STRATEGIES TO KEEP THE POWER: THE MIDI-BUILDING OF THE TERM CULTURAL APPROPRIATION AND THE CASE OF TURBANT USE

Abstract

The article verifies the strategies of conservation of the power in the racial identities relations in Brazil from the analysis of the mediatic approach of the concept of cultural appropriation. We take into account the voices present in the stories that anchored the case of 'wearing the turban', by Thauane Cordeiro, hypermediated since the publication in his Facebook profile in February of that year. To do so, it resumes the process of constructing national identity, official appropriation and symbolic emptying of elements of black culture in the construction of Brazilianness. It also rescues the movement of the construction of the black identity by the white elite, followed by the reclamation process that the black population promotes to build and to legitimize its socio-cultural identity in Brazil of the 21st century. Finally, it seeks to promote a reflection from the perspective of journalism theories with the intention of pointing out how media discourse builds a social reality, in which the black people, when included, are hierarchically inferior.