Case Vini Jr: conversations about racism grow more than 2,000% on social networks


JeffreyGroup survey analyzes the impact of the case involving the Real Madrid player on digital platforms and press; Teads already indicates that brands can be agents of transformation

Last Sunday, the 21st, Brazilian player Vinicius Jr, from Real Madrid, was the target of racist abuse by Valencia fans in a Spanish championship match between the two teams. The case sparked discussions on social media, leading to an increase of around 2,289% in conversations about racism.


The information is from a survey by the JeffreyGroup Insights & Analysis team, which analyzed more than 540,000 publications and posts registered between May 21st and 22nd. The comparison was made with 22,600, in the two days before the event. The climax of the debate occurred on Sunday itself. There were more than 313,000 posts, against 216,000 the following day, down 31%.

In Brazil, between Monday and Tuesday, demonstrations about racism represented 95.8% of the total number of conversations related to discrimination and inequalities published not only on social networks, but also among the themes covered by the press. Among the users who have positioned themselves on social media are political figures. 160 comments came from ministers, senators, deputies and even the President of the Republic, Luiz Inácio Lula da Silva.

The media had a reaction contrary to that of the users. On the day the affair with Vini Jr. happened, the articles published on the Internet reached 3.1 thousand, while 24 hours later the number rose to 6.2 thousand. However, the most expressive number (98%) was reserved for social networks. News channels represented only 2% of the total number of publications (10.8 thousand).

The company collected data on content posted on May 14 and 15. Although discussions around discrimination and inequalities had a considerable number (23.4 thousand articles and posts), the most expressive amount was driven by what happened with the player Vini Jr, with a visibility growth of 2,208%.

The study covered not only Brazil, but more than 20 countries. The JeffreyGroup found that Argentina came out on top, with 2,041% more conversations about racism (going from 3,200 to around 68,500). Furthermore, Mexico registered an increase of 869%, reaching 34.9 thousand mentions.

Racism in advertising

The episode in Spanish football also sheds light on the positioning of advertising in the face of racism.

Teads released a survey showing that 36% of respondents believe that advertising can be racist (versus 45.3% who think otherwise). In all, 622 individuals were interviewed. Furthermore, 71.9% of them have already stopped purchasing products and services from a certain brand that has discriminatory practices.

A large part of the sample (83.7%) said they had already noticed some form of racism in the media. Among the highlights is entertainment, in content such as soap operas and reality shows, mentioned by 28.4% of respondents. Seven out of 10 consumers see the media as an important agent in perpetuating the condition.

38.5% point out that this happens through the stereotyping of non-white people. Already 39% warned about the lack of diversity of people in the production of content both online and offline.

However, another conclusion point of the survey is that companies can be agents of change. 73.3% of the people interviewed believe that companies need to be more concerned with promoting diversity and inclusion in society. There is a highlight for Boomers, who lead the question with 78.2%.

Read the original article in Meio & Mensagem.