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Accepted 2024-10-09
Published 2024-12-20
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Abstract
Companies rely on social reality to instrumentalize certain sociocultural categories that base their brand communication strategies. Through corporate discourse, brands stage and represent a certain ideological vision of the reality of our time. The objective of this research is based on inferring how the Nike brand represents sociocultural diversity through its communication strategy on Instagram. The research takes as units of analysis the 82 videos that were present on the brand's Instagram account, from February 2020 to February 2022. The results reveal that Nike's discursive practice acts as a social practice in itself, since that mobilizes specific systems of thought and behavior regarding the diversity of globalized society. Through the results obtained, this work reaffirms two issues: on the one hand, the use of corporate discourse is evident as an artifact that legitimizes a specific and globalized vision of multiculturalism. And on the other hand, this work shows the strategic representation of a phenotypic diversity of athletes who enact inclusive practices and energizing intercultural perspectives.
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