The fight of black content creators against the racism reproduced by mass media

Abstract

This article discusses the social role of the advertising industry in combating the structural racism reproduced by mass media from the standpoint of young creators of black content in their struggle for professional growth. For such, we will qualitatively analyze seven speeches of seven young black content creators, published between July 2018 and August 2020 on the social media website Twitter Brazil. Our analysis is based on critical literature (Batista & Leite, 2011; Santos, 2018; Dall'agnol & Oliveira, 2012; Milena , 2019) by authors from different fields of expertise, who present theoretical and critical concepts that connect the theme of racism to the social role of advertising. Based on news articles published between 2017 and 2020, we infer that racism and ethnic discrimination are still latent in Brazil and that advertising plays a key social role in re-symbolizing the individual and collective imaginations to end ethnic and racial prejudice, and to better promote equal rights and social inclusion. We conclude that the advertising industry should combat structural racism and work to expand black representation across all social niches.