O protagonismo do sujeito negro na publicidade catarinense
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Data
2022
Tipo de documento
Dissertação
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Linguística, Letras e Artes
Modalidade de acesso
Acesso aberto
Editora
Autores
Melo, Ana Beatriz Brasileiro de Almeida
Orientador
Flores, Giovanna Benedetto
Coorientador
Resumo
A proposta desta pesquisa é analisar a figura do sujeito negro retratada na publicidade de mídias digitais no estado de Santa Catarina através do campo teórico da Análise do Discurso, também consultando obras dos campos da propaganda e sociologia, tendo como objeto de estudo peças publicitárias desenvolvidas para meios digitais, tais como redes sociais, veiculados no estado. Para essa análise, serão mobilizadas noções discursivas para compreender como o personagem negro é discursivizado na propaganda catarinense e como ele é representado nas mídias de massa, buscando entender como os resquícios da época da escravidão afetam as posições-sujeito do negro contemporâneo e suas formações ideológicas, discursivas e sociais. Buscamos também compreender o legado de resistência e de produção de conhecimento que produziram história e cultura negra, mas que foram colocados nesse lugar fixo de objeto de opressão pela branquitude, conceito este que tratamos neste estudo; a importância dos movimentos raciais e como esse resgate cultural ocorre no estado mais europeu do país. E principalmente, como a publicidade movimenta imagens e estereótipos que constituem o imaginário social, quais sentidos estão sendo (re)produzidos através dela, qual o seu papel na perpetuação e naturalização de sentidos de imagens de controle que assujeitam os corpos negros a determinadas posições-sujeito, a relação de constitutividade e equivocidade desses funcionamentos discursivos e como é possível desenvolver um fazer publicitário mais igualitário, antirracista e anti-hegemônico como um instrumento de enfrentamento às opressões.
The proposal of this research is to analyse the figure of the black subject portrayed in social media advertising in the state of Santa Catarina through the theoretical field of Discourse Analysis, also consulting works from the fields of propaganda and sociology, having as object of study advertising pieces developed for digital media, such as social media, broadcast in the state. For this analysis, discursive notions will be mobilized to understand how the black character is discoursed in Santa Catarina propaganda and how they are represented in the mass media, seeking to understand how the remnants of the slavery period affect the subject-positions of contemporary black people and their ideological, discursive and social formations. We also seek to understand the legacy of resistance and knowledge production that produced black history and culture, but which were placed in this fixed place of oppression by whiteness, a concept that we manage in this study; the importance of racial movements and how this cultural rescue takes place in the most European state of the country. And mainly, how does advertising moves images and stereotypes that constitute the social imagination, which meanings are being (re)produced through it, what is its role in the perpetuation and meaning’s naturalization of control’s images that subject black bodies to certain subject-positions, the relation of constitutivity and equivocality of these discursive functionings and how is it possible to develop a more egalitarian, anti-racist and anti-hegemonic advertising practice as an instrument of confrontation to oppression in a country that is still discovering its “post-colonial” identity.
The proposal of this research is to analyse the figure of the black subject portrayed in social media advertising in the state of Santa Catarina through the theoretical field of Discourse Analysis, also consulting works from the fields of propaganda and sociology, having as object of study advertising pieces developed for digital media, such as social media, broadcast in the state. For this analysis, discursive notions will be mobilized to understand how the black character is discoursed in Santa Catarina propaganda and how they are represented in the mass media, seeking to understand how the remnants of the slavery period affect the subject-positions of contemporary black people and their ideological, discursive and social formations. We also seek to understand the legacy of resistance and knowledge production that produced black history and culture, but which were placed in this fixed place of oppression by whiteness, a concept that we manage in this study; the importance of racial movements and how this cultural rescue takes place in the most European state of the country. And mainly, how does advertising moves images and stereotypes that constitute the social imagination, which meanings are being (re)produced through it, what is its role in the perpetuation and meaning’s naturalization of control’s images that subject black bodies to certain subject-positions, the relation of constitutivity and equivocality of these discursive functionings and how is it possible to develop a more egalitarian, anti-racist and anti-hegemonic advertising practice as an instrument of confrontation to oppression in a country that is still discovering its “post-colonial” identity.
Palavras-chave
Negro, Publicidade, Imagem, Identidade, Discurso