Engagement in LGBTphobic comments in the Burger King's "How to Explain?" Advertising Campaign
DOI:
https://doi.org/10.14393/DLv18a2024-12Keywords:
Critical Discourse Analysis, Engagement, Advertising Campaigns, Burger King, LGBTAbstract
Advertising campaigns are meticulously crafted to reach the largest possible audience, employing a variety of adaptable strategies to engage target audiences. As social issues become intertwined with this context, there is a growing intent to represent a wide range of diversity. This research aims to analyze the public's reception of an LGBT-positive advertising campaign launched by Burger King and aired on YouTube, understanding some aspects addressed in reactions to the campaign. To achieve this, we adhere to Critical Discourse Analysis (FAIRCLOUGH, 2003), which conceives discourse as an essential part of social practice, influencing and maintaining power structures. Our corpus consisted of 20 comments extracted from the discussion section of the advertising campaign on YouTube. We utilized the Appraisal system (Martin; White, 2005) as an analytical tool for discourse semantics, specifically the Engagement subsystem, to verify how these 20 commentators positioned themselves and interacted with other voices in their texts. Comments were categorized according to Engagement subcategories and discussed from a linguistic and social perspective. The results revealed that the majority of discourses are marked by LGBT-phobic comments, challenging the legitimacy of the campaign and presenting arguments to deny the importance of addressing the issue in the media. These discourses employ strategies that hinder dialogue and exclude the LGBTQ+ community from consumer spaces.
Downloads
References
ANDROUTSOPOULOS, J. Potentials and limitations of discourse-centered online ethnography. Language@Internet, v. 5, 2008.
BONOTO, C.; BRIGNOL, L. “É de confiar desconfiando”: Tensões e conflitos entre o ativismo LGBT e a mídia. Contracampo, Niterói, v. 39, n. 1, p. 116-130, abr./jul. 2020. DOI https://doi.org/10.22409/contracampo.v0i0.28512. DOI: https://doi.org/10.22409/contracampo.v0i0.28512
CRESWELL, J. W. Investigação Qualitativa e Projeto de Pesquisa: escolhendo entre Cinco Abordagens. Porto Alegre: Penso, 2014.
CRYSTAL, D. Internet linguistics: A student guide. Londres: Routledge, 2011. DOI https://doi.org/10.4324/9780203830901. DOI: https://doi.org/10.4324/9780203830901
CRYSTAL, D. Language and the Internet. Cambridge University Press, 2006. DOI https://doi.org/10.1017/CBO9780511487002. DOI: https://doi.org/10.1017/CBO9780511487002
DENZIN, N. K.; LINCOLN, Y. S. O planejamento da pesquisa qualitativa: teorias e abordagens. Tradução de Sandra Regina Netz. Porto Alegre: Artmed, 2006.
FAIRCLOUGH, N. Discourse and Social Change. Cambridge, UK: Polity Press, 1992.
FAIRCLOUGH, N. Analyzing discourse: Textual analysis for social research. London: Routledge, 2003. DOI https://doi.org/10.4324/9780203697078. DOI: https://doi.org/10.4324/9780203697078
HERRING, S. C.; STOERGER, S. Gender and (A)nonymity in Computer-Mediated Communication. In: HOLMES, J.; MEYERHOFF, M.; EHRLICH, S. (ed.). Handbook of Language and Gender, 2. ed. Hoboken, NJ: Wiley-Blackwell Publishing, 2014. p. 567-586. DOI https://doi.org/10.1002/9781118584248.ch29. DOI: https://doi.org/10.1002/9781118584248.ch29
HONEYCUTT, C.; HERRING, S. C. Beyond Microblogging: Conversation and Collaboration via Twitter. In: Proceedings of the Forty-Second Hawai’i International Conference on System Sciences (HICSS-42). Los Alamitos, CA: IEEE Press, 2009.
LOPES, L. V. M. Representações LGBT em propagandas no Brasil. XXIIENGEMA, [s. l.], p. 1 - 12, 2020.
MARTIN, J. R.; WHITE, P. R. R. The language of evaluation: appraisal in English. New York: Palgrave, 2005. DOI https://doi.org/10.1057/9780230511910. DOI: https://doi.org/10.1057/9780230511910
NININ, M. O.; BARBARA, L. Engajamento na perspectiva linguística sistêmico-funcional em trabalhos de conclusão de curso de Letras. Trabalhos em Linguística Aplicada (Unicamp), v. 52, p. 127-146, 2013. DOI https://doi.org/10.1590/S0103-18132013000100008. DOI: https://doi.org/10.1590/S0103-18132013000100008
RESENDE, D. C. P.; BARROS, E. M. D.; POLETTO, R. S. Comentário Argumentativo do Facebook como Gênero Textual. In: GOMES, A. M. (org.). Fenômenos Linguísticos e Fatos de Linguagem. Ponta Grossa, PR: Atena Editora, 2019. DOI https://doi.org/10.22533/at.ed.6041925111 DOI: https://doi.org/10.22533/at.ed.6041925111
RESENDE, V. Análise de discurso crítica: Reflexões teóricas e epistemológicas quase excessivas de uma analista obstinada. In: RESENDE, V.; RÉGIS, J. F. S. (org.) Outras perspectivas em análise de discurso crítica. Campinas: Pontes, 2017.
SANTOS, E.; SILVA, M. O Gênero Comentário Online na Escola: Desenvolvendo Habilidades para uma Compreensão Responsiva e Ética. Anais do COGITE - Colóquio sobre Gêneros & Textos. 2020. DOI https://doi.org/10.22533/at.ed.75521040311. DOI: https://doi.org/10.22533/at.ed.75521040311
SILVA, S. V. A Sequência Argumentativa no Gênero Comentário de Facebook. Anais da 25ª Jornada nacional do GELNE - Grupo de Estudos Linguísticos e Literários do Nordeste (GELNE), 2014.
VIAN JR., O. Engajamento: monoglossia e heteroglossia. In: VIAN JR., O; SOUZA, A.A. de; ALMEIDA, F.S.D.P. (org.) Estudos sistêmico-funcionais com base no Sistema de Avaliatividade. São Carlos: Pedro & João editores. p. 33-40, 2011.
WODAK, R. What CDA is about - a summary of its history, important concepts and its development. In: WODAK, R.; MEYER, M. Methods of Critical Discourse Analysis. Sage, 2001. DOI https://doi.org/10.4135/9780857028020 DOI: https://doi.org/10.4135/9780857028020
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Victor Gomes Milani, Raphael Michels Fantinato de Moura
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms:
Authors retain the copyright and waiver the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution License (CC BY-NC-ND 4.0), allowing the sharing of work with authorship recognition and preventing its commercial use.
Authors are authorized to take additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (publish in institutional repository or as a book chapter), with acknowledgment of authorship and initial publication in this journal.
How to Cite
