A mídia e a manutenção de discursos racistas: “Siga a Folha”?/The media and racist speeches maintenance: \"Follow the Folha\"?

In this article our goal is to reflect about how part of the Brazilian media -specifically a widely circulated vehicle such as the Folha de São Paulo - discursively build itsposition in regard to affirmative action policies for increasing the participation of ethnic andracial groups, discriminated throughout history, in the areas of education and employment,namely, the racial quotas. In this sense, we present a discursive analysis ofadvertising/propaganda of the newspaper Folha de São Paulo, widely broadcast on Braziliantelevision media in 2014. Concerning the language, beyond the dialogical view of Bakhtin(2000), we used Foucault's contributions (2003), Maingueneau (2005, 2013) and Moita Lopes(2009). With respect to concepts of race and racism, we dialogue with Munanga (2006), Hall(2006) and Guimarães (2009).