BETWEEN SLAY DIGITAL MARKETING AND AFFIRMATIVE ACTIONS FOR THE INCLUSION OF BLACK PEOPLE IN THE LABOR MARKET: CASE STUDY OF THE MAGAZINE LUIZA TRAINEE PROGRAM

Abstract

The article is a case study of the 2021 Trainee Program of the braziliancompany Magazine Luiza (Magalu). The objective is to verify whether this Program is trulyan affirmative action to insert black people into leadership positions in the job market. Theresearch hypothesis consists of characterizing the Magalu Program as slay digital marketing.For this purpose, it was initially necessary to contextualize the marketing strategiesundertaken by capitalism in the digital age based on the concepts of psychopolitics andinformation regime developed by Byung Chul-Han. These concepts allow us to demonstratethe modus operandi of this regime through the co-optation of identity issues, exploited in digital media to gain market share. Next, the analysis of the problem, that is, of racialism asan instrument of domination that hinders the insertion of black people into hierarchicallyelevated positions in the occupational structure, is done based on Sueli Carneiro's theory. Theway this Brazilian author works with the categories of race, raciality and racialism providessupport for understanding the real function of the racial issue in capitalism. Havingunderstood the structuring nature of racialism in capitalism, the Program and the rulingpronouncied in ACPCiv 0000790-37.2020.5.10.0015, which judged the validity of thecompany's project, are analyzed. The study of these documents was based on three fields ofvalidity: factual, legal and rationality. It was concluded that the Program is supported infactual and legal aspects. On the other hand, we identified the use of terms in the Program thatallow us to conclude that there is no true change in institutional culture capable of effectivelytransforming the segregation of black people in the Brazilian labor market.