Diversitywashing: brands and their expressive (in)coherences
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Comunicação, Mídia e Consumo (Online) |
Texto Completo: | https://revistacmc.espm.br/revistacmc/article/view/2069 |
Resumo: | In the problem of media discourses and representation of diverse bodies and subjects, the need to deepen the debate on the impacts and limits of advertising initiatives is perceptible. This work seeks, therefore, to focus on the concept of diversitywashing, understanding that many brand strategies camouflage inconsistent practices, especially in relation to the productive routines of advertising and the traces of image and textual stereotypes, which reveal a contradiction of what they discursively expose. Thus, it is proposed here to discuss the contemporary demands on the relationship between media and diversity, conceptualizing the notion of diversitywashing and pointing to six common features of this practice (inadequate representations; attribution of neutrality; contradictory backstage; limited diversity; incoherent behaviors; and past life) in light of theoretical assumptions about self-performatization, management of impressions and expressive coherence. |
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Diversitywashing: brands and their expressive (in)coherencesDiversitywashing: as marcas e suas (in)coerências expressivasDiversitywashingDiversidadePublicidadeMarcaCoerência expressivaIn the problem of media discourses and representation of diverse bodies and subjects, the need to deepen the debate on the impacts and limits of advertising initiatives is perceptible. This work seeks, therefore, to focus on the concept of diversitywashing, understanding that many brand strategies camouflage inconsistent practices, especially in relation to the productive routines of advertising and the traces of image and textual stereotypes, which reveal a contradiction of what they discursively expose. Thus, it is proposed here to discuss the contemporary demands on the relationship between media and diversity, conceptualizing the notion of diversitywashing and pointing to six common features of this practice (inadequate representations; attribution of neutrality; contradictory backstage; limited diversity; incoherent behaviors; and past life) in light of theoretical assumptions about self-performatization, management of impressions and expressive coherence.Considerando a representação midiática de corpos e sujeitos diversos, este trabalho busca debruçar-se sobre o conceito de diversitywashing, entendendo que muitas estratégias de marca camuflam práticas inconsistentes, sobretudo em relação às rotinas produtivas da publicidade e aos rastros de estereótipos imagéticos e textuais, que revelam uma contradição daquilo que expõem discursivamente. Assim, propõe-se aqui contribuir sobre as demandas contemporâneas acerca da relação entre mídia e diversidade, avançando na noção conceitual de diversitywashing a partir da categorização de seis traços comuns desta prática à luz de pressupostos teóricos sobre performatização de si, gerenciamento de impressões e coerência expressiva.Escola Superior de Propaganda e Marketing2020-04-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/206910.18568/cmc.v17i48.2069Comunicação Mídia e Consumo; Vol. 17 No. 48 (2020): JANEIRO/ABRIL; 84-107Comunicação Mídia e Consumo; Vol. 17 Núm. 48 (2020): JANEIRO/ABRIL; 84-107Comunicação Mídia e Consumo; v. 17 n. 48 (2020): JANEIRO/ABRIL; 84-1071983-707010.18568/cmc.v17i48reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/2069/pdfhttps://revistacmc.espm.br/revistacmc/article/view/2069/pdf_1Copyright (c) 2020 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessCarrera, FernandaTorquato, Chalini2020-09-04T16:50:35Zoai:ojs.revistacmc.espm.br:article/2069Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2020-09-04T16:50:35Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
Diversitywashing: brands and their expressive (in)coherences Diversitywashing: as marcas e suas (in)coerências expressivas |
title |
Diversitywashing: brands and their expressive (in)coherences |
spellingShingle |
Diversitywashing: brands and their expressive (in)coherences Carrera, Fernanda Diversitywashing Diversidade Publicidade Marca Coerência expressiva |
title_short |
Diversitywashing: brands and their expressive (in)coherences |
title_full |
Diversitywashing: brands and their expressive (in)coherences |
title_fullStr |
Diversitywashing: brands and their expressive (in)coherences |
title_full_unstemmed |
Diversitywashing: brands and their expressive (in)coherences |
title_sort |
Diversitywashing: brands and their expressive (in)coherences |
author |
Carrera, Fernanda |
author_facet |
Carrera, Fernanda Torquato, Chalini |
author_role |
author |
author2 |
Torquato, Chalini |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Carrera, Fernanda Torquato, Chalini |
dc.subject.por.fl_str_mv |
Diversitywashing Diversidade Publicidade Marca Coerência expressiva |
topic |
Diversitywashing Diversidade Publicidade Marca Coerência expressiva |
description |
In the problem of media discourses and representation of diverse bodies and subjects, the need to deepen the debate on the impacts and limits of advertising initiatives is perceptible. This work seeks, therefore, to focus on the concept of diversitywashing, understanding that many brand strategies camouflage inconsistent practices, especially in relation to the productive routines of advertising and the traces of image and textual stereotypes, which reveal a contradiction of what they discursively expose. Thus, it is proposed here to discuss the contemporary demands on the relationship between media and diversity, conceptualizing the notion of diversitywashing and pointing to six common features of this practice (inadequate representations; attribution of neutrality; contradictory backstage; limited diversity; incoherent behaviors; and past life) in light of theoretical assumptions about self-performatization, management of impressions and expressive coherence. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-04-27 |
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/2069 10.18568/cmc.v17i48.2069 |
url |
https://revistacmc.espm.br/revistacmc/article/view/2069 |
identifier_str_mv |
10.18568/cmc.v17i48.2069 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://revistacmc.espm.br/revistacmc/article/view/2069/pdf https://revistacmc.espm.br/revistacmc/article/view/2069/pdf_1 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Comunicação Mídia e Consumo info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 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. 17 No. 48 (2020): JANEIRO/ABRIL; 84-107 Comunicação Mídia e Consumo; Vol. 17 Núm. 48 (2020): JANEIRO/ABRIL; 84-107 Comunicação Mídia e Consumo; v. 17 n. 48 (2020): JANEIRO/ABRIL; 84-107 1983-7070 10.18568/cmc.v17i48 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) |
instacron_str |
ESPM |
institution |
ESPM |
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 |
_version_ |
1793890300625682432 |