Representatividade LGBTQIA+ na mídia: uma análise da série The 100 acerca do anticonsumo

Abstract

Understanding aspects related to consumer behavior is a widely debated subject in consumer behavior research, however, studying anti-consumption is also extremely relevant, since it can reveal important information for business continuity. In this scenario, the present study aimed to identify how LGBTQIA+ representations affects the anti-consumption of The 100 series, for which was carried out a case study of an exploratory qualitative approach. Data collection took place through interviews with eleven people, collection of comments on social networks, in addition to participant observation of the researcher when watching the series in question. Among the main findings, the motivations for the anti-consumption of the series: The death of characters; displeasure with the course of history; displeasure with situations behind the scenes; the difficulty in accessing production. The impact of the conduction of the LGBTQIA+ characters in the anti-consumption of the series The 100 was noticed, where the death of the character Lexa resulted in the anti-consumption of the series by several viewers.