Discalculia, Blur, Chromophobia and Narcissism
Patterns of Whiteness in the Productive Routines of Brazilian Advertising Agencies
DOI:
https://doi.org/10.30962/ecomps.3091Keywords:
Whiteness, Advertising, Agency, RacismAbstract
This work aims to map patterns of whiteness normatization in Brazilian advertising, recognizing its rooting in the production routines of agencies and the reverberation in the advertising discourses put into circulation. Based on visits to agencies and interviews with white and black advertisers in the cities of Rio de Janeiro, São Paulo, Salvador, Recife and Belém, it was possible to identify four patterns of behavior associated with whiteness in the advertising market: white dyscalculia; racial blur; white chromophobia; and white narcissism. We hope to contribute to the field of racial debate in Brazil and their implications for the contemporary communication context.
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