Estética capilar e poder: análise crítica do discurso de youtubers sobre cabelo crespo e cacheado.

Abstract

Curly hair is part of Brazilian identity, but for a long time they were stigmatized and became a source of racism and prejudice. In order to change this scenario, there have been some Youtubers, that is, content producers that propagate beliefs and ideas from videos published on the website of the same name. Reaching thousands of Brazilians who use the videos of the digital platform, the young women selected here discuss the physical, aesthetic and emotional violence experienced since children by having curly hair, discussions about blackness, hair aesthetics, hair transition and self-esteem . In order to understand this phenomenon, the threedimensional model of Norman Fairclough (2016) that articulates, dialectically, text, discursive practice and social practice was used as the basic theory within Critical Discourse Analysis. We also appeal to black theoreticians who deal with blackness directly from their place of speech, such as Djamila Ribeiro, Sueli Carneiro, Silvio Almeida, Kabengele Munanga, Grada Kilomba and Nilma Lino Gomes. The concepts of ideology (THOMPSON, 1995) and hegemony (GRAMSCI, 1999), theories of racism (WIEVIORKA, 2007) and the theory of digital media (MARTINO, 2015) JR .; Sato, Melo, 2018). The results of the research reveal that the Youtubers have awakened to the ideologies and hegemonies in which they are inserted through the personal testimonies themselves and that, from these reports, have stimulated an audience of young women to become aware of their respective negritudes.