A adoção do discurso dissidente como meio de legitimação empresarial: o caso das bonecas Baby Alive

Abstract

The objective of this study is to analyze how gender-based dissident discourse is utilized in the advertising campaign "We Can All Care" by the Baby Alive Doll Line. To achieve this, it identifies and describes the speaker (Hasbro) according to their economic, social, and discursive practices; highlights the communication resources used in the video that characterize it as part of a dissident discourse; evaluates the impact of the video on other media and seeks to understand how the company appropriates elements of gender-based dissident discourse for organizational legitimation purposes. The study concluded that dissident discourse was used for organizational legitimation, and to mitigate negative repercussions of using this discourse, the advertising associated the doll with values already accepted in society, such as education and care. Additionally, its audience was limited to a group already supporting non-sexist play, and the narrative construction of the advertising used hypernyms and hyponyms, initially treating children as equals and differentiating them based on gender as the narrative progressed.