Beleza que põe mesa : a relação de trabalhadoras domésticas com mídia, beleza e consumo

• Ano de defesa: 2008
• Autor(a) principal: JORDÃO, Janaína Vieira de Paula
• Orientador(a): MENDONÇA, Maria Luiza Martins de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Goiás
• Programa de Pós-Graduação: Mestrado em Comunicação
• Departamento: Ciências Sociais Aplicadas
• País: BR
• Palavras-chave em Português: Mídia; Subalternidade; Beleza; Trabalhadoras domésticas; consumo
• Palavras-chave em Inglês: Media; Subaltern groups; Beauty; Domestic workers; Consumerism
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://repositorio.bc.ufg.br/tede/handle/tde/1408

This dissertation analyzes the relationship between popular segments of society - especially the category of domestic workers - with the media, consumerism and beauty. The reason for our choice of domestic workers is because this profession has, simultaneously, many characteristics that allow it to be considered as subaltern: its undervaluation due to hybridizations that come from the times of legal slavery; the current labor laws, very different from the ones regarding other professions; the low income and the mainly feminine character of the profession. Our idea, therefore, is to look at consumers culture - especially the part of it connected to beauty, which comprehends fashion, body and beautifying strategies in general, all of those concepts intimately intertwined with women s history - from the viewpoint of a subaltern group. One of the ways through which consumers culture and hegemonic concepts such as the need for beauty are spread through society is the media, nowadays practically ubiquitous, due to its great accessibility through TV, radio, movies, newspapers, internet, cellphones, graffiti, billboards, waiting rooms etc. Wherever there is a potential consumer to be found, there will be at least one media vehicle. Its ability for content coverage and repetition allows media to be considered a very important intermediator between individuals and the world, becoming a relevant builder and repeater of cultural concepts, which will influence the subjectifying processes in people. In order to investigate this influence, 31 domestic workers in Goiânia were interviewed, with questions about their beauty concepts and their favorite mediatic programs. Both discourses were related to the objective of understanding whether there is a beauty concept carried out by the media, how the domestic workers perceive it, and what are their strategies to comply (or not) to them, assuming that domestic workers may relate to these contents in different ways: by making them their own, by negotiating with them, or even by denying them. That is because it is understood that lower segments of society are in constant relationship with the hegemonic contents, and are therefore co-participants in the forces that build culture day by day.