Banca de DEFESA: 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 the social practices present in the advertising cyberspace, we propose, throughout this work, to present data in the discursive structures published and commented on the digital platforms that incorporate the visibility of Lesbians, Gays, Bisexuals, Transsexuals, Transvestites, Transgender, Queer, Intersex, Asexual and other diversities compiled by the acronym LGBTQIA+ in contemporary advertising, here called “Cyber  Advertising” (Atem, Oliveira and Azevedo, 2014). Thus, through foundations in gender studies from an anthropological and social perspective; of sexuality and community theorizations of LGBTQIA+ movements in Brazil, above all, the interconnection of these concepts and the reflections of contemporary media theories, is that we start from the objective of analyzing the meanings produced by the comments published in the Doritos Rainbow campaign to investigate the construction of perceptual subjectivities of the LGBTQIA+ protagonism through the users' discourse on the brand's Facebook page in 2017 and 2018. The methodology used is hybrid and does not present itself as a closed research model. We use discourse analysis in the Foucault perspective to investigate discursive structures and modes of subjectivity in their relationship with power, knowledge and ethics, especially in field of language and communication. This dissertation, therefore, seeks to present concepts about the impact of LGBTQIA+ representation in cyber advertising through the discourses commented on the publication of Doritos Rainbow in Brazil.