INTRODUCTION TO PINKWASHING:

REPRESENTATIVITY AND ENGAGED BRANDS

Authors

  • Pedro Gois UFRGS / Mestrando
  • Janaynna de Moura Ferraz UFRN / DEPAD / Professora Adjunta

DOI:

https://doi.org/10.12712/rpca.v15i2.49768

Abstract

The objective is to investigate how the pinkwashing category can contribute to a critical analysis of the use of LGBTQI guidelines by engaged brands. The method was documentary research with three major world brands, from the posts published on virtual social networks, selecting the most engaged, treated with qualitative analysis of the content. The result indicates that the pinkwashing category contributed to the characterization of corporate practices that try to send an inverted message about their performance, especially in one of the three brands investigated. It concludes with a discussion on the limits of representativeness for social agendas.

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Published

2021-07-01

Issue

Vol. 15 No. 2 (2021)

Section

Artigos/Papers

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