Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo
Ano de defesa: | 2021 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal de Santa Maria
Centro de Ciências Sociais e Humanas |
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Comunicação
|
Departamento: |
Comunicação
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://repositorio.ufsm.br/handle/1/25772 |
Resumo: | The central theme of the research focuses on the construction of female identities in advertising, with a focus on football-related campaigns. The object of the analysis is Rede Globo's adverti-sing campaign, which ran from May to June 2019, entitled “A Copa das Mulheres”. Through six audiovisual pieces, the series seeks to publicize the broadcast of the FIFA Women's World Cup on the broadcaster. In this sense, we have as a general objective to analyze the female representations linked in the advertising campaign “A Copa das Mulheres”. As specific objec-tives we intend to: map the Brazilian historical, cultural, social and economic contexts that configure football in the country and its gender relations; to tension the construction of female representations in sports advertising; identify how women are represented in Rede Globo “A Copa das Mulheres” campaign; tense the role of advertising in football and its gender relations. For this, we apply the Cultural Studies, using as a methodological resource the análise cultural-midiática, based on Williams (1979), aiming to understand the historical context of football in Brazil, the presence of women and also women's identities and representations in this sport. In order to deepen the study, the textual analysis proposed by Casetti and Chio (1999) was used, scripted from four stages, namely: subjects and interactions; verbal texts; the story; the scene. As a result, it was observed that Rede Globo's advertising campaign for the 2019 World Cup fosters a current problematization, in which the presence of women in football has become an emerging agenda, in the process of inclusion, albeit as a residual agenda, carry traces of preju-dice. In the “A Copa das Mulheres” campaign, three of the six audiovisuals approach a specific player, placing her in a prominent position. It was concluded that the basic representation of these characters is guided by “going to fight like every Brazilian woman”, seeking to give pro-ximity to the stories told with the culture experienced by the viewers. As a consequence, both advertisements approach that the passion for football in childhood is not exclusive to men, exercising the breaking of a dominant view, in which girls also dream of being football players. It was also analyzed, in the remaining three audiovisuals, that female representation in football functions as a mirror of society, exposing the daily struggle of women in various areas, not only for gender equality, but also for the daily ordeal to which they are exposed by simple the fact that they are women. |
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2022-08-03T16:46:03Z2022-08-03T16:46:03Z2021-03-25http://repositorio.ufsm.br/handle/1/25772The central theme of the research focuses on the construction of female identities in advertising, with a focus on football-related campaigns. The object of the analysis is Rede Globo's adverti-sing campaign, which ran from May to June 2019, entitled “A Copa das Mulheres”. Through six audiovisual pieces, the series seeks to publicize the broadcast of the FIFA Women's World Cup on the broadcaster. In this sense, we have as a general objective to analyze the female representations linked in the advertising campaign “A Copa das Mulheres”. As specific objec-tives we intend to: map the Brazilian historical, cultural, social and economic contexts that configure football in the country and its gender relations; to tension the construction of female representations in sports advertising; identify how women are represented in Rede Globo “A Copa das Mulheres” campaign; tense the role of advertising in football and its gender relations. For this, we apply the Cultural Studies, using as a methodological resource the análise cultural-midiática, based on Williams (1979), aiming to understand the historical context of football in Brazil, the presence of women and also women's identities and representations in this sport. In order to deepen the study, the textual analysis proposed by Casetti and Chio (1999) was used, scripted from four stages, namely: subjects and interactions; verbal texts; the story; the scene. As a result, it was observed that Rede Globo's advertising campaign for the 2019 World Cup fosters a current problematization, in which the presence of women in football has become an emerging agenda, in the process of inclusion, albeit as a residual agenda, carry traces of preju-dice. In the “A Copa das Mulheres” campaign, three of the six audiovisuals approach a specific player, placing her in a prominent position. It was concluded that the basic representation of these characters is guided by “going to fight like every Brazilian woman”, seeking to give pro-ximity to the stories told with the culture experienced by the viewers. As a consequence, both advertisements approach that the passion for football in childhood is not exclusive to men, exercising the breaking of a dominant view, in which girls also dream of being football players. It was also analyzed, in the remaining three audiovisuals, that female representation in football functions as a mirror of society, exposing the daily struggle of women in various areas, not only for gender equality, but also for the daily ordeal to which they are exposed by simple the fact that they are women.A temática central da pesquisa incide na construção de representações femininas na publici-dade, com foco para campanhas relacionadas ao futebol. O estudo tem como objeto a campanha publicitária da Rede Globo, veiculada de maio a junho de 2019, intitulada como “A Copa das Mulheres”. Através de seis peças audiovisuais, a série busca divulgar a transmissão da Copa do Mundo de Futebol Feminino 2019 na emissora. Nesse sentido, como objetivo geral buscou-se analisar a construção das representações femininas na campanha publicitária “A Copa das Mu-lheres”. Como objetivos específico: mapear os contextos histórico, cultural, social e econômico brasileiros que configuram o futebol no país e suas relações de gênero; discutir a construção das representações femininas na publicidade esportiva; tensionar a partir do conceito de hege-monia as mulheres representadas na campanha “A Copa das Mulheres” da Rede Globo; verifi-car o papel da publicidade no futebol e suas relações de gênero. Para isto, recorreu-se aos Es-tudos Culturais, utilizando como recurso metodológico a análise cultural-midiática, a partir de Williams (1979), com o intuito de compreender o contexto histórico do futebol no Brasil, a presença das mulheres e também as representações femininas na publicidade esportiva. Como protocolo secundário, utilizou-se a análise textual proposta por Casetti e Chio (1999), roteiri-zada em quatro etapas, sendo elas: sujeitos e interações; os textos verbais; a história; a cena. Nos resultados, observou-se que a campanha publicitária da Rede Globo para a Copa do Mundo 2019 fomenta uma problematização atual, em que a presença da mulher no futebol tornou-se uma pauta emergente, em processo de inclusão, ainda que como pauta residual, carregue res-quícios de preconceito. Na campanha da “Copa das Mulheres”, três dos seis audiovisuais abor-dam uma jogadora em específico, colocando-a em posição de destaque. Chegou-se à conclusão que a representação base destas personagens é pautada por “ir à luta como toda mulher brasi-leira”, buscando dar proximidade das histórias contadas com a cultura vivida pelas telespecta-doras. Como consequência, ambas publicidades abordam que a paixão pelo futebol na infância não é exclusividade masculina, exercendo a quebra de uma visão dominante, pois meninas tam-bém sonham em ser jogadoras. Constatou-se ainda, nos três audiovisuais restantes, que a repre-sentação feminina no futebol funciona como um espelho da sociedade, expondo a luta diária feminina em variados âmbitos, não apenas por igualdade de gênero, mas também pela provação diária a que são expostas pelo fato de serem mulheres.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESporUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em ComunicaçãoUFSMBrasilComunicaçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessEstudos culturaisRepresentaçãoGêneroPublicidadeFutebolCultural studiesRepresentationGenderPublicityFootballCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOAlém dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede GloboBeyond ninety minutes: female representations in the Rede Globo publicity campaign “A copa das mulheres”info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisLisbôa Filho, Flavi Ferreirahttp://lattes.cnpq.br/9962424591141586Oliveira-Cruz, Milena Carvalho Bezerra Freire deSteffen, Lauren Santoshttp://lattes.cnpq.br/5878908472110877Dalla Porta, Leonardo Oliveira600900000008600600600600600bcd6bcdc-eeb9-4f5e-9fe6-ab6532de8d1d7acdee6e-c78d-44f7-bf84-cf39de30349e8c053403-4cbd-4bea-b108-13cd8b2d7dd99a9ac612-95e5-4ff7-90b1-bb63d327ed69reponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALDIS_PPGCOMUNICAÇÃO_2021_DALLA_PORTA_LEONARDO.pdfDIS_PPGCOMUNICAÇÃO_2021_DALLA_PORTA_LEONARDO.pdfDissertação de Mestradoapplication/pdf5933993http://repositorio.ufsm.br/bitstream/1/25772/1/DIS_PPGCOMUNICA%c3%87%c3%83O_2021_DALLA_PORTA_LEONARDO.pdfcd75d4d3097c49a9bc60fd6ed2cc3967MD51LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo |
dc.title.alternative.eng.fl_str_mv |
Beyond ninety minutes: female representations in the Rede Globo publicity campaign “A copa das mulheres” |
title |
Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo |
spellingShingle |
Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo Dalla Porta, Leonardo Oliveira Estudos culturais Representação Gênero Publicidade Futebol Cultural studies Representation Gender Publicity Football CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo |
title_full |
Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo |
title_fullStr |
Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo |
title_full_unstemmed |
Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo |
title_sort |
Além dos noventa minutos: as representações femininas na campanha “A copa das mulheres” da Rede Globo |
author |
Dalla Porta, Leonardo Oliveira |
author_facet |
Dalla Porta, Leonardo Oliveira |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Lisbôa Filho, Flavi Ferreira |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/9962424591141586 |
dc.contributor.referee1.fl_str_mv |
Oliveira-Cruz, Milena Carvalho Bezerra Freire de |
dc.contributor.referee2.fl_str_mv |
Steffen, Lauren Santos |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5878908472110877 |
dc.contributor.author.fl_str_mv |
Dalla Porta, Leonardo Oliveira |
contributor_str_mv |
Lisbôa Filho, Flavi Ferreira Oliveira-Cruz, Milena Carvalho Bezerra Freire de Steffen, Lauren Santos |
dc.subject.por.fl_str_mv |
Estudos culturais Representação Gênero Publicidade Futebol |
topic |
Estudos culturais Representação Gênero Publicidade Futebol Cultural studies Representation Gender Publicity Football CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Cultural studies Representation Gender Publicity Football |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The central theme of the research focuses on the construction of female identities in advertising, with a focus on football-related campaigns. The object of the analysis is Rede Globo's adverti-sing campaign, which ran from May to June 2019, entitled “A Copa das Mulheres”. Through six audiovisual pieces, the series seeks to publicize the broadcast of the FIFA Women's World Cup on the broadcaster. In this sense, we have as a general objective to analyze the female representations linked in the advertising campaign “A Copa das Mulheres”. As specific objec-tives we intend to: map the Brazilian historical, cultural, social and economic contexts that configure football in the country and its gender relations; to tension the construction of female representations in sports advertising; identify how women are represented in Rede Globo “A Copa das Mulheres” campaign; tense the role of advertising in football and its gender relations. For this, we apply the Cultural Studies, using as a methodological resource the análise cultural-midiática, based on Williams (1979), aiming to understand the historical context of football in Brazil, the presence of women and also women's identities and representations in this sport. In order to deepen the study, the textual analysis proposed by Casetti and Chio (1999) was used, scripted from four stages, namely: subjects and interactions; verbal texts; the story; the scene. As a result, it was observed that Rede Globo's advertising campaign for the 2019 World Cup fosters a current problematization, in which the presence of women in football has become an emerging agenda, in the process of inclusion, albeit as a residual agenda, carry traces of preju-dice. In the “A Copa das Mulheres” campaign, three of the six audiovisuals approach a specific player, placing her in a prominent position. It was concluded that the basic representation of these characters is guided by “going to fight like every Brazilian woman”, seeking to give pro-ximity to the stories told with the culture experienced by the viewers. As a consequence, both advertisements approach that the passion for football in childhood is not exclusive to men, exercising the breaking of a dominant view, in which girls also dream of being football players. It was also analyzed, in the remaining three audiovisuals, that female representation in football functions as a mirror of society, exposing the daily struggle of women in various areas, not only for gender equality, but also for the daily ordeal to which they are exposed by simple the fact that they are women. |
publishDate |
2021 |
dc.date.issued.fl_str_mv |
2021-03-25 |
dc.date.accessioned.fl_str_mv |
2022-08-03T16:46:03Z |
dc.date.available.fl_str_mv |
2022-08-03T16:46:03Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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http://repositorio.ufsm.br/handle/1/25772 |
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http://repositorio.ufsm.br/handle/1/25772 |
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por |
language |
por |
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600900000008 |
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600 600 600 600 600 |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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openAccess |
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Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
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Programa de Pós-Graduação em Comunicação |
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UFSM |
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Brasil |
dc.publisher.department.fl_str_mv |
Comunicação |
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Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
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