Loading...
Publication
Construção semiótica de um modelo de comunicação visual para a representação das mulheres lésbicas
Authors
Advisor(s)
Abstract(s)
Estudos sobre a representação da comunidade LGBTQIA+ são
cada vez mais frequentes. No entanto, focam-se principalmente
em homens homossexuais (Verma, 2021; Tsai, 2004). Desta
forma, o tópico da representação de mulheres lésbicas na
Indústria do Fast Fashion permanece relativamente novo,
merecendo mais pesquisa. Assim, este estudo propõe investigar
a possibilidade da criação de um modelo de equidade de
comunicação publicitária no Instagram, na tentativa de colaborar
com a evolução da representação das mulheres lésbicas na
indústria do Fast Fashion; tendo como base as noções da
representação peirceana exploradas por Santaella nos livros:
Estética de Platão a Peirce (1994), Imagem Cognição Semiótica
Mídia (1998), Corpo e Comunicação: Sintoma de Cultura
(2008), Matrizes de Linguagem e Pensamento (2013), Leitura de
Imagens (2012) e Charles Sanders Peirce Excertos (2020).
Tratando-se de um estudo qualitativo, a elaboração deste modelo
terá como fundamento a opinião de um conjunto de mulheres
lésbicas, com idades compreendidas entre os 21 e 27 anos,
obtida através de entrevistas, com o intuito de analisar a
comunicação das marcas Primark, Bershka, H&M e Levi’s no
Instagram. Adicionalmente, terá a pretensão de compreender o
processo de criação de comunicação inclusiva por parte de uma
mulher lésbica designer, processo este que será auxiliado ainda
pelos modelos de formação LGBT para empresas desenvolvido
pela ILGA.
Studies on the representation of the LGBTQIA+ community are significantly increasing. However, they focus mainly on homosexual men (Verma, 2021; Tsai, 2004). As such, the topic of representation of lesbian women in the Fast Fashion Industry remains relatively new and warrants further research. Thus, this study proposes to investigate the possibility of creating an equity model of advertising communication on Instagram, in an attempt to collaborate with the evolution of the representation of lesbian women in the Fast Fashion industry; based on the notions of Peircean representation explored by Santaella in the books: Aesthetics from Plato to Peirce (1994), Image Cognition Semiotics Media (1998), Body and Communication: Symptom of Culture (2008), Matrices of Language and Thought (2013) , Reading Images (2012) and Charles Sanders Peirce Excerpts (2020). As this is a qualitative study, the elaboration of this model will be based on the opinion of a group of lesbian women, aged between 21 and 27 years old, through interviews, with the aim of analyzing the brands' Instagram communication of Primark, Bershka, H&M and Levi’s. In addition, it intends to understand the process of creating inclusive communication pieces, by using the input of a lesbian woman designer. This process will also be helped by the LGBT training models for companies, developed by ILGA.
Studies on the representation of the LGBTQIA+ community are significantly increasing. However, they focus mainly on homosexual men (Verma, 2021; Tsai, 2004). As such, the topic of representation of lesbian women in the Fast Fashion Industry remains relatively new and warrants further research. Thus, this study proposes to investigate the possibility of creating an equity model of advertising communication on Instagram, in an attempt to collaborate with the evolution of the representation of lesbian women in the Fast Fashion industry; based on the notions of Peircean representation explored by Santaella in the books: Aesthetics from Plato to Peirce (1994), Image Cognition Semiotics Media (1998), Body and Communication: Symptom of Culture (2008), Matrices of Language and Thought (2013) , Reading Images (2012) and Charles Sanders Peirce Excerpts (2020). As this is a qualitative study, the elaboration of this model will be based on the opinion of a group of lesbian women, aged between 21 and 27 years old, through interviews, with the aim of analyzing the brands' Instagram communication of Primark, Bershka, H&M and Levi’s. In addition, it intends to understand the process of creating inclusive communication pieces, by using the input of a lesbian woman designer. This process will also be helped by the LGBT training models for companies, developed by ILGA.
Description
Keywords
Representação Peirceana Estereótipos Fast fashion Pink money Mulheres lésbicas