Onde está o homem negro na publicidade? Masculinidades negras no segmento de higiene pessoal

Abstract

In recent years we have witnessed the emergence of discussions about feminisms in the fight against sexism in societies, especially the Brazilian, historically patriarchal. Thus, debates about masculinities emerges and, motivated by this discussion, we see how they are represented in the communication of the brands Axe, Gillette, Old Spice and Rexona. Specifically, we highlight how brands built representations of black masculinities in their YouTube channels. Anchored in discussions of black feminism, masculinities and intersectional theory, we observed the communication of brands throughout 2018. The results point to insufficient indices of representativeness in proportion to the national population of Brazil. The black man as a supporting or extra is more recurrent and this leads us to a debate about representation and representativity. When he stars, he is stereotyped, a reflection of structural racism.