The LGBTQI+ community as an object of consumption

"Pink marketing and the psychosocial impact"

Authors

DOI:

https://doi.org/10.9771/peri.v1i20.38359

Abstract

The present article seeks to bring out an emphasized understanding, focusing on a bibliographical study regarding the practice of “Pink Marketing” or “Pink Money”, which is defined according to Moreschi, Martins and Craveiro (2011), as “money coming from the gay market” referring to consumption and commercial tactics as a marketing strategy for members of the LGBTQI+ community. This study also aims to relate this practice to the psychosocial impacts for this general population. For this the article counts on the theoretical collaboration of researchers who take gender as the object of study, located in digital bases in the form of scientific articles in Portuguese, written generally by authors representing various social causes, being generally bibliographical studies on the subject. Methodologically, we performed the relationship between the hypothesis raised about which social impacts the practice of Pink Money produces with the selected articles. The results come as a conclusion, ranging from the perception of the LGBTQI + consumer, some being alienated, others active and protestant against the practice, to the users of the strategy, as profiteers of the minority population for profit.

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Author Biographies

Isaac Marlon Vasconcelos do Nascimento, Centro Universitário Dr. Leão Sampaio - UNILEÃO

Psychology student at UNILEÃO - Centro Universitário Dr. Leão Sampaio. Monitor of Professional Ethics in the Psychology course at Centro Universitário Dr. Leão Sampaio - UNILEÃO. Teaching Director of LASID - Academic League of Integral Health for Diversity at UNILEÃO. Trainee in Clinical Gestalt Therapy at Clínica Diálogos - Juazeiro do Norte - CE.

Vinícius Érbethe Freitas de Oliveira, Centro Universitário Dr. Leão Sampaio - UNILEÃO

Law student at Centro Universitário Doutor Leão Sampaio- UNILEÃO. Academic League of Integral Health for Diversity - LASID. vinicius_erbethe@hotmail.com

Francisco Franciente Leite Junior, Centro Universitário Dr. Leão Sampaio - UNILEÃO

PhD student in Clinical Psychology at the Catholic University of Pernambuco (UNICAP) Master's degree in Psychology from the University of Fortaleza (UNIFOR). Graduated in History from the Universidade Regional do Cariri (URCA) and in Psychology from the Faculdade Leão Sampaio (FALS), he has specializations in Clinical and Institutional Psychopedagogy (KURIUS), Social History (URCA), School Management (FJN) and Elementary School Methodology (FJN). He is a member of the Center for Comparative Studies in Corporeality, Alterity, Ancestry, Gender and Generations (NECAGE) at the Federal University of Cariri (UFCA). He is a collaborator of Geni - Study Group on Gender, Sexuality and Intersectionalities in Education and Health (UERJ) and LIEV - Interdisciplinary Laboratory for the Study of Violence (FALS). Leader of the Psychology and Contemporary Subjectivities Research Group (UNILEAO). Professor of Psychology at the Dr. Leão Sampaio University Center - UNILEÃO. Member of the Research Ethics Committee of the Centro Universitário Dr. Leão Sampaio- UNILEÃO.

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Published

2024-03-13

How to Cite

Nascimento, I. M. V. do, de Oliveira, V. Érbethe F., & Leite Junior, F. F. (2024). The LGBTQI+ community as an object of consumption: "Pink marketing and the psychosocial impact". Revista Periódicus, 1(20), 308–321. https://doi.org/10.9771/peri.v1i20.38359

Issue

Vol. 1 No. 20 (2024): Non binarity: an emerging idendity in contemporary Brazil

Section

Free section

License

Copyright (c) 2024 Isaac Marlon Vasconcelos do Nascimento, Vinícius Érbethe Freitas de Oliveira, Francisco Franciente Leite Junior

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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