Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas
Ano de defesa: | 2022 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal de Santa Maria
Centro de Ciências Sociais e Humanas |
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Comunicação
|
Departamento: |
Comunicação
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://repositorio.ufsm.br/handle/1/26455 |
Resumo: | This work stresses the urgency of the anti-racist agenda in advertising, as hegemonic ideals exclude, oppress and do not recognize inequalities, perpetuating the existing social abyss. For the study, the advertising film “Celebrating queens curly and curly from Salon Line” was defined, whose production is against the hegemonic contemplation of beauty. The methodology is based on the cultural analysis proposed by Raymond Williams (1979 and 2003), which is based on cultural materialism, which, from a critical and deep perspective of contextual analysis, can reveal political, economic and social aspects in the considered period. (LISBOA FILHO; HENRIQUES; STEFFENS, 2018). The analysis will also be supported by the concept of structure of feeling, one of the cornerstones of cultural analysis. Thus, we analyze how the elements that make up the structure of feeling help in the construction of the representation of black women in the advertising film. As a result, we can infer that in the production the role of black women is presented from the three pillars of the campaign: representation, ancestry and power, resignifying meanings and values. The representation system, presented by the brand, manages the construction of a new imaginary with regard to the rescue of historicity and black representation, that is, in this conception the emerging aspect of the structure of feeling operates, by problematizing the residual and dominant practices of the lived culture. |
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2022-10-11T19:42:46Z2022-10-11T19:42:46Z2022-04-12http://repositorio.ufsm.br/handle/1/26455This work stresses the urgency of the anti-racist agenda in advertising, as hegemonic ideals exclude, oppress and do not recognize inequalities, perpetuating the existing social abyss. For the study, the advertising film “Celebrating queens curly and curly from Salon Line” was defined, whose production is against the hegemonic contemplation of beauty. The methodology is based on the cultural analysis proposed by Raymond Williams (1979 and 2003), which is based on cultural materialism, which, from a critical and deep perspective of contextual analysis, can reveal political, economic and social aspects in the considered period. (LISBOA FILHO; HENRIQUES; STEFFENS, 2018). The analysis will also be supported by the concept of structure of feeling, one of the cornerstones of cultural analysis. Thus, we analyze how the elements that make up the structure of feeling help in the construction of the representation of black women in the advertising film. As a result, we can infer that in the production the role of black women is presented from the three pillars of the campaign: representation, ancestry and power, resignifying meanings and values. The representation system, presented by the brand, manages the construction of a new imaginary with regard to the rescue of historicity and black representation, that is, in this conception the emerging aspect of the structure of feeling operates, by problematizing the residual and dominant practices of the lived culture.Este trabalho tensiona a urgência da pauta antirracista na publicidade, pois os ideais hegemônicos, excluem, oprimem e não reconhecem as desigualdades, perpetuando o abismo social existente. Para o estudo foi definido o filme publicitário “Celebrando rainhas crespas e cacheadas da Salon Line”, cuja produção está na contramão da contemplação hegemônica de beleza. A metodologia está calcada na análise cultural proposta por Raymond Williams (1979 e 2003), que se alicerça no materialismo cultural, o qual, a partir de uma perspectiva crítica e profunda de análise contextual, pode revelar aspectos políticos, econômicos e sociais no período considerado (LISBOA FILHO; HENRIQUES; STEFFENS, 2018). A análise também estará amparada pelo conceito de estrutura de sentimento, um dos vértices da análise cultural. Assim, analisamos como os elementos que compõem a estrutura de sentimento, auxiliam na construção da representação das mulheres negras no filme publicitário. Como resultado, podemos inferir que na produção o protagonismo da mulher negra se apresenta a partir dos três pilares da campanha: representação, ancestralidade e poder, ressignificando sentidos e valores. O sistema de representação, apresentado pela marca, agencia a construção de um novo imaginário no que se refere ao resgate da historicidade e representação negra, ou seja, nessa concepção atua o aspecto emergente da estrutura de sentimento, por problematizar as práticas residuais e dominantes da cultura vivida.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESporUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em ComunicaçãoUFSMBrasilComunicaçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessRepresentaçãoPublicidade antirracistaAnálise culturalEstrutura de sentimentoRepresentationAnti-racist advertisingCultural analysisFeeling structureCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOPublicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadasSalon Line anti-racist advertising: a cultural analysis of the film celebrating queens curly and cacheadasinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisLisbôa Filho, Flavi Ferreirahttp://lattes.cnpq.br/9962424591141586Silva, Merli LealPetermann, Julianahttp://lattes.cnpq.br/9865054364770460Ernesto, Carla Beatriz de David600900000008600600600600600bcd6bcdc-eeb9-4f5e-9fe6-ab6532de8d1d887f105d-08e1-4524-9489-7734417248e429139a82-240c-42ed-9846-98bf96d89f69d88a81ce-e15e-4faf-81f3-fc5b0be22c07reponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALDIS_PPGCOMUNICAÇÃO_2022_ERNESTO_CARLA.pdfDIS_PPGCOMUNICAÇÃO_2022_ERNESTO_CARLA.pdfDissertação de mestradoapplication/pdf1648274http://repositorio.ufsm.br/bitstream/1/26455/1/DIS_PPGCOMUNICA%c3%87%c3%83O_2022_ERNESTO_CARLA.pdfa341c26b14737e608b4f4d7fab7dad23MD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8805http://repositorio.ufsm.br/bitstream/1/26455/2/license_rdf4460e5956bc1d1639be9ae6146a50347MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81956http://repositorio.ufsm.br/bitstream/1/26455/3/license.txt2f0571ecee68693bd5cd3f17c1e075dfMD531/264552022-10-11 16:42:47.025oai:repositorio.ufsm.br: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ório Institucionalhttp://repositorio.ufsm.br/PUBhttp://repositorio.ufsm.br/oai/requestopendoar:39132022-10-11T19:42:47Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas |
dc.title.alternative.eng.fl_str_mv |
Salon Line anti-racist advertising: a cultural analysis of the film celebrating queens curly and cacheadas |
title |
Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas |
spellingShingle |
Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas Ernesto, Carla Beatriz de David Representação Publicidade antirracista Análise cultural Estrutura de sentimento Representation Anti-racist advertising Cultural analysis Feeling structure CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas |
title_full |
Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas |
title_fullStr |
Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas |
title_full_unstemmed |
Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas |
title_sort |
Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas |
author |
Ernesto, Carla Beatriz de David |
author_facet |
Ernesto, Carla Beatriz de David |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Lisbôa Filho, Flavi Ferreira |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/9962424591141586 |
dc.contributor.referee1.fl_str_mv |
Silva, Merli Leal |
dc.contributor.referee2.fl_str_mv |
Petermann, Juliana |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/9865054364770460 |
dc.contributor.author.fl_str_mv |
Ernesto, Carla Beatriz de David |
contributor_str_mv |
Lisbôa Filho, Flavi Ferreira Silva, Merli Leal Petermann, Juliana |
dc.subject.por.fl_str_mv |
Representação Publicidade antirracista Análise cultural Estrutura de sentimento |
topic |
Representação Publicidade antirracista Análise cultural Estrutura de sentimento Representation Anti-racist advertising Cultural analysis Feeling structure CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Representation Anti-racist advertising Cultural analysis Feeling structure |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This work stresses the urgency of the anti-racist agenda in advertising, as hegemonic ideals exclude, oppress and do not recognize inequalities, perpetuating the existing social abyss. For the study, the advertising film “Celebrating queens curly and curly from Salon Line” was defined, whose production is against the hegemonic contemplation of beauty. The methodology is based on the cultural analysis proposed by Raymond Williams (1979 and 2003), which is based on cultural materialism, which, from a critical and deep perspective of contextual analysis, can reveal political, economic and social aspects in the considered period. (LISBOA FILHO; HENRIQUES; STEFFENS, 2018). The analysis will also be supported by the concept of structure of feeling, one of the cornerstones of cultural analysis. Thus, we analyze how the elements that make up the structure of feeling help in the construction of the representation of black women in the advertising film. As a result, we can infer that in the production the role of black women is presented from the three pillars of the campaign: representation, ancestry and power, resignifying meanings and values. The representation system, presented by the brand, manages the construction of a new imaginary with regard to the rescue of historicity and black representation, that is, in this conception the emerging aspect of the structure of feeling operates, by problematizing the residual and dominant practices of the lived culture. |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-10-11T19:42:46Z |
dc.date.available.fl_str_mv |
2022-10-11T19:42:46Z |
dc.date.issued.fl_str_mv |
2022-04-12 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/26455 |
url |
http://repositorio.ufsm.br/handle/1/26455 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.cnpq.fl_str_mv |
600900000008 |
dc.relation.confidence.fl_str_mv |
600 600 600 600 600 |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Comunicação |
dc.publisher.initials.fl_str_mv |
UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Comunicação |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
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