Olhares cruzados : o Pink Money e o movimento LGBT.

Abstract

A Social Movement can be defined as the capacity for collective organization of civil society that fights for their rights and claims improvements for it. The LGBT public has been sidelined for decades, but this scenario has changed with the passage of time and the socio-cultural advancement of the population. Through the organization and struggle of activist groups this audience was able to have time and voice, claiming inclusion, diversity, breaking of stereotypes and equal rights. The LGBT movement, along with its rise, aroused economic interests world-wide, and then began to be studied and "explored" by various segments of the market. That said, our objective is to analyze the main aspects of the rise of the LGBT movement and the emergence of Pink Money as a new market configuration and a new system of consumption. In the course of this monograph, a bibliographical research was carried out to contribute and to base it conceptually. Then, a quantitative research was applied with students of the Social Communication Course of the University of Santa Cruz do Sul to measure their understanding about the central theme of the work. Finally, a qualitative research was developed with two communication agencies from the Rio Pardo Valley Region, located in the interior of Rio Grande do Sul, to establish a cross-view on the central issues addressed, from the point of view of students and of the labor market. Given the results obtained, among the students it is clear that most understand and know what Pink Money is, understands and supports the rise of the LGBT Movement and its achievements. The Communication agencies demonstrate that the market perception regarding Pink Money is divided and still represents a new reality and that needs to be better studied. They also indicate that it is necessary to leave the speech and start to practice inclusion and diversity in corporate environments.