Digital media and negative reactions to LGBT advertising
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | |
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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Consumer Behavior Review |
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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 |