The representativeness of homosexual union and family formation in Mercado Livre’s “Sophia” propaganda from the perspective of a focus group
DOI:
https://doi.org/10.9771/peri.v3i16.34892Abstract
Among the countless social issues currently discussed, diversity is a critical theme, especially in a context of
intolerance towards minorized social groups such as is the contemporaneity. In an attempt to promote inclusion, this study seeks to understand different perceptions and opinions regarding new family configurations, in particular, the homosexual union. To this end, the 2018 Mothers’ Day campaign entitled “Sophia,” launched by the Brazilian company Mercado
Livre, was shown to a focus group formed by people of different ages, genders, and religions. Guided by a semi-structured and collective interview, participants answered a series of questions about the theme. Some opinions were highlighted
during the conversation, such as the lack of representation of homosexual characters in various commercials and the prevailing heteronormativity, so that most participants could not grasp that the advertisement depicted an unconventional family.
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