“...Todas as maneiras de ser...”: A publicidade audiovisual brasileira com narrativas não-hegemônicas de gênero e diversidade sexual.

Abstract

Advertising is a very present element in the daily life of contemporary capitalist societies. Its contents usually make use of common representations, drawing public attention through familiarity with the symbologies conveyed. In this context, it is usual that representations of gender and sexual orientation are presented from the median notions of the spectators, contributing to the strengthening of norms. However, these hegemonic representations, in some moments, share space with narratives of gender and non-hegemonic sexual diversity – even if with less regularity. In view of this, this work aims to understand the construction of gender narratives and non-hegemonic sexual diversity, in the context of Brazilian audiovisual advertising broadcast on TV and/or digital media. For this, from the construction of a database, composed of audiovisual advertisements, a sample corpus was constructed from the definition of the following axes: a) female empowerment; b) non-hegemonic masculinities; c) homoaffective relationships; d) gender-divergent identities; from which 12 advertisements were extracted based on the following criteria: a) plot that identifies the advertisements as non-hegemonic narratives of gender and sexual diversity; b) availability on Youtube; c) have been shown on TV or released on Youtube between 2015 and 2019. The material was analyzed based on the principles of content analysis, proposed by Laurence Bardin, with adaptations to the constructed object, and under the light of the theoretical framework used. The results point to a use of non-hegemonic identities, although important, for the construction of positive representativeness, in a superficial way with regard to a deepening in the causes and agendas of the population segments and the social movements represented, with a strong tendency towards a normalization of these identities and their reduction to a niche of consumption.