Postgraduate in communication in Brazil:

a record from 1970 to 2023

Authors

DOI:

https://doi.org/10.15448/1980-3729.2025.1.45953

Keywords:

teaching, teacher training, postgraduate degree in communication, advertising.

Abstract

The postgraduate degree in communication aims to train researchers and teachers. But how does teaching training in advertising take place in these programs? Looking for clues about these training spaces, we carried out an exploratory search mapping 59 master's courses and 30 doctorate courses in communication in Brazil. With this data, we drew a timeline, from 1970 to 2023, a map with the geographic locations of these programs and a table with the themes of their areas of concentration. Analyzing this data and crossing it with a bibliographical survey, we were able to see that advertising training spaces were being created and expanded according to the needs of the field and that, with contemporary transformations, it is time to look in more detail at teacher training in postgraduate studies.

 

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Author Biographies

Juliana Petermann, Federal University of Santa Maria (UFSM), Santa Maria, RS, Brazil.

PhD in Communication Sciences from the University of Vale do Rio dos Sinos (UNISINOS), in São Leopoldo, RS, Brazil, with a postdoctoral internship in progress at the University of Seville (Fundación Carolina), in Seville, Spain; Master in Applied Linguistics from the Federal University of Santa Maria (UFSM), in Santa Maria, RS, Brazil; Bachelor in Social Communication - Advertising and Propaganda from the Federal University of Santa Maria (UFSM), in Santa Maria, RS, Brazil. Associate Professor in the Department of Communication Sciences at the Federal University of Santa Maria (UFSM) and Professor in the Postgraduate Program in Communication at the same university (UFSM), in Santa Maria, RS, Brazil.

Ariadni Loose, Federal University of Santa Maria (UFSM), Santa Maria, RS, Brazil.

Master in Media Communication at the Federal University of Santa Maria (UFSM), with Capes, in Santa Maria, RS, Brazil; Postgraduate MBA in Marketing from Universidade Franciscana (UFN), Santa Maria, RS, Brazil; graduated in Advertising and Propaganda from the Franciscan University (UFN), in Santa Maria, RS, Brazil. Member of the research group Nós Pesquisa Criativa (UFSM) and the Education Project "50/50 - in search of gender equity in education and in the advertising market", both under the coordination of Prof. Dr. Juliana Petermann. Doutoranda em Comunicação, linha Media Strategies, at the Federal University of Santa Maria (UFSM), with CAPES, in Santa Maria, RS, Brazil.

References

AQUINO, V. 40 anos depois. In: AQUINO, V. (org.). A USP e a invenção da propaganda: 40 anos depois. São Paulo: Fundac, 2010. p. 13-54.

AUCAR, Bruna Santana. A publicidade no Brasil: agências, poderes e modos de trabalho (1914 – 2014). 2016. Tese (Doutorado em Comunicação Social) - Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro.

DELEUZE, G; GUATTARI, F. Mil Platôs. Rio de Janeiro: Editora 34, 1995. v. 1.

HANSEN, Fábio; PETERMANN, Juliana; CORREA, Rodrigo Stéfani. Criação publicitária: desafios no ensino. Porto Alegre: Sulina, 2020.

MOREIRA, Sonia Virgínia. Análise documental como método e como técnica. In: DUARTE, Jorge; BARROS, Antonio. Métodos e técnicas de pesquisa em comunicação. São Paulo: Atlas, 2011. p. 269-279.

PEDRINI, I. A. D. Docência Universitária: Ideações sobre a prática docente de professores atuantes em cursos de Publicidade e Propaganda. 2018. 253 f. Tese (Doutorado em Educação) – Faculdade de Educação, Universidade Federal de Uberlândia, 2018,

PETERMANN, Juliana. Cartografia da criação publicitária. Santa Maria: FACOS-UFSM, 2017.

TRINDADE, E. Caminhos para pensar a formação docente em publicidade e propaganda. In: AQUINO, V. (org.). A USP e a invenção da propaganda: 40 anos depois. São Paulo: FUNDAC, 2010. p. 105-118.

STUMPF, Ida Regina C. Pesquisa Bibliográfica. In: DUARTE, Jorge; BARROS, Antonio. Métodos e técnicas de pesquisa em comunicação. São Paulo: Atlas, 2011. p. 51-61.

WOTTRICH, Laura. Atravessamentos metodológicos na pesquisa em Comunicação. Intercom, São Paulo, v. 44, n. 2, p. 21-33, maio/ago. 2021. DOI: https://doi.org/10.1590/1809-5844202121

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Published

2025-03-26

How to Cite

Petermann, J., & Loose, A. (2025). Postgraduate in communication in Brazil:: a record from 1970 to 2023. Revista FAMECOS, 32(1), e45953. https://doi.org/10.15448/1980-3729.2025.1.45953

Issue

Vol. 32 No. 1 (2025): Single Volume

Section

Advertising and marketing

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