Bezerra, Josenildo SoaresFernandes, Lucas FonsecaDasinger, Raphaela Mendes Monteiro2024-12-042024-12-042024-11-19FERNANDES, Lucas Fonseca; DASINGER, Raphaela Mendes Monteiro. O impacto do racismo algorítmico para a publicidade: uma análise da representatividade negra no banco de imagens Freepik. 2024. 17 f. Trabalho de Conclusão de Curso (Comunicação Social - Publicidade e Propaganda), Universidade Federal do Rio Grande do Norte, Departamento de Comunicação Social, Natal, 2024.https://repositorio.ufrn.br/handle/123456789/60735This work consists of an exploratory study of the Freepik image bank, analyzing search results for the professions of lawyer, doctor, and engineer, which reveal algorithmic biases that perpetuate colonial mentalities regarding non-white individuals. Based on the recognition that image control is central to maintaining any system of racial domination, as established by bell hooks (2019), and drawing on the concepts of algorithmic racism and double opacity discussed by Safiya Noble (2018), Fernanda Carrera (2021), and Tarcízio Silva (2022), the free images returned on the first page of search results were analyzed both quantitatively and qualitatively. The analysis reflects that these algorithms demonstrate partiality in favor of sustaining a narrative of invisibility for black individuals, serving coloniality. Although it cannot be categorically classified as racist, the lack of racial representation in these searches is evident, prompting reflection on the impact of these images in constructing social imaginaries that devalue racial diversity and maintain colonial narratives.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Racismo AlgorítmicoBanco de ImagensFreepikRepresentatividade RacialAlgorithmic RacismImage BankRacial RepresentationbachelorThesis