Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies

This work aims to map patterns of whiteness normatization in Brazilian advertising, recognizing its rooting in the production routines of agencies and the reverberation in the advertising discourses put into circulation. Based on visits to agencies and interviews with white and black advertisers in...

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Detalles Bibliográficos
Autor: Carrera, Fernanda
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2024
País:Brasil
Institución:Associação Nacional dos Programas de Pós-Graduação em Comunicação
Repositorio:E-Compós
Idioma:portugués
OAI Identifier:oai:ojs.www.e-compos.org.br:article/3091
Acceso en línea:https://www.e-compos.org.br/e-compos/article/view/3091
Access Level:acceso abierto
Palabra clave:Branquitude
Publicidade
Agência
Racismo
Whiteness
Advertising
Agency
Racism
Blancura
Publicidad
Agencia
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spelling Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising AgenciesDiscalculia, desenfoque, cromofobia y narcisismo: patrones de blancura en las rutinas productivas de las agencias de publicidad brasileñasDiscalculia, desfoque, cromofobia e narcisismo: padrões da branquitude em agências de publicidade brasileirasBranquitudePublicidadeAgênciaRacismoWhitenessAdvertisingAgencyRacismBlancuraPublicidadAgenciaRacismoThis work aims to map patterns of whiteness normatization in Brazilian advertising, recognizing its rooting in the production routines of agencies and the reverberation in the advertising discourses put into circulation. Based on visits to agencies and interviews with white and black advertisers in the cities of Rio de Janeiro, São Paulo, Salvador, Recife and Belém, it was possible to identify four patterns of behavior associated with whiteness in the advertising market: white dyscalculia; racial blur; white chromophobia; and white narcissism. We hope to contribute to the field of racial debate in Brazil and their implications for the contemporary communication context.Este trabajo pretende mapear los patrones de normalización de la blancura en la publicidad brasileña, reconociendo su arraigo en las rutinas de producción de las agencias y la reverberación en los discursos publicitarios puestos en circulación. A partir de visitas a agencias y entrevistas con anunciantes blancos y negros en las ciudades de Río de Janeiro, São Paulo, Salvador, Recife y Belém, fue posible identificar cuatro patrones de comportamiento asociados a la blancura en el mercado publicitario: discalculia blanca; desenfoque racial; cromofobia blanca; y narcisismo blanco. Esperamos contribuir al campo de las discusiones sobre raza en Brasil y sus implicaciones para la coyuntura de la comunicación contemporánea.Este trabalho visa mapear padrões de normatização da branquitude publicitária, reconhecendo o seu enraizamento nas rotinas produtivas das agências e a reverberação nos discursos publicitários postos em circulação. A partir de visitas a agências e entrevistas com publicitários brancos e negros das cidades do Rio de Janeiro, São Paulo, Salvador, Recife e Belém, foi possível identificar quatro padrões de comportamento associados à branquitude no mercado publicitário: discalculia branca; desfoque racial; cromofobia branca; e narcisismo branco. Espera-se contribuir para o campo do debate racial no Brasil e suas implicações para a conjuntura comunicacional da contemporaneidade.ABEC2024-09-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.e-compos.org.br/e-compos/article/view/309110.30962/ecomps.3091E-Compós; Vol. 27 (2024): E-Compós 2024E-Compós; Vol. 27 (2024): E-Compós 2024E-Compós; v. 27 (2024): E-Compós 20241808-2599reponame:E-Compósinstname:Associação Nacional dos Programas de Pós-Graduação em Comunicaçãoinstacron:ANPPCporhttps://www.e-compos.org.br/e-compos/article/view/3091/2175Copyright (c) 2024 Fernanda Carrerahttps://creativecommons.org/licenses/by-nd/4.0info:eu-repo/semantics/openAccessCarrera, Fernanda2024-11-18T13:26:45Zoai:ojs.www.e-compos.org.br:article/3091Revistahttps://www.e-compos.org.br/e-compos/PUBhttps://www.e-compos.org.br/e-compos/oairevistaecompos@gmail.com1808-25991808-2599opendoar:2024-11-18T13:26:45E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicaçãofalse
dc.title.none.fl_str_mv Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
Discalculia, desenfoque, cromofobia y narcisismo: patrones de blancura en las rutinas productivas de las agencias de publicidad brasileñas
Discalculia, desfoque, cromofobia e narcisismo: padrões da branquitude em agências de publicidade brasileiras
title Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
spellingShingle Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
Carrera, Fernanda
Branquitude
Publicidade
Agência
Racismo
Whiteness
Advertising
Agency
Racism
Blancura
Publicidad
Agencia
Racismo
title_short Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
title_full Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
title_fullStr Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
title_full_unstemmed Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
title_sort Discalculia, Blur, Chromophobia and Narcissism: Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
dc.creator.none.fl_str_mv Carrera, Fernanda
author Carrera, Fernanda
author_facet Carrera, Fernanda
author_role author
dc.subject.por.fl_str_mv Branquitude
Publicidade
Agência
Racismo
Whiteness
Advertising
Agency
Racism
Blancura
Publicidad
Agencia
Racismo
topic Branquitude
Publicidade
Agência
Racismo
Whiteness
Advertising
Agency
Racism
Blancura
Publicidad
Agencia
Racismo
description This work aims to map patterns of whiteness normatization in Brazilian advertising, recognizing its rooting in the production routines of agencies and the reverberation in the advertising discourses put into circulation. Based on visits to agencies and interviews with white and black advertisers in the cities of Rio de Janeiro, São Paulo, Salvador, Recife and Belém, it was possible to identify four patterns of behavior associated with whiteness in the advertising market: white dyscalculia; racial blur; white chromophobia; and white narcissism. We hope to contribute to the field of racial debate in Brazil and their implications for the contemporary communication context.
publishDate 2024
dc.date.none.fl_str_mv 2024-09-03
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.e-compos.org.br/e-compos/article/view/3091
10.30962/ecomps.3091
url https://www.e-compos.org.br/e-compos/article/view/3091
identifier_str_mv 10.30962/ecomps.3091
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.e-compos.org.br/e-compos/article/view/3091/2175
dc.rights.driver.fl_str_mv Copyright (c) 2024 Fernanda Carrera
https://creativecommons.org/licenses/by-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2024 Fernanda Carrera
https://creativecommons.org/licenses/by-nd/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ABEC
publisher.none.fl_str_mv ABEC
dc.source.none.fl_str_mv E-Compós; Vol. 27 (2024): E-Compós 2024
E-Compós; Vol. 27 (2024): E-Compós 2024
E-Compós; v. 27 (2024): E-Compós 2024
1808-2599
reponame:E-Compós
instname:Associação Nacional dos Programas de Pós-Graduação em Comunicação
instacron:ANPPC
instname_str Associação Nacional dos Programas de Pós-Graduação em Comunicação
instacron_str ANPPC
institution ANPPC
reponame_str E-Compós
collection E-Compós
repository.name.fl_str_mv E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicação
repository.mail.fl_str_mv revistaecompos@gmail.com
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score 15,300719

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