“the story of my face”. how environmental stewards perceive stigmatization (re)produced by the...

“The story of my face”. How environmental stewards perceive stigmatization (re)produced by the media

Bruno de Oliveira JaymeUniversity 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”)

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.

How media (re)produce stigmatization?

How media (re)produce stigmatization?

How media (re)produce stigmatization?

How media (re)produce stigmatization?

How media (re)produce stigmatization?

How media (re)produce stigmatization?

Recyclers’ perceptions

1- Mark: I believe there is a certain stigma[2- Joy: [It’s a persona3- 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.

1- Mark: I believe there is a certain stigma[2- Joy: [It’s a persona3- 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.

Recyclers’ perceptions

1- Mark: I believe there is a certain stigma[2- Joy: [It’s a persona3- 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.

Recyclers’ perceptions

1- Mark: I believe there is a certain stigma[2- Joy: [It’s a persona3- 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.

Recyclers’ perceptions

Discussion

Hotline = Panapticon

Discipline and Punish (Foucault, 1977)

CRD Metro Waste

Recyclers

…but what about social economy?

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

Obrigado(Thank you)

http://web.me.com/brunojayme/Bruno