The paper is focused on the specifics of covering the life of the black population and the topic of racism in Brazil on the example of the activities of local journalists, bloggers and leaders of social movements. Content analysis was chosen as the research methodology. The author studied and analyzed the content of publicly available on Portuguese language and English language websites, online publications, as well as YouTube channels dedicated to the topic of racism, and highlighted the main ideas. Based on the research, the author concludes that, on the one hand, it is possible to talk about an increase in the level of public awareness and the desire to more actively voice the problems of the black population. On the other hand, such phenomena as stigmatization and stereotyping of Brazilians with African roots remains to be present in the society.