Afro-Brazilians: Representation of and Feelings About Their Portrayals on Television

The main purpose of this article is to investigate how African-Brazilians understand their images on television, which feelings are triggered by the interpretations of these portrayals and which strategies are used in dealing with these representations. Grounded-theory research was applied and data was obtained from 37 African-Brazilians who are heavy television viewers. Our findings indicate that: a) interviewees believe that the very few portrayals of African-Brazilians on television are stigmatized; b) negative feelings are triggered in their interpretations; c) interviewees deconstruct, reject and do not identify with such representations.


Claudia Acevedo and Jouliana Nohara (2007) ,"Afro-Brazilians: Representation of and Feelings About Their Portrayals on Television", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 265-265.


Claudia Acevedo, UNINOVE - Universidade Nove de Julho
Jouliana Nohara, UNINOVE - Universidade Nove de Julho


E - European Advances in Consumer Research Volume 8 | 2007

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