KOELZER, Larissa Papaleo; CASTRO, Amanda; BOUSFIELD, Andréa Barbará S.    CAMARGO, Brigido Vizeu. The "look prejudiced": Social representations of photographs on social networks. []. , 16, 2, pp.431-449. ISSN 1808-4281.

The aim of this study has been to analyze commentaries on the Internet related to an online article involving photographs. The photos show an obese, blonde and white woman, performing several activities on public sites. The photos highlight on the glance of the people that observe these woman's actions, as the online article associates these glances with expressions of prejudice. 172 online commentaries were analyzed, 50% of them coming form male subjects. Each commentary can be tagged as positive by other Internet users, and 78% of the online commentaries were tagged as positive by participants. To analyze the data, the study used a technique of lexical analysis of groups of text segments, which submitted the commentaries to a Descendent Hierarchical Classification (DHC), executed by the Iramuteq software. The classes generated after analysis show elements that indicate the performance of social rules, through the attribution of a representation of the other, which characterizes a mute zone, due to the adaptation to the anti-discriminatory rule or to the attribution of a justified prejudice due to the action of the individual being discriminated. Thus, the results offered by the DHC evidence that obesity seems to occupy a space on the mute zone of the representations related to a "prejudicious glance".

: prejudice; obesity; photography; social representations.

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