Mobilizações contra o racismo no Linkedin: um estudo de caso sobre a mudança na política de anúncios de vagas afirmativas no Brasil

• Ano de defesa: 2026
• Autor(a) principal: Nobre, Fernanda Oliveira
• Orientador(a): Segurado, Rosemary
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Pós-Graduação em Ciências Sociais
• Departamento: Faculdade de Ciências Sociais
• País: Brasil
• Palavras-chave em Português: Plataformização; Racismo; Ações afirmativas; LinkedIn; Mercado de trabalho
• Palavras-chave em Inglês: Plataformization; Racism; Affirmative action; LinkedIn; Labor market
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS
• Link de acesso: https://repositorio.pucsp.br/jspui/handle/handle/46797

Digital platforms developed by companies commonly referred to as big techs have played a central role in the economy, entertainment, and the labor market, and have consequently exerted a significant influence on users’ lives and choices through their products and services. Within this context—ranging from algorithmic programming to terms of service, advertising policies, and user interactions—digital platforms can be understood as dispositifs that reproduce social logics and biases, as observed in the case of racism and in both online and offline forms of resistance to it. This study aims to reconstruct the process of user mobilization on the LinkedIn platform against its job advertising policy, which in 2022 excluded an affirmative action job posting restricted to Black and Indigenous people, published by the Center for the Analysis of Liberty and Authoritarianism (LAUT). The proposal is to answer the following question: how was the mobilization organized that changed LinkedIn’s job posting policy and enabled the publication of affirmative action job opportunities for Black people in Brazil? To this end, the study employs content analysis methodology (Bardin, 2020), based on the examination of posts and manifestos produced at the time of the episode, as well as structured qualitative interviews with representatives of organizations participating in the mobilization, in order to test two hypotheses: that polarization around affirmative action in the labor market is present even on a platform perceived as moderate due to its professional focus; and that the movement formed around the LAUT case functioned as a regulatory and oversight force over the platform. Qualitative content analysis identified the paths taken to establish dialogue with the platform, the factors that made the mobilization effective, the ways in which companies became involved in the mobilization, the tone of the dialogue established, and the effectiveness of using the platform itself as a tool for mobilization