Digital media and negative reactions to LGBT advertising
“Why not invest in another cause?” is one the comments observed in the online advertising campaigns analyzed in this research. Digital is a socio-cultural experience, revealing the links between local experiences and the uses of digital media. Thus, by analyzing content circulating on the internet,...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2019 |
| País: | Brasil |
| Institución: | Universidade Federal de Pernambuco (UFPE) |
| Repositorio: | Consumer Behavior Review |
| Idioma: | portugués |
| OAI Identifier: | oai:oai.periodicos.ufpe.br:article/242581 |
| Acceso en línea: | https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242581 |
| Access Level: | acceso abierto |
| Palabra clave: | digital anthropology communities LGBT social media. antropologia digital comunidades mídias sociais. |
| Sumario: | “Why not invest in another cause?” is one the comments observed in the online advertising campaigns analyzed in this research. Digital is a socio-cultural experience, revealing the links between local experiences and the uses of digital media. Thus, by analyzing content circulating on the internet, it is possible to create an overview of the contexts in which they are inserted. Comments were searched on Facebook for the campaigns #AvonPride, #MarcasAliadas and #OAmorNosConecta, promoted respectively by Avon, Skol and Uber, signatories of the Forum Companies and LGBT Rights. The survey results pointed to opinions expressing devaluation of support, abandonment requirements and accusation of opportunity. Still, it is noteworthy that most comments expressed in actions are positive and many people identify with content: digital media can generate opportunities for new social perspectives. |
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