E não sou eu uma mulher?: reflexões sobre a representação e identidade das profissionais afro-brasileiras no mercado publicitário

Abstract

The current work aims to bring reflections about the reality of the black population in Brazil, with a specific segment for the presence of black women as professionals in the advertising market. Hence, the main objective of this research is to come out how the representation of the identity of Afro-Brazilian women inserted in the Brazilian advertising market in the year of 2018 is structured. In this step, we’d proposed discussions and theoretical associations with authors such as Mattoso (2003) and Freyre (2003) that have been reported the slavery of the black population in Brazil. To understand the history of women in the labor market, we’d detailed the studies of Oliveira-Cruz (2018) and Hirata (2012). In relation to the potential of advertising communication together with its social responsibility, with reactions on the theoretical perspective of Hansen (2013) and Sodré (2014). About black feminism, place of speech, gender and politics, we’d dialogued with the works of Ribeiro (2018) and Gonzalez (2001). As methodological path, we’d worked with the perspective of bibliographical research and with descriptive research as well. The research corpus was consisted of advertisers that make up the Facebook and WhatsApp groups "Black Advertisers" and "Mad Woman”. In the first phase we’d carried out a survey with open and closed questions and in a second phase, an in-depth qualitative interview. Along with quoted researches, it was possible to understand some of the fundaments that make up these structures, and to note that the knowledge has acquired by most interviewees, through black feminism, is something important as long as they are articulated and empowered in relation to their social place - class, gender and race and by reason of this learning they’ve realized the importance of manifestation through their work about representativeness, not only of black women, but also about the black population. The political awareness about the importance of being a black woman and occupying elitist places as the advertising market, considering these women have understood that being in these places constitutes as political act. The Interviewees understand that they are occupying some spaces which they are the only ones, such as universities and traditional companies, they’ve recognized that it is necessary to have voice and to stand in the face of social reality. In addition, they’ve recognized that by occupying these places, they’re encouraging others black women to do the same, creating representativeness for these women through the representation of their identities.