A REPRESENTAÇÃO DA MULHER NEGRA NAS PROPAGANDAS DO ITAÚ E NOS COMENTÁRIOS PÚBLICO

Abstract

This article was developed as a result of the project entitled “The representation of black women in Itaú advertisements and public comments”, developed within the scope of the Institutional Scientific Initiation Scholarship Program (PIBIC). Therefore, the objective is to analyze, in the light of the concepts of French Discourse Analysis, the representation and role of black women in Itaú advertisements, as well as their interaction with the public to understand how the figure of women appears represented in these environments and therefore speeches. The theoretical references are authors who deal with Discourse Analysis and Propaganda, namely: Eni Orlandi (2011, 2012); Evandra Grigoletto (2005), Sérgio Freire (2005, 2014) and Silmara Dela (2013, 2015, 2018). The data collection methodology is bibliographic and netnographic, with a qualitative approach to the data. As partial results, it was verified that women are no longer those stereotyped characters and started to gain space, holders of social roles that were not seen before in communication environments. However, when analyzing the interaction with the public, some internet users showed, through their messages, that they were part of an ideological formation that still sees women as a stereotyped character and, therefore, not worthy of equality with men.

Keywords: Discourse analysis. Representation. Woman. Not said. Ideology.