Banca de QUALIFICAÇÃO: ERIK RUAN SANTANA DA SILVA

LGBTQIA + SUBJECTIVES AND VISIBILITY IN Cyber-advertising: A discourse analysis in the comments posted on Doritos Rainbow's Facebook campaigns

Cyber advertising; Speech; Doritos Rainbow; LGBTQIA +; Subjectivities

As a reflection on the production of meanings emerging from social practices present in advertising cyberspace, we propose, throughout this work, to present data investigated in the discursive structures published and commented on digital platforms that incorporate LGBTQIA + visibility in contemporary advertising, called “Cyberpublicity”. ”(Atem, Oliveira and Azevedo, 2014). Thus, through foundations in gender studies from anthropology and social sciences; of sexuality and community perspectives of LGBT movements in Brazil, especially the interconnectedness of these concepts and the reflections of contemporary media theories, we start with the aim of analyzing the meanings produced by the comments published in Doritos Rainbow's campaign and investigating the perceptive subjectivity of the protagonization. LGBTQIA + through the speech of users on the brand page on Facebook in 2017 and 2018. The methodology used is hybrid and does not present itself as a closed research model, we use the French line speech analysis approach on the methods in Eni Orlandi. (2001) in policies and forms of silencing, as well as Foucaultian thought to investigate the structures of discourse and their relationship with power, knowledge and ethics, especially in the field of language and communication. This dissertation, therefore, seeks to present concepts about the impact of LGBTQIA + representation on cyberpublicity through the speeches commented on in the publication of Doritos Rainbow in Brazil.