Representação drag em campanhas publicitárias: estudo de recepção sobre identidade cultural com performers drags

Abstract

The present study aims to investigate how Drag artists interpret the representation of Drag cultural identity proposed by Advertising. This study analyzes and discusses the relationship between advertising and cultural identity through in-depth interviews. The research has an exploratory qualitative character and is based on the Map of Mediations by Jesús Martín-Barbero, with the main focus on Reception. We had seven people who perform as drag queens participate in the interviews. In the Cultural Matrices, we perceive that tensions that generate conflicts between identities occur in the family and social fields, with different contexts but that cause confrontations and repressions when interacting. In Reception Skills, we realize that advertising plays an important role by opening space for representations to be made visible, but it also generates concerns about the way in which advertising is committed to the social and inclusion guidelines of the Drag community. In conclusion, we note that there is a tendency among respondents to accept the way in which advertising represents them. This acceptance is attributed to the fact that advertising is an important space for the recognition and identification of the Drag community itself.