The contribution of Design in the construction of anti-feminist discourses on Instagram profiles

Abstract

This study investigates hate speech against feminist women on social media, focusing on Instagram by analyzing two posts from two anti-feminist profiles, namely: Ana Caroline Campagnolo and Sara Winter. Using Peirce's semiotics, the research demonstrates that aesthetic and graphic-visual choices, even if unintentional, constitute significant forms of ideological propagation. Refuting the hypothesis of a neutral design, the study shows that the effectiveness in the use of visual elements contributes significantly to the success or failure in the dissemination of these ideologies. The methodology is composed of bibliographical research and netnographic techniques applied to case studies. The selected profiles met the criteria of relevance, engagement and frequency of posts. The dynamics of Instagram stand out, which allows constant updating and interaction of the analyzed profiles, highlighting the complexity and effectiveness of hate speech in the virtual environment.