The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group

Detalhes bibliográficos
Autor(a) principal: Santos, Camila
Data de Publicação: 2021
Outros Autores: Brod, Marta
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Periódicus
Texto Completo: https://periodicos.ufba.br/index.php/revistaperiodicus/article/view/34892
Resumo: Among the countless social issues currently discussed, diversity is a critical theme, especially in a context ofintolerance towards minorized social groups such as is the contemporaneity. In an attempt to promote inclusion, this study seeks to understand different perceptions and opinions regarding new family configurations, in particular, the homosexual union. To this end, the 2018 Mothers’ Day campaign entitled “Sophia,” launched by the Brazilian company MercadoLivre, was shown to a focus group formed by people of different ages, genders, and religions. Guided by a semi-structured and collective interview, participants answered a series of questions about the theme. Some opinions were highlightedduring the conversation, such as the lack of representation of homosexual characters in various commercials and the prevailing heteronormativity, so that most participants could not grasp that the advertisement depicted an unconventional family.
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spelling The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus groupLa representatividad de la unión homosexual y la formación de la familia en el anuncio “Sophia”, de Mercado Libre, bajo una perspectiva de grupo focalA representatividade da união homossexual e a formação familiar na propaganda “Sophia” do Mercado Livre sob a perspectiva de um grupo focalAmong the countless social issues currently discussed, diversity is a critical theme, especially in a context ofintolerance towards minorized social groups such as is the contemporaneity. In an attempt to promote inclusion, this study seeks to understand different perceptions and opinions regarding new family configurations, in particular, the homosexual union. To this end, the 2018 Mothers’ Day campaign entitled “Sophia,” launched by the Brazilian company MercadoLivre, was shown to a focus group formed by people of different ages, genders, and religions. Guided by a semi-structured and collective interview, participants answered a series of questions about the theme. Some opinions were highlightedduring the conversation, such as the lack of representation of homosexual characters in various commercials and the prevailing heteronormativity, so that most participants could not grasp that the advertisement depicted an unconventional family.Entre los problemas sociales que se discuten actualmente, la diversidad es un tema importante, sobre todo enlos tiempos actuales de intolerancia hacia las minorías. Con el fin de promover la inclusión, este estudio pretende comprender la percepción y opinión de las personas, sus diversos puntos de vista, sobre las nuevas configuraciones familiares, en particular la unión homosexual, tomando como objeto de estudio el anuncio “Sophia”, una campaña del Mercado Libre para el Día de la Madre del año 2018. Para ello, se empleó la técnica de grupo focal conformado por personas de diferentes edades, géneros y religiones. Se mostró el anuncio al grupo, y luego se hicieron preguntas sobre el tema a través de una entrevista semiestructurada y colectiva. Durante la conversación se destacaron algunas opiniones en común, como la falta de representación de personajes homosexuales en varios anuncios y el discernimiento de heteronormatividad, lo que hizo que la mayoría de los participantes no imaginaran que el anuncio “Sophia” trataba una familia poco convencional.Entre os diversos problemas sociais atualmente discutidos, a diversidade é um tema de extrema importância, sobretudo em um contexto de intolerância em relação a minorias, como é o contexto moderno. Com o intuito de promover a inclusão, este estudo busca compreender a percepção e opinião das pessoas sob vários pontos de vista acerca de novas configurações familiares, em particular a união homossexual, sendo princípio de estudo a propaganda “Sophia”, lançada na ocasião do Dia Das Mães de 2018 pelo Mercado Livre. Para isto,utilizou-se como técnica o grupo focal formado por pessoas de variadas idades, gêneros e religiões. O comercial foi exibido ao grupo e, em seguida, foram feitos questionamentos a respeito do tema por meio de uma entrevista semiestruturada e coletiva. Durante a conversa, algumas opiniões em comum ganharam destaque, como a falta de representação de personagens homossexuais em comerciais diversos e a vigência da heteronormatividade, o que fez com que a maioria dos(as) participantes não imaginasse que a propaganda tratasse de uma família não convencional.Universidade Federal da Bahia2021-12-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://periodicos.ufba.br/index.php/revistaperiodicus/article/view/3489210.9771/peri.v3i16.34892Revista Periódicus; Vol. 3 No. 16 (2021): Intersexuality: gender challenges; 197-216Revista Periódicus; Vol. 3 Núm. 16 (2021): Intersexualidad: desafíos de género; 197-216Revista Periódicus; v. 3 n. 16 (2021): Intersexualidade: desafios de gênero; 197-2162358-0844reponame:Revista Periódicusinstname:Universidade Federal da Bahia (UFBA)instacron:UFBAporhttps://periodicos.ufba.br/index.php/revistaperiodicus/article/view/34892/25732Copyright (c) 2021 Camila Santos, Marta Brodhttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessSantos, CamilaBrod, Marta2021-12-20T23:30:39Zoai:ojs.periodicos.ufba.br:article/34892Revistahttps://periodicos.ufba.br/index.php/revistaperiodicusPUBhttps://periodicos.ufba.br/index.php/revistaperiodicus/oai||revistaperiodicus@ufba.br2358-08442358-0844opendoar:2021-12-20T23:30:39Revista Periódicus - Universidade Federal da Bahia (UFBA)false
dc.title.none.fl_str_mv The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
La representatividad de la unión homosexual y la formación de la familia en el anuncio “Sophia”, de Mercado Libre, bajo una perspectiva de grupo focal
A representatividade da união homossexual e a formação familiar na propaganda “Sophia” do Mercado Livre sob a perspectiva de um grupo focal
title The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
spellingShingle The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
Santos, Camila
title_short The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
title_full The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
title_fullStr The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
title_full_unstemmed The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
title_sort The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
author Santos, Camila
author_facet Santos, Camila
Brod, Marta
author_role author
author2 Brod, Marta
author2_role author
dc.contributor.author.fl_str_mv Santos, Camila
Brod, Marta
description Among the countless social issues currently discussed, diversity is a critical theme, especially in a context ofintolerance towards minorized social groups such as is the contemporaneity. In an attempt to promote inclusion, this study seeks to understand different perceptions and opinions regarding new family configurations, in particular, the homosexual union. To this end, the 2018 Mothers’ Day campaign entitled “Sophia,” launched by the Brazilian company MercadoLivre, was shown to a focus group formed by people of different ages, genders, and religions. Guided by a semi-structured and collective interview, participants answered a series of questions about the theme. Some opinions were highlightedduring the conversation, such as the lack of representation of homosexual characters in various commercials and the prevailing heteronormativity, so that most participants could not grasp that the advertisement depicted an unconventional family.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufba.br/index.php/revistaperiodicus/article/view/34892
10.9771/peri.v3i16.34892
url https://periodicos.ufba.br/index.php/revistaperiodicus/article/view/34892
identifier_str_mv 10.9771/peri.v3i16.34892
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufba.br/index.php/revistaperiodicus/article/view/34892/25732
dc.rights.driver.fl_str_mv Copyright (c) 2021 Camila Santos, Marta Brod
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Camila Santos, Marta Brod
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal da Bahia
publisher.none.fl_str_mv Universidade Federal da Bahia
dc.source.none.fl_str_mv Revista Periódicus; Vol. 3 No. 16 (2021): Intersexuality: gender challenges; 197-216
Revista Periódicus; Vol. 3 Núm. 16 (2021): Intersexualidad: desafíos de género; 197-216
Revista Periódicus; v. 3 n. 16 (2021): Intersexualidade: desafios de gênero; 197-216
2358-0844
reponame:Revista Periódicus
instname:Universidade Federal da Bahia (UFBA)
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instname_str Universidade Federal da Bahia (UFBA)
instacron_str UFBA
institution UFBA
reponame_str Revista Periódicus
collection Revista Periódicus
repository.name.fl_str_mv Revista Periódicus - Universidade Federal da Bahia (UFBA)
repository.mail.fl_str_mv ||revistaperiodicus@ufba.br
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