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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| Autores principales: | , , |
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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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| Sumario: | 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. |
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