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Publication
A representação do homem gay na publicidade digital das celebrações Pride no setor dos cosméticos
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Authors
Advisor(s)
Abstract(s)
Recentemente, questões acerca de representações de
diversidade têm ganho visibilidade e sido debatidas nos
media (Tsai, 2006), porém pouco tem sido mencionado
acerca da mesma no mercado publicitário e de comunicação
de marca, sobretudo no que toca a literatura científica acerca
da comunidade LGBTQ+ e as suas representações (Nölke,
2018). Dentro da literatura que tem sido efetuada nas últimas
duas décadas, podemos observar que o estudo da
comunidade LGBTQ+, sobretudo no sector dos cosméticos,
encontra-se subdesenvolvido.
A presente dissertação centra-se na realização de uma análise
abrangente da representação do homem gay na comunicação
digital e publicidade no setor dos cosméticos durante o mês
de celebrações Pride e compreender o impacto desta
representação nas perceções e atitudes dos consumidores.
Durante a investigação foi efetuado um enquadramento
teórico onde é contextualizado o Movimento LGBTQ+ e a
sua representação nos media, publicidade e até mesmo em
meios dentro do movimento.
Para a pesquisa qualitativa foram recolhidas imagens
publicadas no Instagram, durante o mês de Junho por marcas
de cosméticos, que serviram como apoio estrutural às
entrevistas semiestruturadas a homens gays de modo obter
informações pertinentes sobre a relação entre a representação
e o comportamento dos consumidores pertencentes a uma
minoria identitária.
Os resultados obtidos demonstram um desejo e maior
necessidade por parte dos consumidores de representações
mais inclusivas e diversificadas das identidades pertencentes
à comunidade LGBTQ+. Também é apontada uma
necessidade para a reconfiguração de abordagens de como
estas representações devem ser demonstradas de modo a
transmitirem confiança e sinceridade ao consumidor.
Recently, questions about representations of diversity have been debated in the media (Tsai, 2006). However, there has been limited mention of it in the advertising and brand communication market, especially when it comes to the scientific literature on the LGBTQ+ community and its representations (Nölke, 2018). Within the literature that has been carried out over the lats two decades, we can see that the study of the LGBTQ+ community, especially in the cosmetics sector is underdeveloped. This dissertation focuses on carrying out a comprehensive analysis of gay representation in digital communication and advertising in the cosmetics sector during the month of Pride celebrations and understanding the impact of this representation on consumer perceptions and attitudes. During the research, a theoretical framework was created to contextualize the LGBTQ+ Movement and its representation in the media, advertising and even in media within the movement itself. For the qualitative research, images published on Instagram during the month of June by cosmetics brands were collected, which have served as structural support for semistructured interviews with gay men to obtain pertinent information on the relationship between representation and the behavior of consumers belonging to an identity minority. The results show a desire and greater need on the part of consumers for more inclusive and diverse representations of identities belonging to the LGBTQ+ community. There is also a need to reconfigure approaches to how these representations should be shown to convey trust and sincerity to the consumer.
Recently, questions about representations of diversity have been debated in the media (Tsai, 2006). However, there has been limited mention of it in the advertising and brand communication market, especially when it comes to the scientific literature on the LGBTQ+ community and its representations (Nölke, 2018). Within the literature that has been carried out over the lats two decades, we can see that the study of the LGBTQ+ community, especially in the cosmetics sector is underdeveloped. This dissertation focuses on carrying out a comprehensive analysis of gay representation in digital communication and advertising in the cosmetics sector during the month of Pride celebrations and understanding the impact of this representation on consumer perceptions and attitudes. During the research, a theoretical framework was created to contextualize the LGBTQ+ Movement and its representation in the media, advertising and even in media within the movement itself. For the qualitative research, images published on Instagram during the month of June by cosmetics brands were collected, which have served as structural support for semistructured interviews with gay men to obtain pertinent information on the relationship between representation and the behavior of consumers belonging to an identity minority. The results show a desire and greater need on the part of consumers for more inclusive and diverse representations of identities belonging to the LGBTQ+ community. There is also a need to reconfigure approaches to how these representations should be shown to convey trust and sincerity to the consumer.
Description
Keywords
Publicidade digital Setor dos cosméticos Representação Homem gay Perceção do consumidor