"Trans-mídia”: uma análise da construção das identidades trans nas campanhas publicitárias brasileiras.

Abstract

With the arrival of the internet, there were big changes in the way of producing communicational content. Social minorities and especially the LGBTQI+ public have gained space in the media, although in an incipient and gradual way. Within the LGBTQI+ environment, with the T community (transgender and transvestites), I seek in this work, analysis, identification and description of how their identities are constructed in the Brazilian media, especially in the public environment. The research objects were as follows: “Toda Mulher vale muito by L'Oréal (2016); “#EuSouAssimOutubroRosa” estralando Candy Mel by Avon (2015), “O Primeiro Dia dos Pais de César” conducted by Propeg agency for the Gay Group of Bahia (2017) and Conviver Transforma of Google Brazil (2020). Using a discourse analysis methodology, I was able to study how to deepen the visual and textual elements of each of the selected campaigns.