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Master's Dissertation
DOI
https://doi.org/10.11606/D.47.2022.tde-31052022-171634
Document
Author
Full name
Luz Amparo López Barreyro
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2022
Supervisor
Committee
Ambra, Pedro Eduardo Silva (President)
Gastaldo, Édison Luis
Silva, Larissa Maués Pelucio
Title in Portuguese
Rupturas e permanências nas representações da mulher em propagandas televisivas brasileiras: uma análise a partir de Erving Goffman
Keywords in Portuguese
Erving Goffman
Estereótipo
Gênero
Mulher
Propaganda televisiva
Abstract in Portuguese
Esta dissertação tem por objetivo analisar representações e estereótipos da mulher em propagandas televisivas brasileiras dos anos de 2010 e 2019. Neste trabalho a mídia, incluída a publicidade, é considerada uma tecnologia do gênero, conceito de Teresa de Lauretis, quem entende que os anúncios não só reproduzem, mas também criam os estereótipos que veiculam. Para analisar as propagandas foram utilizados os trabalhos de Erving Goffman sobre as relações de gênero, principalmente sua análise empírica de estereótipos de gênero em propagandas dos anos de 1970, Gender advertisements. A fim de dialogar com Goffman, foram trabalhados conceitos de Judith Butler que apresentam semelhanças com as ideias do autor, especialmente a respeito do caráter performativo do gênero. A partir de Goffman, as propagandas foram analisadas levando em consideração aspectos como posturas corporais, organização espacial e atribuição de funções, procurando discutir como se estabelecem as hierarquias entre homens e mulheres na mídia e, por extensão, na sociedade em si. Considerando mudanças sociais ocorridas nos últimos anos, incluindo reivindicações feministas, questões de raça e outras minorias sociais, procurou-se perceber se houve modificações ou permanências na linguagem da propaganda televisiva no que tange às expectativas dos lugares femininos. Apesar de terem sido encontradas mudanças nos anúncios, percebeu-se que elas são absorvidas e adaptadas pela linguagem midiática de forma tal que as questões sociais reais são minimizadas, colaborando para a manutenção da estrutura desigual da sociedade
Title in English
Ruptures and continuities on the representations of women in Brazilian television advertisement: an analysis based on Erving Goffman
Keywords in English
Erving Goffman
Gender
Stereotype
Television advertisements
Woman
Abstract in English
This dissertation aims to analyze representations and stereotypes of women in Brazilian television advertisements of the years 2010 and 2019. In this work the media, including advertising, is considered a gender technology, a concept by Teresa de Lauretis, who understands that advertisements not only reproduce but also create the stereotypes they broadcast. To analyze the advertisements, Erving Goffman's work on gender relations was used, mainly his empirical analysis of gender stereotypes in advertisements from the 1970s, Gender advertisements. In order to dialogue with Goffman, there were discussed some of Judith Butler's concepts, since they present similarities with the author's ideas, especially regarding gender as performative. Based on Goffman, advertisements were analyzed taking into account aspects such as body postures, spatial organization and function attribution, seeking to discuss how hierarchies between men and women are established in the media and, by extension, in society itself. Considering social changes that have taken place in recent years, including feminists claims, racial issues and other social minorities, we sought to understand whether there were ruptures or continuities in the language of television advertising regarding the expectations of feminine roles. Although changes were found in the advertisements, it was noticed that they are absorbed and adapted by the media's language in such a way that real social issues are minimized, contributing to the maintenance of the unequal social structure
 
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Barreyro_me.pdf (7.75 Mbytes)
Publishing Date
2022-06-01
 
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