COMUNICAÇÃO E EMPODERAMENTO FEMININO: AS ESTRATÉGIAS E POSICIONAMENTO DA MARCA SAVAGEXFENTY NAS REDES SOCIAIS

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(1)COMUNICAÇÃO E EMPODERAMENTO FEMININO: AS ESTRATÉGIAS E POSICIONAMENTO DA MARCA SAVAGEXFENTY NAS REDES SOCIAIS. Maria Julia Fontoura Guedes 1 Fernanda Sagrilo Andres 2. Resumo: Este trabalho vem com o intuito de pesquisar o posicionamento de marcas focadas em empoderamento feminino nas redes sociais. O caso escolhido para o estudo é a marca SavageXFenty, qual surge no mercado com o intuito de contrapor o posicionamento tradicional de marcas de lingerie e produtos femininos, trazendo preços acessíveis, tamanhos do "super pequeno" ao "super grande", oito tons de cor nude para diversas cores de pele, modelos fora do padrão comercial, inclusão, representatividade e "bodyactivism" nas suas campanhas comunicacionais. Também trazer uma discussão sobre a importância da promoção do empoderamento de mulheres, a fim de construir uma sociedade saudável e representativa, uma vez que a convergência das redes proporciona a diminuição da distância entre o mundo online do offline, moldando a sociedade de uma maneira jamais vista pelo homem contemporâneo. A problemática vem a fim de descobrir como a marca traz o assunto empoderamento feminino em suas ações comunicacionais na rede social instagram, ajudando a compreender a atual situação da sociedade, onde a obtenção do capital social online está cada vez mas presente a partir da convergência das mídias.. Palavras-chave: Comunicação; Empoderamento feminino; Redes sociais; Posicionamento de marcas;. Modalidade de Participação: Iniciação Científica. COMUNICAÇÃO E EMPODERAMENTO FEMININO: AS ESTRATÉGIAS E POSICIONAMENTO DA MARCA SAVAGEXFENTY NAS REDES SOCIAIS 1 Aluno de graduação. [email protected]. Autor principal 2 Docente. [email protected]. Orientador. Anais do 10º SALÃO INTERNACIONAL DE ENSINO, PESQUISA E EXTENSÃO - SIEPE Universidade Federal do Pampa | Santana do Livramento, 6 a 8 de novembro de 2018.

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