Banca de QUALIFICAÇÃO: THAINÁ GOMES DE LIRA BELÉM

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : THAINÁ GOMES DE LIRA BELÉM
DATE: 25/10/2023
LOCAL: PROGRAMA DE PÓS-GRADUAÇÃO EM COMUNICAÇÃO
TITLE:
KEY WORDS:

MUCH MORE THAN THE COLOR OF SIN: The representations of black women in contemporary Brazilian advertising

PAGES: 70
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

There are several questions about imagery in advertising, packaged by signs and meanings, advertising communication can send a message with just one image, one look, one sound, one perception. Therefore, we can place the message conveyed by advertising as one of the biggest communication vectors in society. Given this positioning, this study seeks to understand what this communication is saying about black women to Brazilian society. In recent years, anti-racist demands have been growing among the public, the Brazilian population, now equipped with opinions that are heard via social networks, are able to position themselves to demand their demands and point out racist practices. Therefore, this work aims to highlight the positioning of brands in relation to the presence of black women in their advertising communications. The research aims to map the role played by black women in advertisements in Brazil, especially with regard to the message that is being conveyed and propagated. Through bibliographical research (Gil, 2017), a brief content analysis (Bardin, 2011) and a thematic analysis (Nowell et al, 2017), we aim to investigate and identify the representations of female blackness in advertisements. In bibliographical research we have the support of Sueli Carneiro (2011, 2020), Djamila Ribeiro (2017, 2019), Miranda and Martins (2011), Moreno Fernandes (2021), bell hooks (2019), among others. In content analysis and thematic analysis, we have as a research corpus the Campaigns of the Week column of the advertising portal Meio e Mensagem, investigating the temporality from 2020 to 2022, comprising more than 1000 advertisements. These advertisements provide an overview of advertising in Brazil and talk about how one of the largest media outlets is positioning black women in its communication: there is an ongoing debate, but there is still a lot to be done. 

COMMITTEE MEMBERS:
Externa ao Programa - 2160384 - ANA MARIA DA CONCEICAO VELOSO - nullPresidente - 1805696 - ROGERIO LUIZ COVALESKI
Interna - 2133092 - SORAYA MARIA BERNARDINO BARRETO JANUARIO