Detalhes bibliográficos
| Ano de defesa: |
2019 |
| Autor(a) principal: |
Aragón, Camila Bezerra
 |
| Orientador(a): |
Cogo, Denise |
| Banca de defesa: |
Perez-Neto, Luiz,
Casaqui, Vander |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado em Comunicação e Práticas de Consumo
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/388
|
Resumo: |
This work aims to analyze the narratives of Airbnb, a global company that offers an online hosting platform, in its #weaccept advertising campaign that "celebrates" cultural diversity by affirming that everyone has the right to belong and be accepted by their community. Our objective is to interpret how the receptors interact with the campaign in digital spaces of the Internet in Brazil and the United States, two national contexts demarcated by distinct trajectories of the constitution of the identity and racial relations. It is based on a theoretical discussion organized from two main axes: 1) globalization, capitalism, multiculturalism and struggles for recognition (HALL, 2003), (HONNETH, 2009) and BOLTANSKI and CHIAPELLO (2009); 2) communication, advertising and reception studies (MARTÍNBARBERO, 2014) and COGO (2016). The research methodology, of a qualitative nature, covers the following procedures: a) Bibliographic review; b) Collection and analysis of the #weaccept campaign on the US and Brazilian pages of Airbnb on the social network site Facebook c) Documentary research on journalistic portals about the Airbnb company; d) Collection and analysis of user interactions with the #weaccept campaign Airbnb published on the US and Brazilian pages of Airbnb on Facebook. The data obtained showed that the same message of the campaign produces different perceptions in the two contexts of reception, with a point of convergence: the denunciations of racial discrimination experienced by users of the Airbnb platform. Despite this convergence, the denunciations also show that the resignifications of the campaign by the receivers are conformed by the peculiarities of the processes of constitution of racism and the racial struggles in the Brazilian context, marked by the mestiçagem, and North American, characterized by racial polarization. |
