O impacto da cultura woke e do politicamente correto na publicidade
DOI:
https://doi.org/10.34630/tth.v6i1.7258Palavras-chave:
Publicidade, CulturaWoke, PoliticamenteCorreto, Inclusão, AtivismodeMarca, Reputação, ComunicaçãoResumo
Num contexto em que as marcas são cada vez mais chamadas a posicionar-se perante temas como diversidade, inclusão e justiça social, a publicidade tornou-se um espaço privilegiado de disputa simbólica. Este artigo analisa de que modo a cultura woke e o politicamente correto reconfiguram a comunicação publicitária. Para isso, discute três dimensões: a mudança dos critérios de representação, a consolidação de discursos inclusivos e de ativismo de marca, e a intensificação de controvérsias públicas, acusações de oportunismo e clivagens na receção pelos públicos. O principal contributo do texto está em mostrar que esta transformação não pode ser lida apenas como progresso nem apenas como ameaça, visto que ampliou a visibilidade de grupos historicamente marginalizados, mas também tornou a legitimidade das marcas dependente da coerência entre discurso e prática, exigindo estratégias de comunicação mais consistentes, transparentes e alinhadas com valores reais.
Referências
Ahmad, F., Guzmán, F., & Al-Emran, M. (2024). Brand activism and the consequence of woke washing. Journal of Business Research, 170, 114362. https://doi.org/10.1016/j.jbusres.2023.114362
Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K.T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125
Canizales, S. L., & Vallejo, J. A. (2021). Latinos & racism in the Trump era. Daedalus, 150(2), 150–164. https://doi.org/10.1162/daed_a_01852
Childress, C., Nayyar, J., & Gibson, I. (2024). Tokenism and its long-term consequences: Evidence from the literary field. American Sociological Review, 89(1), 31–59. https://doi.org/10.1177/00031224231214288
D’Innocenzio, A. (2025, 31 de julho). American Eagle’s “good jeans”’ ads with Sydney Sweeney spark a debate on race and beauty standards. AP News. https://apnews.com/article/american-eagle-sydney-sweeney-jeans-dunkin-e4d0cfade207d3b1e1b4e93531bfc082
Duncan, P. (2026). Making America hot again: Aesthetic politics, from Walter Benjamin to Sydney Sweeney. Media, Culture & Society. Advance online Publication. https://doi.org/10.1177/01634437261440350
Durbin, D.-A. (2023, 31 de outubro). Bud Light brewer confident it can win back US drinkers, but sales are still down after backlash. AP News. https://apnews.com/article/bud-light-anheuser-busch-inbev-earnings-9de40c5189f9e8d11c142dc3961dde46
Eisend, M., Muldrow, A.F., & Rosengren, S. (2023). Diversity and inclusion in advertising research. International Journal of Advertising, 42(1), 52-59. https://doi.org/10.1080/02650487.2022.2122252
Ekmekci, A. (2025). Political correctness: A philosophical inquiry. Üsküdar Üniversitesi Sosyal Bilimler Dergisi 20 (11), 1–25. https://doi.org/10.32739/uskudarsbd.11.20.150
Kern-Foxworth, M. (1994). Aunt Jemima, Uncle Ben, and Rastus: Blacks in advertising, yesterday, today, and tomorrow. Greenwood Press.
Kipnis, E., Demangeot, C., Pullig, C., Cross, S. N. N., Cui, C. C., Galalae, C., Kearney, S., Licsandru, T. C., Mari, C., Ruiz, V. M., Swanepoel, S., Vorster, L., & Williams, J. D. (2021). Institutionalizing diversity-and-inclusion-engaged marketing for multicultural marketplace well-being. Journal of Public Policy & Marketing, 40(2), 143–164. https://doi.org/10.1177/0743915620975415
Licsandru, T. C., & Cui, C. C. (2018). Subjective social inclusion: A conceptual critique for socially inclusive marketing. Journal of Business Research, 82, 330–339. https://doi.org/10.1016/j.jbusres.2017.08.036
Licsandru, T. C., & Cui, C. C. (2019). Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research, 103, 261–274. https://doi.org/10.1016/j.jbusres.2019.01.052
Mirzaei, A., Wilkie, D. C., & Siuki, H. (2022). Woke brand activism: Authenticity or the lack of it. Journal of Business Research, 139, 1–12. https://doi.org/10.1016/j.jbusres.2021.09.044
Rajesh, A.M. (2023, 14 de junho). Bud Light loses top U.S. beer spot after Mulvaney ad boycott. Reuters.
Sanchez, G. R., Vargas, E. D., López-Cevallos, D. F., Valdez, C. R., & Oaxaca Carrasco, A. L. (2025, 24 de junho). The impact of deportation policy changes on Latino immigrant communities. Brookings Institution. https://www.brookings.edu/articles/the-impact-of-deportation-policy-changes-on-latino-immigrant-communities/
Schopper, T., Berbers, A., & Vogelgsang, L. (2025). Pride or rainbow-washing? Exploring LGBTQ+ advertising from the vested stakeholder perspective. Journal of Advertising, 54(2), 233–250. https://doi.org/10.1080/00913367.2024.2317147
Simpson, R.M. (2024). Self-censorship: The chilling effect and the heating effect. Political Philosophy, 1(2), 344-380. https://doi.org/10.16995/pp.15195
Smith, D. S., Boag, L., Keegan, C., & Butler-Warke, A. (2023). Land of woke and glory? The conceptualisation and framing of “wokeness” in UK media and public discourses. Javnost- The Public, 30(4), 513–533. https://doi.org/10.1080/13183222.2023.2273656
The Associated Press. (2023, 30 de julho). Transgender influencer Dylan Mulvaney says Bud Light didn’t support her during backlash. AP News. https://apnews.com/article/bud-light-transgender-dylan-mulvaney-442d6d4c3f41d706586de8edd01ac13d
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing? Journal of Public Policy & Marketing, 39(4), 444–460. https://doi.org/10.1177/0743915620947359
Warren, D. E. (2022). “Woke” corporations and the stigmatization of corporate social initiatives. Business Ethics Quarterly, 32(1), 169–198. https://doi.org/10.1017/beq.2021.48
Yoder, J. D. (1991). Rethinking tokenism: Looking beyond numbers. Gender & Society, 5(2), 178–192. https://doi.org/10.1177/089124391005002003
Yoon, H., & Kelly, A.J. (2023). Brand blunders and race in advertising: Issues, implications, and potential actions from a macromarketing perspective. Journal of Macromarketing, 43(3), 403–417. https://doi.org/10.1177/02761467231178550
Downloads
Publicado
Como Citar
Edição
Secção
Licença
Direitos de Autor (c) 2026 The Trends Hub, Revista de Tendências em Comunicação e Ciências Empresariais
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 4.0.
