“And I'm virtual!”: A study on the Magazine Luiza and Natura brands and their positions on gender issues on Twitter
This paper analyzes gender issues in the interactions between consumers and brand characters used by the Magazine Luiza and Natura brands on Twitter. The research also assesses how these brands work their characters as representations of the female gender in the social network. Issues related to gen...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | Brasil |
| Institución: | Universidade Federal da Paraíba (UFPB) |
| Repositorio: | Revista Culturas Midiáticas (Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:periodicos.ufpb.br:article/61889 |
| Acceso en línea: | https://periodicos.ufpb.br/index.php/cm/article/view/61889 |
| Access Level: | acceso abierto |
| Palabra clave: | gênero personagem de marca relacionamento magazine luiza natura |
| Sumario: | This paper analyzes gender issues in the interactions between consumers and brand characters used by the Magazine Luiza and Natura brands on Twitter. The research also assesses how these brands work their characters as representations of the female gender in the social network. Issues related to gender are observed in interactions, which come from companies and consumers alike. Through an analysis of the construction of meanings in digital networks, on the part of companies content ranging from social responsibility is observed, on the part of some consumers, even manifestations of harassment is verified. |
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