Publicitário ou professor? Observando a docência desenvolvida em sala de aula.

Abstract

Spotting the higher education scenario and considering that teaching in Brazil is being develop within a university education expansion perspective, we have a higher education more connected to vocational training than to knowledge production. As a result, there was an increase of expectations on the teacher, and, along with it, there are many teachers hired for their professional activities in their area of training that have not had previous preparation for the exercise of teaching. From the central question How the teacher uses his experiences in the advertising profession in the classroom to teach specific content?, it was intended to understand whether there is production of knowledge, by teachers, in the use of professional experiences examples as advertisers in their classroom. From the ideas discussed by Roland (2007), Zabalza (2004), Shulman (1985) and Cunha (2006), among others, it was built a theoretical backing, through which the data from this study was analyzed. The research was conducted through classes observations and interviews with the sampled teachers which met the criteria of recent or current experience in the area. Data analysis was based on the principles of content analysis, established by Bardin (2011). Through the analysis, the hypothesis that classes taught by teachers with professional experience were better was supplemented by the perception of differences on aspects related to the training of these teachers, or its lack for their teaching workout.