Abstract

SANTOS, Caynnã de Camargo  and  ACEVEDO, Claudia Rosa. The model minority: an analysis of the portrayals of asians in advertisements in Brazil. Rev. psicol. polít. [online]. 2013, vol.13, n.27, pp.281-300. ISSN 1519-549X.

The aim of this study is to examine how Asians are represented in advertisements in magazines in Brazil, assessing whether such portrayals reinforce or deny the curious stereotype of "Model Minority" (Cohen, 1992; Delener & Neelankavil, 1990). This stereotype suggests that the Asian community is specially serious, bearer of knowledge in the fields of mathematics and technology and, in general, intellectually talented. Through the quantitative research methodology called "content analysis", it was analyzed 200 advertisements conveyed in four Brazilian publications of different themes. The findings indicate that Asians are consistently portrayed in certain types of product categories, magazines, situations and relationships in order to reinforce the social stereotype attributed to the minority.

Keywords : Asians; Advertisement; Social Representations; Stereotypes; Model Minority.

        · abstract in Portuguese | Spanish | French     · text in Portuguese     · Portuguese ( pdf )