Open AccessEvolution of afro-descendant representation in print advertising between 2001 and 2015 and Estatuto da Igualdade Racial de 2010: A Systematic Review
Author(s) -
Roberto Mauro dos Santos
Publication year - 2018
Publication title -
brasiliana
Language(s) - English
Resource type - Journals
ISSN - 2245-4373
DOI - 10.25160/bjbs.v6i2.97133
Subject(s) - racism , publicity , ideology , sociocultural evolution , population , descendant , representativeness heuristic , sociology , political science , advertising , gender studies , law , psychology , social psychology , business , demography , physics , astronomy , politics
Beyond its business importance, advertising plays an important sociocultural role by serving as a vehicle for disseminating values, attitudes, stereotypes and ideologies such as racism, but there is still a lack of studies integrating publicity and racism. This exploratory study investigates the evolution of Afro-descendant representativeness in print advertising through a Systematic Review of Literature (SRL) between 2001 and 2015. In the results, a modest volume of annual research output was found, 3.7 per year, with 85 % of empirical articles using qualitative methods (92.7%) in addition to the quantitative ones (7.3%) reveals: 1) 85% of them insists in a continuous numerical underrepresentation (average presence of 7% in advertisements), although they represent 53.1% of the population; 2) unanimity regarding the continuous use of flagrant and subtle stereotypes that lead to a disguised and naturalized advertising segregation even after the Estatuto da Igualdade Racial. The main problems and challenges are discussed and recommendations designed to guide future studies.