O mundo está ficando chato : disputas, estratégias discursivas e resistências no arbítrio sobre a representação da mulher no CONAR

• Ano de defesa: 2019
• Autor(a) principal: Didier, Irina Vianna Glindmeier
• Orientador(a): Casadei, Eliza Bachega
• Banca de defesa: Peres-Neto, Luiz, Barreto Filho, Eneus Trindade
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação; consumo; gênero; publicidade; CONAR
• Palavras-chave em Inglês: communication; consumption; advertising; gender; power
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/397

This master's dissertation aims to comprehend some of the discourse control and reproduction mechanisms discourses in the case of disputes over the representation of women in advertising ranging from 2006 to 2017. To do so, the work here presented analysed the processes ruled by CONAR, the self-regulatory council for the advertising industry in Brazil, started by denounces claiming offenses against women. The object of this research are the text of the sentences absolving and punishing advertisers, all public published as summaries by CONAR itself. The analysis will be made mainly over the discourse strategies used by the council, its changes and persistences over time, but complemented with other of keys of analysis and other pieces of text when relevant, all according to the concepts and methods proposed by Critical Discourse analysts as Fairclough and van Dijk and as well as with wider concepts proposed by Foucault. This analysis is preceded by the conceptualization of gender mainly according to Judith Butler and by the problematization of the role of CONAR and its place on the advertising field made with the concepts of fied, habitus, power, discourse, discursive changes and disputes, developed by Bourdieu, Foucault, van Dijk e Fairclough. What we have found is that women issues are constantly treated as a matter of personal offence against some consumers rather than as the perpetuation of an inferiorization of a social group. However, we have found some significant changes on how the council deals with those denounces. Even with resistances and inconsistencies, the discourse strategies used by the members of the council have moved towards a more sophisticated debate and more acceptance of the matter, even though still far from ideal and far from the course which the public debate has taken over the last decade. We conclude inserting our analysis in the greater context of consumer-citizen developed by Canclini and of discursive formations of Foucault and Fairclough. Thi study, ultimately, aims to contribute for the knowledge over how discourses are legitimized and which discourse control mechanisms regulate its reproduction.