Digital media and negative reactions to LGBT advertising

Detalhes bibliográficos
Autor(a) principal: Oliveira, Arize Sousa Fernandes
Data de Publicação: 2019
Outros Autores: Machado, Monica
Tipo de documento: Artigo
Idioma: por
Título da fonte: Consumer Behavior Review
Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242581
Resumo: “Why not invest in another cause?” is one the comments observed in the online advertising campaigns analyzed in this research. Digital is a socio-cultural experience, revealing the links between local experiences and the uses of digital media. Thus, by analyzing content circulating on the internet, it is possible to create an overview of the contexts in which they are inserted. Comments were searched on Facebook for the campaigns #AvonPride, #MarcasAliadas and #OAmorNosConecta, promoted respectively by Avon, Skol and Uber, signatories of the Forum Companies and LGBT Rights. The survey results pointed to opinions expressing devaluation of support, abandonment requirements and accusation of opportunity. Still, it is noteworthy that most comments expressed in actions are positive and many people identify with content: digital media can generate opportunities for new social perspectives.
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spelling Digital media and negative reactions to LGBT advertisingMídias digitais e reações negativas às campanhas publicitárias LGBTdigital anthropologycommunitiesLGBTsocial media.antropologia digitalcomunidadesLGBTmídias sociais.“Why not invest in another cause?” is one the comments observed in the online advertising campaigns analyzed in this research. Digital is a socio-cultural experience, revealing the links between local experiences and the uses of digital media. Thus, by analyzing content circulating on the internet, it is possible to create an overview of the contexts in which they are inserted. Comments were searched on Facebook for the campaigns #AvonPride, #MarcasAliadas and #OAmorNosConecta, promoted respectively by Avon, Skol and Uber, signatories of the Forum Companies and LGBT Rights. The survey results pointed to opinions expressing devaluation of support, abandonment requirements and accusation of opportunity. Still, it is noteworthy that most comments expressed in actions are positive and many people identify with content: digital media can generate opportunities for new social perspectives.“Por que não investem em outra causa? Essa é safadeza pura”, “Heteros, vamos boicotar” e “É só pra vender mais” foram alguns dos comentários observados nas campanhas publicitárias online analisadas nesta pesquisa. O digital é uma experiência sociocultural, revelador de vínculos entre vivências locais e os usos das mídias digitais. Assim, ao analisar conteúdos que circulam na internet é possível construir um panorama dos contextos em que estão inseridos. Foram investigados os comentários no Facebook das campanhas #AvonPride, #MarcasAliadas e #OAmorNosConecta, promovidas, respectivamente, pela Avon, Skol e Uber, empresas signatárias do Fórum Empresas e Direitos LGBT. Os resultados da pesquisa apontaram opiniões que expressam desvalorização ao apoio, declarações de abandono de consumo e acusação de oportunismo. Ainda assim, vale destacar que a expressiva maioria dos comentários nas ações é positiva e muitas pessoas se identificam com os conteúdos: as mídias digitais podem gerar oportunidades para novas perspectivas sociais.Universidade Federal de Pernambuco2019-09-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/24258110.51359/2526-7884.2019.242581CBR - Consumer Behavior Review; Vol. 3 (2019): Special Edition - Consumption and Gender; 14-23CBR - Consumer Behavior Review; v. 3 (2019): Edição Especial - Consumo e Gênero; 14-232526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242581/33270Copyright (c) 2019 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessOliveira, Arize Sousa FernandesMachado, Monica2023-05-26T02:06:40Zoai:oai.periodicos.ufpe.br:article/242581Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T02:06:40Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false
dc.title.none.fl_str_mv Digital media and negative reactions to LGBT advertising
Mídias digitais e reações negativas às campanhas publicitárias LGBT
title Digital media and negative reactions to LGBT advertising
spellingShingle Digital media and negative reactions to LGBT advertising
Oliveira, Arize Sousa Fernandes
digital anthropology
communities
LGBT
social media.
antropologia digital
comunidades
LGBT
mídias sociais.
title_short Digital media and negative reactions to LGBT advertising
title_full Digital media and negative reactions to LGBT advertising
title_fullStr Digital media and negative reactions to LGBT advertising
title_full_unstemmed Digital media and negative reactions to LGBT advertising
title_sort Digital media and negative reactions to LGBT advertising
author Oliveira, Arize Sousa Fernandes
author_facet Oliveira, Arize Sousa Fernandes
Machado, Monica
author_role author
author2 Machado, Monica
author2_role author
dc.contributor.author.fl_str_mv Oliveira, Arize Sousa Fernandes
Machado, Monica
dc.subject.por.fl_str_mv digital anthropology
communities
LGBT
social media.
antropologia digital
comunidades
LGBT
mídias sociais.
topic digital anthropology
communities
LGBT
social media.
antropologia digital
comunidades
LGBT
mídias sociais.
description “Why not invest in another cause?” is one the comments observed in the online advertising campaigns analyzed in this research. Digital is a socio-cultural experience, revealing the links between local experiences and the uses of digital media. Thus, by analyzing content circulating on the internet, it is possible to create an overview of the contexts in which they are inserted. Comments were searched on Facebook for the campaigns #AvonPride, #MarcasAliadas and #OAmorNosConecta, promoted respectively by Avon, Skol and Uber, signatories of the Forum Companies and LGBT Rights. The survey results pointed to opinions expressing devaluation of support, abandonment requirements and accusation of opportunity. Still, it is noteworthy that most comments expressed in actions are positive and many people identify with content: digital media can generate opportunities for new social perspectives.
publishDate 2019
dc.date.none.fl_str_mv 2019-09-22
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.ufpe.br/revistas/index.php/cbr/article/view/242581
10.51359/2526-7884.2019.242581
url https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242581
identifier_str_mv 10.51359/2526-7884.2019.242581
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242581/33270
dc.rights.driver.fl_str_mv Copyright (c) 2019 CBR - Consumer Behavior Review
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 CBR - Consumer Behavior Review
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Pernambuco
publisher.none.fl_str_mv Universidade Federal de Pernambuco
dc.source.none.fl_str_mv CBR - Consumer Behavior Review; Vol. 3 (2019): Special Edition - Consumption and Gender; 14-23
CBR - Consumer Behavior Review; v. 3 (2019): Edição Especial - Consumo e Gênero; 14-23
2526-7884
reponame:Consumer Behavior Review
instname:Universidade Federal de Pernambuco (UFPE)
instacron:UFPE
instname_str Universidade Federal de Pernambuco (UFPE)
instacron_str UFPE
institution UFPE
reponame_str Consumer Behavior Review
collection Consumer Behavior Review
repository.name.fl_str_mv Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)
repository.mail.fl_str_mv cbr@ufpe.br||periodicos.ufpe@ufpe.br
_version_ 1797220395830476800

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