O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing

This work aimed to elaborate a critique of the use of the LGBTQI movement in the communication strategy of von, Coca Cola, and Uber brands in relation to the fight against oppression. The research represented a study of a qualitative nature, using the documentary research method. The social network...

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Autor principal: Gois, Pedro Luis Ferreira
Outros Autores: Ferraz, Janaynna de Moura
Formato: bachelorThesis
Idioma:pt_BR
Publicado em: Universidade Federal do Rio Grande do Norte
Assuntos:
Movimento LGBTQI
Pinkwashing
Teoria crítica
Instagram
LGBTQI movement
Critical theory
Endereço do item:https://repositorio.ufrn.br/handle/123456789/35229
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spelling ri-123456789-352292021-09-20T15:02:02Z O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing Gois, Pedro Luis Ferreira Ferraz, Janaynna de Moura Ferraz, Janaynna de Moura Marcondes, Mariana Mazzini Araújo, Maria Valéria de Movimento LGBTQI Pinkwashing Teoria crítica Instagram LGBTQI movement Critical theory This work aimed to elaborate a critique of the use of the LGBTQI movement in the communication strategy of von, Coca Cola, and Uber brands in relation to the fight against oppression. The research represented a study of a qualitative nature, using the documentary research method. The social network analyzed was Instagram, having as data collection tool the documentation, through the collection of posts and comments of the Brazilian profiles of the brands in Instagram, it was selected one post per company and the criterion of choice was the engagement, that is, those who had more comments. The form of analysis was the content analysis and the grid of analysis used was the open grid. Regarding the results, the following categorizations were obtained: Representativeness, Modism, Reseller: Worker, Reseller: Individual, Stop consuming the brand's products, Capture and/or loyalty of customers, Brand Positioning, and Contradiction. These initial categorizations culminated in the analytical categories that made it possible to reflect on the public perception and contradictions of the LGBTQI movement: representativeness, maintenance of privileges, and possible pinkwashing. Finally, it can be concluded that advertising posts engaged in the LBGTQI movement, such as those exposed in this work, can bring with them positive and negative impacts for companies as well as for society. Este trabalho teve como objetivo elaborar uma crítica à utilização do movimento LGBTQI na estratégia de comunicação das marcas Avon, Coca Cola e Uber no que se refere à luta contra a opressão. A pesquisa representou um estudo de natureza qualitativa, utilizando-se do método de pesquisa documental. A rede social analisada foi o Instagram, tendo como instrumento de coleta de dados a documentação, através do recolhimento dos posts e comentários dos perfis brasileiros das marcas no Instagram, foi selecionado um post por empresa e o critério de escolha foi o engajamento, isto é, aqueles que tiveram mais comentários. A forma de análise foi a análise de conteúdo e a grade de análise utilizada foi a grade aberta. No tocante aos resultados, obteve-se as seguintes categorizações: Representatividade, Modismo, Revendedora: Trabalhador, Revendedora: Indivíduo, Deixar de consumir os produtos da marca, Captação e/ou fidelização de clientes, Posicionamento de marca e Contradição. Essas categorizações iniciais culminaram nas categorias analíticas que possibilitaram refletir acerca da percepção do público e as contradições do movimento LGBTQI: representatividade, manutenção de privilégios e possível pinkwashing. Por fim, se pode concluir que os posts publicitários engajados no movimento LBGTQI, como as expostas neste trabalho, podem trazer consigo impactos positivos e negativos para as empresas como também para a sociedade. 2020-12-14T17:08:44Z 2021-09-20T15:02:02Z 2020-12-14T17:08:44Z 2021-09-20T15:02:02Z 2020-11-10 bachelorThesis 20170061534 GOIS, Pedro Luis Ferreira. O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing. 2020. 62f. Monografia (Graduação em Administração) - Departamento de Ciências Administrativas, Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2020. https://repositorio.ufrn.br/handle/123456789/35229 pt_BR Attribution-NonCommercial-NoDerivs 3.0 Brazil http://creativecommons.org/licenses/by-nc-nd/3.0/br/ application/pdf Universidade Federal do Rio Grande do Norte Brasil UFRN Administração
institution Repositório Institucional
collection RI - UFRN
language pt_BR
topic Movimento LGBTQI
Pinkwashing
Teoria crítica
Instagram
LGBTQI movement
Critical theory
spellingShingle Movimento LGBTQI
Pinkwashing
Teoria crítica
Instagram
LGBTQI movement
Critical theory
Gois, Pedro Luis Ferreira
O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing
description This work aimed to elaborate a critique of the use of the LGBTQI movement in the communication strategy of von, Coca Cola, and Uber brands in relation to the fight against oppression. The research represented a study of a qualitative nature, using the documentary research method. The social network analyzed was Instagram, having as data collection tool the documentation, through the collection of posts and comments of the Brazilian profiles of the brands in Instagram, it was selected one post per company and the criterion of choice was the engagement, that is, those who had more comments. The form of analysis was the content analysis and the grid of analysis used was the open grid. Regarding the results, the following categorizations were obtained: Representativeness, Modism, Reseller: Worker, Reseller: Individual, Stop consuming the brand's products, Capture and/or loyalty of customers, Brand Positioning, and Contradiction. These initial categorizations culminated in the analytical categories that made it possible to reflect on the public perception and contradictions of the LGBTQI movement: representativeness, maintenance of privileges, and possible pinkwashing. Finally, it can be concluded that advertising posts engaged in the LBGTQI movement, such as those exposed in this work, can bring with them positive and negative impacts for companies as well as for society.
author2 Ferraz, Janaynna de Moura
author_facet Ferraz, Janaynna de Moura
Gois, Pedro Luis Ferreira
format bachelorThesis
author Gois, Pedro Luis Ferreira
author_sort Gois, Pedro Luis Ferreira
title O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing
title_short O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing
title_full O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing
title_fullStr O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing
title_full_unstemmed O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing
title_sort o movimento lgbtqi, as marcas e as redes sociais: uma crítica a partir do pinkwashing
publisher Universidade Federal do Rio Grande do Norte
publishDate 2020
url https://repositorio.ufrn.br/handle/123456789/35229
work_keys_str_mv AT goispedroluisferreira omovimentolgbtqiasmarcaseasredessociaisumacriticaapartirdopinkwashing
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