Racismo e materiais de divulgação institucionais : uma discussão que passa pela escola

Abstract

The media, through its various communication tools, has a decisive role in the transmission, perpetuation and introduction of ideologies and standardized content and integrated with certain interests. Racism is an example of this form behavior identified and deconstructed may be in a form of resistance and struggle against prejudice. Therefore, the study examined 403 images using people, selecting, of these, 394 ads coming from a private education institution in Belo Horizonte, seeking to identify the representation of black and the presence of classic stereotypes in them. Met 25% black representation in the analyzed materials, but these values arrived at 13% of representation when it counts the number of black characters in relation to the total. As to gender, there is a prevalence of men (53%) over female (47%) in publications. In addition, we calculated the rate of whiteness, that is to divide the number of whites by black characters. It has 1706 characters, with 1477 white or non-black and 229 blacks. Getting the ratio of the values we have the rate of 6.45, that is, for every black character present in institutional advertisements, there are about seven white or unrepresented blacks. Some images were commented, as will be the black image associated with classic stereotypes, where the only representation was not found in the primitive man. Therefore, despite its limitations, the study pointed to the little representation of black in the institution's promotional materials in question and the stigmatization of its image through classic stereotypes. Under this view, it questions the role of the school as a racist ideas transmitter, whereas it should contribute to its elimination.