Sempre tive o mesmo rosto, a moda que mudou de gosto: a publicidade de afroempreendimentos de moda no Instagram
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Data
2023-08-18
Autores
Macedo Junior, Wander Salgado
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Editor
Universidade Federal do Espírito Santo
Resumo
The research addresses the influence of Instagram in contemporary society and delves into its role as a powerful tool for questioning, positioning, and promoting fashion brands. The study examines the impact of digital entrepreneurship and influencers in shaping digital marketing, investigating how these elements have shaped consumer practices and power dynamics in the fashion industry. One key focus of the research is the construction of consumer image and how Instagram posts influence consumer behavior, as well as the formation of online identities and communities. Special emphasis is given to afro-entrepreneurship, the deconstruction of racial stereotypes, and the valorization of diversity in fashion, recognizing the importance of creating an inclusive and representative space for Black individuals in the industry. Throughout the research, the potential of Instagram to drive the growth of afro-entrepreneurship is highlighted, enabling a more inclusive and representative fashion industry, while challenging established norms and providing space for different voices and narratives. The research discusses the theme of racism in advertising by analyzing the evolution of racial representation over time and emphasizing the importance of afroentrepreneurship as a source of income and catalyst for the restoration of dignity for Black individuals, both in the media and financially. The study also explores the relationship between fashion, digital social media, and consumers, exploring concepts such as territoriality and infoterritoriality to understand how Instagram has become a space of flows and territorial relationships, allowing interactions between users and brands. The transformation of communication and society in the digital world is analyzed, as well as the importance of building a consistent and authentic brand image. Lastly, an analysis of the LAB brand campaigns is conducted, highlighting their innovative and progressive approach. LAB's campaigns promote excellence, inclusion, and diversity, breaking stereotypes and conveying messages of resilience and empowerment. Through the representation of Black and curvy models, as well as the inclusion of artists and individuals benefiting from social projects, the brand aims to disrupt traditional industry standards and build a more inclusive society, valuing diversity in all its forms. These campaigns exemplify the positive impact that the fashion industry can have by providing space and visibility for all, contributing to the construction of a more egalitarian and representative society.
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Publicidade antirracista , Instagram , Negro , Afroempreendedorismo , Infoterritorialidade