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Midias Digitais e Reacoes Negativas as Campanhas Publicitarias LGBT

Author

Listed:
  • Arize Sousa Fernandes Oliveira

    (Federal University of Rio de Janeiro)

  • Monica Machado

    (Federal University of Rio de Janeiro)

Abstract

“Por que nao investem em outra causa? Essa e safadeza pura†, “Heteros, vamos boicotar†e “E so pra vender mais†foram alguns dos comentarios observados nas campanhas publicitarias online analisadas nesta pesquisa. O digital e uma experiencia sociocultural, revelador de vinculos entre vivencias locais e os usos das midias digitais. Assim, ao analisar conteudos que circulam na internet e possivel construir um panorama dos contextos em que estao inseridos. Foram investigados os comentarios no Facebook das campanhas #AvonPride, #MarcasAliadas e #OAmorNosConecta, promovidas, respectivamente, pela Avon, Skol e Uber, empresas signatarias do Forum Empresas e Direitos LGBT. Os resultados da pesquisa apontaram opinioes que expressam desvalorizacao ao apoio, declaracoes de abandono de consumo e acusacao de oportunismo. Ainda assim, vale destacar que a expressiva maioria dos comentarios nas acoes e positiva e muitas pessoas se identificam com os conteudos: as midias digitais podem gerar oportunidades para novas perspectivas sociais.

Suggested Citation

  • Arize Sousa Fernandes Oliveira & Monica Machado, 2019. "Midias Digitais e Reacoes Negativas as Campanhas Publicitarias LGBT," CBR - Consumer Behavior Review, Universidade Federal de Pernambuco (UFPE), vol. 3(Special), pages 14-23, july.
    • Handle: RePEc:afy:journl:v:3:y:2019:i:special:p:14-23
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    File URL: https://periodicos.ufpe.br/revistas/cbr/article/view/242581
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    More about this item

    Keywords

    Antropologia digital; Comunidades; LGBT; Midias sociais;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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