Roger Castelo
Authenticity for Social Change in Brazil’s Arts Industry: A comparative analysis.
Biography
Roger Castelo has over eight years of experience in communication, beginning in his school years when he created a Harry Potter fan account that grew to over 50,000 followers. Originally from Brazil, Roger is passionate about languages, social media, content marketing, and the arts.
With a double minor in French and Theatre, he thrives on finding creative ways to communicate, collaborate, and, above all, connect with others. He believes that communication is a powerful tool for fostering meaningful relationships and that art has the unique ability to bring people together.
Beyond his work in marketing and communications, Roger is also a dancer, actor, and writer, making his journey as a communicator and artist truly one of a kind. His capstone project is a tribute to his roots and identity—two fundamental forces he believes are essential in driving positive change in the world.
Dedicated to the sidelined and ostracized voices of the LGBTQ+ community, this project is a celebration of art, storytelling, and the power of community-building. Let’s connect!
Details of Project
Liniker, Pabllo Vittar, and Paulo Gustavo have made history in Brazilian arts, becoming renowned for their authenticity and for claiming political space in the face of systemic violence against LGBTQ+ voices in Brazil. Their impact has contributed to a broader discussion on LGBTQ+ representation in mainstream media and how authenticity—leveraged as a marketing technique—has driven social change and democratic shifts within the arts industry and Brazilian society.
This research takes a theoretical approach, supported by data, to explore the concept of authenticity in these three case studies, comparing their intersections of race, gender, and sexual orientation. By conducting this study, I aim to open new avenues in academic research and literature centered on LGBTQ+ and BIPOC voices while demonstrating the role of these artists in fostering social change through marketing.
The research is guided by five key questions that examine the intersections of marketing, authenticity, Brazilian arts, and queerness. The methodology consists of a text analysis of comment sections from ten videos, with a total of 60 comments analyzed. Data analysis employs specific tools and methods to provide a thorough examination of the identified themes, ensuring a comprehensive understanding of how perceived authenticity challenges social norms in Brazil’s mainstream arts industry.
As presented in the results, 30% of the sentiment analysis relates to emotional engagement and connection, indicating that these three Brazilian artists “create bridges and generate identification with different publics” (Sommerfeldt, 2011, p.111). The sentiment analysis variables align with the concept of authentic communication as a strategic choice based on “trustworthiness, originality, and spontaneity” (Enli, 2015). Among the identified strategies, “sympathy” emerges as the most prominent—where individuals or organizations present themselves as sharing values, concerns, and interests with their audience. This is evidenced by 25% of user comments highlighting the artists’ positive role in representation, while 20% reflect sentiments of nostalgia and emotional reflection.
Keywords: LGBTQ+, Brazil, Arts, Authenticity, Queer, Queer Brazilian Arts