Between Applause and Criticism: Analysis of Youtube comments on LGBT+ inclusion in advertising
Advertising, in addition to its commercial function, constitutes a central space for the production and circulation of social representations; it directly influences how values, beliefs, and norms are conceived and reproduced in society. Although it has been criticized for perpetuating stereotypes a...
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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Universidad Nacional del Nordeste. Facultad de Humanidades
2025
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| Acceso en línea: | https://revistas.unne.edu.ar/index.php/nea/article/view/8904 |
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I48-R154-article-8904 |
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Universidad Nacional del Nordeste |
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I-48 |
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R-154 |
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Revistas UNNE - Universidad Nacional del Noroeste (UNNE) |
| language |
Español |
| format |
Artículo revista |
| topic |
Publicidad Diversidad sexual Comentarios digitales Análisis crítico del discurso Advertising Sexual diversity Digital comments Critical discourse analysis |
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Publicidad Diversidad sexual Comentarios digitales Análisis crítico del discurso Advertising Sexual diversity Digital comments Critical discourse analysis Guzmán Zamudio, Juan Carlos Acosta Rivera, Katia Marlene Lara Rodríguez, Claudia Between Applause and Criticism: Analysis of Youtube comments on LGBT+ inclusion in advertising |
| topic_facet |
Publicidad Diversidad sexual Comentarios digitales Análisis crítico del discurso Advertising Sexual diversity Digital comments Critical discourse analysis |
| author |
Guzmán Zamudio, Juan Carlos Acosta Rivera, Katia Marlene Lara Rodríguez, Claudia |
| author_facet |
Guzmán Zamudio, Juan Carlos Acosta Rivera, Katia Marlene Lara Rodríguez, Claudia |
| author_sort |
Guzmán Zamudio, Juan Carlos |
| title |
Between Applause and Criticism: Analysis of Youtube comments on LGBT+ inclusion in advertising |
| title_short |
Between Applause and Criticism: Analysis of Youtube comments on LGBT+ inclusion in advertising |
| title_full |
Between Applause and Criticism: Analysis of Youtube comments on LGBT+ inclusion in advertising |
| title_fullStr |
Between Applause and Criticism: Analysis of Youtube comments on LGBT+ inclusion in advertising |
| title_full_unstemmed |
Between Applause and Criticism: Analysis of Youtube comments on LGBT+ inclusion in advertising |
| title_sort |
between applause and criticism: analysis of youtube comments on lgbt+ inclusion in advertising |
| description |
Advertising, in addition to its commercial function, constitutes a central space for the production and circulation of social representations; it directly influences how values, beliefs, and norms are conceived and reproduced in society. Although it has been criticized for perpetuating stereotypes and exclusions, it also operates as a tool with the potential to challenge established paradigms and promote positive values. Within this framework, the present article analyzes the evaluative resources found in digital comments on the YouTube platform regarding the representation of the LGBTQ+ community in advertising campaigns.
The study draws on Appraisal Theory (Martin and White, 2005), which enables an exploration of how attitudes, judgments, and emotions are constructed and negotiated through language. Likewise, through a qualitative approach, 40 comments were examined, taking into account the influence of YouTube’s algorithm on the visibility and ranking of content. Advertisements from Aeroméxico, Doritos, Movistar, and Pantene published in 2023 were analyzed.
The results revealed significant polarization among digital commentators: while some celebrate the visibility and inclusion of sexual diversity in advertising campaigns, others question the authenticity of the brands or reject the identities represented. Additionally, tensions were identified stemming from the algorithm’s role in selecting predominant comments, which shapes the type of discourse that becomes visible. It is concluded that, in order to avoid superficial representations and practices such as pinkwashing, brands must understand the complexity of identities and the digital contexts in which they circulate, assuming an ethical commitment beyond commercial profit. |
| publisher |
Universidad Nacional del Nordeste. Facultad de Humanidades |
| publishDate |
2025 |
| url |
https://revistas.unne.edu.ar/index.php/nea/article/view/8904 |
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I48-R154-article-89042025-12-18T23:11:03Z Between Applause and Criticism: Analysis of Youtube comments on LGBT+ inclusion in advertising Entre aplausos y críticas: Análisis de comentarios en Youtube sobre la inclusión de la comunidad LGBT+ en la publicidad Guzmán Zamudio, Juan Carlos Acosta Rivera, Katia Marlene Lara Rodríguez, Claudia Publicidad Diversidad sexual Comentarios digitales Análisis crítico del discurso Advertising Sexual diversity Digital comments Critical discourse analysis Advertising, in addition to its commercial function, constitutes a central space for the production and circulation of social representations; it directly influences how values, beliefs, and norms are conceived and reproduced in society. Although it has been criticized for perpetuating stereotypes and exclusions, it also operates as a tool with the potential to challenge established paradigms and promote positive values. Within this framework, the present article analyzes the evaluative resources found in digital comments on the YouTube platform regarding the representation of the LGBTQ+ community in advertising campaigns. The study draws on Appraisal Theory (Martin and White, 2005), which enables an exploration of how attitudes, judgments, and emotions are constructed and negotiated through language. Likewise, through a qualitative approach, 40 comments were examined, taking into account the influence of YouTube’s algorithm on the visibility and ranking of content. Advertisements from Aeroméxico, Doritos, Movistar, and Pantene published in 2023 were analyzed. The results revealed significant polarization among digital commentators: while some celebrate the visibility and inclusion of sexual diversity in advertising campaigns, others question the authenticity of the brands or reject the identities represented. Additionally, tensions were identified stemming from the algorithm’s role in selecting predominant comments, which shapes the type of discourse that becomes visible. It is concluded that, in order to avoid superficial representations and practices such as pinkwashing, brands must understand the complexity of identities and the digital contexts in which they circulate, assuming an ethical commitment beyond commercial profit. La publicidad, además de su función comercial, constituye un espacio central para la producción y circulación de representaciones sociales; incide directamente en la forma en que se conciben y reproducen valores, creencias y normas en la sociedad. Aunque ha sido señalada por perpetuar estereotipos y exclusiones, también se presenta como una herramienta con el potencial de desafiar paradigmas establecidos y promover valores positivos. En este marco, el presente artículo analiza los recursos valorativos presentes en comentarios digitales de la plataforma YouTube respecto a la representación de la comunidad LGBTQ+ en campañas publicitarias. Este estudio se apoyó en la Teoría de la Valoración (Martin y White, 2005), la cual permite explorar cómo las actitudes, juicios y emociones son construidos y negociados a través del lenguaje. Asimismo, a través de un enfoque cualitativo, se examinaron 40 comentarios, considerando la influencia del algoritmo de YouTube en la visibilidad y jerarquización de contenidos. Se analizaron anuncios de Aeroméxico, Doritos, Movistar y Pantene publicados en el año 2023. Los resultados revelaron una polarización significativa entre los comentaristas digitales: mientras algunos celebran la visibilidad y la inclusión de la diversidad sexual en las campañas publicitarias, otros cuestionan la autenticidad de las marcas o rechazan las identidades representadas. Asimismo, se identifican tensiones derivadas del papel del algoritmo en la selección de comentarios predominantes, lo que condiciona el tipo de discurso visible. Se concluye que, para evitar representaciones superficiales y prácticas como el pinkwashing, las marcas deben comprender la complejidad de las identidades y los contextos digitales en que circulan, asumiendo un compromiso ético más allá del aprovechamiento comercial. Universidad Nacional del Nordeste. Facultad de Humanidades 2025-12-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.unne.edu.ar/index.php/nea/article/view/8904 10.30972/nea.738904 Ñeatá; Vol. 7 Núm. 3 (2025); 1-13 2718-7268 spa https://revistas.unne.edu.ar/index.php/nea/article/view/8904/8600 https://creativecommons.org/licenses/by-nc/4.0 |