0own residents<\/a>.<\/p>\n

\u201cYou will learn communication, advertising, without having any prior links, or without having any commitment to a line of products and services,\u201d said Azevedo. \u201cOur great challenge is to make advertising an instrument that puts life above profit.\u201d<\/p>\n

Next, teacher\u00a0Camila Santos outlined the structure of the upcoming classes for the students of both the audiovisual and digital creation classes, who will proceed to\u00a0meet separately three times a week for 42 weeks.<\/p>\n

\"Presentation<\/a><\/p>\n

Each week, both groups will have one technical class, one class on communication itself, and one theoretical class on critical communication. Although the two groups will have separate technical media focuses, including different stages of production for audiovisual students and Photoshop and web design for the digital creation students, both groups will take classes on communication, culture and society. These classes will\u00a0cover\u00a0the role and purpose of Affirmative Publicity, marketing, copyright, and ethics, among\u00a0many other topics.<\/p>\n

The first class came to an end with the screening of two video interviews of previous students discussing their own initiatives on ESPOCC\u2019s blog, Blogspocc<\/a>. Also presented was a\u00a0promotional video of ESPOCC\u2019s monthly activity, ESPOCC Dialogues<\/a>, where ESPOCC students can go to Observat\u00f3rio de Favelas’ spaces to debate and discuss their ideas, questions and productions with \u201cthinkers, inventors, academics, or inspiring people.\u201d<\/p>\n

\"ESPOCC<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Clique aqui para Portugu\u00eas On July 14, the Popular School for Critical Communication (ESPOCC) launched\u00a0its 2015-2016 class on Affirmative Publicity at\u00a0Observat\u00f3rio de Favelas\u00a0(Favelas Observatory) in Complexo da\u00a0Mar\u00e9, in Rio’s North Zone. Each year, after a […]<\/a><\/p>\n<\/div>","protected":false},"author":80,"featured_media":23267,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1294,1288,1333,1271,1463,329,1329],"tags":[1361,1653,280,397,1042,37,523,453,1568,259],"writer":[1677],"translator":[],"illustrator":[],"photographer":[],"class_list":{"0":"post-23266","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-communitymedia","8":"category-highlight","9":"category-event-reports","10":"category-favelaqualities","11":"category-perceptions","12":"category-solutions","13":"category-by-international-observers","14":"tag-endfavelastigma","15":"tag-community-media","16":"tag-complexo-da-mare","17":"tag-education","18":"tag-espocc","19":"tag-north-zone","20":"tag-observatorio-de-favelas","21":"tag-stigma","22":"tag-training","23":"tag-youth","24":"writer-gabriela-weldon"},"_links":{"self":[{"href":"https:\/\/rioonwatch.org\/index.php?rest_route=\/wp\/v2\/posts\/23266","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rioonwatch.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rioonwatch.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=\/wp\/v2\/users\/80"}],"replies":[{"embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=23266"}],"version-history":[{"count":0,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=\/wp\/v2\/posts\/23266\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=\/wp\/v2\/media\/23267"}],"wp:attachment":[{"href":"https:\/\/rioonwatch.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=23266"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=23266"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=23266"},{"taxonomy":"writer","embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=%2Fwp%2Fv2%2Fwriter&post=23266"},{"taxonomy":"translator","embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftranslator&post=23266"},{"taxonomy":"illustrator","embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=%2Fwp%2Fv2%2Fillustrator&post=23266"},{"taxonomy":"photographer","embeddable":true,"href":"https:\/\/rioonwatch.org\/index.php?rest_route=%2Fwp%2Fv2%2Fphotographer&post=23266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}