An analysis of the journalistic coverage of Jornal da Cidade (JC) from Bauru: construction and deconstruction of the cultural identity of the black individual and the public relations in multicultural societies

Abstract

The multiculturalism discourse released in the media is complex and contradictory. Research shows that mainstream media neither value nor respect the cultural diversity, creating and reproducing segregation and racist dialogue. Brazil has a huge history of racism that is based on the spread of racialism or scientific racism in the nineteenth century. Theories that were widespread in Europe consequently resulted in the development of racist theories in Brazilian schools in addition to the maintenance of hegemonic power of white elites. The idea focused on the mestizo's figure inaugurating a new thought in the 1930s and the ideology that Brazil would be an example of racially harmonious nation was broadcast worldwide. Twenty years later, the myth of racial democracy was deconstructed because due to the findings of a series of research funded by the United Nations Educational, Scientific and Cultural Organization - UNESCO - in the country. Research has shown that although a majority of the population do not distinguish themselves as white, the country was yet to be free of preconception. The veiled preconception exists and strengthens a social discourse propagated in various institutions, as in families, schools and media. The textual publishing of racism in newspapers reveals the construction of a negative symbolic discourse around the character of black people and this stigmatization of African descent prevents real understanding and appreciation of multiculturalism in Brazilian society. The current research aims to make a critical analysis regards the "Jornal da Cidade (JC)" coverage towards black people and its environment. Knowledge about the mediatic construction towards the afro-descendant image contribute to the implementation of Public Relations, which consider and value multiculturalism in their organizational communication actions.