What is it about?
This research investigates the social representations of Black Brazilians portrayed in magazine advertisements within the time frame between 1968 and 2006. The main objective was to explore how magazine advertisement have portrayed Black Braziliains, in sucha a way to identify possible progress, setbacks or stabilization in their social representation concerning the social roles played by the characters in this media context.
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Why is it important?
The study reveals that over the 38-year time frame, the relative frequency of Black Brazilians in magazine advertisements reached an average level of just 4.20%. Consequently, this result indicates a certain degree of social invisibility, and in terms of social representation there is still a large gap between the diverse and growing social insertion of Black individuals in Brazilian society and the way they are commonly portrayed in advertisements.
Perspectives
It is considered that subsequent studies addressing this phenomenon could encompass for example: a) adopting other objects of study such as television or newspaper advertisements. b) explore a different time frame. c) a comparative analysis among general interest managaine and niche publications (e.g., Raça magazine, Ebony, The Oprah Magazine, Jet, Essence, Black Enterprise, and Today’s Black Woman). d) adoption of different research methods, such as focus groups or in-depth interviews.
Dr Luiz Valerio P. Trindade
IPIE - International Panel on the Information Environment
Read the Original
This page is a summary of: Participação e representação social de indivíduos afro-descendentes retratados em anúncios publicitários de revistas 1968-2006 (Participation and Social Representation of Afro-Descendant Individuals Portrayed in Magazine Advertisements: 1968-2006), SSRN Electronic Journal, January 2008, Elsevier,
DOI: 10.2139/ssrn.3414988.
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