The digital invisibility of black influencers in Brazil : effects of algorithmic racism on the promotion of beauty and fashion content on TikTok
The research examines how digital platform algorithms, specifically TikTok, impact the visibility of Black influencers, particularly in the beauty and fashion sectors. By comparing data from Black influencers, such as @thiemivaleriano, @sarahalvx, and @julianaluziee, the analysis reveals that these...
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Universidade Estadual de Campinas
2025
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| Acceso en línea: | https://econtents.sbu.unicamp.br/inpec/index.php/tematicas/article/view/19945 |
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| author | Oliveira, Marcos Daniel da Silva Oliveira, Marcos Daniel da Silva Oliveira, Marcos Daniel da Silva |
| author_facet | Oliveira, Marcos Daniel da Silva Oliveira, Marcos Daniel da Silva Oliveira, Marcos Daniel da Silva |
| author_sort | Oliveira, Marcos Daniel da Silva |
| collection | Portal da Incubadora de Periódicos Científicos, Acadêmicos e Educacionais |
| container_reference | Tematicas; Vol. 33 No. 65 (2025): Racismo algorítmico, vigilância e controle social no Brasil: impactos e perspectivas do uso das tecnologias na era digital; 130-162 |
| description | The research examines how digital platform algorithms, specifically TikTok, impact the visibility of Black influencers, particularly in the beauty and fashion sectors. By comparing data from Black influencers, such as @thiemivaleriano, @sarahalvx, and @julianaluziee, the analysis reveals that these individuals face significant disadvantages in terms of views, likes, and engagement, even when the content quality is comparable. The research suggests that these disparities stem from implicit biases in the algorithms, which replicate historical patterns of social exclusion and marginalization. Beyond affecting visibility, these algorithmic inequalities have economic repercussions, limiting monetization opportunities for Black influencers (SILVA, 2022). The research advocates for greater transparency in algorithms and the implementation of policies that promote diversity and inclusion, ensuring that all content creators have equal opportunities for success. Ultimately, overcoming these disparities is essential for creating a fairer digital environment where creativity and quality are the primary success criteria, regardless of the creator's ethnicity. |
| first_indexed | 2025-10-08T14:39:23Z |
| format | Online |
| id | ojs-article-19945 |
| institution | Universidade Estadual de Campinas |
| issn | 2595-315X |
| language | por |
| last_indexed | 2025-10-08T14:39:23Z |
| publishDate | 2025 |
| publisher | Universidade Estadual de Campinas |
| record_format | ojs |
| spelling | ojs-article-199452025-07-03T11:36:25Z The digital invisibility of black influencers in Brazil : effects of algorithmic racism on the promotion of beauty and fashion content on TikTok La invisibilidad digital de los influenciadores negros en Brasil: efectos del racismo algorítmico en la promoción de contenidos de belleza y moda en TikTok A invisibilidade digital dos influenciadores negros no Brasil: efeitos do racismo algorítmico na promoção de conteúdos de beleza e moda no TikTok Oliveira, Marcos Daniel da Silva Oliveira, Marcos Daniel da Silva Oliveira, Marcos Daniel da Silva Algoritmo Digital TikTok Algorithm Digital TikTok Algoritmo Digital TikTok The research examines how digital platform algorithms, specifically TikTok, impact the visibility of Black influencers, particularly in the beauty and fashion sectors. By comparing data from Black influencers, such as @thiemivaleriano, @sarahalvx, and @julianaluziee, the analysis reveals that these individuals face significant disadvantages in terms of views, likes, and engagement, even when the content quality is comparable. The research suggests that these disparities stem from implicit biases in the algorithms, which replicate historical patterns of social exclusion and marginalization. Beyond affecting visibility, these algorithmic inequalities have economic repercussions, limiting monetization opportunities for Black influencers (SILVA, 2022). The research advocates for greater transparency in algorithms and the implementation of policies that promote diversity and inclusion, ensuring that all content creators have equal opportunities for success. Ultimately, overcoming these disparities is essential for creating a fairer digital environment where creativity and quality are the primary success criteria, regardless of the creator's ethnicity. La investigación examina cómo los algoritmos de las plataformas digitales, específicamente TikTok, impactan la visibilidad de los influenciadores negros, especialmente en los sectores de belleza y moda. Comparando datos de influenciadores negros, como @thiemivaleriano, @sarahalvx, @julianaluziee, el análisis revela que estos enfrentan desventajas significativas en términos de visualizaciones, "me gusta" y participación, incluso cuando la calidad del contenido es comparable. La investigación sugiere que estas disparidades resultan de sesgos implícitos en los algoritmos, que reproducen patrones históricos de exclusión social y marginación. Además de impactar la visibilidad, estas desigualdades algorítmicas tienen repercusiones económicas, limitando las oportunidades de monetización para los influenciadores negros (SILVA, 2022). La investigación aboga por la necesidad de mayor transparencia en los algoritmos y la implementación de políticas que promuevan la diversidad y la inclusión, garantizando que todos los creadores de contenido tengan las mismas oportunidades de éxito. En última instancia, superar estas disparidades es esencial para construir un entorno digital más justo, donde la creatividad y la calidad sean los principales criterios de éxito, independientemente de la etnia del creador. A pesquisa examina como os algoritmos das plataformas digitais, especificamente o TikTok, impactam a visibilidade de influenciadores negros, especialmente nos setores de beleza e moda. Comparando dados de influenciadores negros, como @thiemivaleriano, @sarahalvx, @julianaluziee, a análise revela que os primeiros enfrentam desvantagens significativas em termos de visualizações, curtidas e engajamento, mesmo quando a qualidade do conteúdo é comparável. A pesquisa sugere que essas disparidades resultam de preconceitos implícitos nos algoritmos, que reproduzem padrões históricos de exclusão social e marginalização. Além de impactar a visibilidade, essas desigualdades algorítmicas têm repercussões econômicas, limitando as oportunidades de monetização para influenciadores negros (SILVA, 2022). A pesquisa defende a necessidade de maior transparência nos algoritmos e a implementação de políticas que promovam a diversidade e a inclusão, garantindo que todos os criadores de conteúdo tenham oportunidades iguais de sucesso. Em última análise, a superação dessas disparidades é essencial para construir um ambiente digital mais justo, onde a criatividade e a qualidade sejam os principais critérios de sucesso, independentemente da etnia do criador. Universidade Estadual de Campinas 2025-06-23 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Texto Text Texto application/pdf https://econtents.sbu.unicamp.br/inpec/index.php/tematicas/article/view/19945 10.20396/tematicas.v33i65.19945 Tematicas; Vol. 33 No. 65 (2025): Racismo algorítmico, vigilância e controle social no Brasil: impactos e perspectivas do uso das tecnologias na era digital; 130-162 Tematicas; Vol. 33 Núm. 65 (2025): Racismo algorítmico, vigilância e controle social no Brasil: impactos e perspectivas do uso das tecnologias na era digital; 130-162 Tematicas; v. 33 n. 65 (2025): Racismo algorítmico, vigilância e controle social no Brasil: impactos e perspectivas do uso das tecnologias na era digital; 130-162 2595-315X por https://econtents.sbu.unicamp.br/inpec/index.php/tematicas/article/view/19945/14815 Brazil; 21st century Brasil; Siglo XXI Brasil; Século XXI Copyright (c) 2025 Marcos Daniel da Silva Oliveira https://creativecommons.org/licenses/by-nc-sa/4.0 |
| spellingShingle | Oliveira, Marcos Daniel da Silva Oliveira, Marcos Daniel da Silva Oliveira, Marcos Daniel da Silva Algoritmo Digital TikTok Algorithm Digital TikTok Algoritmo Digital TikTok The digital invisibility of black influencers in Brazil : effects of algorithmic racism on the promotion of beauty and fashion content on TikTok |
| title | The digital invisibility of black influencers in Brazil : effects of algorithmic racism on the promotion of beauty and fashion content on TikTok |
| title_full | The digital invisibility of black influencers in Brazil : effects of algorithmic racism on the promotion of beauty and fashion content on TikTok |
| title_fullStr | The digital invisibility of black influencers in Brazil : effects of algorithmic racism on the promotion of beauty and fashion content on TikTok |
| title_full_unstemmed | The digital invisibility of black influencers in Brazil : effects of algorithmic racism on the promotion of beauty and fashion content on TikTok |
| title_short | The digital invisibility of black influencers in Brazil : effects of algorithmic racism on the promotion of beauty and fashion content on TikTok |
| title_sort | digital invisibility of black influencers in brazil : effects of algorithmic racism on the promotion of beauty and fashion content on tiktok |
| topic | Algoritmo Digital TikTok Algorithm Digital TikTok Algoritmo Digital TikTok |
| url | https://econtents.sbu.unicamp.br/inpec/index.php/tematicas/article/view/19945 |
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