PubliciSapa: A experiência de mulheres lésbicas no campo publicitário

Abstract

This experimental project aimed to analyze the accounts of lesbian women who experience the daily life in advertising agencies and provide the main data and insights in a report. To better understand the research context, I relied on studies related to advertising discourse, new practices of audience contestation, and changes in advertising work. The research took place between June 22 and July 5, 2023, in two stages: initially, with an introductory questionnaire, and then with semi-open interviews with three lesbian women working in advertising agencies in Brazil. The report presents the current context of Brazilian agencies with data from the 2023 Agency Diversity Census conducted by Observatório da Diversidade na Propaganda and information from the study "Hostility, Silence, and Omission: The Portrait of Harassment in the Communication Market of São Paulo," carried out by the Grupo de Planejamento de São Paulo in 2017. The material also includes information such as the profile of lesbian women in advertising and the main demands of these professionals for the advertising industry, based on the conducted research. The purpose of the report is to make the research content accessible in a democratic manner, especially among professionals working in the Human Resources and People & Culture sectors of agencies.