EXPLORANDO QUEER NA MÍDIA BRASILEIRA: UMA ANÁLISE CRÍTICA DO DISCURSO EM AZMINA E JORNAL O GLOBOEXPLORING QUEER IN BRAZILIAN MEDIA: A CRITICAL DISCOURSE ANALYSIS OF AZMINA AND O GLOBOEXPLORANDO QUEER EN LOS MEDIOS BRASILEÑOS: UN ANÁLISIS CRÍTICO DEL DISCURSO EN LA AZMINA Y EL PERIÓDICO O GLOBOOriginal recebido em: 21 de outubro de 2025Aceito para publicação em: 26 de fevereiro de 2026Publicado em: 08 de maio de 2026Louise Ariane da CampoUniversidade Federal do Pampa (UNIPAMPA), São Borja, Rio Grande do Sul, BrasilA lista completa com informações dos autores está no final do artigoRESUMOEste artigo analisa como o termo queer é enquadrado no jornalismo brasileiro a partir de um corpus de dez matérias (cinco da AzMina e cinco de O Globo), identificadas por buscas pelo termo “queer”. Ancorado na Análise do Discurso Crítica (Fairclough, 2001) e dialogando com as teorias queer, com ênfase na crítica queer de cor, o estudo entende a linguagem como prática social e examina processos de recontextualização, tradução e mercantilização do conceito no jornalismo brasileiro. Os resultados indicam que, na AzMina, queer aparece de modo pedagógico e associado a pautas LGBTQIA+, com pouco desenvolvimento conceitual; em O Globo, embora mais frequente, o termo é mobilizado como identidade e na agenda cultural, operando como rótulo midiático e de mercado. Argumenta-se que essa superficialidade não decorre apenas de esvaziamento crítico, mas também da política da linguagem em um país de língua portuguesa, onde debates disruptivos sobre gênero, sexualidade, raça e classe se realizam por outras gramáticas e léxicos. Palavras-chave: análise do discurso crítica; jornalismo; mídia; queer.ABSTRACTThis article examines how the term queer is framed in Brazilian journalism based on a corpus of ten articles (five from AzMina and five from O Globo), identified through searches for the term “queer.” Grounded in Critical Discourse Analysis (Fairclough, 2001) and engaging with queer theories—especially queer of color critique—the study understands language as social practice and investigates processes of recontextualization, translation, and commodification of the concept within Brazilian journalism. The results indicate that, in AzMina, queer appears in a pedagogical manner and is tied to LGBTQIA+ agendas, with limited conceptual development; in O Globo, although more frequent, the term is mobilized as identity and within cultural listings, functioning as a media and market label. The paper argues that this superficiality stems not only from a critical dilution but also from the politics of language in a Portuguese-speaking country, where disruptive debates on gender, sexuality, race, and class unfold through other grammars and lexicons.Keywords: critical discourse analysis; journalism; media; queer.RESUMEN Este artículo analiza cómo el término queer es enmarcado en el periodismo brasileño a partir de un corpus de diez artículos (cinco de la AzMina y cinco de O Globo), identificados mediante búsquedas del término “queer”. Basado en el Análisis Crítico del Discurso (Fairclough, 2001) y en diálogo con las teorías queer, con énfasis en la crítica queer de color, el estudio entiende el lenguaje como una práctica social y examina procesos de recontextualización, traducción y mercantilización del concepto en el periodismo brasileño. Los resultados indican que, en AzMina, queer aparece de forma pedagógica y asociado a temas LGBTQIA+, con escaso desarrollo conceptual; en O Globo, aunque más frecuente, el término se moviliza como identidad y dentro de la agenda cultural, funcionando como una etiqueta mediática y de mercado. Se argumenta que esta superficialidad no se debe únicamente a un vaciamiento crítico, sino también a la política del lenguaje en un país de lengua portuguesa, donde los debates disruptivos sobre género, sexualidad, raza y clase se desarrollan a través de otras gramáticas y léxicos.Palabras clave: análisis crítico del discurso; medios; periodismo; queer.INTRODUÇÃOAs epistemologias do Sul Global propõem a revalorização de saberes, corpos e linguagens historicamente marginalizadas pelos regimes coloniais de poder e conhecimento. Inserido nesse contexto, o debate sobre o queer no Brasil se entrelaça à discussão sobre tradução, linguagem e poder, uma vez que o termo surge em língua inglesa e circula no país por meio das mídias, da academia e das redes sociais.As reflexões em torno do queer no Brasil, no entanto, ultrapassam as dimensões linguísticas, sociais e culturais, estendendo-se também ao campo da comunicação e das mídias. Este artigo se fundamenta em um arcabouço teórico ancorado tanto nas teorias queer do Norte Global, mas especialmente na crítica queer de cor, articulando-as à Análise do Discurso Crítica (ADC), desenvolvida pelo linguista Norman Fairclough.A partir dessa perspectiva, este artigo tem como objetivo examinar como o termo queer é enquadrado e representado na mídia jornalística brasileira, com base na análise de matérias publicadas pelo AzMina e pelo jornal O Globo. Ao analisar o enquadramento de queer na mídia jornalística brasileira, busca-se compreender como o termo é recontextualizado e traduzido nos discursos midiáticos, evidenciando os processos de adaptação, simplificação e ressignificação que ocorrem quando um conceito teórico e político circula em novos contextos sociais e culturais. Essa perspectiva permite refletir sobre as formas pelas quais a mídia, ao incorporar queer em suas narrativas, participa tanto da popularização quanto da neutralização de seu potencial desestabilizador, transformando um operador crítico de desconstrução em um signo de diversidade, inclusão e consumo simbólico.A escolha dos dois veículos analisados busca contemplar perspectivas distintas do jornalismo brasileiro. AzMina foi selecionada por representar uma mídia digital independente com enfoque de gênero, marcada por um posicionamento ativista e comprometido com pautas feministas e de diversidade. Já o O Globo foi selecionado por se tratar de um dos principais jornais de grande circulação nacional, vinculado a um dos maiores grupos de comunicação do país, o Grupo Globo. Essa combinação permite observar como o termo queer é enquadrado tanto em um espaço de produção jornalística engajada e de nicho quanto em um veículo de ampla visibilidade e alcance social, revelando diferentes modos de tradução e circulação discursiva do conceito.Para guiar esse percurso, foi adotada a perspectiva da ADC, conforme proposta por Fairclough (2001), que permite observar o discurso como uma prática social atravessada por relações de poder e ideologia. O corpus de análise é composto por dez matérias jornalísticas: cinco publicadas no AzMina e cinco no jornal O Globo. Elas foram selecionadas a partir da busca pelos termos “queer”, “cuíer” e “cuir” nos sites dos respectivos veículos. Embora não tenham sido encontradas ocorrências dos termos adaptados ao português, o uso de queer em si se mostrou pontual, mas suficientemente representativo para identificar padrões de enquadramento e circulação discursiva no contexto midiático brasileiro.O trabalho parte da premissa de que a linguagem é uma prática social (Fairclough, 2001) e de que o discurso constitui um espaço de disputa por sentidos. Assim, o queer é entendido não apenas como um termo importado, mas como um marcador discursivo que, ao circular em contextos midiáticos brasileiros, evidencia tanto a colonialidade das formas de nomear quanto os modos locais de resistência e reapropriação.Embora queer não seja um termo reconhecido na língua portuguesa, e não exista uma tradução que abranja plenamente seus sentidos em inglês, sua circulação no Brasil é significativa, especialmente em debates sociais, acadêmicos e digitais. Nas diferentes mídias, essa presença também é considerável: o termo aparece em reportagens, artigos de opinião, programas de entretenimento e conversações online em mídias sociais, frequentemente acompanhado de explicações sobre seu significado ou, até mesmo, dúvidas sobre a utilização do termo. É a partir desse cenário de circulação e ressignificação de queer que este artigo se propõe a analisar como o termo é apropriado, traduzido e enquadrado no discurso jornalístico brasileiro, tema que será desenvolvido nas seções seguintes.SITUANDO QUEER: TEORIZAÇÕES VINDAS DO NORTE GLOBALAntes de adentrar a análise dos dados coletados, é fundamental contextualizar esta discussão nos debates em torno das teorias queer. Com base nas contribuições de pessoas autoras como Eve Sedgwick, Judith Butler e Teresa de Lauretis, compreende-se as teorias queer como um conjunto de construções teóricas e práticas ativistas que desafiam e desconstroem as normas sociais convencionais. Assim como Sedgwick (1990), entendo que a noção de queer transcende os limites das identidades LGBTQIA+.Definir queer é uma tarefa complexa. De acordo com o Oxford English Dictionary, o termo abrange significados como “estranho”, “esquisito”, “peculiar” ou “excêntrico”, incluindo ainda conotações de algo “de caráter duvidoso” ou “suspeito”. No entanto, uma questão surge: como esse termo passou a ser associado à comunidade LGBTQIA+? Tal relação surgiu a partir do uso da palavra como insulto e ofensa dirigida a pessoas LGBTQIA+. Por essa razão, na década de 1970, foi adicionada ao Oxford English Dictionary uma segunda definição para queer (Whittington, 2012), que acrescentava o sentido de: “(gíria, especialmente entre homens) homossexual. Também, relativo a homossexuais ou à homossexualidade”.Com o tempo, grupos do movimento gay, artistas e ativistas começaram a reivindicar o termo, ressignificando-o como um marcador positivo de identidade e resistência. Gradualmente, queer passou a ser entendido também como uma possível identidade política e cultural, incorporando significados de dissidência de gênero e sexualidade assim como de contestação. Embora queer esteja predominantemente associado aos movimentos LGBTQIA+, especialmente nos espaços acadêmicos em que os estudos queer se integraram a departamentos e programas voltados aos estudos gays e/ou lésbicos (Whittington, 2012), a teoria — desde sua formulação nos anos 1990 até suas aplicações contemporâneas — adota queer como um posicionamento teórico e político voltado a desafiar normas e ideologias hegemônicas. Seu escopo, portanto, vai além das questões específicas dos movimentos LGBTQIA+, constituindo-se como uma crítica mais ampla às estruturas de poder, identidade e representação.Uma das primeiras aparições do termo queer associado à palavra “teoria” ocorreu em 1990, quando a pesquisadora italiana Teresa de Lauretis utilizou a expressão como título de uma conferência que presidiu na Universidade da Califórnia, onde lecionava (Halperin, 2008). De Lauretis havia escutado o termo sendo usado por ativistas e artistas LGBTQIA+ e o considerou uma combinação instigante. Entretanto, para muitos acadêmicos da época, essa aproximação foi considerada ofensiva, gerando tensões no campo. A partir de seus estudos sobre identidades lésbicas, a pesquisadora propôs uma crítica às formas de conhecimento então dominantes nos estudos gays e lésbicos, buscando ir além das categorias identitárias fixas.De acordo com De Lauretis (1995), queer representa uma forma de resistência e ruptura voltada a desafiar os construtos convencionais de sexualidade e identidade. Para a autora, o queer é um meio de subverter não apenas percepções tradicionais de gênero, mas também as noções normativas de desejo e expectativas sociais. Assim, o termo implica a aceitação da ambiguidade, da fluidez e das expressões identitárias que escapam às categorizações binárias.Uma definição que se alinha com essa perspectiva é apresentada pela pesquisadora norte-americana Eve Kosofsky Sedgwick (1990), que amplia o conceito de queer para abarcar modos de pensamento, desejo e identidade não normativos, não binários e subversivos. Sedgwick (1990) compreende queer como ferramenta de questionamento e desestabilização de normas, binarismos e hierarquias, tanto no campo da sexualidade e do gênero quanto nas estruturas sociais e culturais mais amplas. A autora enfatiza o potencial do termo em promover uma leitura crítica sobre as complexidades da experiência humana e sobre as formas de poder que definem o que é considerado legítimo ou desviante.Mas, como tal conceituação é adaptada no Sul Global, especificamente em países da América Latina? Refletir sobre o conceito de queer, especialmente em países do Sul Global, exige um enquadramento interseccional que incorpore elementos de raça e classe, os quais constituem indicadores fundamentais para compreender as dinâmicas queer nessas regiões. Por essa razão, a ênfase na crítica queer de cor torna-se particularmente relevante neste estudo.2.1 Crítica queer de cor: não se trata apenas de gênero e sexualidadeO conceito de queer de cor emerge da intersecção entre a teoria queer e a teoria crítica da raça, oferecendo uma estrutura analítica capaz de compreender as interações complexas entre sexualidade, gênero e identidades raciais. Essa abordagem reconhece que as experiências queer e de construção de identidades não são homogêneas, mas profundamente atravessadas por raça, etnia, classe e contexto cultural.Em sua essência, a crítica queer de cor rompe com as narrativas ocidentais tradicionais ao reconhecer a existência de identidades diversas e frequentemente sobrepostas. Tal perspectiva evidencia que pessoas LGBTQIA+ oriundas de grupos raciais e étnicos minoritários enfrentam desafios e formas de discriminação específicas, que não podem ser dissociadas de suas experiências queer. Assim, lança luz sobre as formas pelas quais as identidades raciais e sexuais se entrecruzam e se moldam mutuamente, influenciando como esses sujeitos constroem comunidades, resistem a opressões sistêmicas e produzem saberes situados.Um exemplo expressivo de como queer é mobilizado e reinterpretado no Sul Global está nas tentativas de tradução e adaptação do termo para formas como cuir, cuíer ou kuir. Essas variações buscam romper com a hegemonia linguística do inglês e reinscrever o conceito em contextos locais de fala e escrita. Mais do que simples adaptações fonéticas, tais escolhas configuram gestos políticos e epistemológicos de resistência, que visam descolonizar o pensamento e afirmar modos próprios de produzir conhecimento sobre gênero e sexualidade. Dessa forma, pessoas pesquisadoras e ativistas pertencentes a grupos étnicos minoritários vêm criando novos espaços de participação social e de diálogo, buscando o reconhecimento de suas trajetórias e reivindicações. Nesse processo de articulação política e construção comunitária, emergem também críticas consistentes à forma como certos setores da academia vinculados às teorias queer advindas do Norte Global tendem a negligenciar debates fundamentais sobre raça, classe e etnicidade. Uma parcela considerável dessas críticas gira em torno da maneira como a teoria queer foi assimilada no âmbito acadêmico brasileiro (Pelúcio, 2014), frequentemente desvinculada dos aspectos de enfrentamento e resistência que motivaram as primeiras formulações de queer.Essas próprias disparidades de língua, raça, etnia e condição socioeconômica contribuem para que queer seja compreendido e experienciado de forma distinta nos países latino-americanos. As vivências identitárias e os processos de subjetivação ocorrem de maneira diversa em relação aos países do Norte Global, sobretudo em contextos onde o domínio da língua inglesa pode ser entendido como sinônimo de poder. A pesquisadora cubano-americana Juana María Rodriguez (2003) chama atenção para essa dimensão da diferença linguística e da dominação cultural:Ao mediar o espaço da diferença linguística, tradutores têm sido, frequentemente, mensageiros simbólicos da dominação linguística e cultural. Esse processo constante de mediação torna-se ainda mais complexo no contexto contemporâneo, diante da crescente imposição global do inglês como língua oficial dos negócios, da pesquisa acadêmica e da diplomacia internacional, evidenciando a relação entre acesso à linguagem e acesso ao conhecimento e ao poder. O bilinguismo, ou multilinguismo, é simultaneamente um espaço de privilégio — que possibilita o acesso a diferentes discursos — e uma marca de diferença dentro do monolinguismo em inglês do Estado norte-americano e, muitas vezes, dentro do monolinguismo em espanhol de nossas próprias famílias (Rodriguez, 2003, p. 18, tradução minha).Como destacam Bacchetta, Falquet e Alarcón (2011, p. 9), o sujeito queer proposto pelas teorias queer do Norte tende a ocupar uma posição de dominância “no plano da raça, da colonialidade e da classe”. A crítica queer de cor, nesse sentido, ressalta a urgência de descolonizar e deslocar as leituras hegemônicas de queer, propondo uma análise crítica das formas pelas quais as dinâmicas de poder, os legados coloniais e as desigualdades estruturais se articulam na configuração das experiências vividas por pessoas queer.Ao dar visibilidade a essas experiências, a crítica queer de cor desafia a hegemonia das narrativas queer centradas na branquitude (Bacchetta; Falquet; Alarcón, 2011) e defende uma abordagem mais inclusiva e interseccional para compreender e reivindicar os direitos e as representações de pessoas LGBTQIA+.Além disso, o colonialismo também exerce influência significativa na formação dos movimentos identitários nos países latino-americanos. Há, por exemplo, uma complexidade inerente à compreensão da própria identidade local. Para muitas pessoas latino-americanas, reconhecer-se como latina e compreender sua identidade regional é um processo desafiador (Rodriguez, 2003), especialmente no caso do Brasil, o único país da América Latina cuja língua nativa não é o espanhol. Diante dessas complexidades no reconhecimento das identidades locais, é compreensível que a adoção de queer como uma identidade possível gere conflitos e resistências na América Latina. O paradigma da crítica queer de cor é central para esta pesquisa por oferecer um olhar situado e interseccional sobre os modos como o termo queer é traduzido, apropriado e enquadrado nos discursos midiáticos brasileiros. Essa perspectiva permite compreender como raça, classe, colonialidade e língua atravessam as formas de significação do termo, revelando que sua circulação na mídia não ocorre de modo neutro, mas é condicionada por hierarquias históricas e por dinâmicas locais de poder. CAMINHOS TEÓRICO-METODOLÓGICOSA pesquisa adota a Análise do Discurso Crítica (ADC), conforme proposta por Norman Fairclough (2001), que entende o discurso como uma forma de prática social mediada pela linguagem. Para o autor, o discurso não apenas representa o mundo, mas também o constrói, constituindo um meio pelo qual as relações sociais são produzidas, reproduzidas e transformadas. Assim, a linguagem é compreendida como um instrumento de poder e ideologia, e os textos, especialmente os midiáticos, configuram espaços de disputa simbólica e regulação dos sentidos.Fairclough (2001) propõe o que denomina de análise tridimensional do discurso, um modelo que articula três níveis interdependentes: texto, prática discursiva e prática social. Essa estrutura permite examinar tanto os aspectos linguísticos e estruturais do discurso quanto os contextos institucionais e socioculturais que moldam sua produção e circulação.A dimensão do texto refere-se à análise linguística propriamente dita. Nessa etapa, são observados os recursos lexicais, sintáticos e semânticos empregados nos textos jornalísticos. No presente estudo, essa dimensão compreende a leitura lexical e semântica das ocorrências do termo queer (e suas possíveis variações, como “pessoas queer”, “literatura queer” e outras paráfrases), identificando contextos de uso, associações e coocorrências que produzem sentidos específicos.A prática discursiva abrange os processos de produção, distribuição e consumo dos textos. Fairclough (2001) destaca que o discurso é simultaneamente condicionado e reconfigurado pelas instituições que o produzem. Aqui, essa dimensão envolve a análise de como os veículos de comunicação, AzMina e O Globo, selecionam, editam e veiculam conteúdos relacionados ao termo queer. São observados fatores como o tipo de material (notícia, reportagem, entrevista), as seções em que o termo aparece e os gêneros jornalísticos mobilizados.A prática social corresponde ao contexto mais amplo de significação, no qual o discurso se insere e adquire relevância. Essa dimensão permite compreender de que forma as práticas discursivas se articulam a processos sociais, culturais e ideológicos. A análise, portanto, busca compreender como o uso do termo reflete dinâmicas sociais e contribui para a constituição simbólica das dissidências de gênero e sexualidade no país.O corpus da pesquisa é composto por dez matérias jornalísticas: cinco publicadas pela AzMina e cinco pelo jornal O Globo. A seleção foi realizada a partir de buscas nos sites dos veículos com os termos “queer”, “cuíer” e “cuir”. Embora não tenham sido encontradas ocorrências nas versões traduzidas para o português, o uso de queer apareceu pontualmente, o que possibilitou identificar padrões de enquadramento, representação e silenciamento em torno do termo.A análise comparativa entre os dois veículos segue o procedimento de priorizar a identificação de padrões de uso e de omissão recorrentes, em vez da análise micro de cada texto individual. Essa estratégia permite observar como queer, enquanto categoria discursiva, é apropriado, reinterpretado e recontextualizado pelo jornalismo brasileiro, evidenciando tanto a permanência de matrizes coloniais quanto as tentativas locais de reinscrição e resistência simbólica. ANÁLISE DOS ENQUADRAMENTOS DE QUEER NO JORNALISMO BRASILEIROO conjunto de dados abrange dois veículos jornalísticos brasileiros de destaque: o jornal O Globo e a publicação digital AzMina, voltada para pautas de gênero. A partir da ADC, foram examinados cinco textos de cada veículo. Adotando o entendimento de linguagem como uma forma de prática social (Fairclough, 2001), o objetivo é compreender como o termo queer é enquadrado e representado em dois meios de comunicação brasileiros distintos, que dialogam com públicos e escopos diferentes.Analisar a presença e o enquadramento do termo queer nas publicações jornalísticas brasileiras é relevante para revelar as camadas complexas das percepções sociais sobre a noção de queer. Essa investigação funciona como um espelho das representações coletivas da sociedade brasileira, permitindo observar em que medida a noção de queer é aceita, assimilada e incorporada ao imaginário cultural.Como argumenta Kelly (2011, p. 185), “o jornalismo de notícias continua sendo a principal —ainda que imperfeita — fonte de informação da maioria das pessoas sobre a esfera pública e destaca questões para o debate político e para ações subsequentes”. Além disso, os meios de comunicação exercem um papel pedagógico de formação de opinião pública, influenciando “a percepção que o público tem de si mesmo e do outro” (Kelly, 2011, p. 185).4.1 AzMina: como queer é enquadrado em uma publicação jornalística digital com perspectiva de gêneroAzMina é um veículo jornalístico digital brasileiro fundado em 2015 por meio de financiamento coletivo, dedicado a abordar uma ampla variedade de temas sob uma perspectiva centrada em gênero. Em seu site oficial, a mídia enfatiza uma abordagem inclusiva de cobertura, rejeitando a ideia de uma definição universal de “mulher”. Em vez disso, considera fatores como raça e etnia, condição socioeconômica, orientação sexual e identidade de gênero, abrangendo identidades diversas, como pessoas não binárias, homens trans e pessoas transmasculinas. Atualmente, a AzMina é reconhecida como uma das principais referências de jornalismo com enfoque de gênero no Brasil. Essa reputação motivou sua escolha como um dos veículos a serem analisados neste estudo. A questão central que orienta esta parte da análise é: como essa mídia brasileira, que tem perspectiva de gênero em sua produção e circulação, enquadra o termo queer em suas publicações?A partir da perspectiva tridimensional proposta por Fairclough (2001; 2010), AzMina pode ser compreendido como um espaço de prática discursiva em que se articulam modos de produção, distribuição e consumo do discurso jornalístico orientado por uma agenda feminista e de gênero. O veículo ocupa uma posição específica no campo midiático brasileiro, situada entre o jornalismo independente e o ativismo digital, o que condiciona os repertórios e os enquadramentos discursivos que mobilizam. Nesse sentido, sua abordagem tende a privilegiar estratégias de mediação didática e de acessibilidade conceitual, voltadas a um público amplo e não necessariamente familiarizado com os debates acadêmicos sobre gênero e sexualidade. Tal posicionamento, contudo, também delimita os contornos de sua prática discursiva: ao adotar um tom educativo e informativo, a publicação contribui para a circulação de certos discursos de diversidade, mas simultaneamente atenua o potencial crítico e desestabilizador de conceitos como queer, como será apontado a seguir. Essa operação de recontextualização (Fairclough, 2010) evidencia o modo como as práticas discursivas da mídia reproduzem e negociam significados socialmente disponíveis, traduzindo debates teóricos complexos em formatos narrativos compatíveis com as convenções jornalísticas e com as expectativas de legibilidade do público.O conteúdo textual de AzMina está organizado em diferentes seções temáticas, como política, violência, saúde, aborto, feminismo, comportamento, cultura, finanças, esportes, maternidade, web stories, opinião e o espaço “Divã d’AzMina”, destinado a relatos de pessoas leitoras. Nenhuma dessas abas, no entanto, faz referência direta à população LGBTQIA+ ou ao termo queer. Portanto, a busca pelos cinco textos analisados foi realizada por meio da ferramenta de pesquisa do site.A busca foi realizada em 1º de outubro de 2025, utilizando as palavras “queer”, “cuíer” e “cuir”. Não foram encontradas ocorrências de “cuíer” ou “cuir” — termos que representam tentativas de adaptação do inglês ao português, como já explicado. Já com o termo “queer” apareceram 20 resultados. Diante desse número reduzido, todos os textos foram examinados, e cinco deles foram selecionados para análise detalhada.A leitura dos materiais revelou a presença de algumas recorrências temáticas: 1) o caráter educativo e pedagógico das matérias que mencionam o termo queer; 2) o uso da palavra como extensão de discussões LGBTQIA+, sem aprofundamento conceitual e, 3) a tendência de enquadrar queer a partir de relatos de experiência e narrativas pessoais, aproximando o termo de uma dimensão vivencial e afetiva, em vez de analítica. A análise foi conduzida por meio de um procedimento comparativo entre os textos, e não a partir da leitura isolada de cada um, uma vez que o termo aparece de maneira pontual e sem desenvolvimento discursivo significativo.Os cinco artigos selecionados para análise foram:Título do artigoData de publicaçãoTema centralA pequena sereia me parece ser queer pra caramba30 de abril de 2024Reflexão autobiográfica sobre vivências transmasculinas e não binárias.Gênero-fluido: você realmente sabe o que é?21 de março de 2023Discussão introdutória sobre identidades de gênero não binárias.Bissexualidade e pansexualidade: você sabe a diferença?1º de março de 2023Esclarecimento conceitual sobre orientações sexuais.A diferença entre sexo, gênero e orientação sexual16 de agosto de 2022Matéria educativa sobre distinções terminológicas e conceituais.Sexo sapatão: primeira vez com uma xoxota dá para ser bom?10 de fevereiro de 2022Dicas e reflexões em formato de entrevista sobre a primeira experiência sexual entre mulheres.Quadro 1 – Artigos selecionados para análise em AzMina. Fonte: Elaboração própria.Como observa Kelly (2011), o jornalismo atua como uma das principais fontes de informação para amplos públicos, assumindo um papel educativo e formativo em diferentes temas. Ferreira (2016) acrescenta que, embora o termo queer tenha se difundido nos últimos anos, ele adquiriu no Brasil novas conotações, em grande parte associadas às discussões sobre gênero e sexualidade. Essa tendência é evidenciada na seleção de artigos do AzMina, em que o termo aparece apenas uma vez em cada texto, de modo superficial, como complemento de pautas mais amplas sobre diversidade sexual e de gênero.A análise dos textos demonstra que o caráter educativo presente nas reportagens não se estende à explicação aprofundada do conceito de queer, de sua trajetória histórica ou de suas implicações sociais, culturais e políticas. O termo é frequentemente vinculado a temas da comunidade LGBTQIA+, mas sem explorar seu potencial teórico e crítico mais amplo. Embora queer esteja inegavelmente relacionado a essas discussões, seu alcance é mais extenso, pois desafia estruturas normativas (Muñoz, 2019) e questiona modelos fixos de identidade e representação. No modo como AzMina o enquadra, contudo, o termo acaba por adquirir um caráter restritivo, reduzido a um marcador de diversidade.Para elucidar a discussão, foram destacadas as frases de cada artigo selecionado em que o termo queer aparece, de modo a ilustrar como ele é utilizado nos textos analisados.Artigo 1: O símbolo máximo que a cisgeneridade costuma utilizar contra pessoas trans – a genital – está ausente em um dos mais tradicionais símbolos femininos dos contos de fadas. Por isso, a pequena sereia me parece ser queer pra caramba.Artigo 2: O termo gênero fluido começou a ser discutido lá nos anos 90. Na sigla LGBTQIAPN+, o gênero-fluido é contemplado pelo “Q” de queer, “um conceito que engloba todas as sexualidades e identidades de gênero fora do padrão social”, explica Gi Morales, criador de conteúdo sobre gênero-fluido, identidade com a qual ele se identifica.Artigo 3: Pessoas bissexuais, na verdade, são pessoas que sentem atração por mais de um gênero. Isso é, elas podem ser emocionalmente, romanticamente ou sexualmente atraídas por quem está fora dessa binariedade, como pessoas não binárias, queers, gênero fluído, homens e mulheres cis, homens e mulheres trans.Artigo 4: Em uma só sigla conceitos muito diferentes estão impressos: LGBTQIAP+ reúne orientação sexual (lésbicas, gays, bissexuais, assexuais e pansexuais), sexo (intersexuais) e gênero (transgênero, queer, agênero).Artigo 5: Eu acho que a partir do momento que uma mulher busca sexo com outra mulher ou com alguém da comunidade queer, ela tá tentando sair da heteronormatividade.Quadro 2 – Frases que contêm o termo queer nos artigos selecionados (grifos meus). Fonte: Elaboração própria.Ao longo das cinco matérias analisadas, é possível perceber que a apresentação do termo queer assume um tom predominantemente educativo. As matérias explicam seu lugar dentro da sigla LGBTQIAPN+ e seu significado básico, mas essa abordagem acaba restringindo as múltiplas dimensões e possibilidades de sentido do termo. É importante relembrar que queer ultrapassa a condição de mera letra dentro de um acrônimo ou de um marcador associado exclusivamente ao movimento LGBTQIA+, como já apontado anteriormente. Desde suas formulações inaugurais, queer foi proposto menos como identidade fixa e mais como prática crítica de desestabilização de categorias, normas e hierarquias; um ponto de vista que interroga os próprios regimes de inteligibilidade do gênero e da sexualidade (Sedgwick, 1990; Butler, 1990).Portanto, limitar queer à função de rótulo identitário esvazia seu potencial analítico e político. É justamente por isso que a cobertura jornalística que restringe queer a menções pontuais, sem historicização ou enquadramento conceitual, tende a neutralizar sua potência crítica, convertendo um operador de desnormalização em simples marcador de “diversidade”. Em termos de análise do discurso, trata-se de uma recontextualização que reconduz queer ao regime hegemônico de significação, comprimindo-o ao plano informativo e pedagógico e ocultando sua vocação de questionar as próprias condições de produção dos sentidos (Fairclough, 2001; 2010).Nesse sentido, compreender o uso da linguagem como prática social (Fairclough, 2010) permite lançar luz sobre a ausência de uma cobertura jornalística mais abrangente e contextualizada do termo queer no veículo jornalístico. A linguagem, como explica Fairclough (2010), é sempre uma forma de ação situada social e historicamente, e está entrelaçada a outras dimensões dos contextos sociais. O fato de queer ainda não ser um termo amplamente utilizado pela população brasileira reflete-se também nas práticas jornalísticas, como demonstra o caso da AzMina.De acordo com Fairclough (2010), o uso da linguagem é moldado pelas influências sociais e, portanto, não segue um padrão fixo ou homogêneo. Isso significa que, nas sociedades coexistem discursos diversos, conflitantes e, muitas vezes, concorrentes. A mídia, enquanto instituição social, participa dessa coexistência e disputa de sentidos. Assim, se queer não é comumente empregado na sociedade brasileira, é compreensível que sua presença no discurso midiático também se mantenha limitada e esporádica.4.2 O Globo: como o jornalismo hegemônico enquadra o termo queerO Globo é um jornal brasileiro de circulação diária, fundado em 1925. Em 2021, foi considerado o maior jornal do país, segundo dados da Comscore, referência global em análise de tráfego de conteúdo na internet. O veículo integra o Grupo Globo, pertencente a uma das famílias mais influentes do Brasil, a família Marinho. Esse conglomerado também abrange outras importantes empresas de comunicação, como a Rede Globo e a rádio CBN.Em contraste com a AzMina, que surgiu por meio de financiamento coletivo e possui um foco voltado às questões de gênero, o Grupo Globo detém ampla influência no cenário midiático nacional, suscitando debates sobre a concentração de poder comunicacional no país (Sodré, 1996; Moraes; Romanet; Serrano, 2015). Tal influência decorre de múltiplos fatores, entre eles sua longa trajetória no mercado de comunicação, abrangendo televisão, rádio, jornal impresso e plataformas digitais. No entanto, esse domínio também pode implicar restrições à diversidade de vozes e perspectivas no espaço público, afetando a pluralidade informativa e, consequentemente, o fortalecimento do discurso democrático (Moraes; Romanet; Serrano, 2015). Além disso, o conglomerado possui um valor financeiro e uma estrutura empresarial significativamente superiores aos da AzMina, aspecto que precisa ser considerado na análise comparativa entre os dois veículos.O procedimento metodológico adotado para examinar como o termo queer é representado no jornal O Globo seguiu o mesmo utilizado na análise da AzMina. Foi realizada uma busca pelos termos “queer”, “cuíer” e “cuir” na barra de pesquisa do site. Embora não tenham sido encontrados resultados para “cuíer” ou “cuir”, foram localizadas mais de 200 matérias contendo o termo queer. Cabe destacar que, por ser um jornal de publicação diária, com atualização contínua e ampla cobertura de agenda cultural, O Globo apresenta uma presença expressiva do conceito de queer em suas reportagens e artigos.Título do artigoData de publicaçãoTema centralDemi Lovato abre o jogo sobre identidade queer: 'Sempre desejei me sentir segura'19 de setembro de 2025Reflexão sobre a identidade queer da artista estadunidense Demi Lovato. Reprodução de uma entrevista de Demi a Paper Magazine.Museu de Arte das Américas cancela exposições com artistas negros e queer6 de março de 2025Cancelamento de exposições com artistas negros e queer pelo Museu de Arte das Américas, em Washington, após pressões do governo Trump.Conheça a cena ballroom no Rio, que exalta cultura queer2 de julho de 2023Reportagem sobre a cena ballroom no Rio de Janeiro e o acolhimento da comunidade LGBTQIA+ por meio da dança vogue, das casas e dos bailes como espaços de expressão, resistência e pertencimento.De LGBT a LGBTQIAPN+: entenda o que significa cada letra da sigla e sua evolução28 de junho de 2023Matéria explicativa sobre a evolução da sigla LGBTQIAPN+, abordando o significado de cada letra.Racista? Anti-escravocrata? Queer? Entenda como ‘Moby Dick‘ divide estudiosos3 de agosto de 2022Análise sobre as múltiplas interpretações do clássico Moby Dick, de Herman Melville, abordando debates entre racismo e antiescravismo, além do potencial homoerótico presente na obra.Quadro 3 – Artigos selecionados para análise no jornal O Globo. Fonte: Elaboração própria.A partir dos artigos selecionados, foram identificados três eixos principais: 1) Queer entendido enquanto identidade; 2) o enquadramento jornalístico de queer restrito ao contexto da sigla LGBTQIA+ e, 3) o enquadramento de queer na agenda cultural, transformando-o em um gênero midiático.Para exemplificar e refletir sobre esses eixos possíveis de análise, apresento a seguir algumas frases extraídas de cada artigo em que o termo queer é mencionado.Artigo 1 (12 menções ao termo queer, um trecho foi escolhido): A cantora, que se identifica como pansexual, afirmou que sua relação com a cena queer sempre esteve ligada à liberdade de se expressar. “Minha conexão com a cultura dos clubes queer é… eu amo sair com meus amigos. Eu amo dançar, e eu amo fazer isso em espaços queer porque me sinto segura lá”, disse.Artigo 2: Museu de Arte das Américas cancela exposições com artistas negros e queer.Artigo 3: Nos balls (bailes), pessoas queer disputam batalhas em categorias, dos diferentes estilos de performance da dança vogue à roupa mais elaborada, passando por melhor pose e expressão.Artigo 4: Queer: identidades e expressões de gênero e sexualidade que não se encaixam nas normas da heteronormatividade (de heterossexualidade ou binarismo de gênero), como drag queens.Artigo 5: Voltando a "Moby Dick". O livro de Melville é repleto de passagens homoeróticas e se tornou um ícone da literatura queer.Quadro 4 – Frases que contêm o termo queer nos artigos selecionados (grifos meus). Fonte: Elaboração própria.Nos enunciados analisados de O Globo, observa-se um eixo discursivo que enquadra queer como identidade, o que representa um contraste em relação à abordagem da AzMina, na qual o termo aparece majoritariamente como marcador educativo ou informativo. Na matéria sobre a artista Demi Lovato e sobre a cena ballroom no Rio de Janeiro, queer é mobilizado como forma de autoidentificação e pertencimento coletivo, associando-se a vivências e experiências concretas. Essa perspectiva evidencia uma mudança no modo como o discurso jornalístico brasileiro começa a incorporar queer, não apenas como conceito teórico, mas como categoria identitária situada em contextos sociais e culturais específicos. Entretanto, essa apropriação também revela as tensões em torno da tradução de queer no Brasil, onde o termo ainda é alvo de disputas quanto ao seu sentido e sua aplicabilidade. De modo semelhante às observações feitas na análise da AzMina, o jornal O Globo também apresenta o termo queer em um contexto educativo e pedagógico, mas em menor proporção. Isso se evidencia, por exemplo, no artigo 4: “De LGBT a LGBTQIAPN+: entenda o que significa cada letra da sigla e sua evolução”, em que cada letra do acrônimo é explicada detalhadamente.Entretanto, o que diferencia O Globo é a frequência com que o termo queer aparece em sua agenda cultural, abrangendo reportagens sobre livros, eventos e produções audiovisuais relacionadas à temática queer (ver artigo 2 e 5, por exemplo). É importante destacar que, embora o termo seja mencionado com maior regularidade nas matérias do jornal, isso não implica necessariamente uma cobertura mais aprofundada do tema. Essa superficialidade se torna evidente ao observar as frases em que queer é empregado nos textos analisados.Nesses artigos, não há desenvolvimento conceitual sobre o que significa cinema queer, cultura queer ou produções queer, por exemplo. O termo é apresentado apenas como associado à comunidade LGBTQIA+, o que pressupõe que o leitor já possua um conhecimento prévio sobre seu significado, já que não há contextualização histórica, política ou teórica nos materiais. Essa ausência de explicação restringe a acessibilidade e a amplitude da compreensão do público.A forma como queer é representado em diferentes formatos dentro das editorias culturais, especialmente na agenda cultural, acaba por transformar o termo em um gênero midiático. Além disso, observa-se um processo de comodificação (mercantilização) de queer, esvaziando suas dimensões críticas e políticas. O termo passa a operar como categoria de mercado, visível em expressões como “cultura queer”, “literatura queer” ou “cena queer”.Esse processo de mercantilização de queer se aproxima do que Yaksich (2005) descreve como a mercantilização da cultura, em que os padrões de consumo tradicionalmente associados a bens materiais são estendidos ao campo simbólico e cultural. Desse modo, a cultura passa a integrar os circuitos de produção corporativa, voltados à segmentação e à exploração de nichos de mercado.A inserção de queer em matérias sobre artistas, literatura e cultura pop também pode ser lida como um processo de mudança discursiva, conceito que Fairclough (2001) relaciona à possibilidade de transformação das práticas sociais por meio da linguagem. Embora ainda restrito, o deslocamento de queer de um campo acadêmico e ativista para o espaço jornalístico sinaliza uma tentativa de reconfiguração dos sentidos do termo, mesmo que essa incorporação ocorra de forma superficial e mercantilizada. Essa ambiguidade, entre inovação discursiva e coaptação ideológica, é constitutiva das dinâmicas midiáticas e revela como a circulação de queer no jornalismo brasileiro opera em tensão constante entre resistência e assimilação hegemônica.CONSIDERAÇÕES FINAISNa análise de dois importantes veículos jornalísticos, AzMina e O Globo, observou-se que, embora o termo queer apareça em ambos, sua presença não implica uma exploração abrangente de seus significados, contextos históricos ou implicações políticas, sociais, identitárias e culturais. No caso da AzMina, queer surge predominantemente em matérias de caráter educativo ou associadas a pautas LGBTQIA+. Padrão semelhante é identificado em O Globo, embora sua produção diária e seu amplo alcance tenham contribuído para transformar queer em um gênero midiático, resultando em sua progressiva mercantilização. Esses achados evidenciam a pouca profundidade e a ausência de contextualização crítica na forma como o termo queer é tratado na mídia brasileira, além de apontarem para seu papel em transformação, simultaneamente como conceito e como mercadoria, nesse cenário. Ao deslocar o foco da designação identitária para os processos de normatização e assujeitamento, queer opera como método e horizonte de análise, abrindo espaço para leituras que problematizam o binarismo, a heteronormatividade e seus aparatos de regulação. Em diálogo com essa orientação, De Lauretis (1995) entende queer como gesto de ruptura e reconfiguração das categorias disponíveis; Muñoz (2019), por sua vez, enfatiza sua dimensão utópica, isto é, a capacidade de projetar formas de existência que escapam ao normativo; e a crítica queer de cor aprofunda tal movimento ao articular raça, classe, colonialidade e sexualidade, mostrando que a contestação das normas não pode ser apartada de seus contextos históricos e geopolíticos (Ferguson, 2004).À luz da ADC, proposta por Fairclough (2001; 2010), é possível compreender que a circulação de queer nos discursos jornalísticos brasileiros reflete relações assimétricas de poder e regimes de significação que moldam o modo como a diferença é representada. Quando o discurso midiático incorpora queer sem tensionar suas bases epistemológicas e políticas, reproduz uma lógica de domesticação simbólica que neutraliza seu potencial subversivo. Nesse sentido, esses discursos, ao mesmo tempo em que ampliam a visibilidade das dissidências de gênero e sexualidade, também participam de processos de regulação discursiva, em que o reconhecimento ocorre sob os termos da norma e não em oposição a ela.A baixa incidência de queer nos veículos jornalísticos brasileiros não decorre apenas de esvaziamento crítico, mas de uma questão linguística: em um país de língua portuguesa, onde os debates sobre gênero e sexualidade foram historicamente articulados por outros léxicos, tradições e movimentos, o termo em inglês não é necessariamente o operador central de inteligibilidade. Isso não implica menor densidade teórica: ao contrário, o Brasil produz debates disruptivos sobre gênero, corpo, raça, classe e sexualidade que frequentemente convergem com a crítica queer sem nomeá-la como tal. 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DOI: https://doi.org/10.6017/eurj.v1i1.8856Louise Ariane da CampoEstudante de Comunicação Social - Jornalismo na Universidade Federal do Pampa (Campus São Borja).Esta obra está licenciada com uma Licença  HYPERLINK "http://creativecommons.org/licenses/by-nc-sa/4.0/" \h Creative Commons Atribuição-Não-Comercial-Compartilha Igual 4.0 InternacionalCulturas 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. PAGE1Culturas Mídiáticas - ISSN 2763-9398Programa de Pós-Graduação em ComunicaçãoUniversidade Federal da Paraíba (PPGC/UFPB)DOI:v. x anoPág. PAGE Disponível em: https://azmina.com.br/colunas/pequena-sereia-trans-parece-ser-queer-pra-caramba/. Acesso em: 1º de out. de 2025. Disponível em: https://azmina.com.br/reportagens/genero-fluido-voce-realmente-sabe-o-que-e/. Acesso em: 1º de out. de 2025. Disponível em: https://azmina.com.br/reportagens/qual-a-diferenca-entre-ser-bi-ou-pansexual/. Acesso em: 1º de out. de 2025. Disponível em: https://azmina.com.br/reportagens/a-diferenca-entre-sexo-genero-e-orientacao-sexual/. Acesso em: 1º de out. de 2025. Disponível em: https://azmina.com.br/reportagens/sexo-sapatao-primeira-vez-com-uma-xoxota-da-para-ser-bom//. Acesso em: 1º de out. de 2025. Disponível em: https://oglobo.globo.com/politica/o-globo-foi-jornal-mais-lido-do-pais-em-2021-25376960#:~:text=Visitantes%20%C3%BAnicos,Ao%20longo%20de%20todos%20os%20meses%20do%20ano%20passado%2C%20O,acessos%20%C3%BAnicos%20a%20cada%20m%C3%AAs. Acesso em 2 de out. 2025.Disponível em: https://oglobo.globo.com/ela/noticia/2025/09/19/demi-lovato-abre-o-jogo-sobre-identidade-queer-sempre-desejei-me-sentir-segura.ghtml. Acesso em: 1º de out. de 2025. Disponível em: https://oglobo.globo.com/cultura/noticia/2025/03/06/museu-de-arte-das-americas-cancela-exposicoes-com-artistas-negros-e-queer.ghtml. Acesso em: 1º de out. de 2025. Disponível em: https://oglobo.globo.com/rio/noticia/2023/07/conheca-a-cena-ballroom-no-rio-que-exalta-cultura-queer.ghtml. Acesso em: 1º de out. de 2025. Disponível em: https://oglobo.globo.com/rioshow/noticia/2023/06/de-lgbt-a-lgbtqiapn-entenda-o-que-significa-cada-letra-da-sigla-e-sua-evolucao.ghtml. Acesso em: 1º out. 2025. Disponível em: https://oglobo.globo.com/cultura/livros/noticia/2022/08/racista-anti-escravocrata-queer-entenda-como-moby-dick-divide-estudiosos.ghtml. 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