Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation

Detalhes bibliográficos
Autor(a) principal: Henn, Ronaldo Cesar
Data de Publicação: 2018
Outros Autores: Pilz, Jonas, Kolinski Machado, Felipe Viero
Tipo de documento: Artigo
Idioma: por
Título da fonte: E-Compós
Texto Completo: https://www.e-compos.org.br/e-compos/article/view/1400
Resumo: The paper analyzes the senses originated in the process through the Brazilian flip-flop´s brand Havaianas appropriates itself of the support manifestations in social network about the decision of the US Supreme Court, which legalized, in 2015, the equal marriage in that country. By updating its profile photo on Facebook using, in the first moment, the rainbow-colored filter and then by arranging flip-flops in the colors of the flag of the LGBT movement, the brand unleashed a conversation where the meanings of about the homophobia theme were built. The Havaianas action fits into the condition of Cyberevent and articulates intricate relationships that pass through gender issues, scattered narratives and permeability of media frontiers. The article also presents the methodological experience called the Sense Construction Analysis in Digital Networks, which deals with micro processes of the network conversation.
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spelling Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriationCelebración del matrimonio igualitario y homofobia en las redes digitales: #LoveWins en la disputa de sentidos oriundos de la apropiación de la HavaianasCelebração do casamento igualitário e homofobia nas redes digitais: #LoveWins na disputa de sentidos oriundos da apropriação da HavaianasCiberacontecimentoDisputas de SentidoSites de Redes SociaisThe paper analyzes the senses originated in the process through the Brazilian flip-flop´s brand Havaianas appropriates itself of the support manifestations in social network about the decision of the US Supreme Court, which legalized, in 2015, the equal marriage in that country. By updating its profile photo on Facebook using, in the first moment, the rainbow-colored filter and then by arranging flip-flops in the colors of the flag of the LGBT movement, the brand unleashed a conversation where the meanings of about the homophobia theme were built. The Havaianas action fits into the condition of Cyberevent and articulates intricate relationships that pass through gender issues, scattered narratives and permeability of media frontiers. The article also presents the methodological experience called the Sense Construction Analysis in Digital Networks, which deals with micro processes of the network conversation.El trabajo analiza los sentidos oriundos del modo como Havaianas, la marca de sandalias brasileña, se apropia de las manifestaciones en red de apoyo a la decisión de la Corte Suprema de Estados Unidos, que hizo legal en 2015 el matrimonio igualitario en aquel país. Al actualizar su foto de perfil en Facebook con el filtro con los colores del arco iris y luego disponiendo las sandalias en colores que recuerdan la bandera del movimiento LGBT, la marca desencadenó una conversación en que sentidos alrededor del tema homofobia se establecerán. La acción de las Havaianas se enmarca en la condición de ciberacontecimiento y articula intrincadas relaciones que pasan por cuestiones de género, narrativas dispersas y permeabilidad de fronteras mediáticas. El artículo también presenta la experiencia metodológica designada como Análisis de Construcción de Sentidos en Redes Digitales, que se ocupa de procesos micros de la conversación en red.O trabalho analisa os sentidos oriundos do modo como Havaianas, a marca de sandálias brasileira, apropria-se das manifestações em rede de apoio à decisão da Suprema Corte dos Estados Unidos que tornou legal, em 2015, o casamento igualitário naquele país. Ao atualizar sua foto de perfil no Facebook utilizando, inicialmente, o filtro com as cores do arco-íris e depois dispondo as sandálias em cores que lembram a bandeira do movimento LGBT, a marca desencadeou uma conversação em que sentidos em torno do tema homofobia foram se constituindo. A ação das Havaianas enquadra-se na condição de ciberacontecimento e articula intricadas relações que passam por questões de gênero, narrativas espalhadas e permeabilidade de fronteiras mediáticas. O artigo também apresenta a experiência metodológica designada como Análise de Construção de Sentidos em Redes Digitais, que se ocupa de processos micros da conversação em rede.ABEC2018-04-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.e-compos.org.br/e-compos/article/view/140010.30962/ec.1400E-Compós; Vol. 21 No. 1 (2018)E-Compós; Vol. 21 Núm. 1 (2018)E-Compós; v. 21 n. 1 (2018)1808-2599reponame:E-Compósinstname:Associação Nacional dos Programas de Pós-Graduação em Comunicaçãoinstacron:ANPPCporhttps://www.e-compos.org.br/e-compos/article/view/1400/1011Copyright (c) 2018 E-Compósinfo:eu-repo/semantics/openAccessHenn, Ronaldo CesarPilz, JonasKolinski Machado, Felipe Viero2021-06-11T11:59:41Zoai:ojs.www.e-compos.org.br:article/1400Revistahttps://www.e-compos.org.br/e-compos/PUBhttps://www.e-compos.org.br/e-compos/oairevistaecompos@gmail.com1808-25991808-2599opendoar:2021-06-11T11:59:41E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicaçãofalse
dc.title.none.fl_str_mv Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation
Celebración del matrimonio igualitario y homofobia en las redes digitales: #LoveWins en la disputa de sentidos oriundos de la apropiación de la Havaianas
Celebração do casamento igualitário e homofobia nas redes digitais: #LoveWins na disputa de sentidos oriundos da apropriação da Havaianas
title Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation
spellingShingle Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation
Henn, Ronaldo Cesar
Ciberacontecimento
Disputas de Sentido
Sites de Redes Sociais
title_short Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation
title_full Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation
title_fullStr Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation
title_full_unstemmed Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation
title_sort Equal Marriage celebration and homophobia on the social network: #LoveWins in the senses dispute originated through the Havaianas appropriation
author Henn, Ronaldo Cesar
author_facet Henn, Ronaldo Cesar
Pilz, Jonas
Kolinski Machado, Felipe Viero
author_role author
author2 Pilz, Jonas
Kolinski Machado, Felipe Viero
author2_role author
author
dc.contributor.author.fl_str_mv Henn, Ronaldo Cesar
Pilz, Jonas
Kolinski Machado, Felipe Viero
dc.subject.por.fl_str_mv Ciberacontecimento
Disputas de Sentido
Sites de Redes Sociais
topic Ciberacontecimento
Disputas de Sentido
Sites de Redes Sociais
description The paper analyzes the senses originated in the process through the Brazilian flip-flop´s brand Havaianas appropriates itself of the support manifestations in social network about the decision of the US Supreme Court, which legalized, in 2015, the equal marriage in that country. By updating its profile photo on Facebook using, in the first moment, the rainbow-colored filter and then by arranging flip-flops in the colors of the flag of the LGBT movement, the brand unleashed a conversation where the meanings of about the homophobia theme were built. The Havaianas action fits into the condition of Cyberevent and articulates intricate relationships that pass through gender issues, scattered narratives and permeability of media frontiers. The article also presents the methodological experience called the Sense Construction Analysis in Digital Networks, which deals with micro processes of the network conversation.
publishDate 2018
dc.date.none.fl_str_mv 2018-04-26
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.e-compos.org.br/e-compos/article/view/1400
10.30962/ec.1400
url https://www.e-compos.org.br/e-compos/article/view/1400
identifier_str_mv 10.30962/ec.1400
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.e-compos.org.br/e-compos/article/view/1400/1011
dc.rights.driver.fl_str_mv Copyright (c) 2018 E-Compós
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 E-Compós
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ABEC
publisher.none.fl_str_mv ABEC
dc.source.none.fl_str_mv E-Compós; Vol. 21 No. 1 (2018)
E-Compós; Vol. 21 Núm. 1 (2018)
E-Compós; v. 21 n. 1 (2018)
1808-2599
reponame:E-Compós
instname:Associação Nacional dos Programas de Pós-Graduação em Comunicação
instacron:ANPPC
instname_str Associação Nacional dos Programas de Pós-Graduação em Comunicação
instacron_str ANPPC
institution ANPPC
reponame_str E-Compós
collection E-Compós
repository.name.fl_str_mv E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicação
repository.mail.fl_str_mv revistaecompos@gmail.com
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