Image, women and Twitter at Farmatodo

Abstract

This paper analyzes the treatment of the image of women in the @farmatodo account on Twitter, between January and April 2019. We also set out to determine whether the Farmatodo organization complies with the encouragement of racial diversity proposed by the Ethos institute (Brazil) as a practice of Corporate Social Responsibility. The study was conducted on a sample of 51 women photographed appearing in 41 tweets published during that lapse. The physical features observed in the photographs were quantified, such as: skin tone, type and tone[1] of hair. In the research we relied on the methodology proposed by Ishibashi (2001, 2004), Velásquez de León (2004) and Jaimes (2017). The results were as follows: light skin tone predominated (80.39%), the other tones presented the following figures: light-medium (11.76%), medium (1.96%), medium-dark (1.96%), and dark (3.92%). In terms of hair type, straight hair dominated (41.17%). The other types presented lower percentage values: straight-frizzy (7.84%), frizzy (5.88%) and kinky (3.92%). The predominant features correspond to a stereotype of women that stands out in corporate communications in the health, beauty and home sectors and imply a process of discrimination against women with different characteristics. This practice is at odds with the encouragement of diversity proposed by the Ethos Institute as a practice of Corporate Social Responsibility.