Representações culturais do espectro LGBTQIA+ na Todes Telecom: estudo de caso do uso de repertórios verbais e visuais lgbts para a segmentação mercadológica e a comunicação publicitária

Abstract

Since the 1990s, a market for LGBTQIA+ people has emerged. As a result, advertising has developed repertoires similar to the regimes of representation of LGBT audiences. This work aims to understand how the company Todes Telecom uses representations of the LGBTQIA+ spectrum to compose repertoires, develop messages and, finally, create offers for the LGBT segment. To achieve the objective, an exploratory and qualitative case study was developed, having as its object the MVNO business model company, which positions itself as “the first LGBTQIA+ virtual mobile operator in Brazil”. Through a culturalist approach, the research sought to emphasize the variables that affect the phenomenon of LGBT representations in advertising, namely: the LGBTQIA+ spectrum; and representation as a process and practice (HALL, 2016). It is concluded, based on examples from the contemporary advertising field, that there is a set of LGBTs verbal and visual repertoires and that Todes Telecom uses these cultural elements of representation in its communication as an essential characteristic of the company.