Navegando por Autor "SANT'ANA, Jonathas Vilas Boas de"

Agora exibindo 1 - 1 de 1

Acesso aberto (Open Access)
A imagem da negra e do negro em produtos de beleza e a estética do racismo
(Universidade Federal do Pará, 2017-06) SANT'ANA, Jonathas Vilas Boas de
This article has for purpose discuss the representation of the black population, especially black woman, in images of beauty products present at trades of Goias northeast. Becomes evident that the presence of negative stereotypes in these images disseminates racist imagery presented in the form of a racist aesthetic that conceals the exclusion and normalizes the degradation suffered by black people in Brazilian society. The analysis of the imagetical material pointed to the aesthetic devaluation of black people, especially black woman, and an idealization of beauty and whitening to be pursued through use of the products presented. The media-advertising discourse of beauty products remembers and legitimizes the practice of a racist ethics based and active in everyday life. Facing this discussion is suggested that the antiracism work, done in different social spaces, consider using strategies for an "aesthetic decolonization" that empowers the black population by means of its aesthetic value and protagonism in the construction of an ethics of diversity.