"Que batida é essa que na propaganda é sensação? É claro que é o funk meu irmão": uma análise da cultura funk na propaganda televisiva brasileira

Abstract

Funk and the culture that surrounds it are present in many moments of life nowadays, including the media. Based on this observation, the theme of this research addressed funk in Brazilian television advertising, in addition to the growth, change and acceptance of the genre throughout the years. As the objective, this research aimed to investigate how the funk culture growth, in recent years, affects the television advertisements of Brazilian brands. The developed research, of an exploratory character with a qualitative scope, was carried out through content analysis of comments from television commercials aired on YouTube. In this work, the history of funk and the media, the culture concepts, consumption, social classes, among other concepts that helped to achieve the aims, were related. Thus, it was possible to identify that the greater use of funk in television commercials was caused by the growth of funk culture and the creation of its subgenres, which generated greater acceptance of commercials by consumers.