Racism and Invisibilization: Black Representativeness In Magazine Ads

Detalhes bibliográficos
Autor(a) principal: Moreno Fernandes, Pablo
Data de Publicação: 2022
Tipo de documento: Artigo
Idioma: por
Título da fonte: E-Compós
Texto Completo: https://www.e-compos.org.br/e-compos/article/view/2384
Resumo: We discussed racism in Brazilian advertising, investigating black representation in advertisements published in Veja magazine in 2019. We analyzed the representation of black people in advertising through the intersection of race and gender, positions of protagonism, support and figuration in advertisements. The survey, carried out based on content analysis, added to hetero-identification processes, is interpreted from the perspective of black feminism, intersectional thinking, and consumption. The results point to low levels of representation: about 1/3, less than the 53.9% of blacks in Brazil, which proves the invisibility strategies of this group in national advertising.
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spelling Racism and Invisibilization: Black Representativeness In Magazine AdsRacismo e invisibilización: Representatividad negra en anuncios de revistaRacismo e invisibilização: Representatividade negra em anúncios de revistaRacismoPublicidadeConsumoRepresentatividadeRacismAdvertisingConsumptionRepresentativenessRacismoPublicidadConsumoRepresentatividadWe discussed racism in Brazilian advertising, investigating black representation in advertisements published in Veja magazine in 2019. We analyzed the representation of black people in advertising through the intersection of race and gender, positions of protagonism, support and figuration in advertisements. The survey, carried out based on content analysis, added to hetero-identification processes, is interpreted from the perspective of black feminism, intersectional thinking, and consumption. The results point to low levels of representation: about 1/3, less than the 53.9% of blacks in Brazil, which proves the invisibility strategies of this group in national advertising.Discutimos el racismo en la publicidad brasileña, investigando la representación negra en los anuncios publicados en la revista Veja en 2019. Analizamos la representación de los negros en la publicidad a través de la intersección de raza y género, posiciones de protagonismo, apoyo y figuración en los anuncios. La encuesta, realizada a partir del análisis de contenido, sumada a los procesos de heteroidentificación, se interpreta desde la perspectiva del feminismo negro, el pensamiento interseccional y el consumo. Los resultados apuntan a bajos niveles de representación: alrededor de 1/3, menos que el 53,9% de los negros en Brasil, lo que demuestra las estrategias de invisibilidad de este grupo en la publicidad nacional.Discutimos o racismo na publicidade brasileira, investigando a representatividade negra em anúncios veiculados na revista Veja em 2019. Analisamos a representação das pessoas negras na publicidade pela intersecção de raça e gênero, posições de protagonismo, coadjuvância e figuração nos anúncios. O levantamento, realizado a partir da análise de conteúdo somada a processos de heteroidentificação, é interpretado sob a perspectiva do feminismo negro, do pensamento interseccional e do consumo. Os resultados apontam para baixos índices de representatividade: cerca de 1/3, inferior aos 53,9% de negros do Brasil, o que comprova as estratégias de invisibilização desse grupo na publicidade nacional.ABEC2022-07-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.e-compos.org.br/e-compos/article/view/238410.30962/ec.2384E-Compós; Vol. 25 (2022): E-Compós 2022E-Compós; Vol. 25 (2022): E-Compós 2022E-Compós; v. 25 (2022): E-Compós 20221808-2599reponame:E-Compósinstname:Associação Nacional dos Programas de Pós-Graduação em Comunicaçãoinstacron:ANPPCporhttps://www.e-compos.org.br/e-compos/article/view/2384/2081Copyright (c) 2021 Pablo Moreno Fernandeshttps://creativecommons.org/licenses/by-nd/4.0info:eu-repo/semantics/openAccessMoreno Fernandes, Pablo2022-12-20T13:14:37Zoai:ojs.www.e-compos.org.br:article/2384Revistahttps://www.e-compos.org.br/e-compos/PUBhttps://www.e-compos.org.br/e-compos/oairevistaecompos@gmail.com1808-25991808-2599opendoar:2022-12-20T13:14:37E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicaçãofalse
dc.title.none.fl_str_mv Racism and Invisibilization: Black Representativeness In Magazine Ads
Racismo e invisibilización: Representatividad negra en anuncios de revista
Racismo e invisibilização: Representatividade negra em anúncios de revista
title Racism and Invisibilization: Black Representativeness In Magazine Ads
spellingShingle Racism and Invisibilization: Black Representativeness In Magazine Ads
Moreno Fernandes, Pablo
Racismo
Publicidade
Consumo
Representatividade
Racism
Advertising
Consumption
Representativeness
Racismo
Publicidad
Consumo
Representatividad
title_short Racism and Invisibilization: Black Representativeness In Magazine Ads
title_full Racism and Invisibilization: Black Representativeness In Magazine Ads
title_fullStr Racism and Invisibilization: Black Representativeness In Magazine Ads
title_full_unstemmed Racism and Invisibilization: Black Representativeness In Magazine Ads
title_sort Racism and Invisibilization: Black Representativeness In Magazine Ads
author Moreno Fernandes, Pablo
author_facet Moreno Fernandes, Pablo
author_role author
dc.contributor.author.fl_str_mv Moreno Fernandes, Pablo
dc.subject.por.fl_str_mv Racismo
Publicidade
Consumo
Representatividade
Racism
Advertising
Consumption
Representativeness
Racismo
Publicidad
Consumo
Representatividad
topic Racismo
Publicidade
Consumo
Representatividade
Racism
Advertising
Consumption
Representativeness
Racismo
Publicidad
Consumo
Representatividad
description We discussed racism in Brazilian advertising, investigating black representation in advertisements published in Veja magazine in 2019. We analyzed the representation of black people in advertising through the intersection of race and gender, positions of protagonism, support and figuration in advertisements. The survey, carried out based on content analysis, added to hetero-identification processes, is interpreted from the perspective of black feminism, intersectional thinking, and consumption. The results point to low levels of representation: about 1/3, less than the 53.9% of blacks in Brazil, which proves the invisibility strategies of this group in national advertising.
publishDate 2022
dc.date.none.fl_str_mv 2022-07-12
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/2384
10.30962/ec.2384
url https://www.e-compos.org.br/e-compos/article/view/2384
identifier_str_mv 10.30962/ec.2384
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/2384/2081
dc.rights.driver.fl_str_mv Copyright (c) 2021 Pablo Moreno Fernandes
https://creativecommons.org/licenses/by-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Pablo Moreno Fernandes
https://creativecommons.org/licenses/by-nd/4.0
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. 25 (2022): E-Compós 2022
E-Compós; Vol. 25 (2022): E-Compós 2022
E-Compós; v. 25 (2022): E-Compós 2022
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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