O movimento LGBTQI, as marcas e as redes sociais: uma crítica a partir do pinkwashing

Abstract

This work aimed to elaborate a critique of the use of the LGBTQI movement in the communication strategy of von, Coca Cola, and Uber brands in relation to the fight against oppression. The research represented a study of a qualitative nature, using the documentary research method. The social network analyzed was Instagram, having as data collection tool the documentation, through the collection of posts and comments of the Brazilian profiles of the brands in Instagram, it was selected one post per company and the criterion of choice was the engagement, that is, those who had more comments. The form of analysis was the content analysis and the grid of analysis used was the open grid. Regarding the results, the following categorizations were obtained: Representativeness, Modism, Reseller: Worker, Reseller: Individual, Stop consuming the brand's products, Capture and/or loyalty of customers, Brand Positioning, and Contradiction. These initial categorizations culminated in the analytical categories that made it possible to reflect on the public perception and contradictions of the LGBTQI movement: representativeness, maintenance of privileges, and possible pinkwashing. Finally, it can be concluded that advertising posts engaged in the LBGTQI movement, such as those exposed in this work, can bring with them positive and negative impacts for companies as well as for society.