The main objective of the work is to identify how black women represent themselves on
YouTube channels and also to verify the main themes present in the narratives of black
youtubers, to raise confluent themes and to observe if these narratives deal directly with the
issue of black female empowerment. The research was developed from a set of seven videos
produced and published by YouTube Brazil, with narratives by Ramana Borba, Nátaly Nery,
Camila Nunes, Gabi Oliveira, Luci Gonçalves, Tia Má and Mari Ribeiro. The publications
were part of the actions of the YouTubeBlack campaign, in celebration of Black Awareness
Day in the country, in the year of 2017. The investigation has as theoretical support the
perspective of Stuart Hall and Cultural Studies, considering that the approach under this point
of view points out that cultural artifacts can educate people, producing new ways of thinking
and doing. Besides that, this work is related to the slave heritage of the colonial period, the
construction of social representation and the identity of the black woman in Brazil. For such
discussions, it was mainly used the studies on blackness by Patricia Hill Collins, Djamila
Ribeiro, Sílvio de Almeida and Frantz Fanon. Netnography was used as the method of
analysis, based on the teachings of Kozinets (2014), as it is an online field research that is
dedicated to the interpretation of phenomena that happen from the interaction of people in the
virtual world. For data analysis, narrative analysis was used as a methodological strategy,
based on the meta-narrative plan, proposed by Motta (2013). The appreciation of the reports
under this aspect allows the perception of themes or reasons that lead the narrator to express
himself in the way they do and the deeper understanding of the social structure and models of
the world in which they are inserted. The analysis of the material showed that representation,
representativeness, intersectionality and black feminism are thematic areas that intermingle
during the speeches of the seven interviewees and that sometimes appear implicitly. It was
verified that there is no way to profile black women who produce content for YouTube, given
that they have different social realities and family historical and even their relationship with
the platform is different, however, the structural racism has proved to be the great theme that
permeates the narratives of all of them.
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