The racism from the Advertising: a look at representativeness in magazine Ads

Detalhes bibliográficos
Autor(a) principal: Moreno Fernandes, Pablo
Data de Publicação: 2022
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/2556
Resumo: Through the collect of advertisements of the most valuable brands in Brazil, we analyzed the presence of black people in ads published in Veja magazine in the 2018-2020 interval. We discuss the formation of black Brazilian identity, due to racism, observed here in a three-dimensional way, in its structural, practical and ideological dimensions. We reflect on the place of Advertising as a cultural instrument in the affirmation and consolidation of racist structures, based on their representations. The results of the analysis point to an oscillation in the representation of black people from year to year and, when compared to the work of other researchers on the subject in other periods, there is little evolution in the fight against racism.
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spelling The racism from the Advertising: a look at representativeness in magazine AdsO racismo brasileiro a partir da Publicidade: um olhar sobre a representatividade em anúncios de revistaThrough the collect of advertisements of the most valuable brands in Brazil, we analyzed the presence of black people in ads published in Veja magazine in the 2018-2020 interval. We discuss the formation of black Brazilian identity, due to racism, observed here in a three-dimensional way, in its structural, practical and ideological dimensions. We reflect on the place of Advertising as a cultural instrument in the affirmation and consolidation of racist structures, based on their representations. The results of the analysis point to an oscillation in the representation of black people from year to year and, when compared to the work of other researchers on the subject in other periods, there is little evolution in the fight against racism.Por meio da coleta de anúncios das marcas mais valiosas do Brasil, analisamos a presença de pessoas negras em peças veiculadas na revista Veja no intervalo 2018-2020. Colocamos em discussão a formação da identidade negra brasileira, em virtude do racismo, observado aqui de forma tridimensional, em suas dimensões estrutural, prática e ideológica. Refletimos sobre o lugar da Publicidade como instrumento cultural na afirmação e na consolidação das estruturas racistas, a partir de suas representações. Os resultados da análise apontam para uma oscilação na representatividade de pessoas negras ano a ano e, quando comparados ao trabalho de outros pesquisadores da temática em outros períodos, nota-se pouca evolução no enfrentamento ao racismo. Escola Superior de Propaganda e Marketing2022-04-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/255610.18568/cmc.v18i54.2556Comunicação Mídia e Consumo; Vol. 19 No. 54 (2022): JANEIRO/ABRILComunicação Mídia e Consumo; Vol. 19 Núm. 54 (2022): JANEIRO/ABRILComunicação Mídia e Consumo; v. 19 n. 54 (2022): JANEIRO/ABRIL1983-707010.18568/cmc.v18i54reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/2556/pdfhttps://revistacmc.espm.br/revistacmc/article/view/2556/pdf_1Copyright (c) 2022 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessMoreno Fernandes, Pablo2022-06-25T00:29:07Zoai:ojs.revistacmc.espm.br:article/2556Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2022-06-25T00:29:07Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv The racism from the Advertising: a look at representativeness in magazine Ads
O racismo brasileiro a partir da Publicidade: um olhar sobre a representatividade em anúncios de revista
title The racism from the Advertising: a look at representativeness in magazine Ads
spellingShingle The racism from the Advertising: a look at representativeness in magazine Ads
Moreno Fernandes, Pablo
title_short The racism from the Advertising: a look at representativeness in magazine Ads
title_full The racism from the Advertising: a look at representativeness in magazine Ads
title_fullStr The racism from the Advertising: a look at representativeness in magazine Ads
title_full_unstemmed The racism from the Advertising: a look at representativeness in magazine Ads
title_sort The racism from the Advertising: a look at 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
description Through the collect of advertisements of the most valuable brands in Brazil, we analyzed the presence of black people in ads published in Veja magazine in the 2018-2020 interval. We discuss the formation of black Brazilian identity, due to racism, observed here in a three-dimensional way, in its structural, practical and ideological dimensions. We reflect on the place of Advertising as a cultural instrument in the affirmation and consolidation of racist structures, based on their representations. The results of the analysis point to an oscillation in the representation of black people from year to year and, when compared to the work of other researchers on the subject in other periods, there is little evolution in the fight against racism.
publishDate 2022
dc.date.none.fl_str_mv 2022-04-29
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://revistacmc.espm.br/revistacmc/article/view/2556
10.18568/cmc.v18i54.2556
url https://revistacmc.espm.br/revistacmc/article/view/2556
identifier_str_mv 10.18568/cmc.v18i54.2556
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/2556/pdf
https://revistacmc.espm.br/revistacmc/article/view/2556/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2022 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Comunicação Mídia e Consumo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
dc.source.none.fl_str_mv Comunicação Mídia e Consumo; Vol. 19 No. 54 (2022): JANEIRO/ABRIL
Comunicação Mídia e Consumo; Vol. 19 Núm. 54 (2022): JANEIRO/ABRIL
Comunicação Mídia e Consumo; v. 19 n. 54 (2022): JANEIRO/ABRIL
1983-7070
10.18568/cmc.v18i54
reponame:Comunicação, Mídia e Consumo (Online)
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
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reponame_str Comunicação, Mídia e Consumo (Online)
collection Comunicação, Mídia e Consumo (Online)
repository.name.fl_str_mv Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv thoff@espm.br||revistacmc@espm.br
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