Bruno

							“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”)
                                 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 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.
                                     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.
                                     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.
                                     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.
                                         Discussion

Discipline and Punish (Foucault, 1977)
Hotline = Panapticon
      …but what about social economy?




CRD               Metro Waste




      Recyclers
                                                  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