The Discussion Group as a Generator of Social Discourse in Health Marketing.

Abstract

This work aims to reflect on the Discussion Group, as a field of speech production and on the epistemological break that occurs between this technique and the Survey when it is transferred from the academic field to that of social marketing, during the last two decades of the twentieth century. Its insertion in the capitalist production process and consumer culture in contemporary society, turned the Discussion Group, due to the richness of its verbal interaction, as the privileged research technique to generate social discourse. specifically in marketing and later in the field of public health through the interaction of three interlocutors (public health services, health marketing and social agents). The level of reflection is of a comparative nature, it is located as the technique that summarizes and exemplifies a structural methodological perspective in relation to the survey technique considered as a distributive technique. The resulting text is seen as an open space that helps to rethink and rewrite the experiences of those who have been involved with this research technique in the field of health. In particular, this reflection occurs within the framework of a broader research project, oriented towards the positioning of communication strategies in the context of Public Health and Nursing institutions, in Latin America, which incorporates part of own experience both in the academic field and in the marketing of who this writes.