dc.contributor | Petermann, Juliana | |
dc.contributor | http://lattes.cnpq.br/9049669566284488 | |
dc.contributor | Oliveira-Cruz , Milena Carvalho Bezerra Freire de | |
dc.contributor | Rodrigues , André Iribure | |
dc.contributor | Almeida , Francis Moraes de | |
dc.creator | Scherer, Anderson Alves | |
dc.date.accessioned | 2023-06-29T19:55:47Z | |
dc.date.accessioned | 2023-09-04T19:42:02Z | |
dc.date.available | 2023-06-29T19:55:47Z | |
dc.date.available | 2023-09-04T19:42:02Z | |
dc.date.created | 2023-06-29T19:55:47Z | |
dc.date.issued | 2020-05-25 | |
dc.identifier | http://repositorio.ufsm.br/handle/1/29583 | |
dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/8627378 | |
dc.description.abstract | This dissertation has as its research theme the LGBTQIA + representation in advertising,
having as its delimitation the relationship between market and social interests. In a
scenario of reformulations in the advertising market and discursive disputes, we intend to
discuss about a possible legitimacy of the market in addressing this agenda and its
consequences. Based on this theme, we intend to answer the following research problem:
How are power relations articulated between advertising discursive practices and
LGBTQIA + recognition practices? To answer this question, we will use genealogy as a
methodology, based on Michel Foucault's thinking. The choice of a genealogical
perspective was given as a form of opposition and suspension of an idea of maintenance
and evolution of advertising discourse from an evolutionary perspective. In this way we
intend to point to disruptions and discontinuities in the advertising discourse in the face
of the LGBTQIA + theme during the last 5 decades. Our methodological design is still
inspired by Piedras (2009) from the idea of advertising flow. In this way, our genealogy
is structured in three axes: in the first, we will carry out a historical recovery of the
relations between advertising and LGBTQIA + representation from the materiality of the
advertising text. We selected one ad per decade, starting in 1970, and performed an
analysis of the intertextualities of these ads. The second axis refers to tensioning and
power relations in the scope of production, our corpus is based on four interviews with
market professionals. The third and final axis refers to the asymmetries between the scope
of production and reception, in which we will analyze how power dynamics were built
between producers and consumers in the light of the LGBTQIA + theme. Our categories
of analysis happen from the discursive control procedures proposed by Michel Foucault
(1970/2000), in addition to this theoretical pillar, we also have a critical analysis of
Norman Fairclough's (2001) discourse to understand the discursive reformulations in
contemporary advertising. As a result, we identified that advertising undergoes
reformulations and tensioning of different orders, including the materiality of the
advertising text, reformulations in advertising practice and professional profile, as well
as the relationship dynamics between the scope of production and reception. These
reformulations together constitute the genealogy that we intend to reconstruct, the main
one being the increasingly critical and participatory incision of the LGBTIQI +
community in the production and reception of speeches, we also identified a strategic
reappropriation of advertising by the LGBTIQIA + community through consultancy in
diversity. | |
dc.publisher | Universidade Federal de Santa Maria | |
dc.publisher | Brasil | |
dc.publisher | Comunicação | |
dc.publisher | UFSM | |
dc.publisher | Programa de Pós-Graduação em Comunicação | |
dc.publisher | Centro de Ciências Sociais e Humanas | |
dc.rights | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | |
dc.subject | Publicidade | |
dc.subject | LGBTQI+ | |
dc.subject | Genealogia | |
dc.subject | Discurso | |
dc.subject | Advertising | |
dc.subject | Genealogy | |
dc.subject | Speech | |
dc.title | Uma genealogia da temática LGBTQI+ na publicidade brasileira (1970 – 2019) | |
dc.type | Dissertação | |