An Analysis of the Representation of the LGBTQIA+ Community in Brazilian Advertising Videos
DOI:
https://doi.org/10.61283/9qw1dx44Keywords:
LGBTQIA+, media, pink money, representationAbstract
The media's focus on the LGBTQIA+ community and Pink Money arises from their significant purchasing power and growing demand for LGBTQIA+ rights recognition. This study explores the historical context of the LGBTQIA+ community, essential for analyzing its modern representation in audiovisual advertising. Scholars like Castañeda and Jenkins contribute to the theoretical foundation. Employing content analysis, the research scrutinizes LGBTQIA+ representation in Pride month advertising videos (2017-2018). A survey gauges societal responses, while interviews with experts follow Bardin and Malhotra's methodologies. The study reveals generally positive reception, though some view it as economically motivated (Pink Money). Bardin's notion of content analysis as a tool permeates the study, offering nuanced insights into LGBTQIA+ portrayals.
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