Música independente LGBTQIA+ brasileira: estratégias de comunicação em meio digital

Abstract

This work aims to understand how the Brazilian LGBTQIA+ independent music market uses the Internet in a strategic way to promote its artistic production and engage the public. The perspective is qualitative-exploratory. Initially, a bibliographical review is presented and after a single case study, involving content analysis. The work also has the support of a look at the discourse and a netnographic approach. It is divided into three stages: the first addressing the language codes of the LGBTQIA+ Community, the construction of narratives and the possibility of artivism. The second addresses communication on the Internet, focusing on engagement in social media and the propagation of the message in digital media. The final stage presents a case study with Jup do Bairro, rescuing what was previously discussed in the text. This allows us to conclude that it is possible to create different communication strategies according to the reality of each artist, using different tactics to achieve their goals. It is also possible to involve the audience in narratives, which can be of a personal, social and/or political nature. [resumo fornecido pelo autor]