Estudo sobre o (des)alinhamento entre publicidade 
e políticas organizacionais de diversidade

Resumo

Purpose – This study aims to analyze the extent to which corporate advertising from companies that are part of the LGBTI+ Rights and Business Forum holding the sponsorship title as “Full/Ample”, the main sponsorship category, reflects its commitments and its internal
 diversity policies when it comes to the LGBTI+ issues.
 Design/methodology/approach – The research was carried out in a documental exploration in a qualitative nature, consisting in the detailed observation of the advertising pieces carried by the 14 sponsor companies, in the period between June 2017 and June 2018.
 After the conclusion of the acquisition of the ads of the selected companies, a semiotic analysis was carried out in order to detect elements that reflected the adoption and promotion of the LGBTI+ cause by the brands of these companies in their ads. Findings – The research arrived at a very representative scenario that explains how incipient and timely the LGBTI+ theme is still portrayed in the face of the flood of advertisements received by every person today. In addition, in light of previous studies, there was also evidence of the emergence of a new subcategory of representation of this type of advertising, which was called "Pride of being who you are."
 Practical implications – From the results obtained, it is possible to generate an alarm to the organizations to increase their concerns about their social role to contribute to the construction of a better world positively influencing the society through its internal and external communication (advertisements). Social implications – Contribute to increasing LGBTI+ representativeness in advertising and thereby ultimately seek to contribute to reducing the absurdities that occur daily with LGBTI+people. Originality – Typically, the analyzes are concerned with whether "what is spoken out of
 business" is practiced internally. By reversing this logic and seeking to ascertain whether what is done internally is spoken externally, this study presents an inverse approach to what is usually done and therefore is original and innovative.

Ficha do documento

Tipo

Dissertação

Ano

2018

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/25929

Palavras-chave

LGBTI+DiversidadePublicidadeOrganizaçõesComunicaçãoDiversityAdvertisingOrganizationsCommunicationsAdministração de empresasMinorias sexuaisPolítica organizacional