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Abstract This article searched to understand the directions and meanings that the children attribute to the toys of the Cultural Industry, more specifically the proceeding ones from the programming of the television. In elapsing of the analysis, we identify that the Cultural Industry, having the television as its main vehicle, possess a basic paper in the direction to supply references that will go to compose the playful universe of the children. However, in this process, the child also has demonstrated to factors of trespass and emancipation, in the measure where remake these values attributing to them different and new meanings. Of this form, a double dimension is perceived, where, of a side, we have what the child makes with the toy, reproducing the evident meaning or denying the meaning attributed, transforming the use and the direction of the toy. Of another side, the characteristics of the capitalist society that makes with that the children consummate each time more the existing toys in the market. Author Biographies Mirte Adriane Varotto Professora de Educação Física do Centro Educacional Vivência e Associação Pedagógica Praia do Riso em Florianópolis. Mauricio Roberto da Silva Orientador da monografia de conclusão do curso de Especialização em Educação Física escolar promovido pelo NEPEF –UFSC no período de março de 2003 a dezembro de 2004. Downloads PDF (Português (Brasil)) Published 2004-01-01 Issue No. 23 (2004): A produção do curso de especialização em Educação Física Escolar do NEPEF/CDS/UFSC Section Artigos License Os autores dos textos enviados à Motrivivência deverão garantir, em formulário próprio no processo de submissão:

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