Discalculia, blur, chromophobia and narcissism

Patterns of whiteness in the productive routines of brazilian advertising agencies

Authors

DOI:

https://doi.org/10.30962/ecomps.3091

Keywords:

Whiteness, Advertising, Agency, Racism

Abstract

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.

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Author Biography

Fernanda Carrera, Universidade Federal do Rio de Janeiro, Rio de Janeiro, Rio de Janeiro, Brasil

Doutora em Comunicação pela Universidade Federal Fluminense (UFF). Professora da Escola de Comunicação da Universidade Federal do Rio de Janeiro (ECO/UFRJ), do Programa de Pós-Graduação em Comunicação e Cultura (PPGCOM/UFRJ) e do Programa de Pós-Graduação em Comunicação (PPGCOM/UFF). Bolsista Produtividade em Pesquisa – Nível 2 – CNPq. Líder do LIDD - Laboratório de Identidades Digitais e Diversidade (CNPq/UFRJ).

References

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Published

03-09-2024

How to Cite

Carrera, F. (2024). Discalculia, blur, chromophobia and narcissism: Patterns of whiteness in the productive routines of brazilian advertising agencies. E-Compós. https://doi.org/10.30962/ecomps.3091

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Ahead of Print

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Ahead of Print

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Copyright (c) 2024 Fernanda Carrera

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