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.
References
Baggio, A. T. (2009). The homosexual theme in advertising: representation and stereotypes. Intercom 2009, XXXII Brazilian Congress of Communication Sciences. http://www.intercom.org.br/papers/nacionais/2009/resumos/R4-1146-1.pdf
Bardin, L. (2016). Análise de Conteúdo. São Paulo: Edições 70.
Barifouse, R. & Costa, R. (2015). Empresas apostam em comerciais com gays para 'modernizar imagem'. BBC News Brazil.
Castañeda, L. & Campbell, S. (2006). News and Sexuality: Media Portraits of Diversity. Thousand Oaks: Sage Publications.
https://doi.org/10.4135/9781452233062
Chizzotti, A. (2006). Pesquisa qualitativa em ciências humanas e sociais. Petrópolis: Vozes.
Dommu, R. (2019a). Avengers: Endgame Features Marvel's First Gay Character. Oct.
Dommu, R. (2019b). Marvel Is Searching for Its First Gay Superhero. Oct.
Duarte, J. & Barros, A. (2006). Métodos e técnicas de pesquisa em comunicação. 2. Ed, São Paulo: Atlas.
Gauntlett, D. (2004). Media, Gendner and Identity an Introduction. Abingdon: Routledge. https://doi.org/10.4324/9780203360798
Hansen, A., Cottle, S., Negrine R. & Newbold, C. (1998). Mass Communication Research Methods Houndmills: Palgrave Macmillan. https://doi.org/10.1007/978-1-349-26485-8
Jenkins, H. (2009). Cultura da Convergência. 2ed. São Paulo: Aleph.
Kellner, D. (2001). The Media Culture - Cultural Studies: Identity and Politics between the Modern and the Postmodern. Bauru: EDUSC.
McCombs, M. (2006). Setting the Agenda: the massa media and public opinion. Cambridge: Polity Press.
McLaughlin, B. & Rodriguez, N. S. (2016). Identifying With a Stereotype: The Divergent Effects of Exposure to Homosexual Television Characters. Journal of Homosexuality, 64:9, 1196-1213. https://doi.org/10.1080/00918369.2016.1242335
Milani, R. (2013). Crô: O Filme. Papo de Cinema.
Nascimento, F. S. (2015). Bicha (nem tão) má: representations of homosexuality in the telenovela Amor à Vida.
http://repositorio.pucrs.br/dspace/bitstream/10923/7112/1/000467545-Texto%2bCompleto-0.pdf
Oakenfull, G. (2007). Effects of Gay Identity, Gender and Explicitness of Advertising Imagery on Gay Responses to Advertising. Journal of Homosexuality, 53:4, 49-69. https://doi.org/10.1080/00918360802101278
Perse, E. M. (2001). Media Effects and Society. Mahwah: Lawrence Erlbaum Associates. https://doi.org/10.4324/9781410600820
Rodrigues, A. I. & Carvalho, A. (2015). Desde a Década de Setenta, em Setenta Comerciais: as representações LGBT na publicidade e propaganda veiculadas na televisão brasileira. Alcar 2015, GT History of Advertising and Institutional Communication.
Rodrigues, A. I. (2008). As representações das homossexualidades na publicidade e propaganda veiculadas na televisão brasileira: um olhar contemporâneo das últimas três décadas. Porto Alegre: Lume Repository https://lume.ufrgs.br/handle/10183/13806
Santos, A. I. & Cândido, D. (2017). Por um conceito de Propaganda e Publicidade: divergências e convergências. Intercom 2017, 40th Brazilian Congress of Communication Sciences. http://portalintercom.org.br/anais/nacional2017/resumos/R12-1973-1.pdf
Testoni, M. (2018). From censorship to sex scene: the evolution of LGBT characters in soap operas.
Waggoner, E. B. (2018). Bury Your Gays and Social Media Fan Response: Television, LGBTQ Representation, and Communitarian Ethics. Journal of Homosexuality, 65:13, 1877-1891. https://doi.org/10.1080/00918369.2017.1391015
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Daniel Souza (Autor/a)
![Creative Commons License](http://i.creativecommons.org/l/by-nc-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Política de acceso abierto
Se permite el acceso libre y abierto de cualquier interesado a todos los contenidos de los números de la revista, sin costo alguno, pudiendo imprimir y trasladar todos los artículos, con la única condición de precisar la fuente y la autoría.
La revista: a) no cobra a las autorías costes por el procesamiento de los artículos ni por el envío de los mismos, b) mantiene el copyright para los autores sin restricciones, c) facilita a los autores conservar sus derechos de publicación sin limitaciones.
La Revista Internacional de Investigación y Transferencia en Comunicación y Ciencias Sociales (INTRACOM) es una obra original gestionada por Activa 19 Comunicaciones. Todos los artículos incluidos en la Revista son obra original de sus respectivas autorías. Esta Revista se ofrece libremente a la comunidad científica y académica sin coste alguno y libera los contenidos de acuerdo a la licencia "Reconocimiento-NoComercial-CompartirIgual 4.0 CC BY-NC-SA" del proyecto Creative Commons dispuesta en la siguiente url: https://creativecommons.org/licenses/by-nc-sa/4.0/legalcode