“Sou negra”: processos de enegrecimento nos contextos embranquecedores na sociedade de consumo

Abstract

This research aimed to discuss the consumption and daily life permeated by race bias, seeking to reflect on the aspects of this relationship for black women. Considering the insertion in a capital-oriented culture under strong market influence, which uses the power of the media to maintain the prevailing social order (white, bourgeois and patriarchal), This study aimed to understand the relationships between black identity, whitening and consumer culture for black women. Therefore, the existing and relevant bibliography was considered, in the light of the authors, social scientists, who discuss topics such as society, daily life, racism, consumption, individual / subject, guiding and provoking reflection. Advertisements were also used to stimulate debate and reinforce the proposed use as a tool for maintaining social order, favoring whitening and racism. Considering that this is a qualitative research, the privileged methodological procedure was to conduct semi-oriented interviews with voluntary interlocutors, from a non-probabilistic sample. The subsequent analysis and discussion were inspired by the theory of discursive practices and meaning production, aiming at the valorization of the experiences shared by the interlocutors and the elaborations resulting from the provocations of this study. Dialogue with the volunteers points to an awareness that changes perceptions of situations experienced and change ways of being in the world, beyond individual survival, there is a collective perception of how racism affects black people and the importance of strengthening movements. and blackening as a form of resistance. This research is conceived in gratitude to all black people who fought for the recognition and achievement of equality. Being proposed as an instrument to promote self-affirmation for the fight against racism, with a view to contributing to a new process of education and socialization.