ETDs @PUC-Rio
| Título: | REACTIONS OF HOMOSEXUAL MEN IN RELATION TO MULTI-GENDER ADVERTISEMENTS | ||||||||||||
| Autor: |
VINICIUS DUARTE GONCALVES |
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| Colaborador(es): |
LUIS FERNANDO HOR MEYLL ALVARES - Orientador |
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| Catalogação: | 09/DEZ/2019 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | THESIS | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=46284&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=46284&idi=2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.46284 | ||||||||||||
| Resumo: | |||||||||||||
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This study aimed to identify how homosexual men interpret and react to advertisements, directed to the diversity of genders, and the role played by the actors. Based on the respondents recollections of some of ads, and also using six previously and randomly selected advertisements, fifteen in-depth interviews were conducted with homosexual men living in the state of Rio de Janeiro. The results evidence different cognitive and affective reactions triggered by stereotypes represented in the advertisements, betaking stigmas related to the homosexual public. The socioeconomic level, the age and the education status of respondents seem to influence their reactions.
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