EXPERIÊNCIAS DE INTERAÇÃO DE BRASILEIRAS COM PUBLICIDADES CONTRAINTUITIVAS PROTAGONIZADAS POR MULHERES NEGRAS: RECOMENDAÇÕES PARA USOS DA IMAGEM DE NEGROS NA MÍDIA
This research presents an explanation proposal about the meaning links that are produced when there is interaction between Brazilian women and counterintuitive advertising narratives, which show black women as protagonists of their discourses. It is a qualitative investigation oriented by the theore...
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2018 |
| País: | Brasil |
| Recursos: | Universidade Federal do Tocantins (UFT) |
| Repositório: | Revista Observatório |
| Idioma: | português |
| OAI Identifier: | oai:ojs.revista.uft.edu.br:article/3271 |
| Acesso em linha: | https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/3271 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Publicidade Contraintuitiva Grounded Theory Midiatização Racismo Mulheres Brasileiras |
| Resumo: | This research presents an explanation proposal about the meaning links that are produced when there is interaction between Brazilian women and counterintuitive advertising narratives, which show black women as protagonists of their discourses. It is a qualitative investigation oriented by the theoretical interconnection of perspectives of Symbolic Interactionism and Reception Studies (Mediatization, Mediations, and Interaction), focused on influences of the media in the (re)elaboration of social identities, as basilar theoretical frame, and through the Constructivist Grounded Theory, as a methodological approach. The results of this research enabled the articulation of the theoretical model “Interaction Experiences of Brazilian Women with Counterintuitive Advertising”, from the which this paper presents the category "Recommendations for uses of the image of black people in advertising". KEYWORDS: Counterintuitive Advertising; Grounded Theory; Mediatization; Racism; Brazilian Women. |
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