Estratégias comunicacionais para cantoras negras no Brasil: um olhar sobre o Instagram da IZA

Abstract

This work presents a study on communication advice for black singers in Brazil, thinking about the media as a whole, but focusing on communication strategies in digital social networks, especially Instagram. To achieve our goals, we started the study with a theoretical review on subjects such as race, gender, racism, black identity and black feminism, among other topics that make up racial and feminist agendas. After the theory, we seek to understand the role of the media in the construction of the collective imagination, through the symbolic power it exerts over people, in addition to discussing the spaces that are provided for black women. We also used the interview with a Public Relations professional who works in advising black singers, to combine theoretical studies with practical experiences. And, finally, when we affirm Instagram as one of the most promising digital social networks today, we chose the profile of the singer IZA on the platform and observed the strategies used by her, in a qualitative analysis, which made it possible to identify 292 posts in the feed, which were divided into 9 categories, observed in the period of 1 year, from April 2021 to April 2022. Thus, we arrived at the objectives and results of the research.