The everyday pain of racism of Brazilian black women and the effect of counterintuitive ads for its reduction: a Grounded Theory study

Abstract

This paper presents an explanation proposal about the meaning links that are produced when there is interaction of Brazilian women with counterintuitive ads, which show Afro-American women as protagonists of their discourses. It is a qualitative investigation oriented by the theoretical interconnection of perspectives of symbolic interactionism and mediatization studies, as basilar theoretical referential, and through the constructivist grounded theory, as a methodological approach. The results of this research enabled the articulation of the representative theoretical model “The Interaction experiences of Brazilian women with counterintuitive ad", from which this paper presents the core category “The everyday pain of racism of Brazilian black women and the effect of counterintuitive ads for its reduction”.

Keywords

• counterintuitive advertising
• grounded theory
• mediatization
• racism
• brazilian black women