Comunicação negra e pop: uma análise do blog Quilombo Geek

Abstract

This research aims to investigate how black communication is constituted in the blog Quilombo Geek from an anti-racist perspective, examining how pop culture themes are used as a basis for counter-hegemonic critiques within the blog's content. It also analyzes the blog as a black media outlet with the potential for aquilombamento, acting as a virtual quilombo. To achieve this, in addition to conducting a literature review on topics related to black, alternative, and geek communication — in order to understand the context in which the blog is situated — other data collection methods were employed, such as interviews with the founder of Quilombo Geek, content analysis (Bardin, 2001) to identify the main themes addressed by the blog, and an analysis of the object based on the eight analytical categories of Virtual Media Aquilombamento (Andrade, 2024), an approach that connects the practices of historical quilombos with digital ones by studying how Brazilian Black media operate. The theoretical framework explores the concepts of race, racism, intersectionality, representation, and representativeness, as well as the conceptualization of alternative communication, pop culture, nerd culture and geek culture. The selected timeframe for the general analysis was from July to December 2024, in order to observe the most recent content production on the blog. The results obtained from the data collection techniques show that the object of study constitutes a contemporary black media outlet and promotes anti-racist communication through pop culture-driven content, although it faces certain challenges that reflect the historical imprint of racism in Brazil.