The intersectional Roulette in advertising analysis: some results

Detalhes bibliográficos
Autor(a) principal: Moreno Fernandes, Pablo
Data de Publicação: 2022
Tipo de documento: Artigo
Idioma: por
Título da fonte: Mídia.e.Cotidiano
Texto Completo: https://periodicos.uff.br/midiaecotidiano/article/view/54573
Resumo: Crenshaw (2002) recognizes the place of advertising in the maintenance ofstereotypes that marginalize women crossed by different avenues of identity. Thus, we resort to the application of Carrera's (2021) method, the intersectional roulette, toanalyze print media advertisements. In this work, we chose the ads published in Veja magazine in 2019 by the telephone operator Vivo, verifying the representations of blackness in these pieces, from the intersectional perspective and counterintuitiveadvertising (LEITE, 2014). The results point to a predominance of intersections of race, gender, and class, signaling efforts towards more diverse and, therefore, counterintuitive constructions, although subject to criticism.
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spelling The intersectional Roulette in advertising analysis: some resultsLa ruleta interseccional em el análisis de la publicidad: algunos resultadosA roleta interseccional na análise da publicidade: alguns resultadosPublicidadeConsumoInterseccionalidadePublicidade contraintuitivaRepresentaçãoPublicidadeConsumoInterseccionalidadePublicidadConsumoInterseccionalidadPublicidad contraintuitivaRepresentaciónPublicidadConsumoInterseccionalidadAdvertisingConsumptionIntersectionalityCounterintuitive AdvertisingRepresentationAdvertisingConsumptionIntersectionalityCrenshaw (2002) recognizes the place of advertising in the maintenance ofstereotypes that marginalize women crossed by different avenues of identity. Thus, we resort to the application of Carrera's (2021) method, the intersectional roulette, toanalyze print media advertisements. In this work, we chose the ads published in Veja magazine in 2019 by the telephone operator Vivo, verifying the representations of blackness in these pieces, from the intersectional perspective and counterintuitiveadvertising (LEITE, 2014). The results point to a predominance of intersections of race, gender, and class, signaling efforts towards more diverse and, therefore, counterintuitive constructions, although subject to criticism.Crenshaw (2002) reconoce el lugar de la publicidad en el mantenimiento deestereotipos que marginan a las mujeres atravesadas por distintas vías de identidad. Así, recurrimos a la aplicación del método de Carrera (2021), la ruleta interseccional, para analizar los anuncios publicitarios en medios impresos. En este trabajo, elegimos los anuncios publicados en la revista Veja en 2019 por la operadoratelefónica Vivo, verificando las representaciones de la negrura en estas piezas, desde la perspectiva interseccional y contraintuitiva de la publicidad (LEITE, 2014). Los resultados apuntan a un predominio de intersecciones de raza, género y clase,señalando esfuerzos hacia construcciones más diversas y, por lo tanto, contrarias a la intuición, aunque sujetas a críticas.Crenshaw (2002) recognizes the place of advertising in the maintenance of stereotypes that marginalize women crossed by different avenues of identity. Thus, we resort to the application of Carrera's (2021) method, the intersectional roulette, to analyze print media advertisements. In this work, we chose the ads published in Veja magazine in 2019 by the telephone operator Vivo, verifying the representations of blackness in these pieces, from the intersectional perspective and counterintuitive advertising (LEITE, 2014). The results point to a predominance of intersections of race, gender, and class, signaling efforts towards more diverse and, therefore, counterintuitive constructions, although subject to criticism.Crenshaw (2002) reconhece o lugar da propaganda na manutenção de estereótipos que marginalizam mulheres atravessadas por avenidas identitárias diversas. Assim, recorremos à aplicação do método de Carrera (2021), a roleta interseccional, para analisar anúncios de mídia impressa. Escolhemos, neste trabalho, os anúncios veiculados na revista Veja em 2019 pela operadora de telefonia Vivo, verificando as representações sobre a negritude nessas peças, sob a perspectiva interseccional e da publicidade contraintuitiva (LEITE, 2014). Os resultados apontam uma predominância de intersecções de raça, gênero e classe, sinalizando esforços para construções mais diversas e, portanto, contraintuitivas, ainda que sujeitas a críticas.ABEC2022-09-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uff.br/midiaecotidiano/article/view/5457310.22409/rmc.v16i3.54573Revista Mídia e Cotidiano; v. 16 n. 3 (2022): Comunicação, Mídia e Interseccionalidade; 49-712178-602X10.22409/rmc.v16i3reponame:Mídia.e.Cotidianoinstname:Universidade Federal Fluminense (UFF)instacron:UFFporhttps://periodicos.uff.br/midiaecotidiano/article/view/54573/32938Copyright (c) 2022 Revista Mídia e Cotidianoinfo:eu-repo/semantics/openAccessMoreno Fernandes, Pablo2022-09-21T14:35:15Zoai:ojs.pkp.sfu.ca:article/54573Revistahttps://periodicos.uff.br/midiaecotidiano/indexPUBhttps://periodicos.uff.br/midiaecotidiano/oaimidiaecotidiano.ega@id.uff.br||revistamidiaecotidiano@gmail.com2178-602X2178-602Xopendoar:2022-09-21T14:35:15Mídia.e.Cotidiano - Universidade Federal Fluminense (UFF)false
dc.title.none.fl_str_mv The intersectional Roulette in advertising analysis: some results
La ruleta interseccional em el análisis de la publicidad: algunos resultados
A roleta interseccional na análise da publicidade: alguns resultados
title The intersectional Roulette in advertising analysis: some results
spellingShingle The intersectional Roulette in advertising analysis: some results
Moreno Fernandes, Pablo
Publicidade
Consumo
Interseccionalidade
Publicidade contraintuitiva
Representação
Publicidade
Consumo
Interseccionalidade
Publicidad
Consumo
Interseccionalidad
Publicidad contraintuitiva
Representación
Publicidad
Consumo
Interseccionalidad
Advertising
Consumption
Intersectionality
Counterintuitive Advertising
Representation
Advertising
Consumption
Intersectionality
title_short The intersectional Roulette in advertising analysis: some results
title_full The intersectional Roulette in advertising analysis: some results
title_fullStr The intersectional Roulette in advertising analysis: some results
title_full_unstemmed The intersectional Roulette in advertising analysis: some results
title_sort The intersectional Roulette in advertising analysis: some results
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 Publicidade
Consumo
Interseccionalidade
Publicidade contraintuitiva
Representação
Publicidade
Consumo
Interseccionalidade
Publicidad
Consumo
Interseccionalidad
Publicidad contraintuitiva
Representación
Publicidad
Consumo
Interseccionalidad
Advertising
Consumption
Intersectionality
Counterintuitive Advertising
Representation
Advertising
Consumption
Intersectionality
topic Publicidade
Consumo
Interseccionalidade
Publicidade contraintuitiva
Representação
Publicidade
Consumo
Interseccionalidade
Publicidad
Consumo
Interseccionalidad
Publicidad contraintuitiva
Representación
Publicidad
Consumo
Interseccionalidad
Advertising
Consumption
Intersectionality
Counterintuitive Advertising
Representation
Advertising
Consumption
Intersectionality
description Crenshaw (2002) recognizes the place of advertising in the maintenance ofstereotypes that marginalize women crossed by different avenues of identity. Thus, we resort to the application of Carrera's (2021) method, the intersectional roulette, toanalyze print media advertisements. In this work, we chose the ads published in Veja magazine in 2019 by the telephone operator Vivo, verifying the representations of blackness in these pieces, from the intersectional perspective and counterintuitiveadvertising (LEITE, 2014). The results point to a predominance of intersections of race, gender, and class, signaling efforts towards more diverse and, therefore, counterintuitive constructions, although subject to criticism.
publishDate 2022
dc.date.none.fl_str_mv 2022-09-21
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://periodicos.uff.br/midiaecotidiano/article/view/54573
10.22409/rmc.v16i3.54573
url https://periodicos.uff.br/midiaecotidiano/article/view/54573
identifier_str_mv 10.22409/rmc.v16i3.54573
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uff.br/midiaecotidiano/article/view/54573/32938
dc.rights.driver.fl_str_mv Copyright (c) 2022 Revista Mídia e Cotidiano
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Revista Mídia e Cotidiano
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 Revista Mídia e Cotidiano; v. 16 n. 3 (2022): Comunicação, Mídia e Interseccionalidade; 49-71
2178-602X
10.22409/rmc.v16i3
reponame:Mídia.e.Cotidiano
instname:Universidade Federal Fluminense (UFF)
instacron:UFF
instname_str Universidade Federal Fluminense (UFF)
instacron_str UFF
institution UFF
reponame_str Mídia.e.Cotidiano
collection Mídia.e.Cotidiano
repository.name.fl_str_mv Mídia.e.Cotidiano - Universidade Federal Fluminense (UFF)
repository.mail.fl_str_mv midiaecotidiano.ega@id.uff.br||revistamidiaecotidiano@gmail.com
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