REPRESENTAÇÕES DA MULHER NEGRA NO INSTAGRAM: ANÁLISE DO PERFIL DE LUIZA BRASILREPRESENTATIONS OF BLACK WOMEN ON INSTAGRAM: ANALYSIS OF LUIZA BRASIL’S PROFILEREPRESENTACIONES DE MUJERES NEGRAS EM INSTAGRAM: ANÁLISIS DEL PERFIL DE LUIZA BRAZILOriginal recebido em: 20 de outubro de 2025Aceito para publicação em: 18 de março de 2026Publicado em: 09 de abril de 2026Suellen Yasmin Xavier de SouzaPontifícia Universidade Católica de Campinas (PUC-Campinas), Campinas, São Paulo, BrasilTarcisio Torres SilvaPontifícia Universidade Católica de Campinas (PUC-Campinas), Campinas, São Paulo, BrasilRESUMOO presente artigo traz como objetivo a análise da relação entre marcas e influenciadoras digitais negras no cenário midiático contemporâneo, com base teórica no feminismo negro e na representação histórica das mulheres negras na mídia brasileira. Por meio da análise do perfil de Luiza Brasil no Instagram, investiga-se como as marcas incorporam pautas politizadas em suas comunicações. Conclui-se que, embora haja aproximação, essa associação nem sempre se traduz em envolvimento fora do âmbito midiático.Palavras-chave: Feminismo negro. Representatividade. Influenciador digital. Marcas. Instagram. ABSTRACTThis article aims to analyze the relationship between brands and black digital influencers in the contemporary media landscape, based on the theory of black feminism and the historical representation of black women in the Brazilian media. Through content analysis of Luiza Brasil’s Instagram profile, we investigate how brands incorporate politicized issues into their communications. We conclude that, although there is a connection, this association does not always translate into involvement outside the media sphere.Keywords: Black feminism. Representation. Digital influencer. Brands. Instagram.RESUMENEste artículo analiza la relación entre las marcas y las influencers digitales negras en el panorama mediático contemporáneo, basándose en la teoría del feminismo negro y la representación histórica de las mujeres negras en los medios brasileños. A través del análisis de contenido del perfil de Instagram de Luiza Brasil, investigamos cómo las marcas incorporan temas politizados en sus comunicaciones. Concluimos que, si bien existe una conexión, esta asociación no siempre se traduce en una implicación fuera del ámbito mediático.Palavras-chave: Feminismo negro. Representación. Influencer digital. Marcas. Instagram.INTRODUÇÃOEm décadas anteriores, a presença de mulheres negras nos meios de comunicação brasileiros foi atravessada por processos de apagamento e invisibilização. Apesar de uma atuação histórica em movimentos culturais e artísticos, suas representações midiáticas, em determinados espaços, foram limitadas e desvalorizadas. No campo publicitário, por exemplo, essa inserção ocorreu majoritariamente sem o reconhecimento de sua autodefinição, mas reforçando estigmas identitários associados aos sujeitos negros (Winch & Escobar, 2013).Inseridas em uma estrutura histórica de desigualdades, Sousa (2017, p. 19) argumenta que a continuidade de estereótipos no corpo social sustenta representações que objetificam mulheres negras, associando-as tanto à força de trabalho quanto à exploração sexual.Nesse sentido, para Kilomba (2019), representações como essas não tratam da individualidade da pessoa negra, mas das concepções fantasiosas e preconceituosas que os brancos têm sobre a negritude. Ela argumenta que essas representações não correspondem à verdadeira realidade das pessoas negras, sendo antes uma projeção de elementos negados da identidade branca sobre os indivíduos negros, retratando-os de maneira distorcida. É nesse cenário que a identidade do sujeito negro é apagada e seu direito de estabelecer conexões com a sociedade é negada, pois esta é “inconscientemente pensada como branca” (Kilomba, 2019, p. 39). Desse modo, o apagamento de representações positivas e o uso de estereótipos na construção midiática da identidade étnico-racial feminina foram fatores determinantes para o questionamento sobre o espaço ocupado pelas mulheres negras.Ainda de forma retraída, as mídias digitais possibilitaram a ampliação da participação feminina negra nas práticas de comunicação, resultando na criação de materiais para seu próprio empoderamento e maior resistência ao discurso publicitário hegemônico socialmente estabelecido. Segundo Corrêa (2019), o espaço começou a ser amplamente utilizado para a construção de novas narrativas e negação do padrão de beleza europeu, o que traz maior diversidade étnica e divulgação de cuidados específicos a respeito de características afrodescendentes. No início dos anos 2000, como expõe a linha do tempo apresentada por Karhawi (2017), a produção de conteúdo para a internet foi inaugurada com os “blogueiros”, que enfatizavam a pessoalidade em seus blogs, tratando-os como “diários virtuais”. No contexto dos blogs de entretenimento – como os de moda, viagem e beleza –, isso contribuiu para a credibilidade e profissionalização da prática. Com o advento do YouTube em 2005, surgiu o termo “vlogueiro” para descrever aqueles que compartilhavam conteúdos por meio de vídeos, posteriormente sendo conhecidos como “youtubers”. À medida que se estabeleceram como formadores de opinião, o termo “influenciador digital” foi criado para abranger aqueles que não se limitavam a uma única plataforma, expandindo sua presença para outras mais recentes, como Instagram e TikTok, sendo assim um fenômeno tipicamente contemporâneo. A partir desse cenário, tornou-se mais comum a produção de conteúdo envolvendo temas mais especializados, de forma a atender demandas e interesses variados. Entre eles, questões relacionadas ao ativismo feminista negro e pautas identitárias, tanto para fins educativos quanto para identificação com os temas abordados. Com a negritude marcada, no campo midiático hegemônico, pela invisibilidade e pelo silenciamento, a ampliação dos conteúdos digitais contribuiu para a valorização da estética e da cultura negra no país.Nesse ambiente, mulheres negras encontraram um novo meio de comunicação para suas manifestações, tendo em vista que não tinham visibilidade como protagonistas nos meios tradicionais. Pereira e Rodrigues (2023) argumentam que, através do ativismo digital, elas reivindicam o direito de abordar publicamente temáticas que antes eram consideradas pessoais e privadas, criando ambientes que promovam seu próprio empoderamento. Os autores apontam que as ações denunciam o sofrimento resultante de estereótipos e discriminações propagadas na sociedade, mas também buscam a inclusão de corpos que não se encaixam nos padrões convencionais, marcados principalmente pela branquitude. Nesse sentido, a produção de novos conteúdos formados a partir do desenvolvimento tecnológico foi fundamental para diferentes formas de representação da mulher negra nas mídias. Por um movimento não necessariamente natural, mas de adequação aos tempos, as marcas foram acionadas dentro desse cenário a acompanhar as mudanças sociais e se posicionarem ou ainda a se retratar quando alguma campanha não se adequava aos anseios sociais no que diz respeito à representação de papéis e o respeito à diversidade. O posicionamento também foi impulsionado a partir do cancelamento e boicote de marcas que ainda expressavam atuações ofensivas em suas peças publicitárias. Como Rosenthal (2019) afirma, discussões políticas geram engajamento, o que faz as marcas se envolverem em causas sociais e na defesa de grupos minorizados. Essa adaptação pode ser considerada uma forma de conquistar atenção em um ambiente digital cada vez mais politizado e atento aos discursos, mas também mais fragmentado e separado por nichos de interesse. Além disso, as práticas ESG (Environmental, Social and Governance) se tornaram um ativo para as marcas, o que recai no interesse na aproximação entre empresas e causas sociais. Considerando as modificações nas narrativas midiáticas e publicitárias, aos poucos influenciadoras negras têm ganhado visibilidade nesse contexto, especialmente em espaços em que é desejado maior variedade de identidades. O uso de figuras negras para dialogar sobre racialidade e identidades sociais através das marcas se tornou mais frequente como forma de oportunizar visibilidade nos meios de comunicação, não necessariamente considerando os assuntos e categorias que já são explorados no perfil destes indivíduos. Como evidenciado na pesquisa Black Influence: um retrato dos creators pretos do Brasil, os influenciadores negros são menos contratados para ações publicitárias com as marcas, mas são chamados com mais frequência para abordar racialidade e temas correlatos (Black, 2020).Nesse sentido, as novas formas de representação através das mídias digitais ocasionaram aumento no engajamento de figuras como Luiza Brasil (@madamebrasil). Influenciadora e jornalista, Luiza é reconhecida no meio digital por dialogar sobre moda e cultura com ênfase na negritude. Em sua carreira, já foi contemplada com o título de “Influenciadores Sociais Contra o Racismo” pela Prefeitura Municipal do Rio de Janeiro, em 2018, assim como marcou presença na Power List 100, lista com as 100 personalidades negras mais influentes na lusofonia, em 2022. Luiza ainda é CEO do Mequelab, empresa de comunicação com ações voltadas para a produção de conteúdo e conhecimento, e fundadora do Mequetrefismos, multiplataforma digital focada no protagonismo negro. Sua presença nas redes sociais digitais é marcada por conteúdos sobre raça e gênero, onde promove debates e reflexões acerca dos temas que dialoga com seus seguidores. Como exposto, a transformação dos espaços midiáticos e publicitários ocupados por mulheres negras não ocorreu de maneira espontânea, mas foi resultado de uma série de ações voltadas ao combate de discriminações baseadas em raça e gênero. A importância desses espaços reside em sua função como ferramentas que permitem a formação da percepção das identidades raciais – não só das negras ou latinas, mas também das brancas. Portanto, para o entendimento das novas dinâmicas de interação em que as identidades culturais e as marcas se apoiam no espaço midiático e digital contemporâneo, selecionamos a influenciadora Luiza Brasil como exemplo para a realização da análise, considerando a aproximação de temas provenientes da abordagem feminista e antirracista em seu perfil, assim como a participação em ações com marcas. Sua relevância também é evidenciada a partir de seu perfil com aproximadamente 145 mil seguidores e determinados prêmios nas áreas em que atua. O comportamento de marcas em relação a tais pautas e o contexto em que elas se encontram é fundamental para a compreensão da visibilidade proporcionada aos diferentes grupos minorizados. ABORDAGEM METODOLÓGICATendo em vista as diferentes frentes de atuação em seu trabalho como comunicadora, o perfil da influenciadora no Instagram foi tomado para um estudo de caráter exploratório, voltado ao levantamento, organização e observação dos principais temas e posicionamentos presentes em suas publicações. Para isso, realizou-se a categorização dos conteúdos publicados no período de novembro de 2022 a outubro de 2023, intervalo escolhido por refletir uma atuação recente da influenciadora, bem como as dinâmicas atuais de interação e engajamento com seguidores.A partir desse mapeamento inicial, foram selecionados alguns vídeos para análise mais detida, focada na descrição dos conteúdos e interpretação dos sentidos mobilizados, considerando o diálogo com a revisão bibliográfica sobre raça, gênero e produção de conteúdo digital e a ênfase nas contribuições do feminismo negro. Consideraram-se exclusivamente os vídeos publicados no formato Reels, uma vez que esse tipo de publicação permite maior desenvolvimento temático, apresenta altos níveis de interação e é priorizado pela lógica de distribuição da própria plataforma.A compreensão da atuação de influenciadores digitais demanda considerar os critérios que sustentam sua legitimidade e credibilidade nos ambientes digitais. Conforme aponta Karhawi (2017), esses sujeitos são definidos, entre outros fatores, pela capacidade de influenciar decisões, gerar debates e impactar modos de vida, gostos e práticas culturais, sendo marcados pela intensa participação nos espaços digitais por meio da produção de conteúdo e da interação constante com outros sujeitos.Nesse cenário de influência e da disposição de discursos nas redes sociais, a confiança no que é dito também é um elemento primordial. Charaudeau (2012 apud Karhawi, 2017) argumenta que a confiança atribuível a uma informação está diretamente ligada à posição social do informante, ao papel que desempenha na interação, à sua representatividade junto ao grupo que está representando e ao grau de comprometimento e engajamento evidenciado com a informação transmitida.Analisando a influenciadora digital supracitada à luz dos conceitos de Charaudeau, percebemos que ela conquista crédito e poder de informar em seu nicho específico. Ela se encontra em uma posição social reconhecida por discutir sobre moda sem o viés do olhar branco da categoria e valorizando o protagonismo negro presente nesses ambientes, se dedicando ao tema e o utilizando como uma forma de abordar pautas identitárias e questões sociais. Seus prêmios refletem seu impacto no meio. A influenciadora gera debates apreciados por sua comunidade digital por considerar particularidades sociais dentro e fora da temática. Enquanto desempenha um papel de comunicadora e fomentadora de debates, a representatividade dentro do cenário em que atua pode se relacionar com sua formação em comunicação e ações de pesquisa no universo da moda, assim como seu lugar de fala como mulher negra. Junto a isso, seu grau de engajamento em relação ao que aborda pode ser considerado alto, tendo em vista que, além de produzir conteúdo com determinada frequência, também atua como colunista da Vogue Brasil.Diante desse enquadramento teórico e metodológico, a influenciadora Luiza Brasil se apresenta como um sujeito pertinente para a análise das dinâmicas de produção de sentido, credibilidade e influência em ambientes digitais, considerando o recorte definido.INFLUÊNCIA DIGITALCom um total de 186 vídeos analisados e agrupados, o material foi dividido em 10 categorias, sendo elas: marcas e publicidade, incluindo os vídeos com menções ou vínculos com marcas; crítica social e inspiração, aqueles que possuem críticas nas mais diversas áreas – como esporte feminino e cultura pop – junto a diálogos sobre autoconhecimento; podcast (@msppod), dispondo de trechos de seu podcast publicado em outras plataformas; moda, com vídeos envolvendo a temática ou seu trabalho na área; carreira, sendo aqueles em que ela aborda seu livro ou trabalhos próprios; conteúdo externo, em que ela atua como colunista ou convidada em outros podcasts; arte e eventos, como exposições ou festivais; viagem e lugares, com vídeos de sua ida para o Japão ou Bahia, por exemplo; estética negra, aqueles em que ela aborda estética e/ou beleza a partir da negritude; e, por fim, instituição social, sendo um único vídeo como embaixadora da BrazilFoundation (figura 1).Figura 1: Gráfico com as temáticas das publicações de Luiza Brasil. Fonte: Elaborado pelos autoresNo que diz respeito à categoria crítica social e inspiração, os vídeos produzidos versam sobre diferentes assuntos que podem ser divididos em outras categorias, sendo as três principais: negritude, autocuidado, e gênero e empoderamento feminino. Na primeira categoria, considerada fundamental em sua conta, Luiza parte de uma variedade de posicionamentos e reflexões, trazendo debates sobre pertencimento, representatividade e humanização. Com algumas palavras-chave em sua abordagem, como ‘pertencimento’, ela defende que para adentrar em espaços é necessário “ocupar, representar, pertencer e materializar”. Traz, a partir disso, “dilemas do contemporâneo”.Pertencimento é um dos principais temas abordados pela influenciadora. A palavra não se encontra apenas na página de seu laboratório de comunicação, mas seu significado é levantado com frequência, como em seu livro Caixa Preta: negritude, pertencimento, feminino e autoestima, relacionamentos y otras cositas más (Brasil, 2022) ou quando foi palestrante no TEDx, com fala sobre a temática e negritude.Luiza possui um papel de crítica entre aqueles que a acompanham, sendo a maioria, como observado nos comentários de seus vídeos, mulheres. Apresentando disposição na ressignificação da negritude feminina nas redes sociais, ela se propõe a reconfigurar o meio midiático digital e desenvolver um espaço de pertencimento para mulheres negras. Nesse cenário se encontra o conceito de empoderamento abordado por Ribeiro (2018), que explica o termo como um fortalecimento coletivo entre mulheres negras, implicando dedicação à busca por equidade.Em formato de talk show, o Me Sinto Pronta POD, seu podcast, é caracterizado por diálogos com outras figuras (majoritariamente mulheres negras) sobre moda, comportamento, cultura e sociedade, visando a ampliação de narrativas plurais e politizadas, bem como a promoção de diálogos para descontração e entretenimento. Luiza aborda uma ampla gama de temas em suas discussões, desde conversas sobre a valorização da autoestima, reinvenção e originalidade, até análises de recortes sociais, papéis de gênero e a conquista de novos espaços por mulheres negras. Essa proposta de promoção de diferentes narrativas e percepções sobre temáticas distintas – e adaptadas de acordo com o perfil da outra figura a dialogar com ela – encontra suas bases no que bell hooks propõe ao escrever sobre os perigos da adoção de uma única narrativa dominante, esta que ignora outras vozes e experiências. Para a autora, mulheres negras têm o potencial de impulsionar a mudança ao reconhecer e considerar a diversidade das vivências dentro de um círculo social. Ao compartilhar coletivamente conhecimentos e habilidades, é criado “um novo local onde a subjetividade negra radical pode ser nutrida e sustentada” (hooks, 2019, p. 125). Ao trazer para seu programa desde Maxi Weber, mulher trans e pioneira em técnicas de maquiagem para pele negra, até Luedji Luna, cantora e compositora, a influenciadora propõe a quebra do ciclo do silenciamento de experiências e situações diversas que podem impactar mulheres negras – não simplificando ou limitando a compreensão de realidades a uma única perspectiva, mas aprofundando temas diversos, como maternidade e influência. Convém considerar, entretanto, que essa representatividade ainda se encontra baseada em personalidades públicas e influentes, o que revela a carência de discussões que carreguem, por exemplo, questões socioeconômicas (a partir de outras realidades) como uma categoria importante a ser discutida dentro dessas experiências. Essa questão pode ser cuidadosamente pensada considerando que, apesar de promover discursos entre seus seguidores e possuir comunidades, o influenciador digital ainda possui um trabalho autocentrado, focado em seu próprio indivíduo. Isso pode ser apontado a partir de Karhawi (2016) quando a autora analisa a aceitação do Eu como mercadoria, afirmando que o influenciador contemporâneo não se limita a divulgações e negociações com marcas parceiras, mas também lucra com a sua própria imagem. É nesse processo que, inconscientemente ou não, é aceito sua transformação em commodity. Com isso, é necessário refletir sobre o impacto que esse processo pode gerar em pautas progressistas, tendo em vista a afirmação de Davis (2019) sobre a necessidade de ações que se apoiem em lutas coletivas entre pessoas politizadas para que a mobilização das massas seja realizada, sendo este um trabalho revolucionário. Esse cenário pode implicar desafios na tentativa de conexão entre atos de resistência e imagens que se encontram no modelo de consumo neoliberal no qual os influenciadores digitais se encontram.MARCAS E DISCURSSOS PROGRESSISTASLuiza Brasil possui uma quantidade significativa de interações com marcas do mercado brasileiro, não se restringindo apenas àquelas relacionadas ao universo da moda, mas também mantendo vínculos com marcas como Itaú, Volvo e Natura. Como comentado, o envolvimento político destas se dá em uma tentativa de engajar consumidores nas redes sociais. Esse fenômeno é discutido por Benjamin Rosenthal (2020), que propõe que a força das marcas decorra de conteúdos que consigam ressoar nos consumidores em níveis individuais, culturais e organizacionais, atraindo sua atenção quando o que é proposto pode dialogar com os significados presentes nos níveis citados. Nesse sentido, o autor defende que há uma crescente pressão por engajamento nessas questões, “além de certa premiação pública (e maior visibilidade) a marcas que entregam ações na direção da solidariedade” (Rosenthal, 2020, p. 45). Com isso, temos um campo para movimentos sociais e pessoas ativas politicamente, assim como para outros setores da sociedade. É a partir desse cenário que observamos não apenas o envolvimento de marcas com Luiza Brasil, mas a aproximação, através de peças de comunicação compartilhadas, do discurso proposto pela influenciadora em suas redes sociais. Para melhor compreensão dessa aproximação, foi realizada uma análise de ações publicitárias entre Luiza e marcas brasileiras.Os vídeos selecionados se referem à categoria marcas e publicidade e foram analisados a partir do conteúdo audiovisual, assim como da descrição textual disposta na legenda, servindo como um complemento do material principal. De caráter qualitativo, o processo de análise tem como referência a relação estabelecida entre o conteúdo encontrado nas peças publicitárias com outros vídeos da categoria críticas sociais e inspiração ou estética negra. Sendo assim, trata-se de uma análise em camadas que se baseia na informação extraída dos vídeos de natureza mercadológica para examiná-los e relacioná-los com os demais conteúdos que abordam questões sociais. Isso ajuda a identificar padrões, similaridades e diferenças, além de aprofundar a compreensão do conteúdo em questão.A partir disso, os vídeos selecionados para análise foram aqueles que, de alguma forma, podem se relacionar com o conteúdo progressista que a influenciadora dispõe em seu perfil, pois pretendemos compreender como a aproximação de pautas identitárias pode se dar no contexto midiático e publicitário. Selecionamos, ainda, aqueles com marcas que não estão no segmento da moda – o mesmo que Luiza – para observarmos como esse envolvimento pode não se realizar por nichos semelhantes, mas discursos.Figura 2: Vídeo de Luiza Brasil para a marca Eudora. Fonte: Brasil, 2023.Em uma primeira observação, considerando as parcerias feitas com Luiza, é nítido a mudança na representação da mulher negra em peças publicitárias. Se antes foi marcada por estereótipos e imagens negativas facilmente perceptíveis, atualmente é possível notar uma mudança na mensagem que as marcas transmitem. A valorização da negritude também se tornou comum nas peças observadas, sendo uma característica significativa e essencial para o combate às representações negativas antes normalizadas.Do ponto de vista verbal, na peça para a marca Eudora (figura 2), por exemplo, observamos a relação do que é dito com outros conteúdos da influenciadora. As falas apresentadas – como “a luta para estar aqui”, para “transformar os espaços” e que levam ao “pertencimento” – indicam elos semânticos entre o argumento em questão e as discussões que Luiza realiza sobre negritude, como abordamos no primeiro bloco de análises. No que diz respeito à palavra “pertencimento”, como contextualizado anteriormente, é um tema recorrente no perfil da influenciadora, que o utiliza em diferentes trabalhos e apresentações. Termos como esses não são apenas escolhas linguísticas, mas se manifestam de maneira central nos diálogos de Luiza Brasil, como uma espécie de marca própria. Existe, portanto, uma tentativa evidente de aproximar o produto (e a marca) ao discurso progressista expressado em outros contextos. A aproximação, apesar da imagem positiva, não se demonstra como um envolvimento que transcende o âmbito midiático no contexto da marca em questão, ou seja, não apresenta iniciativas e investimentos fora das mídias. Ao associar o que a influenciadora representa com a imagem da marca, pode ser transmitido uma ideia de inclusão, esta que não necessariamente se traduz em um compromisso real com a busca por mudanças dentro da integração de mulheres negras em diferentes espaços da empresa, mas se baseia em estratégias de comunicação relacionadas ao que a influenciadora simboliza e promove. Influenciadoras negras e de outros grupos minorizados podem contribuir para desafiar estereótipos normalizados na sociedade brasileira, uma vez que desfrutam de maior liberdade no processo criativo das peças em que estão envolvidas. Entretanto, as organizações devem assumir um compromisso contínuo com a responsabilidade social corporativa, pois a ausência de ações concretas limita significativamente as estratégias de comunicação que atuam na promoção da diversidade e da representatividade na mídia.Figura 3: Vídeo de Luiza Brasil para a marca Natura. Fonte: Brasil, 2023aEm outra ação, agora com a Natura (figura 3), a abordagem de pautas identitárias é mais explícita. Na peça é divulgado como cuidar do goddess locs, hairstyle afro, com os produtos da marca. No vídeo é dito que a mudança de penteado é “algo que faz parte da cultura de nós, mulheres negras” e uma forma de se conectar “com o momento em que vivemos e com a nossa ancestralidade”. É exposto uma apreciação e enaltecimento do penteado, que entra em contraste com a desvalorização de cabelos cacheados e crespos, que foram vistos pela sociedade como uma característica inferior, enquanto o modelo estético branco foi definido como o ideal (Gonzalez, 2020). Na esfera publicitária, perpetuava-se a imagem nefasta de que quanto mais próximo da branquitude o indivíduo estivesse, mais próximo da personificação da beleza ideal estaria. Carrera (2020) explora essa questão ao analisar as manifestações da branquitude na publicidade brasileira, concluindo que uma forma de acessar espaços estaria na adoção de determinados padrões, como alisar o cabelo. Concordamos com a afirmação da autora de que a não exibição de características negras “é um rastro do embranquecimento do negro como modo de tornar palatável sua existência nesse espaço discursivo de poder” (2020, p. 18).Nesse sentido, a representação na peça publicitária é significativa, principalmente ao considerar as narrativas preconceituosas associadas às características afrodescendentes e seu impacto na autoestima de indivíduos negros. Os comentários refletem uma reação positiva e aceitação do conteúdo, com seguidores afirmando que é incomum ver marcas abordando o tema e que há falta de informações sobre como cuidar de locs. Em um comentário específico, uma seguidora afirma que está “realizada em ver dreads em campanhas de cabelo”. Por outro lado, ao observar o Relatório Anual da empresa, temos que a representatividade de pessoas pretas e pardas em cargos gerenciais é de 11,51% no Brasil (Relatório, 2022). No Instituto Natura, organização com o objetivo de expandir os investimentos em educação promovidos pela marca, a equipe interna apresentou uma presença de 8% de pessoas negras e 3% de pardas. Junto a isso, nos níveis de alta hierarquia, não há presença de profissionais negros em cargos de gerência, diretoria e no Conselho (Instituto, 2018). Os números são baixos e desproporcionais ao considerar a presença da população negra e parda no Brasil que, de acordo com o IBGE, é de 56% (Vieceli, 2022).Reconhecemos a tentativa da marca supracitada de alterar determinadas disparidades. No entanto, partindo de contradições como essas, apontamos que, apesar da aproximação, é necessário ter cautela para evitar uma apropriação mercadológica, que carece da capacidade de efetuar transformações estruturais na realidade. As representações, agora visualmente alteradas, têm o potencial de influenciar a identidade de mulheres negras, tendo em vista que identidades culturais estão em um processo constante de construção e desconstrução influenciado pela organização de sistemas de representações e relações sociais (Hall, 2016). Entretanto, há de se pensar nas particularidades do contexto em que esse processo é realizado. hooks (2019, p. 65) explica que, com uma promessa de reconciliação e reconhecimento implícita, a comodificação da negritude marca o processo de transformar a cultura e os corpos negros em mercadoria. A partir de uma lógica de consumo, se trata da apropriação cultural que justifica o uso da diferença por meio da troca. Nesse sentido, a autora afirma que “explorar como o desejo pelo Outro é expressado, manipulado e transformado pelos encontros com a diferença e o diferente é um terreno crítico que pode indicar se esses anseios potencialmente revolucionários serão algum dia realizados”.Com base nas afirmações da autora e no contexto mercadológico aqui abordado, é possível refletir sobre a existência de uma comodificação que, agora no meio digital e a partir de uma série de posicionamentos que impactam vendas, é realizada com o uso de discursos políticos para atender os interesses de mercado. O fenômeno de marcas que utilizam influenciadores digitais de nichos diversos para abordar racialidade (de forma direta ou indireta) em espaços específicos, como peças publicitárias, marca um envolvimento oportuno para as mesmas. Não se trata somente da venda de produtos e serviços, mas de imagens e conteúdos politizados. É válido questionar abordagens politizadas dentro de um contexto contraditório e/ou meramente mercadológico, pois seu uso pode interferir na integridade política das mensagens. Nesse cenário, a politização pode ser diluída em estratégias de marketing, esvaziando, por vezes, seu significado e construção fundamentada a partir de lutas e atos de resistência. CONSIDERAÇÕES FINAISO papel de influenciadoras é uma das formas atuais de mulheres negras ocuparem espaços em ambientes digitais, além da importante contribuição do espaço para a promoção de conteúdos que sejam de interesse do ativismo feminista negro no Brasil. Observamos, a partir da influenciadora Luiza Brasil, que a representação da mulher negra foi fortemente alterada em peças publicitárias, resultado de esforços no combate às imagens negativas e estereótipos difundidos na sociedade. No contexto atual, as peças transmitem mensagens de empoderamento que, direta ou indiretamente, estão ligadas a discursos políticos. Nas peças aqui analisadas, isso é realizado através de elementos visuais e textuais que se relacionam com os conteúdos sobre negritude, empoderamento e autoestima produzidos pela influenciadora. O impacto, no campo da representação, pode ser positivo, tendo em vista o avanço da diversidade na comunicação – especialmente no que se refere à visibilidade dos corpos marcados pela diferença –, evidenciando forças contra os padrões da cultura dominante branca e patriarcal.A aproximação de marcas, apesar de possuir potencial para uma possível colaboração a respeito da conscientização feminina e racial, não significa necessariamente o comprometimento com a luta pelo mesmo, pois não implica ações que promovam mudanças estruturais além da presença de mulheres negras em peças publicitárias. Como afirma Ribeiro (2018, p. 130), “há de se cuidar, no entanto, para que não ocorra uma apropriação puramente mercadológica, incapaz de produzir mudanças de fato”, de forma que a representatividade proposta não seja superficial em sua essência e desprovida de significado para o movimento. Cabe o questionamento de ações que utilizam a diferença de modo produtivo, manipulando-a como uma mercadoria. Como um meio que dispõe constantemente representações sociais e está baseado no consumo de imagens, os conteúdos midiáticos que se encontram na lógica da comodificação de corpos não brancos “nega a importância da história do Outro através de um processo de descontextualização” (hooks, 2019, p. 79).Sendo assim, apesar das mudanças no cenário publicitário brasileiro envolvendo um movimento de inclusão de mulheres negras, este não incorpora questões essenciais que ainda não foram contempladas, como o próprio quadro inconsistente de suas representações como protagonistas, a falta de oportunidades dentro da publicidade e a contratação para abordar apenas racialidade e temas relacionados. REFERÊNCIASBARDIN, L. Análise de Conteúdo. Lisboa: Edições 70, 2021.  BARROS, A.; DUARTE, J. Métodos e técnicas de pesquisa em comunicação. São Paulo: Atlas, 2006.    BRASIL, L. Caixa Preta: negritude, pertencimento, feminino e autoestima, relacionamentos y otras cositas más. Rio de Janeiro: Globo Livros, 2022.BRASIL, L. Goddess Locs: você sabe como cuidar do hairstyle afro? Se tem algo que eu prezo, é uma rotina capilar simples. Rio de Janeiro, 27 set. 2023a. Instagram: @madamebrasil. Disponível em: https://www.instagram.com/reel/Cxs09dXAaDO/. Acesso em: 15 nov. 2023.BRASIL, L. Que tal abraçar a sua atitude, o seu poder, e sua coragem para mudar o mundo? Descubra o novo @eudora. Rio de Janeiro, 3 abr. 2023b. Instagram: @madamebrasil. Disponível em: https://www.instagram.com/reel/CqlCoS0g7y3/. Acesso em: 15 nov. 2023.CARRERA, F. Raça e privilégios anunciados: ensaio sobre as sete manifestações da branquitude na publicidade brasileira. Revista Eletrônica Internacional de Economia Política da Informação, da Comunicação e da Cultura, v. 22, n. 1, p. 6-28, 2020. Disponível em: http://hdl.handle.net/20.500.11959/brapci/155310. Acesso em: 15 nov. 2023.CORRÊA, L. Empoderar para quê? Corpos e cabelos das mulheres negras na publicidade. 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Acesso em: 03 nov. 2023.  ROSENTHAL, B. A ascensão das marcas solidárias. GV-executivo, São Paulo, v. 19, n. 3, p. 42-45, 15 jun. 2020. Disponível em: https://doi.org/10.12660/gvexec.v19n3.2020.81732. Acesso em: 18 jan. 2023.   ROSENTHAL, B. O lado político das marcas. GV-executivo, São Paulo, v. 18, n. 2, p. 46, 24 abr. 2019. Disponível em: https://doi.org/10.12660/gvexec.v18n2.2019.78930. Acesso em: 17 jan. 2023.   SOUSA, M. Mulheres negras na mídia: uma discussão teórica. 2017. 37 f. Trabalho de Conclusão de Curso (Graduação em Ciências Sociais) - Universidade Federal de Uberlândia, Minas Gerais, 2017. Disponível em: https://repositorio.ufu.br/handle/123456789/21277. Acesso em: 2 mar. 2023.   VIECELI, L. Cresce proporção de pretos e pardos na população brasileira. Folha de São Paulo, 22 jul. 2022. Disponível em: https://www1.folha.uol.com.br/cotidiano/2022/07/cresce-proporcao-de-pretos-e-pardos-na-populacao-brasileira.shtml. Acesso em: 25 nov. 2023.  WINCH, R.; ESCOBAR, G. Os lugares da mulher negra na publicidade brasileira. Cadernos de Comunicação, v. 16, n. 2, p. 227-245, 2013. Disponível em: https://doi.org/10.5902/2316882X8229. Acesso em: 1 abr. 2023.   YOUPIX. Black Influence: um retrato dos creators pretos do Brasil, 2020. Disponível em: https://tag.youpix.com.br/2020_black_influence_br. Acesso em: 20 nov. 2023.   Suellen Yasmin Xavier de SouzaGraduanda em Publicidade e Propaganda na PUC-Campinas. Bolsista FAPESP de iniciação científica (processo 2023/07108-3).  Tarcisio Torres SilvaProfessor pesquisador do Centro de Linguagem e Comunicação da PUC-Campinas. Docente do Mestrado em Linguagens, Mídia e Arte na mesma instituição. Doutor em Artes Visuais pela Unicamp, com período de estágio no departamento de Estudos Culturais, Goldsmiths College, Universidade de Londres. Mestre em Artes (Unicamp), Bacharel em Publicidade e Propaganda (ESPM) e Ciências Sociais (USP).Esta obra está licenciada com uma Licença Creative Commons Atribuição-Não-Comercial-Compartilha Igual 4.0 InternacionalREVISTA DO PROGRAMA DE PÓS-GRADUAÇÃO EM COMUNICAÇÃO UNIVERSIDADE FEDERAL DA PARAÍBAISSN 2763-9398Culturas Midiáticas - ISSN 2763-9398Programa de Pós-Graduação em ComunicaçãoUniversidade Federal da Paraíba (PPGC/UFPB)v. 25- abr-2026- DossiêTemático- Epistemologias da Comunicação do Sul Global.Pág. PAGE1 A sigla ESG engloba as práticas e estratégias ambientais, sociais e de governança que empresas implementam visando serem reconhecidas como entidades socialmente responsáveis, sustentáveis e transparentes quanto ao seu gerenciamento. Seu conceito é aplicado para monitorar boas práticas empresariais. Vídeos curtos e verticais do Instagram, feitos para consumo rápido e alto alcance. Discutido por Djamila Ribeiro (2017), o termo diz respeito à posição social de um indivíduo ao abordar um determinado tema, sendo utilizado pelo ponto de vista discursivo. A autora compreende que o lugar socialmente ocupado pelos indivíduos proporciona experiências e olhares distintos, de modo a refutar visões universais sobre questões sociais. Disponível em: https://youtu.be/JmNpiP5n1mo?si=NsbX1W4PT12Mw98t. Disponível em: https://open.spotify.com/show/30QTn3itVq5BvjL03i07Cb?si=8b313d5788cf4010 Abordado pela autora com base em estudos marxistas, a comoditização é a ação de converter diversos processos sociais em mercadorias (Karhawi, 2016). Esse ato ocorre em áreas distintas, desde o conhecimento até o próprio indivíduo. 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