Where there is representation you want recognition.

Abstract

The argument that “representativeness matters” is commonplace in speeches and criticisms of cultural or advertising content. The discussion, however, is not limited to the presence and participation of minorities in the spaces, but how they are represented and the social impacts generated are elements to be considered. What is claimed is not just representativeness, but recognition. With this in mind, we intend to conduct a reflective essay based on the Theory of Recognition, as developed by the German author of the Frankfurt School, Axel Honneth, its limitations for the Brazilian case and the impacts of new technologies on the relationships and forms construction of subjectivity that are not only embodied in the present time. In order to understand this issue, the theoretical foundations on which the Theory of Recognition in Axel Honneth will be first discussed will be discussed. In a second moment, the intention is to debate the theory itself and, finally, to make an empirical exercise on the racial issue, the media, advertising and recognition in Brazil in the last decade.

Keywords: Representation; Recognition; Frankfurt School; Black People; Television.