THE REPRESENTATION OF BLACK PEOPLE IN THE ADVERTISEMENTS OF THE EXECUTIVE BRANCH OF JOINVILLE

Abstract

This article is the result of a final course work presented in 2013 and aims to analyze the representation of the black population in advertisements broadcast by the Executive Branch of the city of Joinville, Santa Catarina. Based on this proposal, 33 VTs were selected from 117 files available at the City Hall during the research period for analysis. The selection criterion was the presence of black people in the advertisements. The 33 VTs underwent further selection and, thus, 12 advertisements were analyzed that correspond to the governments of mayors Marco Tebaldi and Carlito Merss. In addition, 5 short programs developed during the administration of mayor Udo Döhler were also analyzed. The 17 materials selected correspond to the years 2005 to 2013. Through content analysis, the research points to evidence that the advertisements are marked by stereotypes that identify black people as second-class citizens in the city considered to have a Germanic tradition.