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Brands, digital influencers and the representation of black women in Brazil

Grant number: 23/07108-3
Support Opportunities:Scholarships in Brazil - Scientific Initiation
Effective date (Start): September 01, 2023
Effective date (End): August 31, 2024
Field of knowledge:Applied Social Sciences - Communications - Public Relations and Propaganda
Principal Investigator:Tarcisio Torres Silva
Grantee:Suellen Yasmin Xavier de Souza
Host Institution: Escola de Linguagem e Comunicação (ELC). Pontifícia Universidade Católica de Campinas (PUC-CAMP). Campinas , SP, Brazil


Due to the social demand for more representativeness and diversity in their communication actions, brands have sought to approach the public through actions that involve digital influencers that have socially responsible elements in their communication scope. In order to better understand this scenario from the perspective of the representation of black women in the country, this project directs the gaze to the relationship between brands and black influencers in Brazil. To do so, it seeks to understand the discussion about black feminism in the country, as well as the way that brands have historically represented black women in advertising. The analysis will be done through case studies of previously selected influencers on Instagram and TikTok who have carried out advertising actions. With this, we intend to better understand the relationship between brands and black women in the country, considering the transformations in the current media scenario.

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