Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres
Ano de defesa: | 2018 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Não Informado pela instituição
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Programa de Pós-Graduação: |
Pós-Graduação em Letras
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Departamento: |
Não Informado pela instituição
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País: |
Não Informado pela instituição
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Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://ri.ufs.br/jspui/handle/riufs/8176 |
Resumo: | The female figure has historically been (and still is) considered submissive to man, with male supremacy as a social characteristic in society. However, through feminist movements, which began in the nineteenth century but had greater support since the twentieth century, there was a contribution to the emancipation and evolution of women as public citizens, modifying their role and economic and political condition. In a new social configuration, women can not be seen only under the mother and housewife approach. The modern woman seeks rights and empowerment, a term that can be understood as a notion of people guiding their own lives, making their choices, taking control of their destinies. Advertising, a fundamental aspect in social relations of power, seeks to follow this path of the feminine image, building through the advertisements a discourse based on several other discourses, knowledge, beliefs and practices, which provide guidance, advice and impositions, it becomes a mirror of society that reflects and reaffirms the current logic. Considering all the discussion about the social problematic of the behavior of women, in their condition of inferiority under masculine domination, and the relation of this representation in the publicity, this work seeks to analyze anti-hegemonic discourses present in three advertisements of cosmetics for women : two from the year 2016, from the companies Avon and Quem said, Berenice ?, and another, from 2017, from the cosmetics company Natura, which make up the corpora of this research. The objective is to prove the existence of an attempt to re-represent women between advertising and society, that is, to understand the way in which the female being is portrayed from the perspective of the media. The analysis of the French Line Discourse, based on Michel Pêcheux (1988, 1997, 2008), and other theoretical references, such as Helena Brandão (2009), Eni Orlandi (1995, 2000), Raymond Williams (1973, 2011), Stuart Hall (2003), Branca Moreira Alves and Jacqueline Pintaguy (1891) and Céli Regina Jardim Pinto (2004). The results evidenced that the discourses of the three advertisements analyzed in this research can not represent female counter-hegemonic figures, but they use elements that subvert hegemony, which shows the beginning of an important trajectory for the woman and her history. |
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Ribeiro, Érika RamosCosta, Maria Leônia Garcia Carvalho2018-05-17T21:46:58Z2018-05-17T21:46:58Z2018-02-27RIBEIRO, Érika Ramos. Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres. 2018. 84 f. Dissertação (Mestrado em Letras) – Universidade Federal de Sergipe, São Cristóvão, SE, 2018.http://ri.ufs.br/jspui/handle/riufs/8176The female figure has historically been (and still is) considered submissive to man, with male supremacy as a social characteristic in society. However, through feminist movements, which began in the nineteenth century but had greater support since the twentieth century, there was a contribution to the emancipation and evolution of women as public citizens, modifying their role and economic and political condition. In a new social configuration, women can not be seen only under the mother and housewife approach. The modern woman seeks rights and empowerment, a term that can be understood as a notion of people guiding their own lives, making their choices, taking control of their destinies. Advertising, a fundamental aspect in social relations of power, seeks to follow this path of the feminine image, building through the advertisements a discourse based on several other discourses, knowledge, beliefs and practices, which provide guidance, advice and impositions, it becomes a mirror of society that reflects and reaffirms the current logic. Considering all the discussion about the social problematic of the behavior of women, in their condition of inferiority under masculine domination, and the relation of this representation in the publicity, this work seeks to analyze anti-hegemonic discourses present in three advertisements of cosmetics for women : two from the year 2016, from the companies Avon and Quem said, Berenice ?, and another, from 2017, from the cosmetics company Natura, which make up the corpora of this research. The objective is to prove the existence of an attempt to re-represent women between advertising and society, that is, to understand the way in which the female being is portrayed from the perspective of the media. The analysis of the French Line Discourse, based on Michel Pêcheux (1988, 1997, 2008), and other theoretical references, such as Helena Brandão (2009), Eni Orlandi (1995, 2000), Raymond Williams (1973, 2011), Stuart Hall (2003), Branca Moreira Alves and Jacqueline Pintaguy (1891) and Céli Regina Jardim Pinto (2004). The results evidenced that the discourses of the three advertisements analyzed in this research can not represent female counter-hegemonic figures, but they use elements that subvert hegemony, which shows the beginning of an important trajectory for the woman and her history.A figura feminina historicamente foi (e ainda é) considerada submissa ao homem, prevalecendo como característica social a supremacia masculina na sociedade. Entretanto, através dos movimentos feministas, que se iniciaram no século XIX, mas tiveram maior apoio a partir do século XX, houve uma contribuição na emancipação e evolução da mulher como cidadã pública, modificando seu papel e condição econômica e política. Numa nova configuração social, a mulher não pode ser vista apenas sob o enfoque de mãe e dona de casa. A mulher moderna busca direitos e empoderamento, termo que pode ser compreendido como uma noção de pessoas guiando suas próprias vidas, fazendo suas escolhas, tendo controle dos seus destinos. A publicidade, aspecto fundamental nas relações sociais de poder, busca acompanhar esse percurso da imagem feminina, construindo, através das propagandas, um discurso a partir de vários outros discursos, saberes, crenças e práticas, que trazem orientações, conselhos e imposições, tornando-se um espelho da sociedade que reflete e reafirma a lógica vigente. Considerando-se então toda a discussão sobre a problemática social do comportamento da mulher, em sua condição de inferioridade sob a dominação masculina, e a relação dessa representação na publicidade, este trabalho busca analisar discursos contra-hegemônicos presentes em três propagandas de cosméticos para mulheres: duas do ano de 2016, das empresas Avon e Quem disse, Berenice?, e outra, de 2017, da empresa de cosméticos Natura, que compõem a corpora desta pesquisa. O objetivo é comprovar a existência de uma tentativa de uma nova representação da mulher entre a publicidade e a sociedade, ou seja, compreender a maneira como o ser feminino está sendo retratado sob a ótica da mídia. Para tal, buscou-se como suporte teórico-metodológico a Análise do Discurso de Linha Francesa, pautando-se em Michel Pêcheux (1988, 1997, 2008), e outros referenciais teóricos, como Helena Brandão (2009), Eni Orlandi (1995, 2000, 2007), Raymond Williams (1973, 2011), Stuart Hall (2003), Branca Moreira Alves e Jacqueline Pintaguy (1891) e Céli Regina Jardim Pinto (2004). Os resultados evidenciaram que os discursos das três propagandas analisadas nesta pesquisa não conseguem representar figuras femininas contra-hegemônica, porém utilizam elementos que subvertem a hegemonia, o que demonstra o início de uma trajetória importante para a mulher e sua história.São Cristóvão, SEporAnálise do discursoHegemoniaMulheresPropagandaContra-hegemoniaDiscursoCounter-hegemonySpeechWomanAdvertisingLINGUISTICA, LETRAS E ARTESFeminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheresinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisPós-Graduação em LetrasUniversidade Federal de Sergipereponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/8176/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALERIKA_RAMOS_RIBEIRO.pdfERIKA_RAMOS_RIBEIRO.pdfapplication/pdf1105582https://ri.ufs.br/jspui/bitstream/riufs/8176/2/ERIKA_RAMOS_RIBEIRO.pdf784d687f6580af8d18ff15d0a6acf2ddMD52TEXTERIKA_RAMOS_RIBEIRO.pdf.txtERIKA_RAMOS_RIBEIRO.pdf.txtExtracted texttext/plain196575https://ri.ufs.br/jspui/bitstream/riufs/8176/3/ERIKA_RAMOS_RIBEIRO.pdf.txt6db753c41b72f1bb2c25331cd3f4457eMD53THUMBNAILERIKA_RAMOS_RIBEIRO.pdf.jpgERIKA_RAMOS_RIBEIRO.pdf.jpgGenerated Thumbnailimage/jpeg1291https://ri.ufs.br/jspui/bitstream/riufs/8176/4/ERIKA_RAMOS_RIBEIRO.pdf.jpg6357ad0e585966a42f1f78437d8229adMD54riufs/81762020-04-27 09:19:31.172oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2020-04-27T12:19:31Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres |
title |
Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres |
spellingShingle |
Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres Ribeiro, Érika Ramos Análise do discurso Hegemonia Mulheres Propaganda Contra-hegemonia Discurso Counter-hegemony Speech Woman Advertising LINGUISTICA, LETRAS E ARTES |
title_short |
Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres |
title_full |
Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres |
title_fullStr |
Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres |
title_full_unstemmed |
Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres |
title_sort |
Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres |
author |
Ribeiro, Érika Ramos |
author_facet |
Ribeiro, Érika Ramos |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ribeiro, Érika Ramos |
dc.contributor.advisor1.fl_str_mv |
Costa, Maria Leônia Garcia Carvalho |
contributor_str_mv |
Costa, Maria Leônia Garcia Carvalho |
dc.subject.por.fl_str_mv |
Análise do discurso Hegemonia Mulheres Propaganda Contra-hegemonia Discurso |
topic |
Análise do discurso Hegemonia Mulheres Propaganda Contra-hegemonia Discurso Counter-hegemony Speech Woman Advertising LINGUISTICA, LETRAS E ARTES |
dc.subject.eng.fl_str_mv |
Counter-hegemony Speech Woman Advertising |
dc.subject.cnpq.fl_str_mv |
LINGUISTICA, LETRAS E ARTES |
description |
The female figure has historically been (and still is) considered submissive to man, with male supremacy as a social characteristic in society. However, through feminist movements, which began in the nineteenth century but had greater support since the twentieth century, there was a contribution to the emancipation and evolution of women as public citizens, modifying their role and economic and political condition. In a new social configuration, women can not be seen only under the mother and housewife approach. The modern woman seeks rights and empowerment, a term that can be understood as a notion of people guiding their own lives, making their choices, taking control of their destinies. Advertising, a fundamental aspect in social relations of power, seeks to follow this path of the feminine image, building through the advertisements a discourse based on several other discourses, knowledge, beliefs and practices, which provide guidance, advice and impositions, it becomes a mirror of society that reflects and reaffirms the current logic. Considering all the discussion about the social problematic of the behavior of women, in their condition of inferiority under masculine domination, and the relation of this representation in the publicity, this work seeks to analyze anti-hegemonic discourses present in three advertisements of cosmetics for women : two from the year 2016, from the companies Avon and Quem said, Berenice ?, and another, from 2017, from the cosmetics company Natura, which make up the corpora of this research. The objective is to prove the existence of an attempt to re-represent women between advertising and society, that is, to understand the way in which the female being is portrayed from the perspective of the media. The analysis of the French Line Discourse, based on Michel Pêcheux (1988, 1997, 2008), and other theoretical references, such as Helena Brandão (2009), Eni Orlandi (1995, 2000), Raymond Williams (1973, 2011), Stuart Hall (2003), Branca Moreira Alves and Jacqueline Pintaguy (1891) and Céli Regina Jardim Pinto (2004). The results evidenced that the discourses of the three advertisements analyzed in this research can not represent female counter-hegemonic figures, but they use elements that subvert hegemony, which shows the beginning of an important trajectory for the woman and her history. |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-05-17T21:46:58Z |
dc.date.available.fl_str_mv |
2018-05-17T21:46:58Z |
dc.date.issued.fl_str_mv |
2018-02-27 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
RIBEIRO, Érika Ramos. Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres. 2018. 84 f. Dissertação (Mestrado em Letras) – Universidade Federal de Sergipe, São Cristóvão, SE, 2018. |
dc.identifier.uri.fl_str_mv |
http://ri.ufs.br/jspui/handle/riufs/8176 |
identifier_str_mv |
RIBEIRO, Érika Ramos. Feminismo e empoderamento : discursos contra-hegemônicos nas propagandas de cosméticos para mulheres. 2018. 84 f. Dissertação (Mestrado em Letras) – Universidade Federal de Sergipe, São Cristóvão, SE, 2018. |
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Pós-Graduação em Letras |
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Universidade Federal de Sergipe |
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