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Boletín de la Academia Peruana de la Lengua

Print version ISSN 0567-6002On-line version ISSN 2708-2644


BENAVIDES COQUINCHE, Shirley Sillenie  and  CABEL GARCIA, Andrea. Afro-Peruvian women’s perspectives on racist discursive representations in two commercials for Negrita. Bol. Acad. peru. leng. [online]. 2022, n.72, pp.187-218.  Epub Dec 16, 2022. ISSN 0567-6002.

Peru is considered a multicultural country; however, racism and racial discrimination have been normalized through the media and advertising. This paper identifies and analyzes the social, labor and sexual representations in two commercials of the chicha morada brand Negrita based on the analysis of the use of language of eleven Afro-Peruvian women leaders who collaborated in this study. The commercials, entitled Pica, pica (2010) and Degustación sabe lo que te gusta (2011) were broadcast mainly on national television and can currently be found on free access platforms such as Youtube and Vimeo. From an analysis framed within the research of raciolinguistics, the conclusion is that the representations of Afro-Peruvian women in these commercials perpetuate the classic stereotypes in which they are conceived only in a domestic space and subordinated to the desires of others. Finally, this study aims at contributing to the fight against racism and its overlapping normalization.

Keywords : racism; raciolinguistics; advertising; stereotypes; Afro-descendants.

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