Avaliação das estratégias de comunicação digital do portal Geledés no fomento a políticas públicas antirracistas no Brasil

Abstract

With the growing demand for internet access by Brazilians since 1990, there has been an increase in networked social relations that have allowed traditional social movements to also develop in the online sphere. With these premises, this paper will evaluate the trajectory of the Geledés Portal - Instituto da Mulher Negra and its actions in promoting digital activism to strengthen the fight against racism. The Portal is articulated as a mechanism for social change and anti-racist public policy in the network in the realization of the rights of black people and propagates democratic participation in the online sphere and in urban public spaces. The paper discusses the demands of the black educator movement, adopting a digital decolonialism approach to promote anti-racist public policies based on the trajectory of the unified black movement (Gomes, 2019; Gonzalez, 2021; Silva, 2023; Faustino; Lippold, 2023, Barbosa, 2023; Sodré, 2006, Ribeiro, 2018). The methodological aspects are netnography, known as the study of ethnography in the virtual sphere. Therefore, a descriptive, dense and in-depth study of Geledés' Instagram posts will be carried out and the information obtained from these posts will be analyzed, as well as the links between followers (Kozinets, 2014; , Gohn, 2015, Sodré, 2006); another methodology adopted will be qualitative research (Minayo, 1994), putting into practice the qualitative approach and finally discourse analysis (Orlandi, 2009) in the comments of Geledés' Instagram posts for the months of March and November 2020 to 2023. According to the investigation, the Geledés Portal is a social network that provides a critical analysis of social actors (followers), who form a network of social relationships via the internet. The evaluation process is based on in-depth evaluation, which is done in a dense, deep and subjective way (Rodrigues, 2008). The in-depth assessment emphasizes the trajectory of public policy, its context, temporality, and territoriality. The results of the research indicate that Geledés, by using technological instruments in the online sphere, implements its anti-racist agendas and promotes gender and class equality. As a reference in electronic communities, the portal expands partnerships that collaborate to carry out its demands, expanding the bonds between people. The research highlights the importance of the Geledés Portal in creating educational and informative content that mobilize anti-racist agendas. This approach aligns with Gomes (2019) and Gonzalez (2021), who discuss the Movimento Negro Educador (MNE) as a political and pedagogical force that redefines the notion of race and promotes the emancipation of the black population. According to Sodré (2006) and Ribeiro (2018), the results show that the Geledés Portal challenges digital colonial structures, promoting content that combats the invisibility and hypervisibility imposed on black women on digital platforms. Based on the reflections of Faustino and Lippold (2023), the Geledés Portal incorporates the discussions of Carneiro (2011) and Gonzalez (2021) on the double oppression faced by black women, derived from racism and sexism. The posts analyzed on Instagram reflect the central role of black feminism in addressing issues of gender, race, and class in an integrated manner, reinforcing the fight for equality and recognition.